Intro: Prepare a marketing plan for H&M clothing as they enter the new foreign emerging market of Cambodia. You are expected to justify your decision to use academic and research-based information and references to support your arguments and write a report with an academic tone of voice and writing style. (Roughly 15 cited academic sources)
The plan should cover the three-year period to May 2025 and the list of elements included in the plan is illustrated below:
· A brief overview of the brand
· Analyse the current market and the industry environment
Content of the plan
· The selection of the market to entry
· Customer segmentation, targeting, and positioning in the chosen market
· International marketing mix
· Branding strategies
1). Introduction: Brief Summary
2). Selection for Market Entry: Describe market and reasoning / strategy for choosing to enter this market
3). Market Analysis: Analyze the market covering the socio cultural environment and other important elements of the sector
4). STP (Segmentation, Targeting Positioning): Discuss strategies for STP
5). Marketing Mix (Product, price, place, promotion): Pick and discuss the most important elements of marketing mix to talk about. (Only 2-3 necessary), cover brand strategy here
6). Conclusion: Conclude with recommended plan of action for the company plus potential drawbacks/ barriers of entry you have found.
Criteria for grading:
Strong organisation and coherence clearly enhance the work.
Well-developed writing style, appropriate to assignment, which enhances the argument. Grammar and spelling are accurate.
Demonstrates a comprehensive, detailed and in-depth knowledge base, the capacity to integrate theoretical and substantive knowledge.
Demonstrates broad and/or in-depth independent reading from appropriate sources. Choice of sources enhances the fulfilment of the assignment objectives. Clear, accurate, systematic application of material with developed and/or integrated critical appraisal.
Conclusions are well developed and show some originality. The recommendations reflect a strong understanding based on evidence and appropriate forms of applications