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● Analyse the target market segment conditions (e.g. demand and potential, consumer/business buying habits).

19 / 01 / 2019 Marketing

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Identify the target market segment and provide appropriate justifications to its
selection. Your selected target market segment can be based on a combination of:
demographic (e.g. gender, income, education), geographic (e.g. region, city size,
climate), psychographic (e.g. lifestyles, personality attributes) or behavioural
(e.g. price sensitivity, end use, occasion, benefit expectations) variables.
● Analyse the target market segment conditions (e.g. demand and potential,
consumer/business buying habits).
● Describe and analyse the key competitors (preferably 2 most significant ones).
● Compare and contrast the product or service with the key competitors’ product or
service (e.g. features, packaging, pricing, promotional and advertising methods).
● Target market entry strategy – this section is to identify the appropriate market entry
strategy for the target market. Adequate justifications to the market entry strategy are
essential.
● Recommendations – this section should provide recommendations on appropriate
international marketing mix strategies (i.e. the 4Ps strategies) for the selected target
market. Justifications on the recommendations are required. The following issues should
be addressed.
● Discuss the international product strategy (e.g. product standardisation, product
adaptation, product branding) and provide appropriate justifications for your
recommendation.
● Discuss the international pricing strategy (e.g. market skimming, market pricing,
penetration pricing) and provide appropriate justifications for your recommendation.
● Discuss the international promotional/communication strategy (e.g. advertising, sales
promotions, direct marketing) and provide appropriate justifications for your
recommendation.
● Discuss the international logistics and distribution strategy (e.g. distribution system,
channel and relationships, integrated, independent logistics, transportation,
warehousing) and provide appropriate justifications for your recommendation.


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