Assignment Two structure: Please follow the structure
1. Executive summary
Summary of the main findings:
What are the main findings in the investigation?
(Do this last!) (200 words approximately)
Review the literature and industry publications:
What are the main opportunities for the firm in China/region in China?
What are the challenges for the firm in China?
A few core ideas (2-3) in each section with the support of research (journals and other industry data) (800 words approx.)
Make sure you are drawing your ideas from the literature so as to get some depth, giving both sides of an argument and based on industry data.
3. Evaluate and recommendations
What are the main ideas recommended that have the most influence on the international marketing for this firm/product (Engineering services exports) in this market (China)?
What is your recommendation: what international marketing strategy and Internet marketing activities might work best and why? Be creative! (800 words approx.)
For example: Give clear recommendations in relation to; Client demand, Client behaviour, product/service modification, branding and labelling, distribution, positioning of the brand, price and or promotions.
You can choose to discuss what you like. Obviously you cannot discuss everything, so make decisions related to the international marketing activities that you think are the most critical within this context you have been given.