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Global Marketing of 7-Eleven enter to UK market

Assignment requirement:

Topic:
Global Marketing of 7-Eleven enter to UK market
Company website: https://www.7-eleven.com/
Introduction of 7- eleven:
http://en.wikipedia.org/wiki/7-Eleven
Word account: 2500 words without reference.
Task assessment criteria:
1.    A background to the organisation that explains its current market position (strengths and weaknesses), international marketing experience, and its need to explore new markets.
2.    A ‘rough market screening’ of potential markets.
3.    A ‘fine market screening’ and ranking of markets which will lead to the selection of one market.
4.    A critical analysis of the international market, including the analyses of customer buyer behaviour (and potential segments), and competitors within the market.
5.    A SWOT analysis that summarises your main findings.
Guidance on report format
Each task should be presented in a report style format and should include the following elements:
1.    Cover page (excluded from word count)
2.    Contents page (excluded from word count)
3.    Report style numbering system
4.    Appendix where necessary (do not bury content in the appendix that is part of the assessment criteria)
5.    Main headings to separate out key sections
6.    Sub-headings to separate out key sub-sections
7.    Bullet points for lists
8.    Bibliography using the SHU Harvard referencing system (excluded from word count)
Structure Requirement of this essay:
Introduction
Main Body
1. Background of 7-eleven (100-300 words)
1.1 Current marketing position
1.2 International marketing experience
1.3 Explore new markets
2. Rough market screening of potential markets (600-800 words)
(Chosen of rough markets continent: Europe)
Accessibility (PESTEL)
Profitability (currency exchange, economic stable analysis)
Market size
3. Fine marketing screening (200- 300 words)
External& Internal environment analysis
(Chosen of fine markets area: UK)
4. Analysis of UK market (600-800 words) (12C Model)
4.1 Analysis of customer buyer behavior
4.2 Competitors with the market
5. SWOT analysis of H&B in Japan market (brief discuss 200 words)
Conclusion (100 words)
Recommendations (200 words)
Reference

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