What is the relevance of the customisation-standardisation debate in international marketing strategy and how might this influence the market selection approach of both Small and Medium Sized enterprises (SME’s) and large-scale enterprises (LSE’s)?
Use relevant and recent examples such as McDonalds, which is mentioned below and others.
The below points should be included in the assignment:
Understand and appreciate the underlying theories of international marketing
Critically analyse international marketing opportunities
Demonstrate an ability to formulate and assess international marketing strategies
Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes
