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This assignment has essentially two components: Market Research and Marketing Strategy/Mix.
For Market Research, you will be doing research on the industry as a whole (rather than just on the firm you are covering), such as market growth and trends. Try “http://biz.yahoo.com/ic/” for research on the particular industry or sector which your firm is part of. You need to address the following two areas:
- Market Growth and Trends (10 pts): How quickly is the industry overall growing (or shrinking)? What are the trends in the industry (please focus on the industry as a whole rather than the individual firm you are covering)? How will they affect the industry as a whole (analyze both positive or negative effects)?
- Key Competitors (10 pts): Who are the main competitors of the firm?For Marketing Mix, you need to address the following 4Ps relevant to the firm you are writing about:
- Product (10 pts)
- Price (10 pts)
- Placement (or distribution) (10 pts)
- Promotion (10 pts)For international market entry strategy, you need to address the following two areas:
- Host country analysis (10 pts): Which country will you select as the host country for your firm to enter? Why? Please describe the firm-country fit.
- Mode of entry (5 pts): Which mode of entry (i.e. licensing, franchising, strategic partnership, joint venture, wholly owned subsidiary, etc.) is most appropriate for entering the host country named above? Why?