THIS IS INTERNATIONAL MARKETING REPORT Scenario You are required to undertake the post of Marketing Manager for a Luxury & Boutique Hotel Brand of your choice. Critically review the current marketing and promotional activities of the organisation. You are required to prepare a marketing report to enhance the existing practices for international marketing. For example: amendment, improvement or extension. International Marketing Plan This should include: • A situation analysis including SWOT analysis with a particular focus on overseas growth if applicable. Micro/macro environmental analysis, market and competitor analysis. • Summary of organisations current international marketing practice, which should continue to include evaluation of potential, specific geographical market/opportunity with justification. Justification to include supporting rationale for market selection, market entry and barriers to entry if applicable • Recommended marketing segmentation, targeting and positioning strategy with justification • Critical analysis of a range of methods organisation could employ to evaluate cost effectiveness of sales promotion with particular focus on segments to be reached. • Identify at least one critical issue which will affect the overall strategy • Recommended promotional strategy with supporting marketing mix outlined for the proposed market, ensuring its relevance to the target audience. • Risk assessment of the implementation of the promotional strategy Please note additional supporting research data to be included in the appendices. Ensure you reference the material in the appendices within the main body of the plan to ensure you receive relevant marks. Additional Information: http://www.independenthotelshow.co.uk https://www.firmdalehotels.com/ (2014 winner of the independent hotel show) PLEASE MAKE USE OF THE ATTACHED FILES, VERY IMPORTANT. FOLLOW THE EXAMPLES IN THE ATTACHMENT