Analyzing Differences in International Marketing Environments: The Importance of Cultural Difference

Assessment Task

Analyse critically, the differences between international marketing environments, in particular the importance of cultural differences and consumer behaviour

Assessment Task

Similarly to the “Ritterbr?u” example we discussed in class you are now in the role of a marketing consultant hired by a company from the food and drinks sector (of your choice) to examine the potential of a market (country of your choice). The management team would like to know what potential the new market would offer and what possible problem areas the company might expect. For this you would need to:

· Use at least 2 different cultural models to analyse the target market

· Analyse cultural issues of the target market which are important for the chosen company and how they compare to the culture of the home market

· From this analysis derive and present the main opportunities and threats of the new market to the management team

The resulting report should provide a clear overview of the potential advantages of the target market as well as the potential risks an entry into this new market would bring. The report is aimed at the client’s management team.

Make sure that you do not copy the examples or parts of the examples discussed in class! Also make sure that the chosen company is currently not operating in the chosen country!

D: Specific Criteria/Guidance Specific Criteria / Guidance

A: Assessment Details

Submission Instructions Submission via Turnitin – please follow the instructions on

· Introduction – a very short introduction stating what the aim of the report is, the chosen company, home and target markets. (max. 100 words)

· Conduct a critical evaluation of the potential target market.

o Choose cultural models that allow you to analyse cultural issues which areimportant for the chosen company. Provide a very short justification of your choices!

o Critically analyse cultural differences between home and target markets to determine which advantages this particular new market would bring but also which potential problems might occur. You need to pick those cultural issues that will most likely have the biggest impact on the chosen company when entering the new market as this is what your target audience is most interested in!

o Provide a clear overview of discovered market potential and potential problems in the market.

· Use of APA referencing. Coherence of the structure, writing and presentation. Referencing/bibliography. The extent to which the assignment logically and coherently examines the subject with sufficient breadth and depth.

Submission Guidance

· Students should submit work before 12 noon on the deadline date via the appropriate ‘Turnitin submission’ link on the Moodle module page. Please check your email confirmation to ensure you have submitted to the correct place.

· Assessments should be submitted in Microsoft Word (.doc and .docx), Microsoft PowerPoint (.ppt, .pptx. .pps and .ppsx), Excel (.xls and .xlsx) or PDF format (generated from the word-processing or presentation software you are using, not a scanned document. Do not upload Open Office documents (.odt, .odp).

· Do not upload documents directly from Google Drive and One Drive.

· The file must be no larger than 40MB. Please refer to Help with Assignment Submission section on Moodle for further guidance on online submissions.

G: Document Format

· The font size must be a minimum of point 12 Calibri (or equivalent).

· Line spacing in the body of the assessment must be 1.5 lines.

· Include the following details written on the first page:

Your student assessment number (J Number). Do not write your name or your student number.

Word count (Please note penalties for excess word count)

Module Leader and Seminar Tutor (if relevant)

· Number the pages consecutively.

A good range of cultural models is used which fits the chosen company extremely well.

Model use goes far beyond inclass discussions andprovide additional insight. There is very clear justification for the choice of models, supported by a wide range of academic literature far beyond the texts discussed in class.

A good range of cultural models is used which fits the chosen company very well. There may be models used that were not discussed in class.

Justification for the choice of models is clear and supported by a wide rangeof academic literature which goes beyond those discussed in class.

A good range of cultural models is used which fits the chosen company verywell. Models are those discussed in class but their used is very well justified with supporting academic evidence. 

A good range of cultural models is used which fits the chosen company very well. Modelsare those discussed in class but their used is justified either logically or through some supporting evidence. This support could be more indepth in parts.