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There are two components to TAMA; a written report and a group oral presentation during tutorial class in WAKE or WAKE. Each group will be assigned (at random) a product that is not currently available in a target country. Once the product/target country is determined, the group will choose a firm to work on. On behalf of the chosen firm, the group is to conduct an environmental analysis and develop a marketing plan for the product in the target country. The aim is for the said firm to secure a substantial market presence for the product over a reasonable period of time.
For example, a group will be assigned to market an automobile from the United States into a foreign country. Then the group will pick a firm for this project. The selection of the product and the target foreign country will be finalized and confirmed by your tutor in WOK, latest by 4 October 2013 (Friday). Your assignment must draw explicitly on a range of relevant models, concepts and theories from the course. In particular, you are required to demonstrate that your group has appropriately applied these to support your analysis and findings.
Your work should clearly show your understanding of the topics. We will look for clear and logical ideas. Tutors will impose marking penalties for failure to make explicit use of course material, or lack of rigor in referencing. Your group is expected to cover the following issues as outlined on below for each of the assignments; references to the text chapters are included. We have also included some suggested approaches / issues to consider, which of course, are not exhaustive and will vary from case to case.
A description of the product and the profile of the firm (maximum 500 words to be included in the Appendix, and will not be included in your word count) 2 Overview of the external environments in the target country 3 When addressing the environmental factors (economic, political/legal, and cultural), Leary assess the pros and cons (challenges) of entering the proposed market. This section should cover Chapters 2-5. Remember to relate your findings to the pros and cons of this target market and then back them up with evidence.
Avoid stating information that does not help make a point. Suggested issues to consider (may vary from case to case) Economic environment (Chapter 2) o Membership in economic integration organizations o Foreign exchange (Chapter 3) Political/Legal environment: (Chapter 5) o Regulatory constraints o Intellectual Property Rights Protection o Country risks Cultural environment: (Chapter 4) o Are there any cultural issues that are applicable to your chosen product in the chosen market? O What are the implications of cultural difference that might affect your marketing strategies?
Rationale for expansion outside the home country and the selection of the chosen foreign country (refer to relevant sections in Chapter 7 and 9) 4 Market Positioning Segmentation and Positioning Refer to Chapter 7 and select one or two frameworks that are applicable to your project o Identify which specific segments of the population you want to target. Is there a universal segment? O Considering the competition, what is your positioning strategy? Is there a universal positioning that is applicable to your product/market?
Competition: Evaluate the competition after identifying your target segment(s) o Identify local competitors and discuss their strengths and weaknesses (or their o Identify global competitors operating in the target market (or considering entering it) and discuss their strengths and weaknesses (or their market positions) visa-Г-visa your own o Refer to Chapter 8 Assignment 2 5 Mode of Entry o Review Chapter 9 What are the realistic entry options available to the firm given the product and the target country? O What is your decision and why? 6 Marketing Strategy Product/Service and Brand Strategy: What will your product line consist of?
Why? Are there any product/service adaptations do you propose? Why? Will your business expect a country-of-origin advantage? Disadvantage? Explain Refer to Chapters 10 and 11 Pricing Strategy o A brief proposal on your pricing strategy after taking consideration into cost factors, market factors and competitive factors, as well as company’s goals in the new target market Refer to Chapter 12 Distribution Strategy o If appropriate to your product/service, describe the wholesale/retail environment of the target country o How do you identify potential channel partners in the target country? Refer to Chapter 15 Promotion Strategy o What is the promotional mix strategy best suited for your business model in your target country? Why? O If advertising is a key communication element in your promotion strategy, address the issue on standardization versus adaptation, if appropriate TAMA Oral Presentation 1 . The face-to-face oral presentation will cover TAMA content. 2. Presentation will be conducted in tutorial class during month of December 2013. Tutors will schedule the presentation slots accordingly. 3.
Each group will be allotted 25 minutes I. E. 20 minutes for presentation and 5 minutes for questions and answers (Q) from the audience. 4. All members of the group should participate equally in the oral presentation. 5. Presentation will be in Powering format. A hard copy of the PPTP should be provided to the tutor at the beginning of the presentation. Also send a soft copy to your tutor after presentation for record purpose. 6. Formal dress code is recommended. . In the Q session, the presenting group will answer questions from the floor. . Students in the audience not presenting will write down the questions raised and return the form to the tutor at the end of the tutorial class. 9. Any member of the group who fails to show up in person and participate in the presentation will be awarded zero mark for this portion of his/her assignment. 10. This portion of TAMA is worth 50% of the overall mark for TAMA. 11. Group members will complete the peer evaluation form for TAMA and turn it over to the tutor at the end of the presentation.