Posted: July 29th, 2016

The Uppsala model is related to behavioural theory of the firm. This theory explains how companies gradually increase their activities in foreign markets. (Like POM model)

Task Two: The 500 word report on the Uppsala marketing model (20%)
The Uppsala model is related to behavioural theory of the firm. This theory explains how companies gradually increase their activities in foreign markets. (Like POM model). The points of this theory are that first company gains experience from the domestic market before they enter and start to foreign markets and then the company starts their relationship with foreign operations with culturally and geographically close countries and then slowly moves to culturally and geographically distant countries.
Companies begin their foreign operations by using traditional exports and then move to using more intensive and demanding operation modes both at the firm and target country level. It describes the internationalization of the company as a process in which the firms gradually increase its international involvement.
You are asked to critically assess the validity of the model and to consider its application in the context of the client organisation
Presentation and formatting (10 marks):
The report should include professional presentation and tone-of-voice and a clear structure, including correct application of the Harvard Referencing System. The report should be expressed with clarity and precision. Recommended structure:
• Assignment Cover Sheet
• Report Title page
• Executive summary (max 300 words and not included within word count)
• Task One: The Marketing Plan
o Marketing Objectives
o Target Audience and Targeting Strategy
o Product Positioning
o Marketing Tactics, both Traditional and Digital
o Action plan
o Budgets and Financials
o Controls, Measurement, Review, Risks and Contingencies
• Task Two: The Uppsala model
• Appendices
• Bibliography