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Assume you are in charge of international marketing in an air conditioning unit manufacturing company.
You need to research and select a company suitable for this assignment.
To do this you will address the three sections below, and compile your findings into a 3000-word report. Throughout the report you must demonstrate your wider reading of appropriate academic literature (i.e. fully referencing your work using Harvard ), in order to support your viewpoints.
Assignment Detail
You are to produce an academic report that covers the following issues.
Task 1 � 40 Marks
Discuss market selection and your final destination country. Include an environmental analysis. (1200 words)
Guide notes: Justify your choice of international market for your organisation through a critical examination of its market environment. Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature.
Consider aspects of culture and buyer behaviour, and how these present opportunities and threats to you, the marketer, in your chosen destination country. Include a discussion of legal and ethical issues in your answer. Again, underpin your answer with references to relevant academic marketing literature.
Task 2 � 40 Marks
Devise a Marketing Mix Strategy for your air conditioning unit and destination market combination from Task 1 above. (1200 words)
Guide notes: Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature. In addition, discuss and justify which elements of the chosen marketing mix strategy should be standardised or adapted � justify your answer.
Task 3 � 20 Marks
Develop a Foreign Market Entry Strategy for your air conditioning unit and destination market combination from Tasks 1 and 2 above, and discuss how social networking tools could be used to promote/support this. (600 words)
Guide notes: Critically discuss the market entry strategy process that is most appropriate for your product�s entry into the proposed international market.
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