International Marketing Research Report

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Students are to present an international marketing research report for engineering service Exports into China for the firm “Australian Engineering Limited”. You are the International marketing manager and must evaluate the country market settings and assess the potential viability of international growth into China. Be aware of the changing environment and the impact on marketing activities in the international market such as “the client experience”. Students are to draw upon the literature to highlight key areas where change is altering the international marketing activities and performance of the firm. Further, the impact of the Internet on international marketing performance indicators such as sales from international customers has become clearer in recent years and should also be a focus (Mathews, Healy and Wickramasekera, 2012; Mathews, S., Bianchi, C., Perks, K.J., Healy, M., and Wickramasekera, R. 2016). For example, new Internet based technologies such as virtual reality, augmented reality and other platforms should be evaluated as possible tools for the project.

Criteria reference assessment (CRA) is available through Blackboard.

Scenario: A well-established Australian company “Australian Engineering Limited” recently received some tender opportunities from international clients from China. The company is a medium to large sized company employing 200 staff. You, the international marketing manager believes that China may be a potential market for the firm. Further, the CEO believes the Internet may also enhance the firm’s ability to generate profits now and in the future, but is unsure how. Can you help analyse and evaluate the potential for this country market? Choose a particular area of China and justify your choice (Not Taiwan or Hong Kong). Further, assess how the Internet might assist the firm in their international marketing activities of their product into China?

Research Question: Who would your customer be in China (eg businesses and or government)? How might these environmental elements influence the marketing activities and performance of the firm in China? What strategy might be most appropriate? How has the Internet influenced international client behaviour and/or business culture in China?

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