Lecturer Name:

Deborah Kirkland

Subject:

International Marketing Assignment

Study Mode:

Full time

X

Part-time

X


Assignment No.:

1

Assignment Title/Brief:



Word count:

1,500 - 2,000 words (6 8
pages)

Total %:

45%

Due date(s):



Submit assignment to:

Additional Information:
Note: Marks will be given for presentation. Please be sure to use the
Harvard referencing system correctly.
PART A:
Oasis is a leading manufacturer of leisure and commuting bicycles (see attached case study). While the company has had
considerable success globally, it also recognises that new opportunities exist particularly in emerging markets.

You are the global strategy manager for Oasis. Your assignment is to:
1. Select the next market that you feel the company should enter.
Your report should be organised into two sections:
I. Market and industry opportunities of the country selected.

In the section on market and industry opportunities you should include an analysis of the following:
The market: How important is the demand in this country? Growth, Size, Customer quality
Competition: Intensity of rivalry, entry barriers, Bargaining power of suppliers-customers
Is the business profitable?
Incentives: What taxes, subsidies, infrastructures, government contacts might be available?
Resources: Is the country a critical source of skilled personnel? Raw materials? Components? Labour? Technological
innovation? Learning?
Quality of infrastructure supporting services
Location

II. Country risks
The purpose of the country risk analysis is to assess the probability that adverse circumstances owing to political,
economic or social actions will negatively affect business performance. Your country risk analysis can be grouped
into four categories:
Political risks: risk of riots, asset destruction, employee risks (kidnapping, harassment), operational exposure
(market disruption, labour unrest etc.)
Economic risks (economic growth instability, inflation, exchange rate fluctuation, cost of inputs)
Competitive risks (existence of corruption, cartels, networks)
Operational risks (Infrastructure, regulations nationalistic preferences, constraints on local content, local
employment, taxes)


PART B: International Marketing
1. Make a detailed recommendation as to whether you feel they should adapt a global marketing strategy with a standard
product offering or whether they should localise their marketing strategy with an adapted product, price, promotion and
distribution strategy.
2. Propose a target market and a marketing mix strategy (4Ps strategy) for the country selected.