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Analyzing and Evaluating an SME's Global Marketing Strategy


Purpose of the Assessment

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

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.

Learning Outcomes: Skills and Attributes tested in this assignment:

1. Gather, interpret and evaluate secondary global marketing data

2. Explain and critique different global marketing strategies

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

Feedback /Marking criteria for this Assignment

Performance will be assessed using HBS Grading Criteria and Mark scheme. Guidance for improvement will be given in writing on the Assessment Feedback Form or on the StudyNet Feedback Form within 4 weeks of submission. Assignments submitted up to one week late will receive a maximum numeric grade of: Level 7 (PG) – 50

Plagiarism offences will receive standard penalties. 

The title of the assignment.

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

Purpose of the assessment

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.

Your Specific Instructions:

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. You are required to submit the following;

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.

Introduction / contents

Smarketing mix elements or strategies and suggest through reference to cultural theory why and how these may need to be adapted Conclusions Recommendations for the next three years. References [Separate Academic from Secondary sources].

Approach/steps to follow:

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”. Reference list (at least 15 references, with at least 10 academic [journal articles and books], please separate academic from secondary sources). Give full details, following CASE Harvard Referencing guidelines.

Appendices must be linked to the body of the work – do not include if not referred to in the report. All models, frameworks and charts should be applied. Do not just cut and paste from textbooks or lecture/teaching material.

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