ASSIGNMNET 40%
Executive Summary
Briefly introduce the selected company and product/service.
Highlight the aim: advising international market entry strategy.
Key findings: marketing mix strategy (adapt/adopt), brand development using
CBBE, recommended IMC tools, and methods to evaluate marketing success.
Conclude with strategic recommendations for international success.
Introduction
Clearly state the aim:
To advise the client on internationalizing their product/service.
Define the scope:
Applying marketing theories (Marketing Mix, CBBE, IMC, Metrics) to support decision-
making.
Include aim:
“To evaluate how [Company Name] can successfully enter [Target Country] through
strategic marketing practices.”
Brief background of the company and the product/service (link appendix).
1. Adaptation vs. Standardization
of the Marketing Mix
Theory: Levitt’s Globalization vs. Localization Argument
Standardization: Cost efficiency, consistent brand image (e.g., Apple,
McDonald's branding).
Adaptation: Local relevance, cultural alignment, market responsiveness
(e.g., KFC in China adapting menu).
2. 4Ps Analysis with Justification:
1. Product: Should it be culturally adapted? (Cultural norms – Hofstede’s
dimensions).
2. Price: Local purchasing power parity, competitor pricing (Penetration or
Skimming strategy).
3. Place: Local distribution networks vs. global logistics (Franchising, partnerships).
4. Promotion: Adapt messaging and channels to local language/media habits (IMC
relevance here).
3. CBBE Model: Building Brand Equity in
New Market
Theory: Keller’s Customer-Based Brand Equity (CBBE) Pyramid
1) Brand Salience (Who are you?)
Awareness building through local channels.
Recommendation: Launch events, influencer marketing.
2) Brand Performance & Imagery (What are you?)
Performance: Focus on functional benefits (e.g., quality, reliability).
Imagery: Emotional and symbolic associations – local culture values.
3) Brand Judgement & Feelings (What about you?)
Encourage positive customer experiences.
Use feedback systems, brand storytelling.
4) Brand Resonance (What about you and me?)
Develop loyalty through loyalty programs, after-sales service.
Foster brand communities (social media engagement).
4. Integrated Marketing Communications (IMC)
Theory: Schultz’s IMC Framework
Definition: IMC is a strategic coordination of promotional tools to deliver a clear, consistent message.
Importance: Ensures coherence in messaging across channels, enhances brand recall and trust.
Must align with AIDA model (Attention, Interest, Desire, Action).
Three IMC Methods for Market Entry:
1) Digital Marketing (Social Media + Influencers)
High reach, especially for younger segments.
Facebook, Instagram, TikTok tailored to country usage patterns.
Use of local influencers to build authenticity.
2) Public Relations (PR & CSR Activities)
Enhance credibility and trust.
Community events, local partnerships, press releases.
3) Sales Promotions (Limited-time offers, loyalty schemes)
Boost initial uptake.
Effective in price-sensitive or competitive markets.
4. Measuring Marketing Success and Improvement
Theory: Control Metrics & KPIs in Strategic Marketing
Key Metrics:
Sales Performance: Revenue targets, volume sold.
Market Share: Growth in local market segment.
Customer Metrics: Satisfaction (CSAT), Net Promoter Score (NPS), brand awareness surveys.
Financial KPIs: ROI on marketing spend, profit margins.
Evaluation Tools:
Marketing dashboards (real-time analytics).
CRM systems for customer retention and engagement.
Feedback loops and benchmarking against competitors.
Improvement Techniques:
A/B testing for promotions, customer surveys.
Adjust marketing mix based on feedback.
Use predictive analytics for trend forecasting.
Conclusion & Recommendations
Summarize findings for each section.
Recommend a hybrid marketing mix strategy (standardized core +
adapted elements).
Emphasize importance of CBBE-based brand strategy.
Recommend selected IMC tools with rationale.
Highlight need for continuous performance monitoring and agile
adaptation.
ASSIGNMENT 60%
1. Executive Summary
I. Brief Background of the Organization:
II. Marketing Challenge (International Expansion or New Product):
III. Summary of Situational Insights:
IV. Strategic Approach:
V. Key Marketing Objectives (Sales, Communication, Corporate):
VI. Overview of Proposed Strategy:
VII. High-Level Expected Outcomes:
2. Introduction
Name and Nature of the Organization
Marketing Challenge
Purpose of the Report
Geographic and Product Focus
Mention Key Theories and Models Applied
3. Situational Analysis
Macro (External) Analysis using PESTEL
Micro (Market/Industry) Analysis using Porter’s Five Forces
Internal Analysis:
Resources (Barney, 1991)
Core Competencies (Hamel & Prahalad, 1990)
Dynamic Capabilities (Teece, 1997)
Value Chain Analysis (Porter, 1985)
4. Marketing Objectives (3-Year
SMART Goals)
Sales Objectives: For example, set a revenue goal like “Achieve €X in
revenue within Country Y by Year 3.” Justify this with market size
analysis and competitor benchmarking.
Communication Objectives: Define goals such as “Gain 100,000
social media followers” or “Generate 1 million impressions through
targeted online campaigns.”
Corporate Objectives: Include corporate goals such as “Open five
flagship stores” or “Establish distribution partnerships with major local
retailers.”
Justify these objectives based on customer value and target segments.
Ensure they are SMART (Specific, Measurable, Achievable, Relevant,
Time-bound).
5. Marketing Strategy
Market Entry Strategy
Strategic Approach:
Cost Leadership: Competing on price through economies of scale.
Differentiation: Offering unique products or services.
Focus: Targeting a niche market.
Support with Value Discipline:
Operational Excellence
Product Leadership
Customer Intimacy.
Positioning:
Explain the company’s position relative to competitors. How will the product or service
be perceived by the target market (e.g., premium quality, innovative, affordable)?
6. Marketing Tactics
1. Product Strategy:
Decide whether to standardize the product or adapt it for local preferences (e.g.,
packaging, ingredients, design).
2. Price Strategy:
Choose a pricing approach like penetration pricing, skimming, or value-based pricing.
3. Place (Distribution Strategy):
Identify how the product will reach consumers (e.g., online, retail, franchising).
4. Promotion Strategy:
Create a marketing campaign tailored to the target market. For example:
Message: Align with the value proposition (e.g., "Innovative tools that empower creativity").
Media Mix: Utilize a blend of digital advertising, influencer marketing, and social media.
Calls-to-action: Focus on clear actions (e.g., “Download our app,” “Visit our store,” or
“Subscribe for updates”).
7. Gantt Chart (Implementation
Plan)
Create a detailed timeline reflecting key tasks and milestones:
a) Market Research: Identifying target segments and market size.
b) Channel Development: Setting up distribution networks.
c) Product Adaptation: Modifying products for local market preferences.
d) Campaign Roll-out: Launching marketing campaigns.
e) KPI Review Milestones: Regular checks on performance metrics.
8. Monitoring and Control
Financial Plan:
Provide a budget estimate for each activity and expected return on
investment (ROI).
KPIs:
Sales Metrics: Track revenue, units sold, and market share growth.
Communication Metrics: Measure engagement rates, social media
followers, and impressions.
Customer Metrics: Assess customer satisfaction, retention rates, and
feedback.
Risks & Contingency Plans:Identify potential risks such as market
rejection, legal issues, or supply chain disruptions. Provide strategies to
mitigate these risks, like diversifying suppliers or adapting pricing strategies.
9. Conclusion
Reaffirm how the strategy is aligned with the company’s strengths and
the global market’s needs.
Summarize how the plan will ensure sustainable competitive advantage,
create customer value, and contribute to global marketing growth.
Final Tip: The integration of learning outcomes (LO1, LO2, LO3) should
be emphasized throughout the plan. Each section should demonstrate
how the strategy evaluates global marketing methods, analyzes
marketing instruments, and examines strategic approaches, all in
alignment with your firm’s objectives.