international marketing report

Scenario You have established a new business creating, making and selling luxury fashion accessories in the UK e.g. handbags, scarves, gloves. This business is growing well within the UK. You have recently met Andrew Ramroop and been inspired to develop your business overseas. To support in your business expansion your bank has asked for an international marketing plan to include: • Strengths, weaknesses, opportunities and threats (SWOT) analysis for your business with a particular focus on overseas growth • An evaluation of market potential, to include an identified shortlist of markets with potential. Then using a clear and identified screening criteria, select one recommended market where the business will begin its international growth • A researched and proposed segmentation, targeting and positioning strategy for your company in this market • A recommended and justified market entry strategy • A recommended marketing mix for the proposed market, ensuring its relevance to the target audience. 3. Report Structure and Content Your report should have the following structure (text in italics is guidance on content): Contents 1.0 Introduction (what’s the purpose of your report) 2.0 Situation analysis (cross reference to audit in appendices, summarises key aspects of your analysis including analysis of consumers in luxury goods market) 3.0 Summary of key issues/challenges (from SWOT which are they key things you think they need to address to grow ) 4.0 Strategic Options and recommendations (can include: growth strategies/competitive strategie, based on analysis of current situation – so link to your analysis) Needs to include: market selection and market entry (which markets, why those markets, process used to select the market and market entry mode recommended and why this market entry mode) 5.0 Marketing Mix (specific recommendations of each aspect of the mix to deliver strategic recommendation) 6.0 Summary 7.0 References and bibliography (references as referenced in text, bibliography is additional reading but not directly referenced) 8.0 Appendices (to include full marketing audit -as cross referenced within your situation analysis) Where you use further sub headings please still number e.g 7.0 Marketing Mix, 7.1 Product, 7.2 Promotion, 7.3 Price, 7.4 Place No executive summary is required. 4. Style Your report should be written in business English, please do not personalise e.g. PLEASE DO NOT WRITE “I recommend”. A report should be written in the third person it would read: “It has been recommended that…..”