Mark1121 International Marketing Tutorials Assessment Answer

Question:

This assignment reflects a typical situation in international business, with a context and type of presentation similar to real business situations requiring you to practice skills of:

• Data collection

• Critical analysis

• Creativity

• Problem solving

• Persuasive writing

• You are an International Marketing Manager in a global food company

• Your company has recently acquired a small entrepreneurial organisation that produces protein based alternative meat

• That is, products that are not produced from animals, but are in appearance, taste, and texture, appear exactly the same as beef or pork

• The newly acquired small organisation targets a UK consumer market of:

• Younger, health conscious, up market consumers,

• Those increasingly favouring alternative meat due to philosoph (veganism)

• Those who have concerns over climate change.

The product is currently only marketed in the UK

• You have been asked to assess the attractiveness of global expansion of this product starting with the Chinese market

• To facilitate the speedy review of business proposal by senior management in your global organisation, you are required to present a business case for a launch of an alternative meat product in China in the form of a global strategic marketing plan

• Actions you need to take this week

• Begin getting your thoughts together now

• Check out the Financial Times, CIA World Factbook, and other sources for information on this area

• We will be covering the topics in lectures/seminars throughout the term

• Most of the tutorial sessions are dedicated to the tackling the assignment

• Start on reading around the topic in hand

• Look at the sources mentioned in the slides today

• Catch up on China’s situation in terms of current affairs

• Read newspapers and other news media

• Familiarise yourself with their political and economic situation

• Come in prepared for next week’s session with any questions you may have.