BBIM4103: Assume you are the marketing manager of a local organization that plans to expand its business presence in Europe: International Marketing Assignment, OUM, Malaysia

University Open University Malaysia (OUM)
Subject BBIM4103: International Marketing
  • Assume you are the marketing manager of a local organization that plans to expand its business presence in Europe in the near future. Prior to entering the European market, you have been assigned to conduct a feasibility study on the company’s expansion plan. Based on the feasibility study, you are required to prepare a report to be presented to the higher management.  Your report should contain information based on the following activities:
  1. Provide a brief introduction to the organization including an explanation of its existing products or services in the international market and the company vision and mission.
  2. Discuss comprehensively product issues in international markets, including standardization versus adaptation, product life cycle, and positioning.
  3. Describe the pricing of organizational products and services in the chosen market including the roles of pricing and factors affecting pricing decisions.
  4. Examine the communication mix such as personal selling, publicity, sales promotion, and advertising availability for the proposed market.
  5. Perform an analysis of the international marketing channel and physical distribution accessibility in the proposed market.
  6. Based on the findings above, conclude and justify whether it is feasible for the chosen organization to pursue its international expansion plan.
  • Discuss the following topic(s) in the forum and submit proof of your participation in the online discussions:
  1. How is an international marketing strategy different from a single-country marketing strategy?
  2. Describe ONE of the international marketing strategies available to companies and provide examples of companies that use the different strategies.
  3. What are the elements that makeup culture? Discuss the impact of ONE element of Malaysian culture that has an impact on international marketers that is based in Malaysia.
  4. What do you understand by the term ‘globalization’ and ‘global localization’?
  5. Discuss briefly some of the forces that drive companies to go global. Provide at least THREE (3) factors.

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