MBA- Global Marketing
Individual Assignment
Learning Outcomes Covered
Understand the role and function of Global marketing in micro and macro-economic
conditions.
Critically evaluate external market conditions and market assessment criteria.
Understand and apply the principles of global marketing strategic approaches.
Develop and justify a marketing and execution plan for a given international market.
The Assessment – Strategic Marketing Plan
The Sri Lankan Government is highly focused on minimizing the trade deficit in Sri Lanka.
In this regard, the current Government is working on two main strategic policy
directions. These are, import substitution by way of increasing the domestic production
in local industries and promoting value added exports. The present Government‘s
cabinet ministerial portfolios has been re- defined based on industry focused
classification to develop the local industries. The Government has imposed import
restrictions for selected product categories and discourage imports and encourage local
industries to get in to these product categories. The Export Development Board of Sri
Lanka is also playing a vital and proactive role towards assisting local manufactures to
reach new international markets for their products/ brands. And also, in line with
government’s policy direction Local banks are providing financial support for the
exporters to take their brands in to the global market.
Encouraging and facilitating small /medium Entrepreneurs (SME s) to reach the
international markets with their product/s is sustainable economic development
approach, and which will deliver the expected economic and social benefits to the
country.
1
In line with Sri Lankan Government’s policy direction for export promotion, you are
required to select one of the products from the below list and prepare the complete
strategic marketing plan for the selected product to penetrate in to the most
appropriate international market/s. The recommended entry mode is indirect Exports.
You may critically analysis the market identifying process (where to expand) and your
strategic approach. (How do you do it )
List of Products
1. Branded Organic Tea
2. Branded Moringa Tea
3. Branded Process jack fruits / Jack fruit based products
4. Branded King coconut products
5. Branded Clay product
6. Branded Batik Garment Product
7. Branded Cinnamon Products
8. Branded Spices
Assignment to Cover:
Knowledge/understanding of the product and its international market opportunities.
Develop suitable brand and its properties current position of the brand. Understand the
market (Category that the brand competes, market size (volume and value), growth,
consumer behavior and competitor analysis, and pricing, profitability, and value
propositions and market shares of competitors, and your brand.
Construction of the PESTEL & SWOT analysis and identification of workable
opportunities. Remember, opportunities need to be quantified.
Quantification of opportunities via setting marking objectives.
Strategy development and justification. This part includes segmenting, targeting and
positioning (STP). Clearly demonstrate how you propose your chosen brand take
advantage of unmet consumer needs or satisfy consumer needs in International market
better than existing competitors if any.
2
Development of a Strategic marketing plan with execution and Time line/marketing
budget.
Identification of KPIs and suggested plan for performance management.
Reporting Structure
Paper Size : A4
Word Count : Minimum 2000 words
Printing Margins : LHS; RHS: 1 Inch
Binding Margin : ½ Inch
Header and Footer : 1 Inch
Printing : Single Sided
Basic Font Size : 12
Font Style : Times New Roman
Line Spacing : 1.5
Presentation : Bound Document
Note: Please note that your Marketing plan to be presented assuming in Corvid-19 free
environment
Assignment Submission:
Assignment Submission: on or before 21st Nov 2020
Individual Presentation: 28th Nov 2020 ( onwards)
25 marks will be given to this assignment.