Posted: May 4th, 2015

Primark expansion to Nigeria. Module name: Global Marketing strategy and practice

Primark expansion to Nigeria. Module name: Global Marketing strategy and practice

Order Description

Module name: Global Marketing strategy and practice
Assessment Brief/ Task
The detailed requirements for this task are as follows:
This is an individual assessment.
Using the organisation that you selected in assessment 1(The selected organisation is Primark) you have now to write a strategic market entry plan to launch the organisation (Primark) in to the selected market (The market is Nigeria).
Your plan needs to cover the following areas:
• (1) Market entry- what is the market entry strategy that would be most appropriate for the organisation (Primark) in the international market (Nigeria). Justify this selection.
• (2) Marketing mix-adaptation or standardisation of each element and what would the specific changes, if any, be.
• (3) Suggested organisation structure for managing the international operations and justify why this is the most appropriate
• (4) Give a critical review of how logistics and supply chain would play a large part in the success or otherwise of this operation.
You should use recognised strategic international marketing models or frameworks as far as possible to present your information.
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Structure: (Report structure)
• Title page
• Table of contents
• Executive summary
• Introduction & background
• Main body (you need to include the four points of the question, and also use heading and subheadings)
• Conclusion
• Recommendations (2 or 3 recommendations briefly)
• References
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References: (Harvard Style)
It is important to include citation in within the text.
20 references, use academic journal articles and text book, and do not use too many websites max 3 or 4 websites.
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Important notes:
For the task number 1 you need to select the appropriate market entry strategy and give justification why you selected this strategy.
– I have provided power point lecture slides about the modes of entry, also you need to support this with the theory, on the same slides you will find 3 theories, which include internationalisation Theory, Internalisation Theory, and Eclectic or OLI Theory, select one theory which is appropriate to the selected market entry strategy.
For task number 2 you need to include marketing mix-adaptation or standardisation of each element and what would the specific changes, if any, be. (Marketing mix 4 p’s: product, price , promotion and place).
Remember to check the PowerPoint slides that will be attached; they include topics regarding each task e.x organisational structure and supply chain management.