AMB336-International Marketing

Desccription

Organisational context and target countries are provided below. You are require to provide analysis related to the opportunities and challenges of contemporary digital marketing within the target market and the type of product should be central drivers of these learnings. You address these opportunities and challenges through the lens of country, company, customer context to better develop a realistic and justified recommendation.

You are to present an international marketing research report for architect service exports into China for the firm “Australian Architects Limited” (this organisation is factitious). You are the international marketing manager and must evaluate the country market settings and assess the potential viability of international growth into China using a digital marketing platform. Be aware of the changing environment and impact on marketing activities in the international market such as “the client experience”. You are to draw upon the literature to highlight key areas where change is altering the international marketing activities and performance of the firm. Further, the impact of the Internet on international marketing performance indicators such as sales from international customers has become clearer in recent years and should also be a focus. For example, new internet based technologies such as virtual reality, augmented reality and other platform should be evaluated as tools for the project.

Scenario

A well-established Australian company “Australian Architects Limited” recently received some tender opportunities from international clients from international clients from China. The company is a medium to large sized company employing 200 staff. You, the international marketing manager believes that China may be a potential market for the firm. Further, the CEO believes the Internet may also enhance the firm’s ability to gemnerate profits now and in the future, but is unsure how. Can you help analyse and evaluate the potential for this country market? Further, can you also address how the Internet might assists the firm in their international marketing activities of their product into China?

Research Question

who would your customer be in China (e.g., business and or government)? How might these environment elements influence the marketing activities and performance if the firm in China? w