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Assignment Group Global Marketing

This document provides instructions for an assignment on developing an international expansion proposal. Students are asked to: 1) Choose a company and product/service to focus on for expansion into an international market. 2) Analyze the company, home country, and destination country, considering factors like market opportunity, operations, and finance capabilities. 3) Propose strategies for the international expansion, addressing factors such as distribution, promotion, pricing, culture, challenges, and contingency planning. 4) The proposal must be 2,500-3,000 words, cite at least 6 academic sources, and address specific questions provided in the prompt. It will involve a written report and accompanying PowerPoint presentation.

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andre suryanto
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86 views

Assignment Group Global Marketing

This document provides instructions for an assignment on developing an international expansion proposal. Students are asked to: 1) Choose a company and product/service to focus on for expansion into an international market. 2) Analyze the company, home country, and destination country, considering factors like market opportunity, operations, and finance capabilities. 3) Propose strategies for the international expansion, addressing factors such as distribution, promotion, pricing, culture, challenges, and contingency planning. 4) The proposal must be 2,500-3,000 words, cite at least 6 academic sources, and address specific questions provided in the prompt. It will involve a written report and accompanying PowerPoint presentation.

Uploaded by

andre suryanto
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Type: Group

Value: KAT 1 – 20%

Focus: New Product Go International (expand to Overseas)

Word limit: Minimum of 2,500 and Maximum of 3,000 words (DO NOT OVER THIS
LIMIT)

Due Start from Week 6 will start the presentation

Aims and background


Expanding the business globally is inevitably decision has to be made by any company which
seeks to become a global company. However, decision to go international with a minimum cost
by a company has to follow company goals and also must to be supported by the ability to do so.
Planning, determining and preparing steps in expanding the business are conduct to mitigate the
risks of failure in the future as the market condition of international business is totally different
then local business in host country.

This assignment is designed to help you consolidate your understanding on aspects of planning
and preparing to go international, with accurate market analysis involving environment analysis in
micro and macro, communication process, understand the culture from the country, distribution
channels, logistics and supply chain, setting up the price, entry method and anticipating the
changing in regulations and policies from both country of origin as well as destination country.

This task also aims to sharpen your analytical skills and abilities for problem analysis and problem
solving. You are expected to propose your International Expansion and Analysis for the benefit of
your own company or other company which hires you as their consultant in preparing their goal
to expand their products/services to international

Process

1. Choose a company (can be start up or new established one), the product / services as the
object 

2. Choose the International market selection (Chapter 6,7,8) or destination country and avoid
the country that has been receiving product from Indonesia or similar products or services.
3. Analyze the company, host country and destination country (500-1,000 words)
a. Concentrate on RELEVANT factors.
b. A general PESTEL will not score high marks for this section. You must discuss in
details. You might use other tool to analyze the environment (MACS Matrix, Micro
and Market segmentation). Choose wisely and it is better to use 1 or 2 but you
analyze in depth rather than presenting all but in general and scattered.
c. Use the cornerstones of global marketing readiness (Product Knowledge, Market
Opportunity, Operations Commitment and Finance Capability)
4. Analyze the factors you have learnt throughout the class until before final exam, therefore
you analyze and propose through international market research conducted on the aspects
of (1,000-1,500 words):
a. Product or service decision and identify supplier (s)
b. Distribution decisions
c. Promotion Strategies
d. Pricing in International Market
e. Cross culture between country
f. Global marketing program
g. Possible/ Current challenges in Government Regulations and
policies which affecting the company go international

In this section it is important that you demonstrate an understanding of theories related to


above points and how they apply in this case.

5. The possible issues/foreseen problems for the company in the long run which will impacts
of the company. Additionally, you may put the contingency thinking inside your paper as
there is no perfect strategy in each situation.

Structure of your Essay:

The key question for this essay is:


How do you pack the product or service?
How about if we go international during pandemic, what will happen to our product or
service ? How about after pandemic ?
How to measure the effectiveness of penetration in using Digital Marketing for the product
or service go international ?

Step 1:
You need to select a company or firm or corporation, find the most feasible company in providing
the information, figures, numbers and useful information for your paper work.

Step 2:
Select one country where your company will go to international. Then, you need to answer the
following questions in your essay.
Part 1: Analysis of your Multinational Corporation (MNC)
In this section you will need to present and analyse key data supporting the status of
your company as a multinational corporation.
Question 1: Please explain your company’s profile as an MNC.
Question 2: Please use one theory related to readiness of the global marketing (Global marketing
which is (Product Knowledge, Market Opportunity, Operations Commitment and Finance
Capability) to analyse the readiness for expanding to international.
Part 2: Destination Country
You will need to focus on ONE factor from the host country that influences strategy of global
marketing for your MNC.
Question 3: Does this country has the market ? Is there a demand from this country ? Does the
availability of the product or service can meet the demand ? Does it easy to buy the product or
services (availability in everywhere or only limited stores)? How to maintain the product or
services internationally?

Part 3: Foreign Entry Strategies: In this section you will need to answer these questions:
Question 4: You need to present your proposal with answers to below factors:

a. Product or service decision and identify supplier (s)


b. Distribution decisions
c. Promotion Strategies
d. Pricing in International Market
e. Cross culture between country
f. Global marketing program
g. Possible/ Current challenges in Government Regulations and policies which
affecting the company go international

Part 4: MNC and its Contigency Planning (in relation with Regulations and Policies imposed
by countries)
Question 5: What are the key international business challenges for the company? And the product
you plan to sell it overseas
Question 6: How you develop the contigency planning inside your proposal? And provide the
rationales why your group agree on regulations or policies might affect the sustainability of your
business.

Other requirements and notes:

• A minimum of six (6) academic journal articles must be read and cited (include main
textbooks and any other books for Global Marketing, Svend Hollensen). Write down all
references in alphabetical order and well written (include sources from reliable web sites,
however, Wikipedia and blogs are not recommended due to reliability of information
provided)
• The assignment must be well-structured and well-presented
• The clarity of expressions together with the appropriate use of grammar, spelling and
punctuations are important.
• Any use of comments, information, data or quotations from others (books, journals,
newspapers, web etc.) must be cited using APA referencing style.
• The 12-point font in Times New Roman should be used throughout. Appropriate spacing
(1.5 lines) and margins on all sides (at least 2 cm) need to be maintained.
• Number each page.
• Proposal are written in ENGLISH and prepare the power point presentation as well as
presentation in the class.

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