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Evaluating and Entering an International Market
Evaluating and Entering an International Market for “John Lewis Company” (China or United States)
You are the manager of a UK-headquartered company of your choice. The company seeks growth opportunities and considers expanding further into the global marketplace. A first screening of international markets led to a short list of two potential target country markets – one developed and one emerging economy. The board of your company is asking you to develop a global marketing plan for one of those countries. Your colleague is asked to write a marketing plan for the other country. The board would like to see both plans before making a final decision which country to target.
Preparation for Final Report
Choose a partner in your workshop. In workshops with odd numbers, there can be a group of three students.
Together, decide on an actually existing company that is headquartered in the UK and that is successfully operating in
the UK domestic market. The company might or might not have collected experiences with international markets.
Together, choose two countries from the list below – one developed and one emerging country market – and decide
who of you is working on which country. Note: In groups of three students, please choose three countries. The
company that you chose should not already be operating in the countries that you are selecting.
Together, work on the ‘report outline‘ to receive feedback from tutors and peers. For more information on
formative assessment see slides 24-30.
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Final Report
Individually, write a global marketing report: Assess the market attractiveness of the one country that you have
chosen for your company and offer strategic and tactical suggestions of how to best enter this market. Follow the
Global Marketing Plan Framework described in this slide deck (slides 13-23).
The report should include information on the company; information on the potential target markets’ macro and micro environments; recommendations on the market entry strategy and target customer; recommendations on how to adapt (or not adapt) the marketing mix for this country market. It should also include an invest – not invest recommendation. Do not consider costs/budgets.
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