MARKETING MIX

This assessment requires you to develop the remaining sections of a comprehensive international marketing plan for your selected organisation in the new Asian country target market.

The aim is to recommend a marketing mix strategy that will enable the organisation to achieve its objectives in the new market. This includes: objectives for the first 12 months of your plan; strategic recommendations for the 4Ps (or 7Ps), including the extent of standardisation vs. adaptation with respect to domestic or other international marketing plans already in place; and plans for managing, measuring and controlling the international marketing effort.

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