Assignment title International Marketing Dassault Aviation
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Learner Declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Introduction and guidance
Welcome to the International Marketing Assessment paper
The scenarios and questions below need to be addressed fully for you to achieve a pass in this paper.
In addition, you will need to address the merit and distinctions within your answers to achieve a merit and a distinction
Read the scenarios thoroughly.
Scenario One: Business Report
Dassault Aviation is an international French aircraft manufacturer. Based in France, it produces military, regional and business jets. The business is sound but competition is fierce, particularly from manufacturers located in emerging economies such as Brazil and China. These nations already their own plane manufacturers but with a domestic market thirsty for new economic and efficient planes, the markets must respond to demand.
With a mature market in Europe and United States, Dassault Aviation is developing its sales activities in the Middle East, China, India and Latin America, where the challenges in terms of language, culture and ethics are enormous. With its innovative and flexible offering, Dassault Aviation is confident that it will continue to win significant deals and increase its sales in these regions.
In your position as International Marketing Assistant Manager, you are required to develop an effective international marketing plan to help improve sales in the emerging markets such as Middle East, China, India and Latin America.
The Falcon 8X is a brand new aircraft which Dassault wish to bring to the aviation market, the airliner is fast and extremely spacious, perfect for commercial international flights. Dassault have plans for this new product to go global and be a key addition to their international strategy.
Task One – Writing a Memo
LO1: Understand the concept of international marketing for potential foreign markets.
Write a detailed memo to your International Marketing Director that explains the importance of adopting an International Marketing Approach (IMA) as a prelude for international development operations.
The following ACs must be included in your memo;
AC1.1 In your memo to the International Marketing Director, provide an explanation of why Dassault Aviation should develop international marketing.
Guidelines:
Write in a memo format.
- Give 2 examples of why Dassault should expand its international marketing
- How will Dassault benefit from international marketing?
AC1.2 Include an analysis of at least one emerging market in which Dassault Aviation wishes to operate in terms of PEST (Political – Economic – Social – Technology).
Guidelines:
Write in a memo format.
- Briefly outline what is PEST
- Conduct a PEST analysis on a potential emerging market (country) for Dassault Aviation
- Select which PEST factor is the most important for Dassault and justify why?
AC1.3 Evaluate international marketing research techniques for Dassault Aviation’s new product launch of the new Falcon 8X.
Guidelines:
Write in a memo format.
- Outline 2 international marketing research techniques
- Apply these techniques to Dassault aviation’s new product launch
- Give the advantages these marketing techniques will have for Dassault's new product
AC1.4 Evaluate how Brazil as a foreign target market will be attractive for Dassault’s new product
Guidelines:
Write in a memo format.
- Briefly discuss the Brazilian market
- Evaluate how the Brazilian market will be attractive for Dassault’s new product
- Give the potential advantages & disadvantages the Brazilian market will have on this new product
- Justify and give your opinion on this market for Dassault’s new product, any recommendations?
Scenario Two – Location choice and mode of entry into international markets
As part of Dassault’s expansion strategy and despite intense competition with Embraer, a Brazilian jet manufacturer, you have succeeded in convincing your International Marketing Director to expand into Brazil. To operate in this new market several options are available. These options may consist of direct or indirect export, foreign direct investment or establishing a new manufacture.
Task Two – Business Report
LO2: Understand how to make export channel and distribution decisions.
As International Marketing Assistant Manager, your task will be to assess all these options and suggest to the International Marketing team the one you think might be the most appropriate and effective. Provide your assessment and recommendations in a report format.
In your report, the following must be included carefully;
2.1 Explain how channels evolve in distributing the Falcon 8X to an export market.
Guidelines:
Write in a report format.
- Briefly explain how channels evolve in distribution
- Using Dassault’s new product as evidence show how channels evolve in distribution to an export market
2.2 & 2.3
Describe reliable export channels
Include an evaluation of the export distribution channels for Falcon 8X.
Guidelines:
Write in a report format
- Discuss what is a reliable export channel using examples
- Compare and contrast one distribution channel to another distribution channel
- Give an evaluation of distribution channels for Dassault’s new product
AC2.
2.4 Analyse how foreign manufacturing and investment decisions are made; in your analysis make specific reference to Dassault Aviation manufacturing and investing in Brazil.
Guidelines:
Write in a report format
- Briefly discuss foreign manufacturing and investment decisions in the context of how they are made
- Using Dassault as an example comment on how they would manufacture and invest in Brazil
- Make comment on the potential success or failure
- Discuss the levels of decisions to be made (Strategic, tactical, operational)
