Unit 3 – International Marketing Management
| University | Asia Pacific University (APU) |
| Subject | Unit 3 - International Marketing Management |
Questions: Total Marks: 30
Case-
Beauty&Me is a company offering cosmetics products and is one of the most popular brands in your country. The company’s primary offerings are hair and skin care products and cater to low and middle income segments. The company has been in the market for 80 years now and enjoys a huge and loyal customer base. The customers have been vouching for the reliability and safety of the product.
The company has been logging impressive growth and enjoys 8% market share. The majority
of the market is still captured by local brands (40%) in both mass and premium product categories. For the last decade, international brands have been successfully penetrating the local markets and now hold 10% of the market share, and the growth rate has been surpassing the growth rate of all other players in the market. International brands have been successfully able to leverage the strong branding and product line.
The board of directors for Beauty&Me at this point is looking forward to entering new geography. You are just hired as head of marketing and are supposed to review the case of entering the new geography and prepare an entry strategy for the same.
1. Analyse the business environment of the new geography (choose a
geography/country of your own choice) and evaluate the decision to enter the
market using PESTEL Analysis (7.5 Marks, minimum 250 words)
2. Prepare a marketing strategy for the new geography. Employ SWOT & 4 P’s
framework for the same. You can use any other framework/analysis as per the
relevance. (5 marks, min. 200 words).
3. What model of expansion (franchising, sub-contracting, etc) to be employed and
Why? (5 Marks, minimum 200 words )
4. What are the pros and cons of going global at this point in time? (5 Marks, minimum 200 words)
5. Develop a brief marketing and communication plan and recommendations. (7.5 Marks, minimum 250 words)
Recent Solved Questions
- UKFB3053 Financial Markets & Regulations Assignment, UTAR, Malaysia Discuss whether it is rationale for the Royal Commission of Inquiry (“RCI”) to revisiting the allegations on the matter in 2017
- Palm Oil & Oleochemicals Course Work, CU, Malaysia The Oil Palm was first introduced in Malaysia in the early 1870s, as an ornamental plant. In 1917, the first commercial
- Enterprise Resource Planning Course Work, MMU, Malaysia Beantown Bikes is satisfied with the quotation and agreed to the terms and conditions of the sale
- ECE2131: Electrical circuits Assignment, MUM, Malaysia Electrical Circuits lab is to expose the students to electrical circuits and give them the experimental skills of lab experiments
- LGSE3063: What are the psychological impacts of occupational burnout among university lecturers in Malaysia?: Academic Writing Final Project, UOC, Malaysia
- UGB363: It is 31 January 2024 and the managers of Redsea are considering a change in the company’s dividend policy: Strategic Corporate Finance Assignment, USM, Malaysia
- Thinking Skills Essay, UON, Malaysia A team of five persons is responsible for negotiating the prices of cables that suppliers provide to your company
- Assessment 1: Design Thinking Enhancing Customer Experience at Trendy Threads: A Fashion Journey Taylor’s University (TU)
- Portfolio and Risk Management Report, APU, Malaysia You are expected to read beyond textbooks and able to apply the knowledge gain from real life examples either from your working environment
- Strategic Entrepreneurship Assignment, SU, Malaysia How does entrepreneurship orientation integrated into corporations influence the organization’s performance
