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International Marketing Management

International Marketing Management

International Marketing Management

Order Description
Please find attached task.
• Prepare a 2,500 word document which answers the questions set and::
• gives a critical discussion and practical advice, underpinned by a good understanding of theory and practice;
• includes arguments and where possible supporting evidence for the points that you make.
• It is expected that you will:
• use market and country reports from reliable business sources to support your analysis and decisions;
• consider general models such as PEST, SWOT, Porter, Ansoff and the Majaro Grid of PEST/Marketing Mix as a base to support your analysis and these may be included as appendices. You will need to apply these to the case, not just present the models.

The Case Study
The Lush company internationally.
Assessment Criteria
To pass you must complete the tasks and will be assessed as to how well you:
• Monitor and critically evaluate developments in the international business environment and apply these to the international marketing situation. (weight 30%)
• Develop ideas for a company’s future international marketing strategy (weight 30%)
• Use theories and models of marketing in the international situation to underpin your ideas. (weight 30%)
• Presentation and references (10%)
Guidance For Assignment 2
The Questions

Research and write an answer to the following questions:

Question 1 Which Countries and When? (20% weight)
Given a critical review of Lush’s country markets internationally. Which of these countries would you consider for further expansion? What new countries would you consider to be suitable? Which of all of the above are the most viable and give a critical evaluation.

Question 2 Cultural Differences (20% weight)

What advice would you give the company in terms of standardisation and adaptation for its international markets? Give a critical evaluation.

Question 3 Supply and Production (20% weight)
It is expensive to set up production and to move raw material and finished products around the world. How far can local manufacturing within the country of sale be used to achieve this? Hygiene and quality control are important. Is it best to manage the production in-house, or contract out? Give a critical evaluation.

Are there any other factors that should be considered?
In making your decision you might consider:
• the finance;
• the opportunity costs of each scenario relative to the others;.
• how quickly the company needs to expand globally.

Question 4 Distribution (20% weight)
Given that there are many possibilities should Lush concentrate on opening more high footfall stores of its own in the high street of main conurbations, or should it focus more on key transport locations at e.g. airports and railway stations, or upon taking up the franchise space of e.g. department stores like Macey’s in the US?

Question 5 Promotion (20% weight)
What should the future promotion strategy be? Consider: Advertising, Sales Promotion Public Relations and Digital/Social Media. Should they now introduce more conventional promotion or stay with in-store and word-of-mouth?
What will your budget be overall? Give some budget breakdown.
Give an outline of specific activities within the promotion campaign that you think will be effective.
Are there any country differences which will mean adapting the promotion, or can a standardised promotion be used?

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