The 5 Stage Decision Model
There is one individual assignment, an individual international marketing plan (IMP) of 3,000 words which is worth 100% of the module mark.
Coursework (100% Individual Assignment)
There is one individual assignment, an individual international marketing plan (IMP) of 3,000 words which is worth 100% of the module mark.
You are the Marketing Director of your chosen British brand. The board of the company have decided to explore expanding into one new country market.
You have been asked by the board to develop an International Marketing Plan (IMP) to help them determine the best way to execute a move into this country you choose.
The choice of country is up to you, but it needs to be adequately supported with evidence (e.g. through a robust market screening and evaluation process). You also need to ensure that there is enough free information available (mainly in English) on your selected country.
Applying all that you have learnt on the GMS module through lectures, seminars, reading and the simulation, you are required to prepare a fully justified IMP. Every IMP (assignment) needs to include detailed analysis and frameworks presented in the five stages as follows.
1. The decision whether to internationalise
2. Choice of market to enter
3. Market entry strategies
4. Designing the global marketing programme
5. Implementing and co-ordinating the global marketing programme
The plan will need to include solid planning, underpinned by academic and business sources.
Recommended IMP Structure
Please follow the recommended structure for the IMP. The five-stage decision making model should provide the base for the IMP. Students are free to decide how they wish to populate the five stages within their IMP. However, it is strongly advised that the proposed content is discussed with their tutor. This will help ensure the five stages are adequately and accurately covered. Content will also be proposed during the module.
I. Cover page needs to mention the module title, title of IMP with brand name and student number. Please do not mention your name
II. Clearly and accurately formatted table of contents
III. 1-Page Executive Summary
IV. Introduction
V. Stage 1: The decision whether to internationalise
VI. Stage 2: Deciding which market to enter
VII. Stage 3: Market entry strategy/strategies
VIII. Stage 4: Designing the global marketing programme
IX. Stage 5: Implementing and coordinating the global marketing programme
X. Corporate social responsibility
XI. Conclusion
XII. Reflection on online group simulation
XIII. Reference list
