Learning Outcomes; (marketing coursework) “Analyse and discuss the internationalisation of business and global marketing issues. Critically analyse the global marketing environment and its influence on the marketing activities of the firm”.
Analyse and discuss the internationalisation of business and global marketing issues.
Critically analyse the global marketing environment and its influence on the marketing activities of the firm.
To apply pertinent global marketing theory to the tasks below.
The decision whether to Internationalise or not?
You have recently joined an ambitious, yet cautious Aberdeen company, where the Board is considering (1) whether to internationalise and (2) make the decision as to which market(s), if any, to enter.
You are required to apply the appropriate tools and process stages to the company, which is Sainsburys, in preparing your report to the Board.
Please note that you will NOT be proposing any entry mode for the company or developing a marketing mix plan or implementing and controlling a marketing programme. (Any report, which does so, will automatically be marked as a fail).
You will be expected to demonstrate that you have applied and considered the following: introduction and purpose of an internationalisation plan based on mission and vision of the company, market opportunities, internal resources, marketing objectives; benchmarking – via internal and external analysis, segmentation and competitor analysis. You must also include a discussion of the Uppsala internationalisation theory (ONLY) in your work.
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