Project instructions:
Take a company of your choice. Describe how you would launch a new product or service with that company using the Strategic Marketing Skills you have taken from the course thus far. Within your answer you should describe your strategic approach, financial management, your choice of product, your choice of entry strategy, newness of product, market place(s), your customer profile, your approach to target marketing and your marketing mix.

The report should be in three main parts:

1 Undertake an external environmental analysis looking at an overview of the international business environment with particular attention paid to factors which will impact the global bottled water industry. Evaluate a range of key themes relating to marketing internationally within the industry. You will also need to consider any themes that particularly apply to Spritzer.
2 You should propose strategic marketing responses to the themes you have identified in your environmental analysis that you judge as having the greatest potential impact on the process to expand internationally.
3 Critically analyse 2-3 international markets Spritzer can seek entry into as the first step towards eventual globalisation. One of the markets should be outside of SE Asia.
ASSESSMENT CRITERIA

Marks will be awarded for the clear analysis and interpretation of the case in respect of:

• Understanding and analysing the key themes within International marketing
• Applying key theoretical approaches to the case study;
• Clarity of expression and reasoning with evidence of analytical rigour; effective interpretation of data and other relevant information
• Presenting a workable strategic marketing plan for Spritzer Bhd to venture overseas.