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Scenario
You are required to undertake the post of Marketing Manager for a Luxury & Boutique Hotel Brand of your choice. Critically review the current marketing and promotional activities of the organisation. You are required to prepare a marketing report to enhance the existing practices for international marketing e.g. amendment, improvement or extension.
International Marketing Plan
This should include the following:
1. A situation analysis including Micro/macro environmental analysis. (LO1)
2. Evaluation of potential, specific geographical international market/opportunity with justification. (LO1)
3. Market entry strategy and barriers to entry if applicable. (LO3)
4. Evaluate cost effectiveness of different methods of sales promotion with particular focus on segments to be reached. (LO2)
5. Recommended marketing mix outlined for the proposed market, ensuring its relevance to the target audience. (LO3)
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