Introduction to International Marketing

Tutorial 1: Introduction to International Marketing

Individual written assignment (40%)

Your Local Tutor will go over the assignment with you with regards to the subject area, referencing, structure and report format (please note that you will also have a separate referencing session in Tutorial 5).  What is required for the individual written assignment is that you choose an organisation of your choice and find out whether this company has any plans to enter any new markets either with an existing product/service or a new product/service. If yes, then you can use this as a guideline. If not, then you need to recommend where the company should go in terms of new international markets. You need to focus on the theory/models from your first five lecture topics to guide and structure your report. You are required to analyse the company’s capabilities (internal analysis) as well an environmental analysis (external analysis) to determine the company’s current situation. You are also required to identify any new markets or potential new markets that the company has/could enter. Based on your analysis, consider the main strategic concerns on entering this new market.  You need to conclude and make recommendations in the short, medium and longer term. This can be done by utilising Ansoff (1957) growth strategies.

Assignment content

The content of the assignment should include:

  • A brief overview of the company and its current portfolio and any recent international activity and trading environment.
  • You should conduct an internal and external analysis to determine the company’s current situation (where are we now?)
  • Critically discuss the strategic concerns.
  • Students should make some recommendations on the short, medium and long term (where do you want the company to be?)

Please note: this is only a guideline and you are ultimately responsible for the structure of their report. However, you need to incorporate the main areas outlined above as this is taken into consideration in the marking criteria.



Marking criteria

Assessment criteria for individual written assignment

Category % allocated
Overview of the company, portfolio and any recent international activity and its trading environment 10
The application of theory and practice in terms of assessing the company’s internal capabilities and external opportunities (situation analysis). 30
Critically discuss the strategic concerns. 30
Conclusions and recommendations 20
Write a clear, comprehensive, structured and referenced piece of work 10
Total possible 100


Please note that you can access a copy of the official guidelines to Harvard referencing on Moodle.


Tutorial Exercise

Think about what organisation you are going to choose.


Discuss some potential models and theories to conduct your situation analysis (resource audit, assets, PESTLE framework, Porter’s five force model, market trends, and segmentation theory and entry strategies).


What new or existing products/services do you want to take to a potential new market? (Standardisation or adaptation)


Which country?


Over the next six weeks, start to research around your chosen company and identify the products/services that are offered.  Which product/services do you want to take to a new market? Which country is suitable and why?  Conduct some research on your chosen market.  Does the product need to standardised or adapted? What are the main areas of strategic concern?



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