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Assignment 2: Preliminary International Marketing Report

You will be creating an international marketing report for an international brand/product. You will serve as a consultant to an international company breaking into the US market. Research and analyze at least two (2) current articles on an international brands’ effort to penetrate the U.S. market.  Identify the relevant and applicable concepts and theories presented in the articles and compare and contrast these concepts and theories to those from the text and other sources into your analysis.  Articles of unsuccessful branding efforts are equally note worthy and may be included in your analysis.  Incorporate all information into a preliminary marketing report (approximately 10 pages).

The marketing report should include research on the following regarding your selected home country and the entry to U.S. market.

Directions:

  1. Select product and home country.
  2. Research current International marketing topics and issues. Identify the relevant and applicable concepts and theories for your client. These may include: market segmentation, target markets, cultural issues and barriers, packaging, product design elements and features, competition, market entry methods, legal issues, and ethical issues.
  3. Analyze relevant components of trade agreements between your company’s home country and the U.S.
  4. Analyze U.S. culture and provide data on laws, trade issues, economic issues and other relevant background information.
  5. State the rationale for the selection strategy for entering U.S. market
  6. Analyze the positioning of your company’s product in the U.S.
  7. Compare and contrast branding strategies for the U.S. market and make a recommendation for your client.
  8. Develop a conclusion and make a summary of recommendations. Include graphics where appropriate.

Submit your assignment to the M3: Assignment 2 Dropbox by Wednesday, March 8, 2017.            

Assignment 2: Market Entry Strategies

Choose two articles from the Argosy Online Library, one that addresses Market Choice Strategies and one that addresses Market Expansion Strategies. Write an article review of approximately 4-6 pages answering the following questions:

  • What are the main ideas of the two articles?
  • How do the two articles relate to one another?
  • Are the ideas in the articles contradicted by more recent thinking on the subject of global market entry strategies; for example, by the ideas in this module’s text resources? Describe any contradictions you found regarding global marketing entry strategies in the articles.
  • How will you apply the ideas in these articles to your course project?

Make sure you provide the full citation for both articles and follow APA formatting in writing your review.

Submit your assignment to the M2: Assignment 2 Dropbox by Wednesday, March 1, 2017.

Assignment 3: Company/ Industry Research

Begin to conduct research relevant to your course project. For example, you will need to research the industry and the product(s) or service(s) that are currently being offered outside the U.S. by the company you have chosen; and the major competitors that your company will face when it enters the U.S. market.

Prepare a report which identifies the company you have chosen for your course project, and the product(s) or service(s) the company is planning to introduce to the U.S. Describe at least four categories of information you have researched, how you looked for information, and some specific sources of information that you found. Be sure to address ALL of the grading criteria items.

The information you research will form the basis for deciding whether—and to what extent—to adapt your company’s marketing strategy (including the product itself) for the U.S. market.

By Wednesday, February 22, 2017, submit your responses to the appropriate M1: Assignment 3 Dropbox.

Format: Present your responses in Microsoft Word document format. Use the following file naming convention: Name your document as: LastnameFirstInitial_M1_A3.doc.

Reflection: Think about how your view of the topic changed or was reinforced as a result of the discussion in this assignment. You need not submit this part of the assignment.