International and Global Marketing
Joe’s Ice Cream (see www.joes-icecream.com) is a highly successful, quality ice cream company. You have been asked by the new Managing Director who has been successful in domestic markets and now wishes to venture abroad, to help grow the business by identifying a new market offering (Piercy 2009). The company is considering entry to a major European country and/or an Asian country but has requested some initial advice from you.
The main focus of your report should be to explain to the company concerned the major challenges facing companies entering into the international market for the first time. You should do this by clearly explaining the main theoretical concepts regarding international and global marketing and the complexities of the international environment AND applying them specifically to this scenario.
The two markets under consideration should be analysed and evaluated.
The report should include:
1. A tailored macro-environmental (PESTEL) analysis showing sources of information from acceptable and reliable sources AND highlighting the key issues facing the company (30%)
2. A discussion about the possible competitive strategy that the company needs to follow, evaluating the opportunities and dangers that the company may face, (think about the segmentation, targeting and positioning strategy) (25%)
NOTE that positioning means that you need to discuss your competitors)
3. Given your choice of market, what market entry methods would you suggest and why? (20%)
4. Specific recommendations of the market offering for the proposed target audience (What sort of market offering will you develop? Given your positioning, what sort of pricing will you employ given the target audience(s), what distribution channels and how will you promote/communicate the products / brand? Think about your integrated Marketing mix activities.(25%)
You should do this by clearly explaining the main theoretical concepts regarding international and global marketing and the complexities of the international environment AND applying them specifically to this scenario.
Your word-processed report (approximately 3000 words in length)
Ensure that you cite a minimum of TEN DIFFERENT ACADEMIC SOURCES (not handouts, websites or lecture notes) using the HARVARD referencing system (in text and as a bibliography).
PLEASE NOTE THAT THIS IS AN INDIVIDUAL ASSIGNMENT.
YOU WILL HAVE FURTHER PREPARATORY GUIDANCE DURING THE SEMINARS
On successful completion of the module, the student should be able to:
• Identify sources of information, methods of collection and analysis suitable for international and global marketing.
• Compare and contrast international and global business environments.
• Evaluate different international and global marketing strategies , planning and implementation.
• Use the tools of analysis and decision-making in the preparation of marketing plans to real-world settings.
• Construct a convincing and comprehensive strategic marketing plan with accompanying costs and schedules.
• Identify and analyse ethical and environmental factors relating to international and global marketing.
% mark Description
0 Non-presented work, name only, plagiarism, collusion
1-9 Notes of little relevance to the question, or only an introductory paragraph, or one or two scattered thoughts.
10-19 Some notes relevant to the question, but without coherence. Little evidence of getting beyond the proposal.
20-29 The answer may ramble around the general area of the question without specifying a basic question. The work has little development, coherence or structure. No evidence of criticism, synthesis or evaluation.
30-39 Significant errors may be present. The answer is poorly planned with little clear train of thought or development of argument. Some evidence of ability to collate information and construct generalisations but with limited comment on the weighting of evidence option.
40-49 The answer demonstrates an understanding of the major or basic issues in the question. Evidence of an effort and significant data collection with a satisfactory level of analysis and judgement including a statement of the criteria. Evidence of selection of appropriate material, logical structure and clear argument. Overall framework is sensible and accurate.
50-59 Evidence of ability to state and defend on the basis of evidence a personal position in relation to an issue or aesthetic. Evidence of ability to evaluate information and synthesise generalisations from it. Clear evidence of selection of appropriate material, logical structure and clear argument.
60-69 Evidence of ability to maintain a personal position in original terms, showing a command of the accepted critical positions with some attempt at innovation. Sound use of relevant factual knowledge and theoretical issues presented in a lively, articulate and controlled manner.
70-79 Evidence of the ability to consistently and forcefully maintain a personal position in original terms with some original insights, providing comprehensive and accurate coverage of the question and issues under consideration. Evidence of wide but focused reading presented in a highly articulate style.
80-89 Evidence of excellent understanding of the question under consideration and the complexity of the issues involved. Theoretical considerations are used to underpin the overall design and the relevance of factual information. Some measure of original and creative thinking. Evidence of wide reading with a critical focus.
90-100 Beyond the received critical or conceptual positions with evidence of creative and intelligent innovation, consistently and forcefully expressed. An exceptional and outstanding submission providing insight which would not normally be available publicly, which adds to the discipline area and would with editing be publishable. Superior organisation and comprehensiveness taking into account word limit and time scale.
International and Global Marketing Assignment (level 6 50% weighting)
ASSESSMENT CRITERIA A
A tailored macroenvironmental analysis highlighting key issues facing the company 30%
A discussion about the competitive strategy 25%
Choice of market entry method and rationale 20%
Recommendations of marketing mix/mark offering 25%
( Harvard referencing)
K Mutter Signed: Dated:
Second Markers’ comments (if relevant):
2nd Marked by:
External Examiner comments (if relevant):
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