Assume the role of an international marketing consultant to a client company of your choice in your domiciled country which is considering expanding into one of the 9 big emerging markets. The nine...

Assume the role of aninternational marketing consultantto a client company of your choice in your domiciled country which is consideringexpandinginto one of the 9 big emerging markets. The nine largestemergingmarketsby GDP are Brazil, Russia, India, China, South Korea, Mexico, Indonesia, Turkey, and Saudi Arabia.

You are to write a report to the marketing management of your chosen company on the main factors you think they need to address.

In particular you must address the following factors:-

1.Criticallydiscusssome of the possible addeddifficulties and complexitiesyour client international marketing firm mightfacewhen attempting to research the market for a product or service of your choice inoneof the big emerging markets (BEMs). Explainhowyour client company could attempt toovercome the problemsand complexities identified. Use specific examples to support the key points discussed.

[There are many potential problems to discuss and students are unlikely to identify or address them all in the time available. However a good range of potential problems and additional complexities should be used to illustrate the point.(800 words) – 20 marks

2.Justifytheuse, importance and expense of a multinational marketing information system (MMIS) to marketing management. Explain the component parts of such a system and the type of information you would consider important to include in such a system. Use a systems diagram or figure to illustrate the points made.

[Students should discuss the fact that as firms become more established and their information needs shift from those necessary to make initial market investment decisions to those necessary for continuous operation, there is growing demand for continuous sources of data both at the country operational level and at the worldwide corporate level.(800 words) – 20 marks

3.Criticallyexamine the main factorsyour client international marketing firm would have to take into accountwhen planning pricing decisionswithin your chosen BEM.

[The factors influencing the international pricing decision of firms are often legion and it is not expected that students will address every possibility. The question asks for the main factors to be critically examined and discussed.(800 words) – 20 marks

4.Criticallydiscussthe possibledifferencesand likely additional complexities inintegrated marketing communications strategywhen your organisation begins operations in your chosen big emerging market.

[Good candidates are likely to use a schematic framework to discuss the international communication process, which has been covered in the lectures and given coverage in the standard text.A model of the international communication process may also be used showing the principle of encoding messages in one country that are likely to be decoded globally and some of the problems inherent in this process along with their possible solutions.
(800 words) – 20 marks

5.Critically examineunder what circumstancesmight your international marketing firm considerusing joint venturesto exploit business opportunities within the selected big emerging market (BEM)?

[Students should be aware that joint ventures are only one option open to international companies wanting to operate overseas. They represent a higher level of involvement and commitment than say exporting or the use of agents and distributors but not so much involvement, commitment and risk as a wholly owned subsidiary company and other form of total direct investment. They are also a means of reducing the risk involved in international marketing by sharing them with another organisation, often one from the overseas country in question.(800 words) – 20 marks