You are currently working as a Junior Business developer for an established soft drink company ‘Fizz Up’. The business was established in the local towns of Brighton, UK in 2012 and has since established its brand regionally and nationally, taking i

The submission is in the form of a report. This should be written in a concise, formal business style
using 1.5 spacing and font size 12. You are required to make use of headings, paragraphs and
subsections as appropriate and ensure that the report is justified and aligned. All work must be
supported with research and referenced using the Harvard referencing system. Please also provide
a bibliography using the Harvard referencing system. The recommended word limit is 3,000–3,500
words, although you will not be penalized for exceeding the total word limit.LO1: Analyse how effective marketing contributes to business strategies in an international context.
LO2: Evaluate entry to a selection of international markets and define the key success factors.
LO3: Debate how the elements of marketing plan can be adapted or standardized across international markets.
LO4: Present different international marketing approaches for multinational, global, transnational or meta –
national contextVocational Scenario
You are currently working as a Junior Business developer for an established soft drink company ‘Fizz Up’. The business was established in the local towns of Brighton, UK in 2012 and has since established its brand regionally and nationally, taking in £5.5million since their establishment. With this great achievement, the company is looking to enter the Asian and African market due to its increased tourist attraction globally in the hopes of obtaining more profit globally.
However, with little to no experience on the Asian and African market, you have been assigned to analyse ways in which the company can transcend Asian international borders penetrate the Asian market, whilst considering the various cultural, regulatory and political issues that exists in transferring marketing strategies into different Asian countries and the impact this can have on both Fizz Up and the consumers. Assignment Activity
You are required to produce a critical evaluation of the opportunities and challenges that marketing internationally presents to FizzUp. You should analyse and discuss the scope, concept, and rationale for FizzUp to enter the market internationally and describe different routes to market they can adopt.
You are required to apply the market evaluation criteria, entry strategies and insights and make 3 – 4 justified recommendations on how FizzUp should adapt their marketing strategies for Asia and Africa. Ensure that you evaluate the key criteria and selection process to use when considering which international markets to enter. Explain, using 3 examples, the different market entry strategies to include the advantages and disadvantages of each one.
In addition, you are also required to justify and present key arguments in the global and local debate on how the marketing mix can be adapted and applied, giving 3 – 4 international examples. Ensure that you present and articulate how to adapt the marketing mix of FizzUp by challenging the context and circumstances of in which FizzUp should adopt a global or local approach by highlighting the implications of doing so.
Lastly, you will present recommendations, benefits and limitations of various international marketing approaches and competitor analysis in relational to organizational purpose and orientation and how FizzUp and another business of your choice should be structured to maximize the opportunity in an international context.