Assignment 2 Individual Report
This assignment is worth 80 % of the marks
for this module and assesses learning outcomes 1, 2, 3, 4, 5, 7 and 8.The Task For a product or service of your choice you
should write a 2,500 word report which evaluates the opportunities available in
a chosen country, justifies your choice, provides a rationale for and outlines
a marketing plan to launch it int
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This assignment is worth 80 % of the marks
for this module and assesses learning outcomes 1, 2, 3, 4, 5, 7 and 8.
The Task
For a product or service of your choice you
should write a 2,500 word report which evaluates the opportunities available in
a chosen country, justifies your choice, provides a rationale for and outlines
a marketing plan to launch it into that country. The product or service should not be
currently widely available in that country.
Your assignment should address the
following, in every case, presenting appropriate and fully referenced
theories, and using those theories to substantiate, focus and structure
your report.
To support your choice of product and
country/region and the outline launch plan your report should:
1.
Set the objectives of the
decision to enter a new market
2.
Profile the marketing
environment for your product which justifies your country choice as compared to
3 other potential markets.
3.
Provide a brief audit of the
market (consumers and customers) and the competition. It should clearly
identify the characteristics of the target market customers and consumers,
4.
Justify the product/service
choice in the light of the identified market opportunities/identified customer
needs in your chosen market.
5.
Justify your chosen market
entry method.
6.
Briefly outline a marketing
plan for the launch and discuss the mechanisms in place to evaluate the plan.
This list should be seen as indicative.
·
You must submit your completed report via Turnitin, by 1:00pm on Friday Week 11 (27 April 2018). (See Moodle for the
penalty for late work).
·
Documents should be submitted as a Word document (.doc or .docx) It is
your responsibility to ensure that your assignment is submitted in the correct
format and that it can be opened on a Brookes PC. The module leader reserves
the right not to mark submissions in the wrong format.
·
Marks will be awarded according to the assessment criteria
·
In line with the University policy on anonymous marking please ensure
that you only put your student number on the document and not your name.
·
Feedback will be available on Moodle by 24 May 2018
REPORT FORMAT
For this
assignment a general business report format is required. The word limit is a
maximum of 2500 words (excluding the executive summary, which should be no
longer than 200 words, reference list and appendices).
There are
guides to report writing and referencing on the module Moodle pages.
Up to 4
pages of relevant appendices will be allowed.
The following
points should be noted:
Reports should include a front cover
clearly stating title, word count and student number.
Students
are encouraged to include graphic representation (charts, tables etc.) fully
referenced, to assist the reader.
Referencing
of sources of identified data/information will be by using Brookes Harvard (See
the Library Web pages for further guidance)
A Reference List is a mandatory
requirement for all coursework submitted in the University
N.B. You
should include a minimum of 8 academic references, correctly referenced and
fully utilised in the report.
You
should also use current commercial sources, fully referenced, to justify your
recommendations.
The class
exercise in week 3 is the first stage of this research task.
There
are guides on Moodle to help you to reference correctly as well as library and
learning resources guides on writing reports.
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Learning Outcome
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70%+
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60-69%
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50-59%
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40-49%
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<40%
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1.
1. Appraise, prioritise and manage the impact of
factors arising within the international marketing environment, the complex
linkages between different parts of the marketing and business environment,
and the effects of a rapidly changing regional, national and/or global
environment on a diverse range of organisations.
3.
3. Critically apply appropriate research methods
and tools of qualitative and quantitative data analysis, decision-making and
evaluation to design creative solutions to a wide range of international
marketing problems and scenarios in diverse contexts
Elements1 & 2
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Selection of
Market(s) underpinned with a good range of relevant and up to date academic
and commercial evidence/sources.
Theories models
and concepts applied wholly appropriately,
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Selection of
Market(s) underpinned with a reasonable range of relevant and up to date
academic and commercial evidence/sources.
Theories, models
and concept applied reasonably soundly.
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Selection of
markets underpinned with a limited although reasonable range of relevant and
up to date academic and commercial evidence/sources.
Theories models
and concepts applied but with some limits to their application.
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Selection of
markets underpinned with a limited range of relevant and up to date academic
and commercial evidence/sources.
Theories, models
and concepts applied without sufficient consideration.
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Not underpinned
with a reasonable range of relevant and up to date academic and commercial
evidence/sources.
Theories, models
and concepts not well applied
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(Mark/40)
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2. Develop and strengthen
the short- and long-term strategic competitive capabilities of organisations
operating in diverse domestic, international and global markets by building
upon a sound understanding of environmental contexts, and international
marketing management principles
4. Devise, substantiate, sustain and where necessary refute arguments
contributing to international marketing decision-making, informed by both
critical enquiry and practical insights, and using appropriate means of
dissemination.
5. Develop and implement a set of professional values based upon a
critical appreciation of their own and others' cultural perspectives,
incorporating approaches to corporate citizenship and consideration of
personal standards. These values should pay due respect to legal,
professional and ethical codes of practice, within all internal and external
relationships, and with due regard for the well-being of society.
Elements 3 and 4
|
Market and
competition well audited, and customer needs and thus market opportunities
duly identified by the judicious application of relevant theories and
analysis.
Market entry and marketing plan following on
well from the critical evaluation of the opportunities and the thorough understanding
of the markets, environment and competition
|
Market and
competition identified and some evidence of justification of the market by
utilisation of relevant theories and analysis.
A good attempt at
justifying the market entry and marketing plan, but less critical in
evaluating the opportunities and the market context.
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Market and
competition identified but relevant theories, critical evaluation and
analysis not well utilised to justify these choices.
Some attempt at outlining market entry
methods and marketing plan, but not following on well from the previous
analysis of markets, customer needs and environment.
|
Superficial
identification of market and competition by failing to apply theories and
analysis thoroughly so as to justify the choices.
Some attempt to
describe market entry methods and some detail of the marketing plan, but
failing to link the recommendations to any previous analysis.
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Little or no
attempt to critically evaluate nor to apply theories and analysis to the
markets and competition.
Little or no
attempt to give justified market entry methods and the outline marketing plan
with no attempt to link them to three foregoing analysis of customer needs
and the market context.
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(Mark/50)
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7. Manage their own learning progress by developing an awareness of
their own learning strategies and by developing the study skills to become
and effective and efficient learner.
8. Express ideas
and opinions, with confidence and clarity, to a variety of audiences for a
variety of purposes.
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Professionally
presented document with few/no spelling/ grammatical errors; appropriate use
of illustrations, figures, tables and appendices; uses Harvard referencing
and references list complete. All essential detail communicated.
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Very well
presented document with few spelling/grammatical errors; appropriate use of
illustrations, figures, tables and appendices; uses Harvard referencing and
references list complete. Most essential detail communicated
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Well-presented
document with few spelling/grammatical errors; largely appropriate use of
illustrations, figures, tables and appendices; uses Harvard referencing and
references list complete. Some essential detail communicated (but with some
trivia).
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Nicely presented
document but would benefit from proof-reading; some use of illustrations,
figures, tables and appendices but not always appropriate; uses Harvard
referencing and references list complete. Misplaced emphasis - some essential
detail missing
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Poorly presented
document needing a great deal of editing and proof-reading; little/no use of
appropriate illustrations, figures, tables and appendices; does not use (or
misapplies) Harvard referencing; gaps in references list. Completely
misplaced emphasis – too much essential detail missing.
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(mark out of
10)
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TOTAL (mark
out of 100)
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