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MKT434 Global Marketing Management Spring 2021
The report should be guided by the following outline:
Table of Contents
A brief description of the new brand and its product mix.
Selection of Target Country
Follow the country selection process to identify the most attractive market to enter. Justify
your choice of target market.
Description of the Target Country
Brief description of the target country outlining basic facts such as geographic location,
population size, economic status (developing-, middle-income-, developed nation), and main
cultural influences (e.g., ethnicity, religion).
Competitive situation in Target Market
Identify main competitors and analyze the competitive situation (e.g., market dominance and
rivalry). Identify the main competitive advantages of your brand over its competitors.
Other Environmental Factors of Target Market
Consider other aspects of the marketing environment in the host country (culture,
demographics, consumer behavior and industry structure where relevant). Highlight potential
differences of consumer behavior in the host country relative to those in the UAE.
Market entry strategy
Based on the results in the preceding sections, specify whether the exporting (indirect or direct),
licensing, strategic alliance, or joint venture market entry strategy will be used and provide
concrete details of how the strategy will work in practice. Justify your choice of market entry
Segmentation, Targeting and Positioning
Describe how the market will be segmented, what segment(s) you will target, and how you
will position your brand.
Elaborate on each of the 4 Ps in the marketing mix strategy, linking to target customers’ needs
and the positioning of your product/service. Provide concrete descriptions and examples of
your marketing mix choices (e.g., product descriptions, price levels, retail outlets, advertising
MKT434 Global Marketing Management Spring 2021
Referencing should be done following the APA referencing system (author + year in parenthesis
at the citation & reference list at the end of the report).
Tables and figures should be placed in the main text. Only information that is not directly
relevant for the report should be placed in an appendix.
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