Order Description
Strategic Marketing Entry Plan in Report Format (worth 50% of unit assessment) – 4000 words (+/- 10%) which includes supporting appendices.
Choose one of the following international fashion retailers, and prepare a strategic marketing entry plan for one country of your choice. You are expected to critically analyse and evaluate key
issues related to the strategic marketing planning process, which broadly comprises of analysis, implementation and evaluation & control. The strategic marketing plan should examine key issues
which would need to be considered by fashion retailers when deciding upon the new market venture. You should use theoretical constructs and management models to support your answer.
Choose One of the following fashion apparel brands
? Adidas
? Hollister
? Burberry
? Superdry
Please note, you should choose a country preferably where the company has no presence but it is acceptable if the brand already exists in the chosen country. The country/market you analyse must not
be the domestic market of the brand. For example, you cannot choose American Apparel in the USA.

Structure of the Report
This coursework should adopt appropriate report format and should be presented in the form of a strategic marketing plan. Numerous marketing plans exist. You should therefore make it very clear
within the introduction, which plan you have adopted. The report should encompass a concise introduction, followed by main body and appropriate conclusions. Key sections of the plan should include:

1. The Strategic Audit (approximately 1500 words)
You must provide a critical review of the firm’s size, resources, core competencies and capabilities, and any other information you feel is relevant which will justify the selection of the country
for entry and inform the company’s overall strategy. In addition, you should provide a critical review of both the micro and macro factors for the chosen country; consolidate the analysis
effectively and recommend a method of entry for the chosen country. Please note that if the company is already present in the country, you should evaluate the entry method adopted by the firm and
provide some justifications. This overall section should make use of relevant theoretical constructs and management models, with supporting figures, diagrams and tables.
2. Strategic Direction and Implementation of Marketing Programmes (approximately 1000 words)
Based on the analysis, you should provide detail on the proposed direction for the company, set out key marketing objectives for the next 12 months, and develop suitable marketing programmes for
the chosen retailer/country. You must consider issues related to adaptation/standardisation of the marketing mix approach, recommended for the chosen country.
3. Evaluation & Control (approximately 500 words)
This section should make brief reference to the adoption of important techniques for evaluating and controlling marketing programmes with particular reference to promotional campaigns. It is
sufficient to provide this information in a table.