IMM

Ahmed Armaan Siddiqui

Topic of Discussion

Brief on the Assignment

Key Contents of IMM

Course Content
Topic of Discussion

Brief on the Assignment

Key Contents of IMM

Course Content
 Brief on the Assignment
BACKGROUND /INTRODUCTION

TASKS

You are a newly appointed business consultant for an organisation in your

domiciled country that specialises in overseas markets for products (or services).
Your client is considering venturing into Bangladesh, one of the fastest growing
economy of the world. After exploratory research you have identified a number of
areas that you consider require further, more in-depth analysis and research.

Your specific task is to present a report to the management of your chosen

company on the main issues identified.

Critically analyse, evaluate, define and discuss market research methodologies,

applications and environmental influence and strategic value in relation to marketing
in International, regional, national and global marketing contexts.
 Brief on the Assignment (Continue……)
In particular you must address the following points:-

1. Covers the planning and implementing the most relevant market entry strategy in the
context of developing international market like Bangladesh based on the type of
corporation for international marketing management.

[Students should demonstrate an understanding of and conduct a critical examination of

`why` and `how` appropriate market entry strategies differs in developing international
markets - with reference to Business Format Franchising as a potential market entry
method in such markets. (500 words – 25 Marks)

2. Explain and critically discuss how your client Company can use a comprehensive
marketing mix to enhance the perceived value of their products and/ or services within
this market region. Use specific examples of individual products and /or services from
your client’s portfolio to illustrate the points made in your answer.

[Students should be familiar with the marketing mix issues and the impact of these issues
on international marketing firm’s strategies, particularly product and service development
strategies for international or global markets. Answers should be company, market and
country specific. (1000 Words – 40 Marks)
 Brief on the Assignment (Continue……)

3. Using a ‘flow chart’ or diagram, critically explain and develop a step by step
approach to the international brand building process that can be used by marketing
firms for international growth and development. In addition, discuss and examine the
activities involved at each of the stages specifically for your client firm in your specific
chosen market. Answers should be company, market and country specific international
marketing management considers the concept of culture when engaging in personal,
face to face negotiation in overseas business to business markets. Use examples
relevant to your client in your answer and be country or region specific.

[The actual content of the answer provided would depend on the precise model or
paradigm chosen for a vehicle for discussion, of which there are many. Any recognised
brand building sequence is acceptable as long as it is specifically international or
global in nature and covers the salient points. Students should explain that the
international branding process sequence is similar to the domestic sequence, although
obviously many additional international aspects have to be considered in each part of
the sequence. Students should appreciate that the concept of culture is of fundamental
importance to understanding markets and customers and cross-cultural analysis.
(1000 Words – 35 Marks)
 Brief on the Assignment (Continue……)
Assessment Requirements:

 The submission of your work assessment should be organized and clearly

structured in a report format.

 Maximum word length allowed is 2500 words, excluding words in charts &
tables and in the appendixes section of your assignment.

 This assignment is worth 100% of the final assessment of the module.

 Indicate the sources of information and literature review by including all

the necessary citations and references adopting the Harvard Referencing
System.

 Students who have been found to have committed acts of Plagiarism are
automatically considered to have failed the entire module. If found to
have breached the regulation for the second time, you will be asked to
leave the course.

 Plagiarism involves taking someone else’s words, thoughts, ideas or essays

from online essay banks and trying to pass them off as your own. It is a
form of cheating which is taken very seriously.
Topic of Discussion

Brief on the Assignment

Key Contents of IMM

Course Content
 Brief on the Assignment
Total Word Count:2,500 +- 10%= 2,750 words
• Great Cover page
• Declaration of Authenticity
• Acknowledgments
• Executive Summary
1.0. Introduction
1.1. Chosen Organization and Chosen International Market D
1.2. Sources of Information (Primary and Secondary)
1.3. VMO of the Company
2.0. Rationale for choosing the Foreign Country
2.0. PESTEL Analysis of Bangladesh
3.0. Literature Review
4.0. Entry Mode Strategies considering the non tariff barriers. 500 words
5.0. Marketing Mix plan of action based on the survey outcome. 1000 words
6.0. Customised Distribution Channel Management

7.0. Step by Step International Marketing Communications Models

7.1. AIDA Model
7.1.1. Analysis of AIDA Model
7.2. Integrated Marketing Communication Planning (IMC) Model 1000 words
7.2.1. Analysis of Integrated Marketing and Communication Planning Model
7.3. Integrated Communication Model
7.3.1. Analysis of Integrated Communication Model with the culture and ecstasy.
8.0. Conclusion
9.0. Recommendations
10.0. References
11.0. Bibliography
12.0. Appendices D
12.1. Questionnaire
12.2. Survey Outcome
KEY CONTENTS OF IMM
1. An Introduction: {Week 1} <28/ 06/ 2019>
• Assignment Brief
• Why does business go overseas?
• What is the mode of Entry? <Exporting, Licensing/Franchising, Joint Ventures, Mergers & Acquisitions (M & A), Start-up>
• What is the criteria for the target market? <Political Factors, Economic Factors, Socio-Cultural Factors, Technological
Factors, Legal Factors, Environmental Factors>

2. Products & Services development for International Market: {Week 2} <05/ 07/ 2019>

• What are the factors Influencing International Product Decisions?

• What is International Product Life Cycle? What is the difference between Product and Intl Product Life Cycle?
• Explanation of Product Component Model?

3. Pricing Strategies for International Market: {Week 3} <11/ 07/ 2019>

• What are the factors of International pricing? <reason of escalation, influence and so on>
• What are different kinds of pricing strategy for international marketing?

4. Distribution strategies for International Marketing Management {Week 4} <19/ 07/ 2019>

5. Brand strategies for International Market: {Week 5} <26/ 07/ 2019>

6. Other Must Have elements of learning: {Week 6} <01/ 08/ 2019>

• Culture

• Globalization {Week 7} <02/ 08/ 2019>

7. Review on Assignment {Week 8} <09/ 08/ 2019>

 Class Schedule IMM (A)
Sl. Date Time Remarks
1. 8:30- 11:00 AM Regular Class Friday
28/ 06/ 2019
2. 8:30- 11:00 AM Regular Class Friday
05/ 07/ 2019
3.
11/ 07/ 2019 6:30- 8:30 PM Make up of 22nd June Class
4. 8:30- 11:00 AM Regular Class Friday
19/ 07/ 2019
5. 8:30- 11:00 AM Regular Class Friday
26/ 07/ 2019
6.
01/ 08/ 2019 6:30- 8:30 PM Make up of 12th July Class
7. 8:30- 11:00 AM Regular Class Friday
02/ 08/ 2019
8. 8:30- 11:00 AM Regular Class Friday
09/ 08/ 2019
Topic of Discussion

Brief on the Assignment

Key Contents of IMM

Course Content
International Marketing Management

An Introduction
Question 1:

Why do businesses go overseas?

Question 1:

Why do businesses go overseas?

Question 2:

How do businesses go overseas?

What are the entry methods adopted by businesses to go to overseas

markets?
Entry Methods
• Exporting

• Licensing/Franchising

• Joint Ventures

• Mergers & Acquisitions (M & A)

• Start-up Operation
Question 3:

How do businesses decide which overseas market to enter?

What is the criteria they use to decide which market to target?

 Criteria for selection
• Political Factors

• Economic Factors

• Socio-Cultural Factors

• Technological Factors

• Legal Factors

• Environmental Factors
An Ideal PESTEL
What are the Entry Mode Strategies?
What are the high level advantages and
disadvantages?
 Franchise as an entry mode strategy definition

"A system in which semi-independent business owners

(franchisees) pay fees and royalties to a parent company
(franchiser) in return for the right to become identified with
its trademark, to sell its products or services, and often to
use its business format and system."
What are advantages and disadvantages for a
Franchise Entry Mode?
Case Studies

•Franchise fee: 250k€

•Sign Up Cost: 250 K€
•Royalty Fee: 4%
•Revenue Share: 20%
 Non-Tariff Barriers

Pricing for International Markets

Cateora & Ghauri, International Marketing, European Edition, © 1999 McGraw-Hill 18-0
Non-Tariff Barriers

Non Tariff Sanitary & Technical Barriers Pre-shipment

Contingent Trade
Barriers Phytosanitary to Trade inspection & other
Protective
Measures formalities
Measures

Regulations on the Policies that

What Requirements that protect the
Plant & contents of
these goods be checked economy from the
mean
animal health products, the or licenses impact of certain
regulations process by which secured before imports, such as,
they were they can be
manufactured, anti-dumping
imported measures,
their labelling, etc.
safeguards for
agriculture, etc.
Non-Tariff Barriers (Continue……..)

Non-automatic licensing, Price Control

Non Tariff measures including Measures
quotas, prohibitions and Finance measures
Barriers quantity control additional taxes and affecting
Measures charges competition

Policies that limit Charges or taxes Policies that

the total number of (other than regulate access to For example,
imports of a certain tariffs)that change foreign exchange compulsory
What good, such as the price of imports, or imports, for requirements to
these quotas, rules stating for example, by example, by use national
mean that imported goods ensuring that requiring deposits services,
can only be used in imports do not to be paid in or use of a single
certain industries or undercut advance, or that state-owned
temporary bans on the price of customs duties importer for some
certain products domestically- must be paid goods
produced goods ahead of time
Non-Tariff Barriers (Continue……….)

Non Tariff Trade-related Distribution Restrictions on

investment Subsidies
Barriers restrictions post-sales service
Measures

Requirements that Measures which Policies stating

make it harder to that post-sales Money from
goods should
sell imported services (customer government for
contain a certain
What goods in all services, repair domestic
proportion of
these parts of a market, services, etc.) producers, making
locally-produced
mean for example, by must be provided it harder for
content, or policies
stating that goods by a local importers to
that limit imports
can only be sold in company compete
based on the
performance of areas that Meet
exports Certain conditions
Non-Tariff Barriers (Continue……….)

Non Tariff Government Intellectual Export related

procurement Rules of origin
Barriers property Measures
restrictions

Ensuring that Rules requiring

Ensuring that Policies products to be able to
governments buy imports comply undertaken by the demonstrate in which
goods from with patents, exporter' s Countries they were
What domestic trademarks, government, for produced, often so
these producers industrial designs, example, to limit that it can be
mean copyright, exports to a certain determined whether
geographical the good can benefit
country through from preferential
indications trade embargos, or access under a
to reduce exports bilateral free trade
to keep domestic agreement
prices low
See you all on 5th July at 9AM (WhatsApp group 01512786786)
For any query pls email to: ahmedarmaan@gmail.com