BTEC Unit 40 International Marketing

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LO1 Demonstrate an understanding of how marketing contributes to business strategies in an
international context.
LO2 Evaluate entry to a selection of international markets and define the key success factors.
Scenario and Activity
You have been working as marketing manager for a national organisation (your workplace or choose an
organisation of your choice) having top of the range products and brand leader for some of the products. The
Director of marketing & sales informed you that the growth in the local market is stagnant and the Board of
Directors (BOD) is planning to expand its operations internationally. Since this is going to be the first ever exposure
to the international markets, they want to have a research report about the ins and outs of the international
expansion. The Director has assigned you the task to produce a report for the Board of Directors focusing on how
marketing contributes to business strategies in an international context and how they can enter into international
markets and be successful in this expansion.
Your report should include the following specific tasks and should be answered in the context of your organisation
as much as possible: -
Introduce the chosen organisation and then analyse the scope and key concepts of international marketing.
❖ Discuss the rationale for an organisation to want to market internationally and describe the various routes to
market it can adopt.
❖ Evaluate the opportunities and challenges that marketing internationally presents to an organisation.
❖ Evaluate the key criteria and selection process to use when considering which international market to enter.
❖ Explain, using examples, the different market entry strategies, including the advantages and disadvantages
of each.
❖ Apply the market evaluation criteria, entry strategies and make recommendations for your organisation.
Section 2
LO3 Evaluate entry to a selection of international markets and define the key success factors.

LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts
(multinational, global, transnational, meta-national, etc.).
 
Scenario and Activity

The Director Sales & Marketing informed you that your report on task one to Board of Directors (BOD) has been
very impressive and covered most of the aspects which they wanted to look at before launching their products in
the international market. He further informed that BOD wants you to give a presentation to them and the senior
management team on how the marketing plan can be adapted or standardised across international markets and how
to organise and evaluate marketing efforts.
You will conduct an individual power point presentation, which should contain the following:
Present an overview of the key arguments in the global vs local debate.
Investigate how the product, pricing, promotional and distribution approaches differ in a variety of international
contexts.
Evaluate the context and circumstances in which an organisation should adopt a global or local approach,
highlighting the implications of doing so. You could discuss this in the context of your organisation.
Determine and articulate in detail how to adapt the marketing mix of a selected organisation (your organisation,
for example) in different international markets.
Explain and analyse the various international marketing approaches organisations can adopt.
Compare home and international orientation and ways to assess competitors outlining the implications of each
approach.
Evaluate various marketing approaches and competitor analysis in relation to an organisation (your organisation,
for example) and make recommendations on how it should operate in an international context.
Make recommendations on how organisations should be structured to maximise the opportunity in an international
context.
Assignment Submission Format (Structure)

Your work should be presented in a Presentation format to the Board of Directors and the senior management team
of 8 to 10 PowerPoints. The submission is in the form of a 10-minute individual PowerPoint presentation and 5
minutes allocated for questions. The copy of the presentation slides and speaker notes should be submitted after
the Section 1 report. Please make effective use of PowerPoint headings, bullet points and subsections as
appropriate. It should be referenced using the Harvard referencing system. Please also provide a bibliography using
the Harvard referencing system. The recommended word limit is 1,500 words (+/- 10%), presentation slides with
speakers notes, although you will not be penalised for exceeding the total word limit.
LO1 Demonstrate an understanding of how marketing
contributes to business strategies in an international
context
P1 Analyse the scope and key concepts of international marketing.
P2 Discuss the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt.
M1 Evaluate the opportunities and challenges that marketing internationally presents to an organisation.
D1 Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets.
 
LO2 Evaluate entry to a selection of international markets and define the key success factors
P3 Evaluate the key criteria and selection process to use when considering which international market to enter.
P4 Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each.
M2 Apply the market evaluation criteria, entry strategies and make recommendations for a selected organisation.
 
LO3 Investigate how elements of the marketing plan can be adapted or standardised across international markets
P5 Present an overview of the key arguments in the global vs local debate.
P6 Investigate how the product, pricing, promotional and distribution approach differs in a variety of international contexts.
M3 Evaluate the context and circumstances in which an organisation should adopt a global or local approach, highlighting the implications of doing so.
M4 Determine and articulate in detail how to adapt the marketing mix of a selected organisation in different international markets.
D2 Produce a critical evaluation of how the marketing mix is applied to a range of international contexts.
LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.)
P7 Explain and analyse the various international marketing approaches organisations can adopt.
P8 Compare home and international orientation and ways to assess competitors outlining the implications of each approach.
M5 Evaluate various marketing approaches and competitor analysis in relation to an organisation and make recommendations on how they should operate in an international context.
D3 Make recommendations on how organisations should be structured to maximise the opportunity in an international context.
 

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