As an International Marketing Consultant, you have been approached by a client organisation requesting your advice before they enter an international market.
The management in this client organisation have the ambition for profitable overseas growth in this international market in both offline and online markets.
You have met with this client and briefly discussed some of the key Marketing tasks that need to be managed at this initial market entry stage.
Following this brief meeting, the client has asked you to prepare a report detailing and illustrating the approaches you recommend that they should undertake in the international market, in the following areas of International Marketing Management:
Assignment Component One: Critically evaluate why and how they should manage market- led decisions. In order to construct an efficient and effective Distribution Channel system in their offline markets.
Points to address:
• In terms of ‘why’. it is necessary for you to demonstrate the potential benefits of employing a market – led approach in the context of international distribution planning.
• You need to evaluate critically the market – led approach in comparison to alternative Distribution planning approaches.
• The potential reasons for adopting a market – led approach and making recommendations to your client In terms of ‘how’:
• It is necessary to conduct a critical evaluation of the market – led approach in the context of International Distribution decisions.
• Relevant International Distribution planning models should be used to illustrate this approach and be used as the basis of your critical evaluation.
• The market – led Distribution principles that you identify should be evaluated in the context of your chosen client organisation and your chosen International market.
