STRATEGIC MARKETING – “BEAN-TO-CUP” COFFEE MACHINE MANUFACTURER

 Assignment Assume you are in charge of International Marketing in a “Bean-to-Cup” coffee machine manufacturing company based in your own country, or a country of your choice. Note: you need to research, select and justify a company suitable for this assignment. You are to research and propose the launch of your chosen organisation’s products into a specific NEW foreign market, i.e. a country that your chosen organisation does not currently export to. Note: you need to choose and justify your destination market. To do this you will address the three sections below, and compile your findings into a 3000 word report. Throughout you must demonstrate your wider reading of appropriate academic literature (i.e. fully referenced using Harvard or APA format), in order to support your viewpoints. 

Assignment Details

You are to produce an academic report that covers the following issues: Task 1 (Worth 40%) Discuss Market Selection and your final destination country. Also 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 (Worth 40%) Devise a Marketing Mix Strategy for your selected products and destination 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. International Marketing Strategy December 2012 Final NCC Education 2012 Task 3 (Worth 20%) Develop a Foreign Market Entry Strategy for your selected products and destination 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 chosen products into the proposed international market.