scu mkt00150 global marketing future directions of a global company

Assignment
Choose and report on an existing company that has operations in a foreign country. In your answer cover the following parts: (a) background, (b) environmental audit (c) customer market assessment and (d) future directions.
Develop your report’s discussion with reference to Topics 1 to 5. Parts (b) to (d) require you to focus on the companys operations in ONE foreign country of your choice only (other than the domestic/home country).
Your report should contain:
(a) Company profile 2 marks. Provide a brief background of the company including international structure, product range and competitive position in the international marketplace (approx. 200 words).
(b) Environmental audit 10 marks. Discuss the companys external environment in the foreign country of choice. Outline the relevant economic, political, legal, and social/cultural environmental factors that exist in your selected market. Highlight the implications for your chosen company.
(c) Customer market assessment 4 marks. Assess critically the foreign countrys market segments your company operates in, offering clear arguments as to its opportunities and threats. In your answer discuss the main target market strategy that the company uses in this foreign market.
(d) New venture proposal 2 marks. Identify and explain ONE offshore new product (or service) opportunity for the company (the product / service must be new for company). Discuss briefly how the company could take advantage of this opportunity

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