Assignment 2

You are a marketing consultant and you have been approached by the Head of Marketing of the
company you examined in Assignment 1, as the organisation is looking to expand its global activities.
You have been asked to prepare a proposal to market a new product/service (of your choice) into a
new market (of your choice). You can use the same product or service that you recommended in
Assignment 1 (new venture proposal). Your report should provide the necessary information to
decide whether or not to proceed with the product/service launch. Use the following headings to
prepare your report. 1. Introduction/company profile – 3 marks: Brief overview of company
background, present situation and relevant domestic/offshore activities. 2. Market analysis – 10
marks: comprising: a) Target country: ONE country only and include pertinent economic, political,
legal, and social/cultural factors (2 marks) b) Target market: Discussion on customer segments (2
marks) c) Market opportunities and threats such as competition, and potential demand (2 marks) d)
Marketing research: Discuss what marketing research would be needed to complete any gaps in the
information (4 marks) 3. Product/service profile – 10 marks: Clear overview of the product/service
major features, what need it satisfies (what are the benefits or value to the customer), the brand
positioning, any country of origin benefits or challenges, extension/adaptation strategy. 4. Market
entry – 10 marks: Discuss two possible market entry strategies and recommend which one the
company should use to enter the country and the identified market. Justify your recommendation.
5. Conclusion – 5 marks: Provide a conclusion on how they should proceed.

General reporting – 2 marks: which will include: • extent and quality of research • originality of
analysis • presentation. Please use report writing and provide a list of references. Marks will be
deducted for poor referencing.