MK992: Export Marketing Assignment Brief 2025 Sem2 | University of Strathclyde
Instructions
The task:
Prepare an individual essay with a word limit1 of 3,000 (+/- 10%) words (excluding abstract/ contents/tables/figures/appendices/references).
Pick a company of your choice.
In your role as a marketing consultant for this company, you have been tasked with providing a theoretically informed review of the export marketing process for an organisation that could be looking to start exporting. This organisation requires a review that outlines and critiques the issues that the managers will need to be aware of. By doing so, the content of the review could then be incorporated into a future export marketing plan.
In detail, the essay should consider the following questions:
- In the context of their current operations together with their future opportunities, how would you rationalise the organisation’s motivations for commencing export activities? To what extent is the organisation in a state of readiness for successful exporting and, if so, what
future exporting goals should it pursue? - Given the resource constraints that your organisation is likely to be operating under, how should they best prioritise which markets they should select?
- As an exporter at a formative stage, what export mode would be most appropriate and why?
- Given that the exporting organisation has an existing product range, to what extent would their export marketing mix require adaptation?