Global Marketing

Global Marketing Report Assignment

Detailed description of assessment
Report on going international (Individual assignment 3000 words.)
Situational Analysis of an International Marketing Plan: You are required to develop a situational analysis for his or her international marketing plan. Students are expected to identify key models and appropriate theoretical frameworks to do this, and attach a critique of the models. You are to select an organisation which is looking to expand its business abroad. You are first expected to do some research on the organisation using SWOT analysis and other models you feel appropriate.
Further to this you need to select another country in the world where you are to consider entering. You are to undertake analysis of the proposed country , the stability of that country , the nature of the market, ‘the where’ of the country look at locations and possibly the local differences within that country, eg particular state, canton or county variations. Consider your mode of entry depending on product or service etc.
You are also expected to show clear evidence of being able to critically evaluate models of analysis at this level. The assessment contains both formative and summative characteristics, the former serving as important guidance towards undertaking the final assignment.
Finally you need to consider post entry with an outline marketing plan for your business. Your company can be from your home country or any other country you make select.
The work will be in the form of a report containing the follow sections.
• Executive summary: summarising what is in your report , briefly why this company, why this country, how you propose entering the country, your marketing plan outline, and control .
This is not an introduction it is a summary of your report and needs to be no more than around 200 words (not counted in the word count.

• A brief introduction, basically the rationale why this company and why this country .
• Analysis of this company its products or services.
• Analysis of the country of entry, the market, competition, market segments
• Rationale for mode of entry with consideration of alternative approach.
• Post entry outline marketing plan, consideration of distribution etc.
• Control of the venture.
• Harvard referencing when refereeing to theory.
In your answer please ensure that your essay has a strong academic foundation including theory, empirical evidence and references. If you use material from case studies or company websites remember that these need to be properly quoted and referenced just like all other materials.
Develop an International Marketing Plan: Each student is required to submit a report on an International Marketing Plan. Using the information obtained in the situational analysis. You need to develop objectives, strategy and tactics and mix of decisions which will serve the proposed positioning and market entry task.
This part of the coursework aims to develop and help assess students’ analytical, creative, discursive, and research skills. The students are required to clearly demonstrate a scholarly awareness of business strategy and the ability to apply that knowledge competently.
It is important to consider both theoretical underpinnings and practical challenges when devising plans and strategic decisions. Please make sure all sources are clearly indicated and properly referenced throughout.

Grading will be as follows.

20
25
20
20
15 Total
100
Executive summary.
Introduction
Analysis of business. New country analysis. Nature of product or service
Entry mode
Post entry
MKT. plan outline
Distribution/ or alternatives if a service.
Control.
Conclusion
Presentation
Bibliography
Appendices.

Common Assessment Scale
The scale consists of eight different numeric bands (0-8) with their matching descriptors of students’ performance. In order to award a final mark, first a numeric band will be given to the assessed piece, according to the descriptors that suit each piece of work. After this process, and following the conversion table below, academics will decide the most suitable percentage within the range proposed for the band awarded.
Criteria/ Scale 8
90-100% 7
80-89% 6
70-79% 5
60-69% 4
50-59% 3
40-49% 2
30-39% 1
11-29% 0
0-10%
Bands Generic descriptors
8 • All learning outcomes and task specifications have been achieved to an exceptionally high standard (according to the level of study).
• The outcome of the assessment task is presentable in a professional context and may extend practical or theoretical knowledge in the field. It displays an exceptionally high level of understanding, evaluation, insight, analysis, reflection and/or criticality (according to the level of study), and connections are developed both within and beyond the task set.
• The work’s organisation, structure and presentation are developed to an exceptionally high standard.
7 •
• All learning outcomes and task specifications have been achieved to an outstanding standard (according to the level of study).
The outcome of the assessment demonstrates an outstanding display of understanding, exploration, evaluation, insight, analysis, reflection, criticality and/or research (according to the level of study). Connections are developed both within and beyond the task set.
• The work’s organisation, structure and presentation are developed to an outstanding standard.
6 •
• All learning outcomes and task specifications have been achieved to high standard (according to the level of study).
The outcome of the assessment demonstrates an excellent display of understanding, exploration, evaluation, insight analysis, reflection, criticality and/or research (according to the level of study), and connections are developed both within and beyond the task set.
• The work’s organisation, structure and presentation may be developed to an excellent standard.
5 •
• All learning outcomes have been achieved at a good and some to a very good standard (according to the level of study).
The outcome of the assessment demonstrates a very good level of understanding, exploration, evaluation, analysis, reflection, criticality, some insight and/or very good research (according to the level of study), and connections are established within the task set, and in some cases reaching beyond.
• The work’s organisation, structure and presentation may be developed to a very good standard.
4 •
• Most learning outcomes have been met at a good standard (according to the level of study). The outcome of the assessment demonstrates a good understanding, exploration, evaluation, analysis, and some reflection, criticality and/or appropriate research. (According to the level of study)
• The work’s organisation, structure and presentation may be appropriately developed.
3 •
• All learning outcomes have been met to a minimum satisfactory standard (according to the level of study).
The outcome of the assessment shows an adequate understanding, of major ideas, with little insight and basic research. Limited level of analysis, reflection and/or criticality (according to the level of study).