市場學作業：全球市場營銷

　　作為一個從事全球業務公司的營銷顧問，你已經雇傭了一家英國公司為你去尋找海外市場的擴張機會。你的職責就是進行市場調研，并提交一份關于進入全球海外市場的戰略分析報告。

　　As a global marketing consultant, you have been hired by a UK organisation that is seeking market expansion opportunities overseas. Your remit is to conduct market research and to submit a report that recommends a global market entry strategy into an overseas market.

　　你必須首先做出決定來選擇一家合適的英國公司(我們建議你選擇一個和你有相同背景的公司)，但是在選擇的時候你最好征求一下導師的建議。

　　You must firstly make the decision as to your choice of UK organisation (we recommend that you choose a firm of which you have some background knowledge) but you must then ask your tutor for advice on this.

　　Next, read the report, Winning in Emerging - market Cities: A Guide to the World's Largest Growth Opportunity, by the Boston Consulting Group (BCG) as this will give you some guidance on which markets to target.

　　為了完成這個報告，你必須先進行一定程度的市場調研，并確保您公司推出的產品或服務能夠進入這個新興市場。你的職責是向他們介紹，你為什么會選擇這家公司來獨家代理你們公司的產品和服務。

　　In order to pass this report, you must first conduct market research and ensure that your company has not yet launched a product or service into the emerging market. Your remit is to then recommend why and how your chosen organisation should market its products or services to this particular region or country.

　　You will also find it useful to read the following press release issued by the Boston Consulting Group in September 2010.

　　Report content

　　Audit:

　　1. A background to the organisation that explains its current market position and its global marketing vision and ambitions.

　　2. A critical evaluation of the environmental trends (opportunities and threats) that have led the organisation to expand overseas.

　　3. A critical evaluation of the chosen overseas market including an evaluation of customer buyer behaviour (and potential segments) within the market.

　　4. An analysis of the key competitors within the market.

　　5. An evaluation of the options for a product and branding strategy in the target market.

　　6. A SWOT analysis that highlights the company's current situation and identifies the challenges to entering the targeted overseas market.

　　Marketing plan to include:

　　1. A situational analysis that states the key issues arising from the SWOT analysis.

　　2. Global marketing objectives for the organisation.

　　3. A global marketing strategy that would help the organisation to secure competitive advantage within the region/country.

　　4. A global marketing entry strategy.

　　5. A marketing mix to deliver the strategy.

　　6. A discussion around the issues and challenges that the organisation might face in implementing the plan along with recommendations for overcoming these.

　　Report format

　　Your report must be presented in a report style format and should include the following elements:

　　1. Cover page

　　2. Contents page

　　3. Executive summary

　　4. Report style numbering system

　　5. Appendix as and when necessary (do not bury content in the appendix that is part of the assessment critieria)

　　6. Main headings to separate out http://ukthesis.org/scxzy/ key sections

　　7. Sub-headings to separate out key sub-sections

　　8. Bullet points for lists

　　9. Bibliography