Developing an International Market Entry Strategy for Eggfree Cake Box Limited

Research products/services and appropriate markets

·By selecting and applying a variety of models, frameworks and/or theories, you must develop an international market entry strategy for the UK-based business, Eggfree Cake Box Limited - aka Cake Box (www.eggfreecake.co.uk), which identifies two overseas target markets: one inside the EU and one outside the EU.

·You must determine and justify which target markets would be the best to enter, but these could be on a sub-national (eg city/state), national and/or regional basis.

·Work individually or in pairs or in groups of 3.

·You will need to produce a 10 minute video (+/- 10% time) which explains your reasoning and solution, and justifies your decisions.

·Each group member will get the same mark for CW 1.

1.Research products/services (eg features/benefits, competitors etc)

2.Research appropriate markets (eg size, growth, customers etc)

3.Research countries/regions (eg finance, culture, ease etc)

4.Critically synthesize, analyse and evaluate your information

5.Decide on and justify two target markets to enter:

- one inside EU and one outside EU

6.Explain what market entry strategies you would use, why these are appropriate and how you would apply them

7.Demonstrate what marketing mix you would use and how you would implement these, including any necessary product/service changes

8.Explain your reasoning & justify all decisions.  

·Select and critically evaluate one of the appropriate models, frameworks or theories which you have used in the process of CW 1. (700 words +/- 10%, worth 20% of weighting)

·Reflect on the following question:

How has the formative feedback you have received influenced your approach to learning and how has that feedback helped (or not) you apply your international entrepreneurship models, frameworks or theories? (700 words +/- 10%, worth 20% of weighting)

·Reflect on your engagement by confirming the number of sessions you attended between weeks 3 and 11, and explaining any absences. (Up to 100 words, worth 10% of weighting)

·Overall, you will need to produce a 1,500 word report (+/- 10% words) which contains your critical evaluation, your module reflections and your engagement reflections.

·Submit via TurnitIn e-submission portal. CW2 deadline: 11:59pm on Tuesday, 5th May 2020.

For both CW 1 and CW 2, please note:

·The organization (Eggfree Cake Box Limited, aka Cake Box) and any products or services concerned will be given and discussed in due course

·Each part of the assignment is worth 50% of marks

oCW 1: Each group member will get the same mark (50%)

oCW 2: Individual mark (20%; 20%; 10%)

·Harvard referencing to be used throughout the assignment, in both video and report, as appropriate.

·Hand in date for both parts to be agreed in class

The student voice for this module is captured through a variety of formal and informal mechanisms to enable the improvement and enhancement of the module. Formal mechanisms include through the module evaluation questionnaires which are conducted towards the end of the module (note: these will be conducted online), contacting student representatives and discussion at the programme committee meetings. Other mechanisms include informal discussions between staff and students during the teaching sessions or in email. These interactions allow the module to be developed and kept current.