global marketing

Length:4,000 wordsSubmission method optionsAlternative submission method
Task

The major project involves the development of an international marketing plan for an actual company that is considering (a) entering a new country, or (b) considering the entry of a new product/service to an existing international market, or (c) both. Many firms, when going global, need to gather information pertaining to the environment, competition, infrastructure, and specific product/market marketing strategies when entering a country. More specifically, the international marketing plan will need to be comprised of sections on SituationAnalysis, Recommended Marketing Strategies and Economic Evaluation (See Project Guide on Interact for details on each section). Students are expected to develop a detailed market entry plan that will involve making decisions on issues such as:

  • mode of entry;
  • local partners;
  • segmentation, targeting, positioning;
  • strategic options for the 4 Ps (or 7Ps), including the extent of standardisation vs. adaptation with respect to domestic or other international marketing plans already in place; and
  • managing, measuring and controlling the international marketing effort.

Students are expected to identify a company within the first three (3) weeks of class. The company may be large or small, local or international, have existing products/services or considering new products/services. Students must NOT contact these companies, instead relying solely on secondary data. Students are expected to utilise numerous data sources in compiling their project, such as government (country) and non-government sources (UN, Worldbank, IMF, etc.), publically accessible company records, consulting, legal and advertising firms, country-specific internet sites, trade statistics, and embassy resources.By the fourth week of class students are expected to submit a project proposal that includes: overview of the company partner, product/services involved, country into which company is considering entering, sources of information expecting to be used, and schedule of tasks to complete your project. This proposal should be no more than three (3) pages in length. While this proposal is not assigned project assessment marks, the lecturer uses this proposal to determine the feasibility of the student project, and reserves the right to ask students to revise their proposal and/or clarify certain aspects of the proposal prior to commencing data collection.

This assignment is designed to attain Workplace Integrated Assessment Level 3.

Rationale

The major project will expect in-depth engagement with relevant international marketing knowledge and will help students build skills required for work in this expanding field.

This assessment has been designed to:

  • demonstrate the application of the knowledge gained in the subject to the development of strategies and marketing mix elements in an international market;
  • allow you to develop your information searching and critical thinking skills; and provide you with further experience in academic writing

Marking criteria

Criterion Fail Pass Credit Distinction High Distinction
Critical analysis skills
This criterion is about describing and evaluating the information found when researching the contextValue 30%
Can present limited reliable evidence supporting the recommendations and some is missing, incorrect or irrelevant. Can review and present some of the reliable evidence supporting the recommendations but some evidence is missing or incorrect. Can review and present most of the reliable evidence supporting the recommendations but lacks critical analysis and comparison Can clearly present the appropriate reliable evidence supporting recommendations with clear evaluations and conclusions Can critically review and present the appropriate reliable evidence with highly insightful and perceptive comparisons, evaluations and support for recommendations
Application skills
This criterion is about linking theory to a specific context, explaining how it relates to a product/companyValue 30%
There is no or limited application to the context or case study, no examples provided The case study or context was described and identified. The context was connected briefly to theory. There were some recommendations, but they are not well supported by arguments The case study or context was described and identified. The context was connected to theory with clear links. There were relevant market recommendations and supported connections to theory The case study or context was described and identified and insightful evaluations were made. The context was connected to theory with clear logical links. The recommendations were relevant, well supported with explicit connections to theoretical arguments The case study or context was described and identified and insightful evaluations were made. The context is connected to theory with exceptional, logical and meaningful links.The recommendations were highly relevant , realistic and supported with explicit connections to theoretical arguments
Recommendations & Realism
This is about strategic recommendations for the company which are realistic in the country contextValue 10%
No recommendations are made There were some recommendations, but they are not strategic or well supported by real world information There were relevant market recommendations, partly strategic, supported by connections to the real world context The recommendations were relevant and strategic, well supported with explicit connections to the real world context The recommendations were highly relevant, strategic, realistic and supported with explicit connections to the real world context
Communication SkillsThis is about the presentation of the work including: Structure, Format, GrammarValue 25% Poor grammar, spelling, punctuation, concepts were not clear, no paragraphing or formatting- no tables or figures Some grammatical errors, sentences were clear and complete, clear structure and formatting using headings, and sub-headings, some diagrams, but not explained and only decorative Minor grammatical errors, sentences were clear and complete, structure and format were used to aid the reader including diagrams, tables and images, that are relevant to argument, but are still not fully explained or described Free of grammatical errorsStructure and format were clearSentences were well constructed. Language was concise.Excellent use of diagrams and tables that are clearly relevant and explained Free of grammatical errorsStructure and format were clear, logical and consistent.Sentences were well constructed.Exceptional use of diagrams and tables, clearly relevant, explained and insightful links made
Referencing Skills
This criterion is about the application of APA referencingValue 5%
There was limited or no attempt at in text or end of text referencing There was an attempt to apply referencing, but style and application were inconsistent There was consistent style, but application was not consistent with some errors The style is consistent throughout the text and end reference list. Application was still inconsistent with some points remaining unreferenced. Both in-text and reference list were consistent in terms of style and application of APA

Presentation

The final report should not exceed 4000 words (1.5 line space, 11/12 font), excluding appendices, tables, figures, references. The emphasis is not on bulk writing but clearly expressed and supported arguments, as well as creative ideas. Bullet points, diagrams and graphs are encouraged. Make sure the report is a coherent argument from start to finish. You should not leave the reader to make inferences from what you have written. This means that the theory and data you use to support your points should be made explicit. As well, you must include detailed supplementary material in appendices to support the analysis presented in your plan. Students are expected to acknowledge the source of ideas and expressions used in all academic work. Failure to do so may constitute plagiarism and academic misconduct.
Your assignment should be free of colloquial language and spelling, grammatical and typographical errors. Repeated errors of this kind will be penalised. Please provide generous margins (>2cm) and 11/12pt font in your assignment, number every page, make sure and include a cover sheet, title page with student details, and a table of contents (none of which is included in the word limit). Assignments must follow the specified page length. Writing within a specified limit is a skill. Assignments over the limit may have marks deducted and/or all extra material beyond 4000 words will be ignored.

Requirements

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