Fever-Tree – developing international markets
Purpose:
The purpose of this assignment is that investigating the international market opportunities for a specific brand, to evaluate these opportunities and to formulate a
plan through which to pursue these opportunities.
An essential element of this task is for you to develop an effective screening criteria which is critically applied to market data. The output from this will be a
short list of potential countries from which you are able to further refine your criteria to identify the most suitable country for Fever-Tree to enter.
Task:
This task is based upon the Fever-Tree brand (will be given in the additional files). A case study is provided, but you will need to carry out further investigation to
inform your response to the task.
The overall purpose of the task is to recommend and justify the next country market that Fever-Tree should be launched in and to recommend a market entry strategy. You
must carry out appropriate research to inform and justify your recommendations.
You are to carry out appropriate research to inform the market identification, screening and selection process. To achieve this you will need to make use of both
academic sources and country/industry/market data.
Format
The work must be submitted in a report format which addresses the task clearly. The word limit for this assignment is 3000 words. Harvard referencing must be used
throughout.
Outcomes
a) Recognise and assess the importance of organisational dynamics and the external forces of internationalisation shaping firms’ strategic responses to international
marketing challenges.
b) Evaluate international marketing opportunities based upon the use of appropriate analytical frameworks.
e) Formulate appropriate marketing programmes for different kinds of firms and international market conditions.
f) Develop implementation plans and management control mechanisms to support an organisation’s international marketing strategy.
g) Demonstrate an ability to work effectively as an individual in order to carry out tasks linking theory to practice.
h) Make discriminating use of a range of learning resources in order to solve problems within the domain of international marketing strategy.
i) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.
A clear and specific IMS process is identified and its use justified. Relevant screening criteria are used in conjunction with quality data in order to develop a
shortlist of potential markets. There is excellent evidence of further research to evaluate shortlisted markets and to reach a justifiable choice of target market.
Excellent recommendations are made about the marketing programme, supported with high quality justification.
The discussion shows an excellent understanding of the connection between the literature, industry data and international marketing decisions.
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