International Marketing

Part 1. = 2,000 Words

1. Critically evaluate the hierarchical market entry modes for a company considering entering an international market (read chapters 10 –13 of Hollensen to ensure you understand the distinction between different types of entry modes).
2. Illustrate your answer with examples of international companies that have implemented each type of hierarchical market entry strategy.
3. In your answer discuss the advantages and disadvantages of each strategy.
4. Part 1 should reflect the following learning outcomes mentioned above: Learning Outcome No. 1, 4 and 5

5. Part 2. = 2,000 Words
6. Choose one company from Part 1 that has used a hierarchical market entry strategy and evaluate the success (or failure) the strategy has been for the company. Your answer should focus on one particular international market i.e. geographic region or country. Your answer should include the following
7. A SWOT analysis and PESTLE analysis. It should also include a competitor analysis considering the direct competitors and the intensity of competition in the industry.
8. A critical evaluation of the Marketing plan, considering objectives and elements of the Marketing mix. Your critique should include any digital marketing/e-business activities.
Part 2 should reflect the following learning outcomes mentioned above: Learning Outcome No. 2, 3, 4 and 6

Part 3. = 1,000 Words
Given your answer in Part 1 and 2, make a recommendation for a future international market/geographic region for the company to enter. Your recommendation should consider how the company should enter the market and justify why the company should enter the market using that particular market entry mode. Your answer should include.
A. An evaluation of any relevant responsible global citizenship and cultural considerations.
B. Any relevant political/technological and or economic risk associated with the market entry strategy.
Part 2 should reflect the following learning outcomes mentioned above: Learning Outcome No. 3, 4 and 7.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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