Choose an international company and analyse their international marketing strategy in the EASTERN EUROPE. You are free to focus on one or more market(s) in the following countries (Russia, Czech Republic, Poland, Hungary, Romania, Lithuania, Latvia, Estonia, Slovenia, Slovakia, and Bulgaria).
Task 1: Identify and evaluate the macro and micro environmental influences. Use some analytical tools such as SWOT, PESTEL . Furthermore examine of target strategies.
Task 2: Evaluate their product, price, promotion and distribution strategies .Explain the organisation’s approach to positioning in the marketplace. Analyse their segmentation and brand, etc.
Task 3: Discuss some of the company’s decisions at the corporate level and identify the crucial factors for the company in the international market expansion .Evaluate the entry strategies and market selection. You can use some models such as porter’s generic strategy, international expansion strategy , Ansoff matrix etc.
Task 4: Make recommendations for marketing strategies that will contribute to the competitive advantage of your chosen organisation. These should be based on your research and findings. You need to demonstrate your understanding of international competitors within the market and their particular strategies and how you would recommend your company deal with this competition.
(please follow instruction in the module guide, the requirements are specific to follow the assessment criteria).
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