You must use Harvard referencing system and Number all pages.
You are the international marketing director for an established brand or product. The CEO of
your company has ambitions to expand the product or brand into a new international market
place. You are requested to prepare a report evaluating the likely success of launch into the
new market. In the second part of the report you are asked to consider the impact of consumer
buying behaviour on the demand for your product or brand.
NB ,You are advised to select an interesting brand or product (where possible avoid Tesco,
McDonalds, Coco Cola, Apple and Samsung) and an international market of which you have
some knowledge.
Part A.
Question 1. Prepare a detailed micro and macro situational analysis of your chosen
international market. 20 marks
Question 2. With your findings from question 1 in mind, appraise the extent to which the four P’s
of the traditional marketing mix used within the domestic market should be standardised or
adapted to meet the requirements of the this new market place. 60 marks
Part B.
Critically evaluate the usefulness to understanding consumer decision making processes of the
theory of cognitive dissonance (Festinger). Use examples to illustrate how marketers might
reduce this phenomenon in customers. 20 marks
NB. It is expected that you will draw on and critique academic theories and models to support
your ideas. Successful reports at level 7 need to show evaluation skills that will be discussed
within class sessions.