You are the manager of a UK-headquartered company of your choice. The company seeks growth opportunities and considers expanding further into the global marketplace. A first screening of international markets led to a short list of two potential target country markets – one developed and one emerging economy. The board of your company is asking you to develop a global marketing plan for one of those countries. Your colleague is asked to write a marketing plan for the other country. The board would like to see both plans before making a final decision which country to target.
Choose a partner in your workshop. In workshops with odd numbers, there can be a group of three students.
Together, decide on an actually existing company that is headquartered in the UK and that is successfully operating in the UK domestic market. The company might or might not have collected experiences with international markets.
Together, choose two countries from the list below – one developed and one emerging country market – and decide who of you is working on which country. Note: In groups of three students, please choose three countries. The company that you chose should not already be operating in the countries that you are selecting.
Together, work on the ‘report outline‘ to receive feedback from tutors and peers. For more information on formative assessment see slides 24-30.