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MKT434 Global Marketing Management
Fall 2023
Group Project Guidelines
In groups of not more than 3 students, you and your team are to develop a Market Entry Plan
for the introduction of a new UAE-product e.g., skincare, local perfume, dates, camel milk,
Emirati restaurant etc. to a foreign country of your group choice. You can choose any
brand existing or hypothetical, but make sure the product is not yet globalized.
What do you need to do:
1. Describe the product chosen and present your reasons of choosing it. This is an
introduction of your assignment, (500 words) 10%
2. Analyze marketing environments of the chosen country by the following: 30%
2.1 Economic environment (1 page)
2.2 Political risk and legal environment (1 page)
2.3 Cultural environment (1 page)
3. Present a market entry plan (1.5 page): 30%
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Describe how would your chosen product fit the country economic and cultural
environments.
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Segmentation, Targeting and Positioning: Describe segment(s) you will target and
how you will position your brand.
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Based on the results in the preceding sections, specify whether the exporting
(indirect or direct), licensing, strategic alliance, or joint venture market entry
strategy will be used and provide concrete details of how the strategy will work in
practice. Justify your choice of market entry strategy.
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Identify main competitors and analyze the competitive situation (e.g., market
dominance and rivalry). Identify the main competitive advantages of your brand
over its competitors.
4. Explain if your proposed product resulted as a good idea for the chosen market. In both
cases (yes/no) present facts (not opinions) to defend your selection. Not necessarily it
will result as a perfect product for the selected country. This is why we do an analyzes
before starting a business in another country. 20%
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MKT434 Global Marketing Management
Fall 2023
Your work should be guided by the suggested outline, and it is important that you make use
of the material discussed in class with sources presented in the class when you analyze the
three environments (ex. Country rankings, scores of specific environments, …) and presenting
the market entry strategy. You can use any other relevant material you find online to enrich
your report.
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Use 12-point font and 1.5 line spacing.
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All sources need to be included in-text and referred at the end in References list.
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If you use charts, tables or similar, they need to be your creation, not a copy-paste
from a web page or other sources. Still, you need to cite the source.
10%
Your report should be uploaded as PDF document to Blackboard no later than November 9,
2023. One student submit as it is a group work.
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