Submission Deadline
Marks and Feedback
Before 10am on:
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20 working days after deadline (L4, 5 and 7)
15 working days after deadline (L6)
10 working days after deadline (block delivery)
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Unit title & code
MAR014-3 Marketing in a Global Context
Assignment number and title
2
Assessment type
Individual written report
Weighting of assessment
60%
Size or length of assessment
1800 (+/- 10%)
Unit learning outcomes
1. Demonstrate the following knowledge and understanding
- Critically understand key global marketing concepts, theories, frameworks and strategies.
2. Demonstrate the following skills and abilities
- Develop effective communication and critical thinking skills while examining global market performances of chosen industries and/or products.
What am I required to do in this assignment?
The objective of this assessment is to develop a marketing strategy for introducing a selected product to a foreign market. Any “British” product may be selected. The target -market- may be any country or region. Select a product and market that are of interest to you, lend themselves to applied research, and fit each other. For example, Brompton Bikes to Denmark, The Body Shop to Egypt, Tesco to Japan, Speedo to Italy, Weetabix to Canada, Rightmove to France or Brand X Snow Shovels to Sweden, meet these criteria. Sophisticated industrial products to China or photocopier machines to Senegal do not (product too complex or market too small, relative lack of published information, etc.).
Students can select their own product-market combination. Nonetheless, they are expected to confirm their choice with the unit coordinator no later than week 10 (exact date for topic selection is to be announced on the BREO shell). Topics that are not approved by the unit coordinator will run the risk of not being fit for this assessment.
This report requires a good understanding of the chosen product and market. In addition to academic sources, market and industry based reports are key for this project. You have access to ample information online via The UoB library website (lrweb.beds.ac.uk) including but not limited to Marketline (industry reports), FAME, and WARC. You can also use online country (government) and industry reports relevant to your product-market choice.
This report should begin with gathering and analyzing information and proceed to setting objectives, establishing criteria and evaluating alternatives, and recommendations. The final report should include an Executive Summary, Table of Contents, References, and, normally, the following main sections (not necessarily in this order – the exact topics, and the sequence, should be chosen depending on the nature of the project):
a. Introduction (product description, company background, problem statement, etc.);
b. Rationale for selecting the chosen country and analysis of the country (environment, opportunities and threats, market, buyer characteristics), objectives, and limitations;
c. Selection of and rationale for chosen mode of entry into the target country;
d. Segmentation within the chosen country, target market selection;
e. Marketing Objectives, Strategy and Planning - this section should constitute the bulk of your report.
Here you should examine the company’s marketing strategies especially with respect to the level of standardization or customization to the new market. Your analysis should cover the marketing mix.
f. Final Recommendations - Based on your previous analysis, explain your recommendations for the company’s successful international expansion strategy.
What do I need to do to pass? (Threshold Expectations from UIF)
In order to pass Assessment 2 you will need to:
Demonstrate an understanding of the chosen product/service, industry, and market.
Apply this understanding to develop a sound international market entry strategy for your chosen product/service.
Follow appropriate academic referencing style in text and in the bibliography list.
How do I produce high quality work that merits a good grade?
We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.
How does assignment relate to what we are doing in scheduled sessions?
This assessment focuses on the applied side of the unit theme. It makes it possible to familiarize one's self with strategic planning and decision making in international marketing and with the applied information sources that are available to managers for researching foreign markets. The assessment must focus on the practical application of the concepts learned in the unit (e.g., using international market selection theory to guide actual target country choice).
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations and the following grading scheme. You can use the following structure to organise your own work.
Introduction
(Product description, company background, problem statement, etc.)
5
Company (Product) – Market Analysis
Rationale for selecting the chosen country and analysis of the country (General environmental analysis - STEP), and Company analysis (SWOT)
15
Mode of Entry
Selection of and rationale for chosen mode of entry into the target country 5
Market Segmentation
Segmentation within the chosen country, target market selection (demographics, psychographics, etc.)
5
Marketing Objectives, Strategy and Planning (including the 4 Ps) – this section should constitute the bulk of your report.
20
Recommendations
Based on your previous analysis, explain your recommendations for the company’s successful international expansion strategy. 5
Presentation of the Report & Referencing
Clarity of critique, Spelling & Grammar, Writing style and organization of work, Conformity with referencing guidance (Harvard Business Referencing style) applied to both in-text citations and reference list at the end of the work. 5
Total ___
60
REFER TO THE MARKING CRITERIA BELOW FOR GENERAL GRADING GUIDELINES
3rd Class – 40-49%
Lower 2nd – 50-59%
Upper 2nd – 60-69%
1st Class – 70%+
DEMONSTRATING A CLEAR UNDERSTANDING OF THE PRODUCT/INDUSTRY/MARKET SATISFACTORY... CONTENT / LEVEL OF KNOWLEDGE OF THE PRODUCT/INDUSTRY/MARKET. ADDRESSES PART OF THE TASK. SOME ERRORS / OMISSIONS IN CONTENT/ THEORY.
INCONSISTENT APPLICATION OF THEORY/PRINCIPLES/CONCEPTS
GOOD... INSIGHTS & APPLICATION.
BREADTH, DEPTH & INTEGRATION OF PRODUCT/INDUSTRY/MARKET ANALYSIS INTO WORK IS APPROPRIATE TO THE CONTEXT AND ATTEMPTS TO BE CONSISTENT.
VERY GOOD... INSIGHTS & APPLICATION.
BREADTH, DEPTH & INTEGRATION OF PRODUCT/INDUSTRY/MARKET ANALYSIS INTO WORK IS ABOVE AVERAGE.
EXCELLENT... INSIGHTS & APPLICATION.
BREADTH, DEPTH & INTEGRATION OF PRODUCT/INDUSTRY/MARKET ANALYSIS INTO WORK IS IMPRESSIVE.
APPLICATION AND INTEGRATION OF INFORMATION FROM LITURATURE AND INDUSTRY/MARKET REPORTS
SATISFACTORY... INSIGHT & APPLICATION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/REPORTS/EXAMPLES INTO WORK IS APPROPRIATE, BUT NOT CONSISTENTLY APPLIED.
GOOD... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION BUT MORE IDEAS/POINTS COULD BE ADDRESSED /DEVELOPED FURTHER.
VERY GOOD... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION & A FEW IDEAS/POINTS COULD BENEFIT FROM FURTHER DEVELOPMENT &/OR EVALUATION/COMPARISON.
EXCELLENT... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION CLEARLY DEVELOPING POINTS IN THE APPROPRIATE WAY WITH THOROUGH CONSIDERATION OF ALL POSSIBILITIES.
THE BEST WORK WILL BE HIGHLY DEVELOPED AND FOCUSED AND ATTEMPTS A HOLISTIC TREATMENT OF THE TASK/PROBLEM.
DISCUSSION /ANALYSIS /CRITICAL EVALUATION OF
SATISFACTORY... BASIC EVIDENCE OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION BUT SOME POINTS SUPERFICIALLY MADE SO NEED FURTHER DEVELOPMENT. LIMITED CRITICAL EVALUATION (MAINLY DESCRIPTIVE)
GOOD… INSIGHTS & APPLICATION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/STRATEGIES INTO WORK IS APPROPRIATE TO THE CONTEXT AND ATTEMPTS TO BE CONSISTENT.
VERY GOOD... INSIGHTS & APPLICATION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/STRATEGIES INTO WORK IS ABOVE AVERAGE.
EXCELLENT... INSIGHTS & APPLICATION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/STRATEGIES INTO WORK IS IMPRESSIVE.
PRESENTATION STYLE AND STRUCTURE
SATISFACTORY... BASIC STRUCTURE.
NOT ALWAYS WRITTEN CLEARLY & HAS GRAMMATICAL & / OR SPELLING ERRORS.
GOOD... CLEAR STRUCTURE. WRITING IS MAINLY CLEAR BUT SOME SPELLING &/ OR GRAMMATICAL ERRORS.
VERY GOOD... STRUCTURE, PARAGRAPHING, FLUENT ACADEMIC WRITING STYLE.
VERY FEW GRAMMATICAL ERRORS & SPELLING MISTAKES.
EXCELLENT ... STRUCTURE. ARTICULATE & FLUENT ACADEMIC WRITING STYLE. ONLY A MINOR ERROR.