AMB336 International Marketing

Title: Assignment 2 Case Analysis

Purpose: To assess students’ ability to evaluate Internet technologies impact on international marketing practice, identify critical digital marketing concepts, develop and formulate international marketing recommendations based on this research investigation.

Description: Organsational context and target countries are provided below. Students are required to provide analysis related to the opportunities and challenges of contemporary digital marketing within international marketing settings, the international consumer context within the target market and the type of product should be central drivers of these learnings. Students address these opportunities and challenges through the lens of country, company, customer context to better develop a realistic and justified recommendation.

Assignment Two: AMB336 International Marketing

Students are to present an international marketing research report.  Australian nut retailer exporting to the UK “Byron Beer” (Please don’t contact the organisation), which have already seen some sales growth in the UK. You are the International marketing manager and must evaluate the country market settings and evaluate the potential viability of more international growth with a new digital marketing approach. Be aware of the changing environment and the impact on marketing activities in the international market such as “the customer experience”. Students are to draw upon the literature to highlight key areas where change is altering the international marketing activities and performance of the organisation. Further, the impact of the new Internet activity on international marketing performance indicators such as enrolments increasing sales has become clearer in recent years and should also be a focus (see earlier lectures). For example, new Internet based technologies focused on virtual reality, augmented reality, machine learning (with data mining) should be evaluated as tools for the project.

Criteria reference assessment (CRA) is available through Blackboard.

Scenario: A well-established Australian producer and retailer “Byron Beer recently saw increased international demand from the UK. The organisation is a medium sized producer and retailer. You, the international marketing manager believes that the UK has potential growth area/market for the organisation. Further, the head of marketing believes Internet technology may also enhance the organisations ability to generate profits now and in the future from those markets, but is unsure how. Can you help analyse and evaluate the potential for this country market? Choose a particular geographic area of the UK and justify this choice. Further, assess how augmented reality will assist the firm in their international marketing activities of their product?

Research Question: Who is the customer (eg end users, businesses and or agents)? How might these country specific and technology elements influence the marketing activities and performance of the firm from those markets? What strategy might be most appropriate? How has the Internet influenced international customer behaviour and/or culture from that market?

Student Note: Context means: 1. The Organisation and product.  2. Market –country 3. Internet marketing activity.


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