QUESTION 1 [100 MARKS]
Your organisation is currently looking to expand its products or services into the international market.
They approach you to advise them on compiling a marketing plan for this endeavour. Select a specific
product OR service within your own organisation that is suitable to expand into an international
market. Identify a country within which the product or service is to be introduced. Explain the key
reasons for selecting this specific country in relation to the product or service you intend to market.
Develop a marketing plan drawing on all relevant theory in your course material and additional
research outside your course material. The overall introduction and conclusion for the assignment is
part of the Marketing Plan itself.
Write a report of no more than 17 pages, in Arial font 11, single-spacing. Please ensure that your
report includes discussions on the following (but not limited to):
A situation analysis: critical discussion on the various analytical frameworks used for analysis
(5C analysis / PEST analysis / SWOT analysis) and explain why you selected the specific
situation analysis tool;
Marketing strategy: critical discussion on segmentation, targeting, positioning, and value
proposition within the chosen countrys market and explain why your marketing strategy was
developed based on the situation analysis;
Marketing mix decisions: critical discussion on product development, pricing, distribution, and
promotion within the chosen targeted international countrys market and substantiate why you
developed your respective marketing mix decisions; and
Implementation and control.
Introduction Is the company and the objective of the report properly introduced?
Is relevant background information on company and product / service
provided?
Are the reasons for marketing the product in the chosen targeted
international country explained?
Is the content to be covered in the report indicated?
5
Situation analysis Are various analytical frameworks used (5C analysis / PEST / SWOT)?
Are these tools applied appropriately?
Are proper conclusions drawn and major gaps or trends formulated
from the analysis?
15
Marketing strategy Based on the selected targeted international country, discuss the
chosen strategy with regards to:
o Segmentation
o Targeting
o Positioning
o Value proposition
Sufficient motivation provided for decisions taken.
Do decisions relate back to the gaps or trends identified in the situation
analysis?
20
Marketing mix Discussion on chosen strategy regarding:
o Product development for new targeted international market;
o Pricing strategy for the chosen targeted international countrys
market;
o Distribution strategy for the chosen targeted international
countrys market;
o Promotion strategy for the chosen targeted international
countrys market.
Do decisions relate back to gaps or trends identified in the situational
analysis?
Do decisions relate back to the chosen segmentation, targeting and
positioning strategies discussed in previous section?
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