MG628 International Marketing Management
Use of various academic sources will be imperative throughout the work. This wider research will be needed to underpin – and justify your answers.
The Assignment Tasks
1. Market Entry Strategy
The Board is looking to add a new channel of distribution (i.e. a route to market over and above their website), in the expectation that this will help to increase sales and thus meet their goals faster.
They would like you to evaluate BOTH the following options and recommend whether EITHER Option 1 OR Option 2 OR neither, would be appropriate, with a full justification.
Hello Fresh/Green Chef want to see plenty of evidence for your points and clear links to your understanding of the consumer and the retail environment.
Both secondary research from Passport and academic research should be used.
Green Chef would enter into a direct arrangement with a leading supermarket chain of your choice (i.e. without using an agent or distributor), in your chosen country, which would give that chain the exclusive rights to sell Green Chef meal kits in their physical stores.
(The kits could also be ordered online via the supermarket’s website, but on a non-exclusive basis), as Green Chef would also be selling via their own website).
Green Chef would enter into a joint venture with Amazon to expand the latter’s choice of dinner kits online, and offer a fast same-day delivery service to Amazon Prime customers.
(As above, Green Chef would also continue to sell via their own website).
2. Global Trends and Their Application in the Local Environment (25% of assignment marks)
Euromonitor has published – and continues to publish – a range of reports considering the impact of the Corona Virus. These include:
•(Mega Trends): The Corona Virus – The New Normal – What is here to stay? (May 2020)
•Rethinking Sustainability – No Purpose no Gain – (October 2020)
•Covid 19 – Effect on Packaged Food (April 2020)
All of these reports are globally oriented with limited country-specific information. You can find them all in the Assignment Brief folder.
The Marketing Director has asked you to identify THREE key global trends (one from each of these reports), which you find particularly relevant to Green Chef’s brand proposition.
•State clearly why this trend is especially relevant to Green Chef
•Discuss how far that trend seems to be emerging or already important in your particular country using both qualitative and quantitative data (i.e. what is the evidence for that trend on a local rather than a global scale?)
•Provide and justify one specific recommendation regarding a change to the marketing mix or an action you consider necessary in your chosen country, as a consequence of that trend.
3. Country-Specific Communications (35% of assignment marks)
Segmentation and Buyer Behaviour
Using no more than one side (page) of the Appendices and a range of segmentation criteria, identify and profile one segment of consumers who Green Chef should target in your chosen country, using appropriate data from Passport and sources of your choice.
Ensure that you show a full understanding of your target customers’ interests, values, lifestyles, perceptions and attitudes, and usage of technology. You should seek to provide additional consumer insights over and above your comments in Task Two.
This section will not be counted within the word count.
This part of the work is asking you to get to grips with cultural specifics and differences that might affect how you communicate with the target audience that you have identified in your specific country, so…
Using no more than one side (page) of the Appendices, what advice has been given by leading academics and other highly authoritative sources, regarding how best to communicate in terms of messages and execution style, in your chosen country?
You must use authoritative sources (for example, Hofstede, Hall, Usunier, de Mooij, articles from WARC or ABI Inform/Proquest) for this section and should aim to provide at least six key insights, citing all sources.
This section will also not be counted within the word count.
This section will go in the body of the report.
The Marketing Director would like you to give clear advice on how far social media communications such as these, need to be standardised or adapted in your chosen country.
The overall aim is to engage appropriately with the consumers that you have profiled in the Appendices and ensure that any culturally-specific needs and requirements, are taken into account.
Be specific – apart from language, what might need to change and why, both in terms of message and choice of social media channels? What could stay the same?
Within your arguments and defence, you should demonstrate clear linkages to the consumer profile (Appendix One) and the cultural insights you have identified .
It is fine to use screen shots from Green Chef’s YouTube or social media to illustrate your points (these will not be counted in the word count) and to provide other relevant examples of your choice
Report Writing, Citing and Referencing (15% of assignment marks)
The final 15% of marks will be given for this, taking into account the whole report.
Your report should include a contents page, introduction, conclusions and list of references as well as your responses to the tasks above. All pages should be numbered.
Use line and a half spacing in the body of the report
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
1. Assess, analyse and conceptually apply the key concepts of international marketing including the critical evaluation and application of key tools, models and theories.
2. Critically evaluate the concept of globalisation within given situations and how it may or may not be applicable and why
4. Devise and critically substantiate a strategic marketing plan building on [market selection], for an initial launch and follow up strategy, applying a range of management skills and tools
This is an INDIVIDUAL piece of work and must be undertaken on your own, based on your reading and your ideas. It should therefore NOT be undertaken in collaboration with other student(s).