Topics: Marketing, Strategic management, Marketing plan Pages: 4 (1084 words) Published: September 3, 2014
International marketing

Use examples to demonstrate your ability
Define you topics e.g. pestle but most marks will be in ability to apply knowledge Look at the brand republic for people doing the resit paper

Mind tools and business balls and strategic models good books to look at

Key topics:
Why would a business internationalise?
International marketing strategies e.g. Ansoff growth strategies and think global, act local Culture, what is it and what are typologies and their use to marketers( the application of culture and understanding and how that helps marketeers) Environmental analysis for international marketing

Market entry strategies

Environmental analysis:
Development of environmental analysis,
The analysis is there to help you understand the current situation of the organisation. By understanding the current situation it will help inform and justify the marketing decisions you go on to develop through a marketing plan. SOSTAC is a planning process:

situation analysis: this is your audit in marketing terms
objectives: this is your marketing objectives
strategy: this is your international marketing strategy
tactics: this is your marketing mix and looking at ways in which you can implement you marketing mix actions: this is essentially your implementation plan
control: your control is looking at budgetry and resource implication to allow you to implement that plan and then allow you to evaluate that plan which then feeds back into your situation analysis.

If you want to go into more detail, everything from a marketing plan should reflect the company’s mission statement and corporate objectives but you still look at a marketing audit or a situation analysis. Soo Its really important you have a key understanding of the current situation of the business, that current situation allows you to summarise in a SWOT analysis, strengths and weaknesses come from internal factors, opportunities and threats come from external factors. By...
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