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市场学作业:全球市场营销

  作为一个从事全球业务公司的营销顾问,你已经雇佣了一家英国公司为你去寻找海外市场的扩张机会。你的职责就是进行市场调研,并提交一份关于进入全球海外市场的战略分析报告。

  As a global marketing consultant, you have been hired by a UK organisation that is seeking market expansion opportunities overseas. Your remit is to conduct market research and to submit a report that recommends a global market entry strategy into an overseas market.

  你必须首先做出决定来选择一家合适的英国公司(我们建议你选择一个和你有相同背景的公司),但是在选择的时候你最好征求一下导师的建议。

  You must firstly make the decision as to your choice of UK organisation (we recommend that you choose a firm of which you have some background knowledge) but you must then ask your tutor for advice on this.

  Next, read the report, Winning in Emerging - market Cities: A Guide to the World's Largest Growth Opportunity, by the Boston Consulting Group (BCG) as this will give you some guidance on which markets to target.

  为了完成这个报告,你必须先进行一定程度的市场调研,并确保您公司推出的产品或服务能够进入这个新兴市场。你的职责是向他们介绍,你为什么会选择这家公司来独家代理你们公司的产品和服务。

  In order to pass this report, you must first conduct market research and ensure that your company has not yet launched a product or service into the emerging market. Your remit is to then recommend why and how your chosen organisation should market its products or services to this particular region or country.

  You will also find it useful to read the following press release issued by the Boston Consulting Group in September 2010.

  Report content

  Audit:

  1. A background to the organisation that explains its current market position and its global marketing vision and ambitions.

  2. A critical evaluation of the environmental trends (opportunities and threats) that have led the organisation to expand overseas.

  3. A critical evaluation of the chosen overseas market including an evaluation of customer buyer behaviour (and potential segments) within the market.

  4. An analysis of the key competitors within the market.

  5. An evaluation of the options for a product and branding strategy in the target market.

  6. A SWOT analysis that highlights the company's current situation and identifies the challenges to entering the targeted overseas market.

  Marketing plan to include:

  1. A situational analysis that states the key issues arising from the SWOT analysis.

  2. Global marketing objectives for the organisation.

  3. A global marketing strategy that would help the organisation to secure competitive advantage within the region/country.

  4. A global marketing entry strategy.

  5. A marketing mix to deliver the strategy.

  6. A discussion around the issues and challenges that the organisation might face in implementing the plan along with recommendations for overcoming these.

  Report format

  Your report must be presented in a report style format and should include the following elements:

  1. Cover page

  2. Contents page

  3. Executive summary

  4. Report style numbering system

  5. Appendix as and when necessary (do not bury content in the appendix that is part of the assessment critieria)

  6. Main headings to separate out http://ukthesiss.com/scxzy/ key sections

  7. Sub-headings to separate out key sub-sections

  8. Bullet points for lists

  9. Bibliography



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