Purpose of the Assessment
The purpose of this assignment is to produce a comprehensive global marketing report on an international market for a chosen company.
Investigative report, presenting researched and justified evaluations about a company/ product of your choice, and their international business success.
Approximate word count percentages have been given as an indication on the weighting/ empahsis for each section
Executive summary – is not included in the word count.
Selecting a company/product of your own choice, prepare a global marketing report:
Provide a brief background on your company/product (10% of word count)
Using academic & practitioner research sources, evaluate the potential internationalization motives/ triggers that would influence your company/ product to move into new international markets. (CH2) (20% of word count)
Choose two international markets that your company/ product are already operating in:
Using global marketing model(s) for international market selection, compare both international markets (you may want to use a table(s) to help you compare the two markets), evaluate why your company choose these markets. (25% of word count)
Analyse the method of market entry used by your company/ product to enter one of these markets, and evaluate if this entry method was the best option. Justify your evaluations using academic theory, research and/or evidence. (25%)
Review potential marketing strategies (e.g. product adaptations/ communicaiton mix) that were used to ensure success in an international market. (20% of word count)
All research into your chosen company/product and international markets should be secondary research, using resources such as Global Edge.
Your report will be based on academic research as well as market research using secondary sources. Evidence of reading and research is essential for this assignment.
You are expected to use a report format, including an executive summary, contents page, headings and sections numbers and page numbers.
You have been given lots of research sources on your NILE site, so make sure you use these sources, and sources of equivalent quality and reliability.
On successful completion of the module, with limited guidance students will be able to:
Subject-Specific Knowledge, Understanding & Application
a)Select and explain key global marketing concepts and their impact on global marketing decisions in a complex environment
b)Apply global marketing concepts to real business examples and assess the effectiveness of strategies and decisions
c)Identify and select relevant global marketing information appropriate to global expansion strategies
d)Investigate global companies and assess the effectiveness of their global marketing strategies and decisions Employability & Changemaker Skills
e)Produce appropriate informed global market decisions in the context of a real-business
f)Select appropriate global marketing tools in line with strategic decisions and communicate effectively to a range of audiences.
To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission.
Written work submitted to TURNITIN will be subject to anti-plagiarism detection software. Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database.
When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission.
If your assessment is not submitted to TURNITIN rather than a receipt you will see a green banner at the top of the screen that denotes successful submission.
For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:
·Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade.
·More than one week from original deadline – maximum grade achievable LG (L indicating late).