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Analysis and Evaluation of an SME’s Global Marketing Strategy

Knowledge and Understanding tested in this assignment

1.Evaluate and apply models of environmental analysis and in particular cultural analysis

2.Evaluate and apply appropriate global marketing strategies

3.Formulate and evaluate plans for the implementation of global marketing strategies.

4 Gather, interpret and evaluate secondary global marketing data

5.Explain and critique different global marketing strategies

6.Advise on global marketing plans in terms of development implantation and control across cultures

Detailed Brief for Individual/Group Assessment

An analysis and evaluation of an SME’s global marketing strategy.

The aim of the assignment is to demonstrate your understanding of how a global corporation strategically and tactically designs its marketing operations across global markets and cultures.

You are required to produce a report to your line manager  [in Word], which identifies and critically analyses the potential impact of Culture on an SME’s marketing strategy and tactics. You are writing this report as an employee of the chosen SME to your senior marketing manager.

A cover sheet, not included in the word count, Title, Your Student number, a brief description of the company and its current markets and products, your word count for the report only not including references and any appendices.

Select 4 marketing mix elements or strategies and suggest through reference to cultural theory why and how these may need to be adapted

You should conduct research into and SME [Small to Medium Sized Enterprise]  You should use the EU definition of SME which you will find HERE. There are many resources available on-line. Business Source Complete is available through Learning Resources and will help you select an appropriate SME. There are other databases and you are not restricted to UK based companies. Below are some links, but these are not exhaustive:

From your research, illustrate and explain through reference to academic theory, cultural models and frame works, issues that may impact upon your chosen SME’s global marketing strategy and tactics.

A guide to the topics that you should consider are the topics and their cultural implications that are covered in this module. See the weekly schedule of topics covered under “Units”.

You show ability to describe and apply theoretical concepts and then use examples from your SME as illustrations.

You do not make unsubstantiated assertions, references must back up your in-text statements

You use Harvard Referencing throughout this report, linking theory to this practical business example.

You do NOT engage in primary research for this task.

Show awareness of other aspects of marketing to convince the marker that you understand the subject.

Read and use a range of recent academic resources, e.g books, journals, websites for Mintel reports, Keynote, Business Source Complete etc.

Do NOT use Wikipedia/ company website references alone nor should you use Student/ Essay websites

Paraphrasing others’ views and citing/referencing the relevant source, is generally better than using direct quotes

Check grammar, use UK spelling and try to use PEEEL to structure your main paragraphs. Refer to CASE

Evidence of independent thought and original applications may improve your mark

Use Arial Font size 12, double spacing between paragraphs.

WE use plagiarism software so do not copy and paste from websites and you should not share your work with other students. You must run your work through Turnitin before submission. 

You should follow a report structure using headings and sub-headings. Include an appendix if necessary, but these MUST be referred to in the report. These will not be included in the word count. You must reference any sources of information used. All references stated at the end MUST be used in the report.

You must submit a copy anonymously on StudyNet on the due date. The file name should follow the following structure:

Outstanding presentation & report structure, with numbered paragraphs, list of contents/figures &appendices.

Articulate & fluent academic writing style with ideas cross referenced. No grammatical / spelling errors.

Excellent presentation & report structure, with numbered paragraphs, list of contents/figures, appendices & cross referencing.

Articulate & fluent academic writing style. Only minor errors.

Very good presentation & report structure, paragraphing, use of numbering, list of contents/figures, appendices & cross referencing.

Very few grammatical errors & spelling mistakes.

Good clear presentation & report structure, use of numbering & appendices.

Writing is mainly good with some flow and spelling &/ or grammatical errors seldom impede understanding.

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