Global Marketing - Extensive Analysis of Micro and Macro Environmental Factors

Maximum Word Length: 2,500 words
The report is 2,500 words maximum. The word count excludes only the title page, contents page, reference list and up to three summary tables maximum (word count for each summary table should be not more than 100 words and must be given under each table). No appendices are allowed. All excesses over 2,500 report word limit and 100 words per table will be penalised, for details see the PG Handbook.
Requirement: as provided in the module guide
You have been hired as a consultant for a company/ brand of your choice (choose one category from the following: athleisure wear for men and women; vegetarian or vegan product line; video game; face or body care for men or women; low/ no alcohol beer). You are required to consider a new international market to launch the company’s product/brand. The product/ brand origin can be either the UK or any other country market. The new international market you will consider is your choice. You are strongly encouraged NOT to pick a brand that is globally-established already, such as for example Nike. Identify a new or emerging brand.
The company would like you to advise them on key marketing strategy considerations for launching their product/ brand in this market. You are required to submit a written report (of maximum 2,500 words) that should have the following content and structure:
Project title, Executive Summary, List of contents (compulsory but not form the word-count)
Introduction (5% of total word-count)
Introduction to the report and brief background of the brand and the new international country market.
Report content
Macro- and micro-environment analysis and evaluation of major factors that may impact brand performance in the proposed market most significantly:
Conduct a market macro-environment analysis of a country as a new international market for the company’s product/ brand. The analysis should cover all components of the macro-environment, and consider its implications for marketing strategy specifically. As a minimum, you are expected to base the analysis on SLEPT framework, however, the use of PESTLE as an extended framework is encouraged. Identify the macro-environment factors that may impact the brand’s performance most significantly. Given the focus of the module a key expectation is that your macro-environment analysis will examine cultural environment conditions when analysing sociocultural component.
Micro-environment analysis should identify up to 3 forces that may impact the product/brand performance significantly, and suggest strategic steps the company can undertake to mitigate these forces.
The analysis should draw from market/industry reports and academic literature. Going beyond the recommended (core and optional) literature sources and sourcing additional literature and reports is not compulsory but encouraged. (25-30% of total word-count)
A critical evaluation of culture-based positioning strategy options (GCCP, FCCP, LCCP and hybrid) and recommendation of optimal strategy and related marketing mix for the brand:
Identify and discuss advantages and disadvantages of each strategy for the brand and make a recommendation of the optimal strategy appropriate for the selected target segment. Support your discussion with academic literature and findings of cultural environment analysis. Provide recommendations on how positioning strategy can be implemented in 2 marketing mix elements of your choice. Consideration of potential implications of the selected positioning on non-target groups is not compulsory but is desirable. (30-35% of word-count)
Corporate social responsibility and ethical marketing considerations
Consider whether and how your proposed strategy contributes to the corporate social responsibility agenda. Evaluate potential ethical risks your recommendations may pose to company’s stakeholders. Draw on recent examples and academic research. (15-20% of word-count)
Conclusion (5% of total word-count)
References (not included in the final word-count)
You must make reference to relevant international marketing theories and concepts, identify and utilise relevant market/ industry/ consumer data and recent academic research to support your work.