MRKT19037 - International Marketing

Task Description As the international marketing director of a company, you have been assigned to develop a "market entry plan" for a product that is aiming to enter for a particular Australian market segment in 2020. Your tasks are: 1. Briefly explain the profile of Australian market segment and the product for this segment, 2. Identify the pros and cons of the most useful market entry modes that you have studied in this unit, and decide and explain the best entry mode strategy for your company, and 3. Design three frameworks outlining the pricing, distribution and promotional strategies. Notes for your assessment task - The word limit of this individual report is 2000 words (maximum) between the introduction and conclusion sections. - The assessment must be uploaded as a .doc or .docx file (word file). - It is expected that the report will be based on the concepts, theories, tools introduced in this unit and the use of your own research findings. You are encouraged to include recent journal articles and relevant theories and research findings, where appropriate. Use of data and information from the Australian Bureau of Statistics, Austrade, relevant and authentic Web sites, textbooks etc. will enrich your report. - Please cite and reference relevant data and information, where applicable. Your examiners expect authentic citations/references by using the APA referencing and citation styles. Assessment Criteria - The cover page and executive summary (3 marks): Includes student’s names, ID number, unit code and name, campus, term and year, a title of the assessment task, and names of the unit coordinator, lecturer and tutor, executive summary and table of contents; - Identification of an international market, and justification as to why the market is attractive with relevant theories and literature (6 marks); - Market entry mode choices and selection of an entry mode (10 marks); - Frameworks pricing, distribution and promotional strategies (16 marks) - Conclusion, style, format, citations and references (5 marks): Includes aims and a summary of the report, key findings and strategies, and a list of at least 10 citations and references of academic journals, textbooks, and authentic Web sources.