Assignment Task :
Assessment Details
This assignment reflects a typical situation in international business, with a context and type of presentation similar to real business situations requiring you to practice skills of data collection, critical analysis, creativity, problem solving and persuasive writing:
You are an international marketing manager in a global food company that has recently acquired a small entrepreneurial organization that produces protein-based alternative meat, that is, products that are not produced from animals but are in appearance, taste, and texture, appear exactly the same as beef or pork. It targets a consumer market of younger, health-conscious, up-market consumers, as well as those increasingly favouring alternative meat due to philosophy (veganism) or concerns over climate change.
The product is currently only marketed in the UK. You have been asked to assess the attractiveness of the global expansion of this product into the Chinese market. To facilitate the speedy review of the business proposals by senior management in your global organisation, you are required to present a business case for a launch of an alternative meat product in China in the form of a global marketing plan. The template that you must use for this is available on Moodie.
Please use the template provided on Moodie as the basis of your submission. This document has a glossary with definitions, which should not form part of your assignment. You must reference all research that you use in a consistent Harvard Referencing style.
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