MKT 2412: Students are required to prepare a study to bring a Singapore product to a new foreign market: Global Marketing Assignment, NUS

Students are encouraged to utilize their research, analytical, and planning skills. The assessment is broken into 2 components and students are required to prepare a study to bring a Singapore product (choose only one) to a new foreign market. You are not expected to contact the firm directly but it is encouraged to choose a company where you have access to information. No primary research is required. Students are expected to utilize numerously
data sources in compiling their project, such as government (country) and non-government sources (UN, Worldbank, IMF, etc.), internal company records, consulting, legal and advertising firms, country-specific internet sites, trade statistics, embassy resources, etc.

The product MUST NOT be currently available in the country. When selecting the firm please note that the focus should be on consumer products, as they offer more opportunities to focus on cultural adaptation than do most industrial goods. The submission should be 3500 words A4 pages typed in 12 font, 1.5 line spacing (excluding references and appendices). There should be a balance of references from texts, academic journals, and websites. At least 10 academic journals must be used.

The assessment should cover:
1. Introduction
2. An overview of the company and its Product. Identify and describe the chosen product.
3. An overview of the country and justification for why there is a fit between the country and the product. Perform a SWOT analysis.
4. Analysis of the market you have selected to market your product. Provide evidence of why this is an attractive market. [Determine the market size, growth & potential]
5. Analysis of the competitive environment in your selected country. Map out all the competitors. Do a competitor analysis and include a perception map
6. Analysis of the political and legal environment in your selected country. Analyze regulations pertaining to Foreign companies, and products/ingredients allowed.
7. Analysis of the economic environment of your selected country. Explore customers purchasing power, employment level,…etc
8. Analysis of Cultural Environment [Identify the cultural differences and explain how it affects your product. Language, customs]
9. Analysis of Technological Environment [Include infrastructure & technology development]
10. Planning for Marketing mix: What will you adapt or standardize. Justify
A. Planning for your product strategy (product adaptation vs. standardization,
packaging, branding, product positioning, unique selling promotion, etc. / Show visuals on areas that will be adapted)
B. Planning for marketing channel in your selected market (What would be your
distribution strategy Direct Vs Indirect, multi-channel etc. Channel length, resolution of channel conflict, if any etc.)
C. Planning for Promotion of your product (Media available in your selected country, reach and coverage of various media, any legal restrictions involving advertising, what would be your promotion mix, what would be your overall promotion strategy Pull vs Push strategy, etc. / Provide visual samples for your promotional materials in the country)
D. Pricing strategy for the (How your price your product, Value-based pricing, cost-based pricing, Prestige pricing, etc., Comparison of your price compared to competitors, etc.)

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