International Marketing Strategy

 Assignment:  Group Project

Critically evaluate the international marketing strategy of a company of your choice in a country. It is expected that your company will be a multi-national company operating in most of the markets of the world.

Chosen business: ADIDAS

The companies and countries can be selected on first come first serve basis since no two groups can have the same company or country.

This is a group project that entails the identification of the company’s mission statement and the role of internationalization in its business strategy. The main concepts of international marketing should be applied to your chosen company.

Your report should include:

  1. Introduction of the company, product/service range and its vision and mission statement.
  2. Strategies of acculturation and localization used by the firm. May suggest new strategies if required.
  3. The use of Hofstede’s cultural dimensions to understand the chosen country and the market.
  4. Analysis of the macro environment (STEEPLE). Give examples (
  5. Analysis of the level of competition within the chosen industry (Five Forces).
  6. The markets targeted and the methods of market entry used. May suggest better methods of entry if required.
  7. The evaluation of the marketing mix. May suggest a new marketing mix if required.
  8. Evaluation of the success or failure of overall internationalisation strategy of the chosen firm.
  9. Conclusion 

Structuring and formatting your submission 

Your report should contain the following:

  • Title Page, including the given title in full.
  • Contents Page
  • Introduction
  • Main body, which should be organised into numbered sections under appropriate headings.
  • Conclusion
  • Appendices, which should be numbered.
  • Reference list/Bibliography
  • Word count; excluding the Abstract, Contents page,  appendices and reference list/bibliography
  • Please use the cover page provided by the lecturer
  • Its compulsory to Turnitin your work
  • Please adhere to Harvard referencing. For details refer to or

Formatting the report

  • The report should be word processed on A4 size paper with 12 font size, Times New Roman, 1.5 spacing.
  • Pages should be numbered.

Presentation Guidelines

  • Your team will create a 7-10 slide PowerPoint presentation summarizing your findings. The headings from your report should be the same for your presentation and in the same order.
  • Each slide should have 3-5 bullet points maximum. Each bullet point should have 3-5 words maximum.  No full sentences (exceeding the 5 word max) or paragraph on any slide.
  • Graphics are fine to use, but keep to a minimum and use only to amplify a point. DO NOT use sound effects.
  • Be sure to include your charts and graphs in your presentation. Charts and graphs should be on its own slide with only a header at the top of the slide.
  • You will have a title slide and a reference slide and these are NOT included in the slide count.
  • Your presentation will be between 12-15 minutes in length.

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