International Marketing Strategy
Assessment Task:
Case study – You have recently been appointed as an International Marketing consultant for Linda McCartney food products. The immediate task you face is to select and
justify an entry mode for the company’s entry in the Indian market. The CEO has requested you to carry out a detailed analysis for selecting an entry strategy and
present the same via a written report.
Critically evaluate (select) and discuss (justify) a suitable Entry strategy for Linda McCartney meat free products in India.
Brief:
We have discussed within the lecture series and the tutorials a case that you have self-selected, now – using this case as an example:
a) Describe the stages of a methodical research process a company should go through to find an overseas market, identifying the stages and resources involved and
special considerations that should be observed (40%).
b) Contrast the merits and demerits of finding an overseas market using a methodical research process with a more unstructured approach (20%).
c) Justify the selected entry mode and carry out an extensive discussion on why you believe the entry mode you have selected is a best fit for Linda McCartney
products in India (40%).
Therefore the submission of this work should be a structured essay of 3000 words:
1) Introduction – to the case and the essay
2) Stages of internationalisation
3) Stages of market entry (selection and justification)
4) Merits and demerits of structured approach (in Linda McCartney food products case)
5) Conclusion
6) References
