Digital expansion launch

Description 90-day digital expansion launch proposal According to the Centre for Economics and Business Research, when it comes to getting SMEs to export, the UK is missing out on billions of pounds of potential revenue. Less than one fifth of all UK SMEs sell their goods and services overseas. Among the factors restricting export development, SME owners are put off by language barriers, cultural differences and a lack of insight regarding the use of digital channels to engage overseas target audiences while minimising the cost of a new market launch campaigns. A study by the Brookings Institution estimates that there are 3.2 billion people classified as middle class around the world, 88% of which are in China, India and other developing Asian countries. Higher levels of income and growth create demand for products and services that UK SMEs should be exploiting. Identify a domestic SME business that has yet to expand into an overseas market but has the potential to use digital channels to grow internationally. It is a requirement that you identify a business that meets the needs of consumers in overseas markets but also provides a socially responsible and/or ethical advantage over competitors. You must select an SME company with fewer than 200 staff with an annual turnover less than £50m and currently demonstrates little or no recognition of multicultural values in its digital communications activity Adapt a planning framework to facilitate the digital launch delivery of your international expansion plan for the target business as discussed above. Please refer to the marking criteria below to guide you in the preparation of your proposal. Criteria: -Presentation of collective ability to apply primary and secondary research to identify target business and new market opportunity rational 20 -Provide a detailed analysis of the international market and the potential opportunity 20 -Develop a culturally appropriate digital communications strategy for the target market 35 -Demonstrate how you would use a socially responsible business and digital marketing strategy can develop a globally competitive advantage 15 -Work collaboratively and autonomously while managing group dynamics, time-management and delivery preparation 10 A project of distinction quality, which addresses the task by intelligently using models to identify the target SMEs potential export market, develops an actionable and accountable digital communications plan that includes a detailed Situation Analysis (including key issues), SMART Objectives (including AMC), Strategy, Tactics (including KPIs) and Budget (including ROMI forecast), shows ability to develop a fully segmented communications strategy, uses relevant behavioural data sources and sector-specific evidence to engage with channel selection and content development, delivers detailed tactical plans and achieves a high standard of content and presentation Essential reading: • Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing Strategy: Implementation and Practice 7th Edition, Pearson Education Limited • Smith, P.R. and Zook, Z. (2016) Marketing Communications: Offline and Online Integration, Engagement and Analytics, Kogan Page • Bryman, A. and Bell, E. (2015) Business Research Methods, 4th Edition, Oxford University Press • Kotler, P. and Armstrong, G. (2017) Principles of Marketing Concepts and Strategies 17th Edition, Person • Alon, I et al. (2017), Global Marketing: Contemporary Theory, Practice, and Cases Sustainability Marketing: A Global Perspective, 2nd Edition, Routledge

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