Assignment 2: Additional Information
Assignment 2 expects you to address three issues. The first part of the assignment is about international business strategy. You should specify an appropriate international business strategy that can provide the basis for exploiting the new or existing overseas business market. Part two refers to marketing action. You should provide details of the marketing actions that should be implemented in the overseas market and for part three you must recommend an appropriate organisational structure for implementing a successful entry or expansion into the overseas market which has been selected.
Suggested approach to assignment 2
Organisation to use: Preferably the same organisation that you used for assignment 1. It will save you some research work. However you can use a different organisation for assignment 2 if you so wish. In either case, you need to provide a brief overview of the organisation and the scenario details (whether it is a new market or expansion in an existing market).
Key components of the report:
Details of appropriate international business strategy you wish to apply to the target market. The 3 broad options are
Details of marketing actions in terms of marketing mix strategy. You may wish to focus on a specific element of the marketing mix rather than all elements.
Details of the proposed organisational structure and control system, ie., the relationship between home and host organisation, relationship between HQ and subsidiary, centralization versus decentralization etc
Your assignment will be assessed on multiple criteria including an ability to utilise appropriate academic theories that can provide a framework for analysing various issues; ability to develop and present an effective argument for the selected industry; ability to utilise sources such as the Internet and University library facilities to search, locate and summarise relevant information and data to develop and present your argument and an ability to critically analyse information, formulate conclusions and exhibit original thought.
You must make an effort to use multiple sources of information in preparing your assignment. These sources may include- articles from refereed journals (the most important source), electronic database, newspapers, and in some cases (where feasible and desirable) interviews with key stakeholders. Assignments will be assessed based on demonstrated conceptual understanding, evidence of wide reading and research, appropriate editing and consistent use of referencing.