International Marketing (MKT09901) Category | % allocated | Overview of the company, portfolio and any recent international activity and its trading environment. You need to give some background information on the company involved as well as its portfolio - discuss the product/service portfolio using the BCG matrix and whether or not it is a standardised product/service/concept. Porter’s Generic Strategies (Porter, 1980) may be used to highlight the company’s strategy. Outline the countries and trading blocs the company operates in. You may wish to highlight this on a map. All information must be referenced according to Harvard style referencing. At this stage, the chosen product/service as well as the new country can be highlighted as a potential new market but reinforce that in order to enter this market, an audit (internal/external) must be carried out to determine whether this is viable or not? | 10 | The application of theory and practice in terms of assessing the company’s internal capabilities and external opportunities (situation analysis). You need to outline the internal capabilities of the organisation as well as an external analysis. Some of the theoretical models that can be used are highlighted in Tutorial 1. Some or all may be used - it is entirely up to you. Internal analysis – Marketing Assets (Drummond et al. 2003) or any other models that you may be aware of from our/other modules such as the Value Chain, PLC, Marketing Mix or any other referenced source related to an internal audit. Other models to consider is whether the company has a standardised product External analysis – the most common models used here is country specific information, the PESTLE framework (any referenced academic source), Porters 5 force model (Porter, 1980) and SWOT analysis (any referenced academic source. The SWOT