Interactive Bsc Business Management Bsc Financial Management Module Mkt 3052 Year 3 2924684

InterActive BSc Business Management
BSc Financial Management
Module MKT 3052 (Year 3, BSc BM)
International Marketing
Assignment Title Business report about country selection and market entry strategy
Assignment Type Individual Assignment
Word Limit 3000 words (+/-) 10%
Weighting 65%
Issue Date 5th March 2019
Submission Date 8th April 2019
Issued by
(Assessor)
Peter Jansen
Internal Verifier Shahnaz Hamid
Plagiarism When submitting work for assessment, students should be aware of the
InterActive guidance and regulations concerning plagiarism. All submissions
should be your own, original work.
You must submit an electronic copy of your work. Your submission will be
electronically checked.
Harvard
Referencing
The Harvard Referencing System must be used. The Wikipedia website must
not be referenced in your work.
Learning
Outcomes
Learning Outcome 1
Critically evaluate and describe the theory and practice of international
marketing in a broad context.
Learning Outcome 2
Critically analyse, select, and justify method(s) of international market entry,
matching this with international marketing opportunities
Learning Outcome 3
Design and develop analytical tools and apply these in analysing and
evaluating the international marketing strategies of companies for best and
worst practices.
Marking Criteria Undergraduate Marking Criteria for this assignment is available at the end of
this document.
Your Task Scenario
“Markets and marketing are becoming ever more international in their
nature, and managers around the world ignore this fact at their peril. To
achieve sustainable growth in markets that are becoming increasingly global,
or merely to survive in domestic markets that are increasingly attacked by
international players, it is essential that organisations understand the
complexity and diversity of international marketing. Their managers must
develop the skills, aptitudes and knowledge necessary to compete effectively
around the globe” (Source: Doole, I., Lowe, R. and Kenyon, A. (2016)
International marketing strategy. 7th Edition. Cengage Learning EMEA.).
You are the marketing manager of a Medium-Sized non-alcoholic beverage
company in the UK with 300 employees, producing energy drinks. Up till
now, the company has only served the local market, but as the UK energy
drinks market is getting increasingly crowded, it is now contemplating to
expand internationally.
Prepare a business report (including a title page, table of content,
introduction and conclusions and recommendations) that will address the
following tasks.
Your tasks:
1. Identify a country your company could target to enter. Justify why you
think this market would be a good fit for your company, using relevant
analytical tools (e.g. the 12 C’s of international marketing, PESTLE, SWOT,
etcetera), with a special focus on the energy drinks industry (market size,
growth rate, level of competition, consumer habits, etcetera). (LO 1,3)
(50 marks)
2. Selection of a market entry strategy (export, agent, distributor, joint
venture, greenfield, other) that best suits your company. Justify your choice,
evaluating the levels of cost, risk and reward associated with this strategy,
and indicate how you would go about implementing your chosen market
entry strategy using appropriate examples. (LO 2)
(50 marks)
(TOTAL 100 marks)
Guidelines Please read all questions and information provided carefully. Answers should
be made in appropriate length keeping in view the requirement of each
question and total word counts allowed.
For this project, it is expected that you will conduct some secondary research.
Sources might include the websites of case study companies, journal articles,
business and marketing websites, or the websites of international trade
bodies and associations. You are encouraged to use the resources available
to you in Interactive’s online library. If you choose to use sources external to
the library, please ensure that they are credible and authoritative. All
secondary sources should be properly referenced.
Where company-specific data has not been made public, you are entitled to
make assumptions about your case study company.
In addition, your assignment should demonstrate the following qualities:
A critical appreciation of relevant literature and its use to support argument,
substantiate calculations and other aspects of the assignment.
Taking ownership of the content, being prepared to debate and argue a
personal position, and providing evidence of evaluative skills. A submission
made up of extracts from published sources that is descriptive or simply just
theoretical regurgitation is not acceptable. Your submission must have
interpretation and consideration of the challenges and issues of taking theory
into practice.
Logical flow of ideas and treatment; appropriate selection of real world
factors related to the companies under scrutiny.
Evidence of additional personal research, and the ability to analyse material
from a variety of appropriate relevant perspectives.
Presentation, structure, appropriateness of methodology, breaking into
section headings/subheadings, tidiness.
Marks will be awarded for proper referencing and originality of work. Also
note that plagiarism is a serious offence and your submission will be
electronically checked.
Your report must be handed in electronically no later than given date of
submission.
Marking Criteria

70-100 Distinction (A+/A)

60-69 Merit (B+/B)

50-59 Pass (C/D)

0-49 Fail (E/F)

All learning outcomes /
assessment criteria have
been achieved to a high
standard, and the
majority of criteria at an
exceptionally high level

All learning outcomes/
assessment criteria have
been met fully at a good or
very good standard

All learning outcomes/
assessment criteria have
been met and some may
have been achieved at a
good standard.

One or more of the
learning outcomes/
assessment criteria have
not been met

An outstanding/excellent
response to the task. The
work demonstrates most
or all of the following
characteristics in relation
to those expected at the
given level of study within
the discipline:
 In-depth
understanding,
exploration,
insight and/or
research
 All specifications
for the
assessment task,
including word
limit/time limit
where
appropriate,
have been
adhered to
 The organisation,
structure and
standard of
presentation of
the work,
including
referencing are
excellent/exempl
ary throughout
 The work has
been approached
and/or
executed/perfor
med in an
original way
 Inspirational,
innovative and
authoritative –
insightful
contextualisation
including
relevant theory /
literature/
artifacts/
performance

A good to very good
response to the task. The
work demonstrates most
or all of the following
characteristics in relation
to those expected at the
given level of study within
the discipline:
 Good to very good
understanding and
exploration, some
insight and/or
thorough research
 No significant
inaccuracies,
misunderstanding
s or errors
 The specifications
for the
assessment task,
including word
limit/time limit
where
appropriate, have
been adhered to
 The work is well
organised,
coherent and the
standard of
presentation,
including
referencing where
appropriate, is
above average
 The work has
been approached
and/or
executed/perform
ed in a
comprehensive
and appropriate
way
 Appropriate
contextualisation,
including relevant
theory/ literature/

A sound, competent
response to the task. The
work demonstrates most
or all of the following
characteristics in relation
to those expected at the
given level of study within
the discipline:
 Sound
understanding
and exploration,
some insight
and/or
appropriate
research
 No significant
inaccuracies
and/or
misunderstandin
gs
 No significant
aberrations from
the specifications
for the
assessment task,
including word
limit/time limit
where
appropriate
 The work is
suitably
organised and
the standard of
presentation,
including
referencing
where
appropriate, is at
a fair quality
 The work has
been approached
and/or
executed/perfor
med in a
standard way

An unsatisfactory
response to the task. The
work may display some
strengths but these are
outweighed by several
weak features in relation
to the expectations for
the given level of study
within the discipline, such
as:
 Limited or no
understanding
and/or
exploration of
major ideas with
very little insight
and/or minimal
research
 Some significant
inaccuracies
and/or
misunderstandin
gs
 Insufficient
attention to the
assessment
criteria and some
significant
aberrations from
the specifications
for the
assessment task
 The work is too
descriptive, parts
of the work are
disorganised and
unclear and the
standard of
presentation,
including
referencing
where
appropriate, is
poor
 The work has
been approached

 

 Evidence of high
to very high
quality analysis,
synthesis,
evaluation and
critical appraisal
 Demonstrates
high to very high
levels of
initiative,
personal
responsibility,
decision-making
and achievement

artifacts/performa
nce
 Evidence of high
quality analysis,
synthesis,
evaluation and
critical appraisal
 Demonstrates
good levels of
initiative, personal
responsibility,
decision-making
and achievement

 Sound analysis,
synthesis,
evaluation and
critical appraisal
 Demonstrates
some levels of
initiative,
personal
responsibility,
decision-making
and achievement

and/or
executed/perfor
med in a poor
way
 Insufficient or no
evidence of
analysis,
synthesis,
evaluation and
critical appraisal
 Little or no
evidence of
initiative,
personal
responsibility,
decision-making
and achievement

 

Prof. Angela

4.6/5

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