Briefly introduce the country of your choice and analyse any three internationalisation strategies to be used. These companies are exploring options to expand their offerings internationally to one other country where they currently do not have any presence (authorised or otherwise).
The student presenter will choose the company and country of their choice. You are not allowed to choose the home country of the company or anywhere it has a presence.
ASSESSMENT TASKS Task 1 A. Briefly introduce the country of your choice and analyse any three internationalisation strategies to be used.
B. Specify the ideal target market segment(s) in the host country.
Create three marketing SMART objectives.
C. Create a visually pleasing mock-up advertisement to be displayed on a social media platform of your choice. Justify your choices in the mockup using theories and models.
READING REQUIREMENT Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th edition). Hoboken: John Wiley & Sons, Inc. Kotler, P., Keller. K.L., Chernev, A. (2025) Marketing Management (17 th edition), Hoboken NJ: Pearson Education. You may also supplement your readings with books, journals, and other articles from authoritative and established sources of information
Slides
Using Canva to create ads
S1: Title slide: student details and assessment details, with the name of the country and company chosen
S2: Task A attractiveness of the country – a brief political and economic analysis could be used and present key facts such as GDP, inflation rate, population characteristics, population size etc. Cite your data. Be brief here. There is no need for a full PESTLE analysis here. When presenting choose the key facts and not all facts need to be presented. (1 minute)
S3: Task A internationalisation strategies – include any 3 of the the following models: (1 minute)
EPRG model, internationalisation approaches (Shower or waterfall approach), mode of entry (exporting, licensing, joint venture etc), Standardisation, adaptation or glocalisation (this is one model).
S4: Task B Targeting: state target market(s) including targeting strategy. (30 seconds)
S5: Task B – Objectives – state 3 SMART objectives. No breakdown needed of what is specific, measurable, achievable etc, or need to justify here. (1 minute)
S6: Task C – Mock-up – create an ad (using AI tools and Canva or a photo-editing software/app) for a social media platform in the country chosen and appropriate to the target market. Link mockup to 1 or more of your objectives earlier. Mockup must be visually pleasing and not a random collection of pictures on a Powerpoint slide. Mockup Ad could be in the language spoken in the country along-side English translations. Prices would need to be localised. Include CTA’s etc. You will need to orally state/verbalise your choices made in the ad using models and theories such as colour psychology, ELM, AIDA, content type theory etc (1 minute 30 seconds)
S7: Reference list – Harvard format in chronological order. You must include all citations used, the reading requirement list in the assignment brief plus any additional authoritative sources used
