Assignment Brief

You are required to critically review an international expansion and marketing strategy for a company of your choice. This should be a global or international company operating in multiple countries. You are required to review your chosen company’s international strategy from an external perspective. Please note that you are not required to conduct primary research.

You are required to use two markets that your chosen company operates in and compare and contrast their strategy in each market on the criteria below.

Please include the following in your review:

• Description of the company
• Overview of chosen markets
• Description of marketing offering and competition
• PEST factors that may affect the company in selected market Entry mode
• Level of standardization vs adaption
• Recommendations for marketing mix