Based on your presentation, use the same imaginary international business and product,
and write an international marketing plan for the business based on your presentation.
As it is an individual report, marks for this assignment are individual.
The international marketing report should contain the following main elements:
1. BACKGROUND & MISSION STATEMENT (100 words max.):
Briefly introduce the fictitious company you are planning for. For example, for how
many years has it been operating? If it is already active in more than one country,
indicate in which ones. In addition, write a brief mission statement for your company.
2. MARKET OVERVIEW (600 words max):
An outline of the marketing environment using a suitable framework, SWOT analysis
and segmentation, including an explanation of the bases for your segmentation.
3. ACTION PROGRAMME (800 words max.):
Introduce your product (product name, description, and target segment), place (i.e.
channels of distribution), and price (e.g. which pricing strategies are you going to use
and why? How your target consumers judge or perceive ‘value’); What will be your
adaptation or standardization strategies?
4. MARKETING COMMUNICATION PLAN (800 words max.):
Prepare a creative brief for your communication agency and consider any cultural
issues there might be. This section should contain an outbound and dialogical
communication plans. Then, provide one paragraph and state whether and how these outbound and dialogical plans will complement each other to achieve the
communications objectives.
5. STRATEGIC PLANNING, IMPLEMENTATION & CONTROL (400 words max.):
Which tools or frameworks are you going to use for your strategic planning, and how
will you make sure that the plan is implemented and controlled?
6. LIMITATIONS (200 words max.):
What are the limitations in your plan? This section should also contain a contingency
plan (in a few broad lines) if the current strategy fails
7. CONCLUSIONS (100 words max.):
Re-statement of the strategic action plan and implementation
Further Guidance
• An important component of the assignment is demonstrating that you can determine
what types of strategic considerations are relevant for your particular business
• Be as comprehensive as possible (i.e. wide in your coverage), but also do not be afraid
to skip concepts which are irrelevant to your company and product
Your assignment should be based on recent literature and academic articles and should not
be based solely on text-books. Webpages like Wikipedia, or other dictionary-like sites, are
NOT allowed. You should be using academic journals and books for discussing concepts and
theories from the module.
Referencing
Please ensure that you have read the advice on assignment writing and referencing which
is available at:
http://www2.le.ac.uk/departments/management/documents/pdfs/assignwritingguideli
nes.pdf
You are required to use the Harvard Referencing System for your work, and you MUST
stick within the word limit given.
Word limit: 3,000 words +/-10%
