Element 1: Marketing Strategy for product / organisation - 1,500 (Submission 26/10/20)

For element 1, you are to create and analyse a marketing strategy for a given product or a service
that would be accepted in the new market. In doing so, you would be evaluating the theories and
models relevant to a given or chosen situation in creating a suitable marketing strategy, not
forgetting to take on board the principles of sustainable marketing and social responsibility issues in
the global business environment.

Element 1 Marking Criteria:

Assessment criteria
Introduction and Background –The introduction should include among 5%
others the following information. The purpose of the plan, what the
marketing plan aims to achieve and the background of the organisation
including the mission and vision.
Analysis of the organisation's current situation 40%
Evaluation and Critical Discussions of the internationalisation theories and 30%
the market entry issues

Application of the relevant theories and concepts to the relevant marketing 20%
mix to be discussed
Presentation style and format, Professionalism and contribution to group 5%
work
Total 100%

With an organisation in mind:

-what is the organisations current situation

-why is there the need to go international

-what product or service is to be marketed

-is it new product or existing for the new market

-what strategy would be used to enter the new market with the product /service

-what are the market mix implications in support of the strategy

-consider sustainability and CSR implications as part of entering into the market