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Standardization and Adaptation of International Marketing Mix Activities: A Case Study

josh
April 26, 2018 0 Comment
Submission Guidelines
The submission is in the form of an individual written report. This should be written in a concise, formal business style using

· 1.5 lines Spacing

· Times New Roman Font

· 12 Font size

· You are required to make use of headings, paragraphs and subsections as appropriate,

· All work must be supported with research and referenced using the Harvard referencing system.

· Please also provide a bibliography using the Harvard referencing system.

· The recommended word limit is 2,000–2,500 words, although you will not be penalised for exceeding the total word limit.

Please follow the structure as described below and provide

· Main page

· Table of Contents

· Introduction

· Main body

· Conclusion

· References

Aim of the unit:
The aim of this unit is to introduce students to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so. This unit will give students the knowledge and ability to work with marketing teams internationally and to study marketing at a higher level.

In today’s globalized economy it is essential that marketing efforts are able to transcend international borders. To do this, marketers must gain an appreciation of the various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organization.

Standardization and Adaptation of International Marketing Mix Activities: A Case Study

Ali Ekber Akgün, Halit Keskin, Hayat Ayar (Gebze Institute of Technology, Kocaeli, 41400, Turkey)

Published by Elsevier- Social and Behavioral Sciences 150 (2014) 609-618

Despite increasing importance of international marketing for firms to survive and continue to prosper as well as increase their profitability in a rapidly changing environment, researchers pay more attention to domestic knowledge issues rather than international marketing. However; several factors (i.e. economies of scale, competitive strike, government incentives etc…) lead firms to international markets. In this context, all marketing activities in domestic level are undergoing a transformation to become international. Such that, the concept of marketing mix has become one of the key focus areas in international marketing research, practice and thought. In this study, we examined international marketing mix activities by conducting a descriptive holistic case study. We found three main findings. First, price and place elements of marketing mix are the most adapted elements. Second, while the product concept, colour and packet in product mix are adapted, the label and brand name are standardized. Third, promotion element of marketing mix is the most standardized element.

Complete articles available at: https://ac.els-cdn.com/S1877042814051295/1-s2.0-S1877042814051295-main.pdf?_tid=72f9c548-cd92-11e7-9ebf-00000aacb35d&acdnat=1511141633_c99d064bcdf909ee544b463054dca698

Accessed on 19 November 2017 at 11:47 pm

For this assignment, considering the above-mentioned case study about the ‘International Marketing’ you should assume as a newly appointed Marketing trainee officer of any organization of your choice and write a report whilst focusing on the questions (P, M and D) below:

Note** P=Pass, M=Merit & D=Distinction

Learning Outcome (1, 2, & 3)

P1: Analyse the scope and key concepts of international marketing (P1)

Guidance: For this task the learner is required to analyse the scope and definition of international marketing.

P2: Explain the rationale for an organization to want to market internationally and describe the various routes to market they can adopt (P2)

Guidance: the learner is required to provide the rationale for why organisations are seeking to internationalise. Key global macro and customer trends.

Contribution to meeting strategic objectives: Marketing’s role in contributing to the business strategy in an international context. Factors that influence internationalisation and setting an international marketing strategy to meet objectives.

M1: Evaluate the opportunities and challenges that marketing internationally presents to an organisation (M1)

P3 Evaluate the key criteria and selection process to use when considering which international market to enter (P3)

Guidance: The learner is suggested to critically evaluate the international markets such as the importance of choosing the right international market, opportunities and challenges in international market (also highlighting the ethical and legal considerations)

P4: Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each (P4).

Guidance: The Risk management and contingency planning in relation to volatile international markets and Generic international market entry strategies, and determining key success factors of international marketing.

M2: Apply the market evaluation criteria, entry strategies and make recommendations for a selected organization (M2)

D1: Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets (D1).

P5: Present an overview of the key arguments in the global vs local debate (P5)

Guidance: the learner should provide the marketing plan in an international context such as ‘Product adaptation: global vs local’.

P6: Investigate how the product, pricing, promotional and distribution approach differs in a variety of international contexts (P6)

Guidance: Pricing in international market such as ‘use of advanced technologies that support international distribution and promotional strategies considering hardware and software’. People and servicing in an international context.

M3: Evaluate the context and circumstances in which an organization should adopt a global or local approach, highlighting the implications of doing so (M3)

M4: Determine and articulate in detail how to adapt the marketing mix of a selected organization in different international markets (M4)

D2: Produce a critical evaluation of how the marketing mix is applied to a range of international contexts (D2).

The learner is required to submit the presentation covering the questions as under whilst using the selected case study along with your selected organization.

Note** No more than 12 slides using MS PowerPoint and it should be supported with 500 words notes and P= Pass, M= Merit and D= Distinction

Learning Outcome (LO4)

P7: Explain and analyse the various international marketing approaches organisations can adopt (P7)

Guidance: The learner should provide the demonstration to international marketing efforts such as organisational structures in an international context.

P8: Compare home and international orientation and ways to assess competitors outlining the implications of each approach (P8)

Guidance: The learner should provide the comparison between the home or international orientation and reporting lines.

Negotiation and new business assessment in international markets.

Assessing the international market competition and market performance

M5: Evaluate various marketing approaches and competitors’ analysis in relation to an organization and make recommendations on how they should operate in an international context (M5).

D3: Make recommendations on how organisations should be structured to maximise the opportunity in an international context (D3)

Learning Outcomes and Assessment Criteria (Grading Criteria)
Learning Outcome Pass Merit Distinction
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context P1: analyse the scope and key concepts of international marketing

P2: Explain the rationale for an organization to want to market internationally and describe the various routes to market they can adopt

M1: Evaluate the opportunities and challenges that marketing internationally presents to an organisation D1: Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets
LO2 Evaluate entry to a selection of international markets and define the key success factors P3: Evaluate the key criteria and selection process to use when considering which international market to enter

P4: Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each

M2: Apply the market evaluation criteria, entry strategies and make recommendations for a selected organization  
LO3 Investigate how elements of the marketing plan can be adapted or standardised across international markets P5: Present an overview of the key arguments in the global vs local debate

P6: Investigate how the product, pricing, promotional and distribution approach differs in a variety of international contexts

M3: Evaluate the context and circumstances in which an organization should adopt a global or local approach, highlighting the implications of doing so

M4: Determine and articulate in detail how to adapt the marketing mix of a selected organization in different international markets

D2: Produce a critical evaluation of how the marketing mix is applied to a range of international contexts
LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.) P7: Explain and analyse the various international marketing approaches organisations can adopt

P8: Compare home and international orientation and ways to assess competitors outlining the implications of each approach

M5: Evaluate various marketing approaches and competitors’ analysis in relation to an organization and make recommendations on how they should operate in an international context D3: Make recommendations on how organisations should be structured to maximise the opportunity in an international context
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