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For one tangible product (not a service) of a chosen UK
brand, write a 3,000 word report, which evaluates the opportunities available
in two new countries. The product should not be currently available in these
two new countries (the brand or company should not officially be involved in any
activities related to this product in these two countries) but the product must
be available in the UK. One of the countries must be a European country (not
the UK) and the other, a non-European one.
Your report must be underpinned (and fully referenced) by
appropriate theories, theoretical concepts, models and frameworks. Your report must
comprise of the following 5 parts. Further guidance on the structure can be
found on page 17 and 18.
Part 1 [worth 10%]:
Brief introduction to the chosen UK brand and chosen product. Justification of
the decision to internationalise or continue internationalisation.
Part 2 [worth 25%]:
Profile the marketing environments for your chosen product for the two potential
countries (one European and one non-European) using STEEPLE.
Part 3 [worth 15%]:
Develop a positioning map for each country by applying competitor and consumer
insights. Clearly discuss how you would differentiate yourself from your
competition in each country.
Part 4 [worth 15%]:
Critically discuss, justify and evaluate the chosen market entry mode(s) and method(s)
for each country.
Part 5 [worth 25%]:
Present and discuss the standardisation versus adaptation strategy for the two countries
relating to the 4 Ps; i.e. Product, Price, Place & Promotion (including
Packaging if relevant).
Presentation & Referencing is worth 10%.
Further Guidance:
Choice of countries: You must choose one European and one non-European country. If
you choose large countries such as the USA, China, India, etc. you must decide
whether to go country-wide or decide to launch in a specific region or state
initially. The 27 EU (European Union) countries, countries in the EEA (European
Economic Area) and Switzerland should be treated as ‘European’ countries. Turkey is not a European
country. Consider the brand’s current international operations and experience
when picking the two countries.
Choice of brand: The UK brand could
be owned by a UK company; e.g. Warburtons is a family owned UK brand or it
could be owned by a non-UK entity. What is important is that the brand you pick
has UK origins; e.g. Cadbury and Innocent have UK origins but are now owned by
American entities.
Choice of product: You must choose one tangible product, not a service. It must be the
same product for both countries. You must not choose a range of products. The
UK brand’s product must exist in the UK and must not exist in your chosen
countries (the brand or company should not officially be involved in any
activities related to this product in these two countries). There could be
other competing brands with the same product or similar products in these two countries.
You just have to ensure that the chosen product of your brand does not exist in
the two countries.
Quick Tip: Although simplistic,
Warburtons for instance can be your brand and crumpets could be your product.
Please check your choice of brand and product with your seminar leader or
module leader before you start working on your report. Students are strongly
advised to get their brand and product approved by the end of week 2.
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