Essay

AUCKLAND UNIVERSITY OF TECHNOLOGY

B Bus - International Marketing

Semester 2, 2013

INTERNATIONAL MARKET OPPORTUNITY PROPOSAL

* Assignment due: Week 8, Monday, 23rd September, 12 noon

*

This is an individual assignment worth 40% of the paper assessments. The assignment is to be completed individually though you are welcome to share ideas and research sources.

Although due in week 8, work on this assignment needs to begin by Week 2 of the semester. The research required is extensive and the process of finding the relevant information will be time consuming.

Table of Contents | Page |

Assignment Brief | |

* Assignment overview | 2 |

* Assignment Requirements | 2 |

* Assignment Structure | 3 |

* Assignment Length | 4 |

* Instruction for handing in | 4 |

* Marking Criteria | 5 |

* Late assignments | 5 |

* Frequently Asked Questions | 5 |

* Marking Schedule | 6 |

* Explanation of Grades | 7 |

Assignment Overview: (Hints on how to do well in this assignment are given in italics throughout this assignment brief.)

The company you are going to do your research on is Michael Hill International Limited. Assume that they are going to enter a new overseas market with their Michael Hill Watches range of products. They are interested in South East Asia and have requested you to compare Japan and Taiwan. They expect you to:

1. evaluate the two alternative markets to determine which of them presents the best opportunity for their firm and

2. give some strategic recommendations on market entry, target market and positioning

Assignment Requirements:

Assessing a country’s attractiveness for entry involves not only issues of market potential and growth but also a whole range of other factors including trading-bloc memberships, competitive intensity and entry barriers....