INTERNATIONAL MARKETING

1. Research a foreign convenient or shopping consumer product

You need to research a convenient or shopping consumer product which is marketed profitably in a foreign country and is not available in the UAE. The Product should be chosen by Week 4.

Hint:
Products could include the following: baby food, disposable diapers, powdered milk, high-protein diet supplements, prepared foods such as dry soups, portable washing machines, soft drink mix, children’s toys, instant noodles, and franchise outlets, make-up, clothes, shoes…

a. Give a brief description of the chosen product (4 marks)
b. Describe why you think this product is needed in the UAE. (6 marks)

2. Research the UAE market

When a firm plans to enter a new market, it is essential that a thorough understanding of the situation confronting the firm be developed. It is necessary to understand the environment in order to make adjustments in the marketing strategy.

So, you need to prepare a mini marketing feasibility study for the chosen product.
Specific requirements for this part of the paper are found in the “Country Notebook”. The criteria you choose should be relevant to the chosen product.

The situation analysis usually is defined as consisting of the following topics:

a. Research the general information about the cultural aspects in the UAE. Make sure that the criteria you are researching are relevant to your product. To complete this section, you need to do the following:

i.   You need to carry out a short primary research consisting of a minimum of 6 questions. Sample size should consist of 30 respondents.
ii.   You need to justify why you have chosen these questions- how would these questions help you. (6 marks)
iii.   Summary of your findings. (3 marks)

b.   General information about the economic situation of the UAE (economic analysis). Secondary research should be carried out.
i.   Two economic variables should be researched and analyzed. (2 marks)
ii.   Justify why you have chosen these two variables. (2 marks)
iii.   Evidence of research should be presented. (1 mark)

c.   Information about the main competitor. Secondary research should be carried out.
i.   Why is this competitor considered to be your main competitor? (2 marks)
ii.   Competitor’s product
a.   Features of the product (2 mark)
b.   Package (1 mark)
iii.   Competitor’s prices (1 mark)
iv.   Competitor’s promotion and advertising methods (2 marks)
v.   Competitor’s distribution channels (1 mark)
vi.   Evidence of research should be presented. (1 mark)

Part B: (25 marks) Due in week 13
Develop a Marketing Plan – again use the Marketing plan provided in the country Book.

1. Give two specific description of the target market (2 marks)
2. Product adaptation or modification- using the product component model as your guide, indicate how your product can be adapted for the market and justify why. If your product does not need any adaptation, explain why. (4 marks)

3.   Promotion mix
a.   Describe two promotional tools that you would be using and justify your choice. (4 marks)
b.   Outline the breakdown of the total cost of the promotional tools used. (2 marks)

4.   Distribution: from origin to the UAE (2 marks)
a.   Describe the packing used (labeling regulations)
b.   The documentation required

5.   Channels of distribution – Describe the specific types of distribution in your marketing plan and justify your choice (6 marks)
a.   Which strategy would you follow: intensive, selective or exclusive? And why?
b.   Will you use retailers only or wholesale middlemen and retailers? Why?