What international marketing responses do you recommend your CEO and why?

Given a case study-identifying the main international marketing and ethical dilemmas, addressing these issues by providing realistic and justified international marketing recommendations.

Remember to support your findings, arguments and recommendations with academic peer-reviewed journals, market research, magazine articles and business/industry media.

Suggested Structure:
Section 1. Identification of market-specific issues, constraints, and opportunities(approx. 500 words). Base your issues on theoretical international concepts. As the international marketing manager, what are the pertinent environmental and ethical issues to consider in this case? Use journals to help give your responses some depth.

Section 2. Explore the social, cultural and consumer behaviour elements of the target groups and the selected nation of your focus (approx. 500 words). Being the International marketing manager, what are the social, cultural and consumer behaviour implications you need to focus on? Use journals to support your alternatives.

Section 3. Recommendations (approx. 500 words). Make a stand. What would you do as the International Marketing Manager for this company (link this to previous sections)? How would you respond? What international marketing responses do you recommend your CEO and why? See also how to analyse a case for suggestions (pp.626-633) in the textbook.

The company context: you work for the company as the international marketing manager.

The country context: the specific elements related to the target country that you must evaluate. Evaluate these from both an input perspective (i.e., Australian branding but with production in country X), and from an output perspective (i.e., sales and distribution in country Y).

The ethical context: corporate behaviour operationalized through the CSR concept (please use CSR predominantly for your arguments). Link the CSR to the other marketing elements within the context that you think are important to the case.

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