Spring 2020

MKT204– International Marketing

Principles
Slot 10

Group Assignment Guideline

TOPIC

Developing a Marketing project for a Vietnamese business in a foreign market. You

can choose any existing business or start a new business (self-established businesses
earn points). There is no limit to any field, so teams can choose any product or
service in any category or audience.

The input for the assignment must be based on your observation, direct interviews
with managers and staff of that company, and the company's documents. Primary
data and all other supporting documents or information are required to be referenced
correctly and appropriately with contact details of interviewees or questionnaire
recipients.
 
NAME

The title of the topic must be specific, clear and have a specific time (for
example: .... to year 2020 or ... year ...).

(1) The proposed products include as follows:

− Beer
− Beverage
− Agricultural Products
− Rice
− Fisheries
− The coffee
− Garments
− Footwear
− Others

(2) The proposed overseas market include as follows:

− North American market

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 Spring 2020

MKT204– International Marketing

Principles
− European market
− Middle East market
− Southeast Asia market
− Africa market
− South American market
− Australian market
− Others

Submission Deadline
Slot 28

Important message
If any act of plagiarism is found, your assignment will be graded 0.

Note
1. All of assignment should be typed and 1.5 spaced with 11-point and Times
New Roman font.
2. The length of the group assignment should be max 3,500 words.
3. Evaluation will be based on both presentation and written report.
4. All assignments should be typed and double-spaced with 11-point font, and
must be submitted in both soft and hard copy.
5. A deduction of 10% of the assignment mark will be applied for each day of
late submission
Grade: 20%

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MKT204– International Marketing

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Writing Format
PRESENTED UNDER THE REGULATIONS AS FOLLOWS:

COVER
FIRST PAGE
Name of your topic
Names of group members 1.
2.
…
Name and address of the
chosen company
Contact person of Name:
the company (that Position
you :
Phone: Cellphone:
Email:

TABLE OF ABBREVIATIONS SUMMARY LIST OF TABLES

LIST OF FIGURES
LIST OF TABLES
TABLE OF CONTENTS
EXECUTIVE SUMMARY
Write a summary of the most basic project issues, to help readers understand the
whole project. Write in 1 paragraph (Paragraph), about 250 – 300 words.
1. ENVIRONMENTAL ANALYSIS, MARKETING AUDIT AND
COMPETITION ANALYSIS
2. SELECT THE MARKET OF TARGET NATION 
- Introducing preliminary on the national markets or target areas with the products
that the group will deploy (minimum of 3 markets).

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MKT204– International Marketing

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- Describing each factor affecting the project's product consumption (minimum of
3 factors).
- Mentioning about the importance of each factor and for the proportion of each
factor.
- Making a spreadsheet of the market’s attractiveness.
- Selecting the target national market for the enterprise/company/corporation.
3. DETERMINATION OF THE ENTRY STRATEGIES
- Identifying the characteristics of the target national market that the group wants
to enter: PEST market factors (pay attention to tax regulations, business
conditions of the product that the group wants to implement), 5-Forces ...
- Introducing some penetration strategies that appropriate to the
enterprise/company/corporation characteristics and the project’s product
(minimum of 3).
- Making the market attractiveness matrix and the enterprise/company/corporation
capacity.
- Evaluating and comparing the penetration strategies, from which to choose the
most appropriate penetration strategy for your group’s project.        
4. SEGMENTATION, TARGETING AND POSITIONING (STP)
STRATEGIC PLANNING
- Market segment
- Select target market
- Positioning
- Set goals for your project
5. MIX MARKETING STRATEGY 

Marketing mix strategies (4P) must start with a description of the strategy, then go
into specific solutions.
- The product strategy.
- Price strategy.
- Distribution strategy
- Marketing strategy
6. MARKETING PLAN

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MKT204– International Marketing

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- Concretize 4P strategy
7. ACTION PROGRAM  
-Prepare resources: human resources, financial resources and material resources,
estimated budget.
-Expected implementation plan: Gantt diagram, expected personnel assignment to
implement, the implementation process.
8. PLAN MEASUREMENT, GUEST REVIEWS
- Project evaluation criteria.
- The used methods to evaluate the project.
- Contingency plan in case of potential risks.
9. CONCLUSIONS AND RECOMMENDATIONS
- Summary of the key points
- Recommendations
- Lessons learned
10.REFERENCES  
- Books
- Websites
………………………………..
Grading criteria
1. Written Paper (6-point)
 Correct writing format: 1-point
 Proper contents: 4-point
 Back-up data (interview, research, etc.): 1-point

2. Presentation (3-point)
 Proper attire (white shirt & pants): 0.5-point
 Creativity: 1-point
 The presentation itself: 1.5-point.
3. Q&A handilng: (1-point)