International Marketing 2: Global Markets

International Marketing 2: Global Markets

As an expert in international marketing, you have been appointed by Uniqlo to advise them on the expansion of their brand to India. Your assignment is to design a marketing plan for Uniqlo in a business report format, having the chosen country in mind. (Please explain why you have chosen India as opposed to Brazil or Turkey, which were the other options but I have decided not to focus on those). Please also include an executive summary (not abstract), not using future tense throughout the proposal and highlight the entire report in the concluding paragraph.
Your marketing plan should include relevant elements, including:
1. Market choice/attractiveness: Selecting/evaluating a country/countries to enter for international expansion; justify the choice of the country
2. Justification of the market entry mode for the chosen market(s);
3. Researching the internal and external environments of the company. This research phase is essential since marketing decisions made are only as good as the information on which they are based. An analysis (as apposed to a descriptive summary) of the information uncovered is warranted. What kind of market research will yield the most informative data in order to bring proper decision? What market research instruments are the most suited in order to levy these data?
4. Assess Uniqlo’s current CSR policy and current campaigns. What will be their role in order to access the markets and customers? Would it matter? Would it change?
5. Assess the role of social media in the process of acquiring new markets.
6. Develop actionable, realistic, measurable international marketing objectives. These should be adequately justified.
7. Design international marketing strategies (market entry, CSR, market research, market mix) aimed at achieving the set objectives. At this stage of the report, creativity, realism, and precision (include only academic elements which are relevant to UNIQLO) will be rewarded. Relevant theories, models, and concepts will have to be applied to derive international marketing decisions. Indications of how to implement the plan and control for its success should also be included.
Successful business report will provide material that is coherently organised, with a clear beginning, middle and end good evidence of research. Concepts, theories, facts, examples and research evidence are relevant and selected to back-­-up and illustrate what is being said (i.e. the arguments and interpretation). Please note that you are expected to show evidence of reading from scholarly sources (journal articles).
Needless to say, correct and careful referencing and citation; presentation, and spelling and grammar is expected. You should use Harvard referencing system throughout and be consistent with it.

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