International Marketing And Operations
Your company has been asked by a client organisation (see point 4 below) to research and screen an international market with a view to identifying the opportunities and issues, from an International Marketing and Operations perspective, which may arise should the client organisation decide to enter that specific market. Your chosen market should be from within the following developing markets: BRIC, Latin America or Central/Eastern Europe. Your information will be used to form the basis of the decision criteria for a marketing and operations strategic plan.
You are asked to produce a 2,000 words report where you will:
1. Choose a company product/brand from one of the following sectors:
b. Alcoholic/soft drinks
c. Consumer electronics
d. Cosmetics/Beauty/Personal Care
2. Ensure your brand has NOT YET entered your chosen international market (IM).
3. Make sure that the international market you choose should be different from your domestic
4. Contextualize your market sector for the firm, the international marketing and competitive
5. Identify key issues, via screening, which may affect your market entry strategy in your chosen
country and target market segment, plus highlight key differences from your domestic market. a. From an international marketing perspective (e.g. market entry mode)
??b. From a business operations and distribution perspective (e.g. manufacturing/distribution strategy)
Provide a summary of key indicators which will assist the company in deciding whether to enter your chosen international market.
The report shall address the following issues:
1. International market scanning and opportunities identification.
2. Market entry methods.
3. Marketing mix implications with specific reference to the product characteristics.
4. Operational and supply chain considerations.
The output shall be structured as a proper business report. Include “diagrams”, “images” and “data” as “necessary”. Whilst you are producing a business report, it must be referenced using Harvard Referencing. All references cited must be listed alphabetically at the end (not included in word count). Headings and sub headings must be used to structure the commentary.
Time to discuss the progress of your report will be made available in the tutorials. The Unit Leader and the Unit Tutors will not review drafts via email.
Unit Learning Outcomes Assessed.
1. Demonstrate practical knowledge of international marketing and operations management principles
2. Explain key theoretical aspects of international marketing and operations management
3. Identify strategic links between IM and OM strategies
???????Early Career/ World Class Professional Skills being or developed.
1. Identify data and interpret information through analysis and synthesis with literature (PLO1)
2. Enhance effective communication skills (PLO2)
3. Identify and explain global context (PLO4)
???Assignment Details and Instructions.
1. Market/country attractiveness and risk analysis 20%
2. Identification of international target consumer segment & issues 10%
3. Assessment of potential distribution strategy 10%
4. Identification of critical operational issues arising 10%
5. Identification of critical international marketing issues arising 10%
6. Operational, distribution and marketing recommendations for international market entry
7. Flow and integration of report 5%
8. Academic justification & referencing 5%
4. Clarke, G. and Wilson, I. (2009), International Marketing, McGraw-Hill: London.
5. Hill, A. and Hill, T. (2011), Essential Operations Management, Palgrave Macmillan:
6. Schmidt, M. J. and Hollensen, S. (2006) Marketing research: an international approach. Harlow: Financial Times Prentice Hall.
Wider Reading – International Marketing
9. Aaker, D.A., and McLoughlin, D. (2010), Strategic market management: global perspectives, Hoboken, NJ: John Wiley.
10. Albaum, G., Duerr, E. & Strandskov, J. (2011), International marketing and export management, 7th ed., FT Prentice Hall, Harlow, UK.
11. Cullen, J.B. and Parboteeah, K.P. (2010), International business: strategy and the multinational company, Routledge: Abingdon.
12. Czinkota, M.R. and Ronkainen, I.A. (2010), Principles of international marketing, 9th Ed., Cengage Learning: Andover, UK.
13. Doole, I. and Lowe, R. (2012), International marketing strategy: analysis, development and implementation, 6th Ed., Thomson Learning: London.
14. Hollensen, S. (2011). Global Marketing, 5th ed., FT Prentice Hall: Harlow. Chapters: 1; 4; 5-8; plus 14-17; 19.
15. Keegan, W.J; and Green, M.C. (2011), Global marketing, 6th Global Ed., London: Pearson.
16. Kotabe, M. and Helsen, K. (2004), Global marketing management, 3rd Ed., Hoboken NJ: Wiley
International. Chapters: 7-8 & 18.
Wider Reading –Marketing Strategy, Consumers, Culture and Ethics
9. Aaker, D.A. (2011), Strategic market management, Hoboken, NJ: John Wiley.
10. Chaffey, D. & Ellis-Chadwick, F. (2012), Digital marketing: strategy, implementation and practice, 5th ed., London: FT Prentice Hall.
11. Crane, A. & Matten, D. (2010), Business Ethics, OUOP: Oxford, UK.
12. Hall, E.T. (1960), The silent language in overseas business, Harvard Business Review, May-
13. Hofstede, G. (1984), Cultural consequences, Sage: London. See also: http://www.geert-
14. Parboteeah, K.P. & Cullen, J.B. (2013), Business ethics, Routledge: Abingdon.
15. Solomon et al., (2013), Consumer behaviour – a European perspective, Harlow: FT – Prentice Hall, 5th Ed., Chapters 1 & 10-15.
16. Usunier, J-C. and Lee, J.A. (2013), Marketing across cultures, 6th Ed., Harlow : FT Prentice Hall.
Wider Reading – Operations Management
11. Slack, N., Chambers, S. and Johnston, R. (2010), Operations management, 6th Ed., Pearson Education Limited.
12. Johnston, R. and Clark, G. (2008), Service operations management: improving service delivery, 3rd Ed., Pearson Education Limited.
13. Jones, P. and Robinson, P. (2012), Operations Management, 1st Ed., Oxford University Press, Oxford, UK.
14. Bititci U.S., Garengo P., Drofler V. and Nudurupati S.S. (2011), Performance Measurement: Challenges for Tomorrow, International Journal of Management Reviews, Forthcoming.
15. Bititci U.S., Mendibil T.K., Nudurupati S.S., Garengo P. and Turner T.J. (2006), Dynamics of performance measurement and organisational culture, International Journal of Operations and Production Management, Vol. 26, No. 12, pp. 1325-1350.
16. Bititci U.S. and Nudurupati S.S. (2002), Using performance measurement to drive continuous improvement, Manufacturing Engineer, IEE Magazine, Vol. 81, No. 5, pp. 230-235 (This paper won The J D Scaife Premium Prize).
17. Hayes, R.H. and Abernathy, W.J. (1980), Managing our way to economic decline, Harvard Business Review, 58, pp. 67–77.
18. Parasuraman, A., Zeithaml, V.A. and Berry L.L. (1988), “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64, No. 1, pp. 12-40.
19. Vargo, S.L. and Lusch, R.F. (2004), Evolving to a new dominant logic for marketing, Journal of Marketing, 68, pp. 1–17.
20. Vargo, S.L. and Lusch, R.F. (2008), From goods to service(s): Divergences and convergences of logics, Industrial Marketing Management, 37, pp. 254–259.
Group Work Guidelines (If applicable) N/A
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