Intro: Prepare a marketing plan for H&M clothing as they enter the new foreign emerging market of Cambodia. You are expected to justify your decision to use academic and research-based information and references to support your arguments and write a report with an academic tone of voice and writing style. (Roughly 15 cited academic sources)

The plan should cover the three-year period to May 2025 and the list of elements included in the plan is illustrated below:

A brief overview of the brand

Analyse the current market and the industry environment

Content of the plan

The selection of the market to entry

Customer segmentation, targeting, and positioning in the chosen market

International marketing mix

Branding strategies


1). Introduction: Brief Summary

2). Selection for Market Entry: Describe market and reasoning / strategy for choosing to enter this market

3). Market Analysis: Analyze the market covering the socio cultural environment and other important elements of the sector

4). STP (Segmentation, Targeting Positioning): Discuss strategies for STP

5). Marketing Mix (Product, price, place, promotion): Pick and discuss the most important elements of marketing mix to talk about. (Only 2-3 necessary), cover brand strategy here

6). Conclusion: Conclude with recommended plan of action for the company plus potential drawbacks/ barriers of entry you have found.

Criteria for grading:

Strong organisation and coherence clearly enhance the work.

Well-developed writing style, appropriate to assignment, which enhances the argument. Grammar and spelling are accurate.

Demonstrates a comprehensive, detailed and in-depth knowledge base, the capacity to integrate theoretical and substantive knowledge.

Demonstrates broad and/or in-depth independent reading from appropriate sources. Choice of sources enhances the fulfilment of the assignment objectives. Clear, accurate, systematic application of material with developed and/or integrated critical appraisal.

Conclusions are well developed and show some originality. The recommendations reflect a strong understanding based on evidence and appropriate forms of applications