Effat UniversityMidterm Spring 2017 MARKETING DEPARTMENT 20 MARKS COURSE NAME:INTERNATIONAL MARKETING COURSE NUMBER: MGT 315 SECTION: 1 STUDENT NAME: STUDENT I.D.: Total Marks Marks Obtained TASK 1 8 Total Marks TASK 2 8 Total Marks TASK 3 4 TOTAL 20 Introduction and Aim This Midterm requires you to demonstrate many of the skills you have learned so far. Essentially, you are required to produce a fully referenced academic report to be submitted hard copy . Midterm Assume you are in charge of International Marketing in a “Fast-Food Burger Joint” branded company based in your own country, or a country of your choice. Note: you need to research, select and justify a company suitable for this assignment. You are to research and propose the launch of your chosen organization’s products into a specific NEW foreign market, i.e. a country that your chosen organization does not currently have a branch in. Note: you need to choose and justify your destination market. To do this you will address the three sections below, and compile your findings into a 3000 word report. Throughout you must demonstrate your wider reading of appropriate academic literature (i.e. fully referenced using Harvard or APA format), in order to support your viewpoints. Midterm Detail You are to produce an academic report that covers the following issues: Task 1 (8 MARKS) Discuss Market Selection and your final destination country. Also include an Environmental Analysis. (1200 words) Guide notes: Justify your choice of international market for your organization through a critical examination of its market environment. Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature. Consider aspects of culture and buyer behavior, and how these present opportunities and threats to you, the marketer, in your chosen destination country. Include a discussion of legal and ethical issues in your answer. Again, underpin your answer with references to relevant academic marketing literature. Points to consider: · Introduction to the company · Reason for choice · Reason for choice of country · Visit websites of Fast-food burger Joints (burger fuel, fat burger, five guys etc) · SWOT Analysis · PEST/PESTEL analysis · Porters Forces · Marketing mix · Segmentation and targeting · Research for literature on consumer buying behavior in gulf/other regions Task 2 (8 MARKS) Devise a Marketing Mix Strategy for your selected products and destination combination from Task 1 above. (1200 words) Guide notes: Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature. In addition, discuss and justify which elements of the chosen marketing mix strategy should be standardized or adapted – justify your answer. Points to consider: · Copy the marketing mix ...

1. Effat UniversityMidterm
Spring 2017
MARKETING DEPARTMENT
20 MARKS
COURSE NAME:INTERNATIONAL MARKETING
COURSE NUMBER: MGT 315
SECTION: 1
STUDENT NAME:
STUDENT I.D.:
Total Marks
Marks Obtained
TASK 1
8
Total Marks
TASK 2
8
Total Marks
TASK 3
4
TOTAL
20

2. Introduction and Aim
This Midterm requires you to demonstrate many of the skills
you have learned so far. Essentially, you are required to
produce a fully referenced academic report to be submitted hard
copy .
Midterm
Assume you are in charge of International Marketing in a “Fast-
Food Burger Joint” branded company based in your own
country, or a country of your choice. Note: you need to
research, select and justify a company suitable for this
assignment. You are to research and propose the launch of your
chosen organization’s products into a specific NEW foreign
market, i.e. a country that your chosen organization does not
currently have a branch in. Note: you need to choose and justify
your destination market.
To do this you will address the three sections below, and
compile your findings into a 3000 word report. Throughout you
must demonstrate your wider reading of appropriate academic
literature (i.e. fully referenced using Harvard or APA format),
in order to support your viewpoints.
Midterm Detail
You are to produce an academic report that covers the following
issues:
Task 1 (8 MARKS)
Discuss Market Selection and your final destination country.
Also include an Environmental Analysis. (1200 words)
Guide notes: Justify your choice of international market for
your organization through a critical examination of its market

3. environment. Use relevant marketing tools and techniques for
this (justify your selection) and underpin your answer with
references to relevant academic marketing literature.
Consider aspects of culture and buyer behavior, and how these
present opportunities and threats to you, the marketer, in your
chosen destination country. Include a discussion of legal and
ethical issues in your answer. Again, underpin your answer with
references to relevant academic marketing literature.
Points to consider:
· Introduction to the company
· Reason for choice
· Reason for choice of country
· Visit websites of Fast-food burger Joints (burger fuel, fat
burger, five guys etc)
· SWOT Analysis
· PEST/PESTEL analysis
· Porters Forces
· Marketing mix
· Segmentation and targeting
· Research for literature on consumer buying behavior in
gulf/other regions
Task 2 (8 MARKS)
Devise a Marketing Mix Strategy for your selected products and
destination combination from Task 1 above. (1200 words)
Guide notes: Use relevant marketing tools and techniques for
this (justify your selection) and underpin your answer with
references to relevant academic marketing literature. In
addition, discuss and justify which elements of the chosen
marketing mix strategy should be standardized or adapted –
justify your answer.

4. Points to consider:
· Copy the marketing mix from above
· Use the TOWS matrix to identify strategies
· Read Ansoff’s matrix and identify the exact strategy and
reason for such selection
· Identify complete marketing mix in detail
Task 3 (4 MARKS)
Develop a Foreign Market Entry Strategy for your selected
products and destination combination from Tasks 1 and 2 above
and discuss how Social Networking tools could be used to
promote/support this. (600 words)
Guide notes: Critically discuss the market entry strategy process
that is most appropriate for your chosen products into the
proposed international market.
Points to consider:
· Read about alternative marketing strategies
· Use the TOWS
· Use the promotional mix
· Identify surveys on social marketing from literature review
sources
Submission Requirements
· A single word processed document containing all reports and
other documentation i.e. explanations, output reports and page
images of graphic tools etc. pertaining to all tasks.
· Maximum word limit is 3000 words (+/- 10%) not including
the appendices.
· The document should be properly structured with a

5. bibliography (online and literature sources) and appendices
(where necessary).
· The document should be a proper report format with a table of
contents, literature review (within the body of the text) and
references at the end. The in-paragraph referencing should also
be done.
· Produce clear and specific reasoning and argument to justify
answers.
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