International Marketing Strategy – Essay

Your SLP assignment in MKT502 is to develop an international marketing strategy for a business which

you will (hypothetically) manage. That is to say, you are to assume that you will start a business and
are to examine yourself, develop a business concept (for profit or not – the choice is yours) which
you will provide, and develop an international marketing strategy for it in one or more international
markets. You can assume that this will be a one-person business consisting of you alone, or that you
will employ others.

In doing this project your fundamental goal is to demonstrate your understanding of and learning about
what is being taught in the course.

Over the session you will conduct the necessary marketing analysis for your international marketing
strategy and present this in your SLP. In each module you will complete a section of the marketing
strategy, building on the sections previously completed in prior modules. What you are to submit in
each module is as follows:

MOD01:Title page, MOD01 section (see below), References & Appendices.
MOD02:Title page, MOD01 + MOD02 sections, References & Appendices.
MOD03:Title page, MOD01 + MOD02 + MOD03 sections, References & Appendices.
MOD04:Title page, MOD01 + MOD02 + MOD03 + MOD04 sections, References & Appendices.
MOD05:Title page, MOD01 + MOD02 + MOD03 + MOD04 + MOD05 sections, References & Appendices.
Thus in Module 01 the marketing strategy paper submitted only consists of the sections indicated
below. For Module 02 the paper will consist of the sections you submitted for Module 01, plus those
required for Module 02. For Module 03 it will consists of the prior sections for Modules 01 and 02
plus the new section for Module 03, and so on.

We expect your learning in this course to be cumulative, and this should be reflected in the SLP. What
you learn in later sections of the course will build on what has been learned earlier, as you progress
through the course you should consider revising earlier sections of the SLP.

Your work will be graded when first submitted, AND THEN THE FINAL GRADE WILL BE AWARDED IN THE LIGHT

Thus, your professor will assign SLP grades for each module but when grading the complete SLP in
MOD05, he/she will also review the preceding sections and may adjust upwards the Final Course grade to
take account of improvements in the sections for MOD01-04. Note that the final section of the project
allows for you to indicate how your learning from the project has improved both through your own
thinking and via the feedback provided.

Excluding your title page and the prior sections (which you are required to include) each of the parts
of your SLP is to be approximately three pages long. Thus the entire marketing strategy when completed
will be about fifteen pages long, excluding title page, references and any appendices.

You should review the entire SLP by previewing the requirements of Modules 01 through 05 inclusive
when you start the course. The entire SLP and a presentation providing detailed notes regarding each
section are provided for you in the Background Info section. These required readings should be studied
before starting the project.


Include the following information on the title page of the SLP:

the name of the university,
the course number,
the module number,
the acronym “SLP” to indicate that this is a paper about your project,
your name,
the name of the instructor to whom the paper is submitted, and
the date on which it was written.
The title page for the SLP for later modules will be the same except for the module number and the
date written.

SLP 01

For SLP 01, you start the strategy with the following information:


The name of your prospective (hypothetical) international business and
its probable HQ location.
A brief description of the nature of the business.
important or which are analyzed in other sections (e.g. competition), analyze the other major
Marketing Environment factors which need to be taken into account in the development of your
international marketing strategy. Do this analysis as a prelu determining which particular foreign
market you will enter. For this project you are to enter only ONE foreign market.


In a table identify the competitive situation within the various alternative foreign markets you could
enter, indicate whether they aredomestic or foreign and provide a brief summary of how each competes.
For example, does the competitor use low-price, reliability, reputation, high quality or some other
basis for positioning itself in the market?

4. To complete sections 2 and 3 you should do MARKET RESEARCH, i.e. conduct research and gather data
to get some relevant information for your business idea. Explain what you did and indicate the sources
you have used.

Note that basicaly what you are doing in MOD01 is background analysis prior to making a choice as to
which foreign market to enter, a decision which you will report in MOD02.

You should review all of the sections of the SLP before starting. A copy of the entire SLP, (rather
unoriginally entitled “The Entire SLP”) is provided in the Background Information page of MOD01.


1. Writing Style

As far as style of writing is concerned do not write an essay, you will waste a lot of space that way.
Three pages is not a lot so you’ll have to decide what you think is important to include. Use the text
in CAPS above as section headings for each of the topics indicated and elsewhere use words in bold as
sub-headings. What you write should be organized, succinct, and professional.

2. Reasoning

It is expected that you will explain the alternatives you considered and why you decided to make the
recommendations you do. This is very important. Explaining the reasons for the decisions you have made
and the analysis underlying them is a much more powerful way to demonstrate your learning than simply
stating what those decisions are.

3. Informed Decision-Making

It is also expected that you will use information from the background readings as well as any good
quality sources you can find to deepen your understanding of the project and cite all sources and
provide a reference list at the end of the paper.

The following will be assessed in particular:

Your demonstrated understanding of the concepts used in the project. Generally formal definitions are
not required as understanding can usually be demonstrated by the way you apply or interpret the
It is expected that you will select appropriate framework s for analysis from the teaching materials
and demonstrate your understanding of them through your application of them to the project
Your ability to conduct marketing analysis appropriate to the project. Some sections above require
simple description, (e.g. name and location) while others require analysis (the rest). Graders will
place more weight on analysis than description.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:

Critical thinking, including selections and application of relevant frameworks.
Effective and appropriate communication skills.
Proper use of Citations and References.
Sources relevant to the SLP:
Freeman J. (2010). The Entire SLP. This *.doc file should be used as an outline for SLPs 1-5.

CIA. (n.d.). The World Factbook.
Available on 2011 August 20 at

U. S. Department of State. (n.d.). U. S. Department of State.
Available on 2011 August 20 at
Note the link to Country Commercial Guides at the bottom of the page, which provides access to
research studies on a lot of countries.

U. S. Department of State. (n.d.). Country Reports on Economic Policy and Trade Practices.
Available on 2011 August 20 at

The Library of Congress. (n.d.). Country Studies.
Available on 2011 August 20 at