marketing across culture

Assignment overview and assessment:

PLEASE READ THIS ASSIGNMENT BRIEF VERY CAREFULLY IN DETAILS AND MAKE SURE THAT YOU FOLLOW IN DETAILS WHAT IS WRITTEN ….. YOU SHOULD WRITE A REPORT AND INCLUDE THE TABLES AS WELL JUSTIFYING EVRYTHING YOU CHOSE AND YOU SCORED .. more details can be written in the appendix tables

The first assignment for this module is based on an individual report( 1500 words) which is the preparation of an outline international marketing selection and entry strategy plan.

In this first assignment, you are expected to develop an international market selection and entry strategy and plan for a UK domestically based company. The company that we have selected for the assignment is a Sussex based SME Brighton Gin.

https://www.brightongin.com/

Your role is to act as a marketing consultant hired by the company to identify and select one new export market for the company to target based on your research and analysis. You then need to advise them in a report on how they should put together their market entry strategy.

The key tasks involved in developing your report are:

1. To initially research and assess four potential export markets( 4 COUNTRIES THAVE POTENTIAL) and then select one key country/market to target first, giving the rationale for your choice. This rationale should be based on the analysis of as much relevant research information as possible. Also in your market selection, you should also consider the internal resources and capabilities of the company. The information you find should be used to create systematic screening tables which will be covered in the lectures and seminars. Note that this chosen market then becomes the focus for the rest of your report.

· After you have selected the one market you should include an external audit (PESTLE and demographic data, market and competitive data, market opportunities), the target segment (s), positioning, and consideration of any possible barriers and hurdles the company will have to overcome.

2. To consider and recommend the most appropriate market entry mode for your chosen market, giving your reasons.

Choice of company and product/service

For the assignment we have selected a Sussex based SME who will come to the Business School to present their company background. You will use this company as a basis for your research, market selection and entry method.

Company: Brighton Gin

Choice of export market/country

Your chosen export market/country can be anywhere in the world but not the UK, or your home country if you are an exchange student (Turkey). Base your choice of market on the research applied to the country analysis and screening of the four countries. You do not necessarily select the export market that is potentially the largest for the company but must consider a range of market selection criteria from your screening method.

Structure for the report

There is some flexibility for your report in terms of structure but a sample structure is shown below:

Title page - To be addressed to the company (as you are acting as a consultant) - Don’t forget to include your name and student number!

Contents page

Introduction - Brief background to the company and product/service (e.g. any USP’s) and the export experience it has to date.

Market selection

1. Detail on the criteria used to choose four countries you have shortlisted for screening and the method and rationale you have used to select one country.

2. Explanation of the one country you have selected to target. This should include a PESTLE, market and competitor analysis, to identify opportunities and threats and cultural differences and your suggested target segment (s) and positioning.

Choice of entry mode

Discussion and rationale on what market entry mode you propose and how this entry mode should be pursued. Brief suggestions also on how the new market should be managed once the first market entry method has been secured.

References

Appendices

NB:

Layout your work in report style and in good English. Fully check and proof read before submission.

Keep to the word limit of 1500 (+ or – 10%). Consider using tables and bullet points in parts to save words and use the appendices wisely to provide relevant additional detail/analysis (for example of the three other countries shortlisted but not to be initially targeted).

You can choose the countries but needs to be in Europe

The title page, contents page, reference list and any appendices do not count towards the word count but everything else does.

Reference your sources clearly and correctly following the Harvard Referencing System. Remember that you should be demonstrating to us that you have read a good range of relevant literature (academic and industry), understood it, and appropriately applied it in your assignment.

We are expecting you to not just describe your market selection and entry strategy and plan but also explain the thinking behind your proposals.

For the formatting use one and half spacing and either Arial font size 10 or Times New Roman font size 11.

Assessment and marking criteria:

The marking grid below shows the allocation of marks to the different requirements of the assignment.

Marking Criteria	Proportion of Marks available
Use and understanding of relevant secondary data from a range of sources, appropriately referenced	30%
Demonstration of understanding of international marketing strategic decisions and the process of identifying and selecting potential export markets	30%
Rationale for your choice of market entry strategy	30%
Quality of written communication in terms of use of English, relevance, report structure and flow. Referencing	10%

Some sources of international trade and other statistics

http ://comtrade.un.org/pb /

http :// comtrade.un.org/pb/CommodityPagesNew.aspx?y=2011

http ://unstats.un.org/unsd/syb /

http:// news.bbc.co.uk/1/hi/country_profiles/default.stm

www.ukti.gov.uk

(some notes we took when they came to university )Brighton Gin Company info

· issues currently in providing product in certain arears of word. They are not available around all Uk

(find a way to solve problem)

· GOAL: they want to create a globally known locally identified a craft product

· We make everything by hand .. in an expensive complicated way .. competing non on volume as other companies do that and do it very well and we can’t why? Because we are using organic product and certified organic

· Flexible employers -pay above national minimum wage

· 600 Gin, 3000+available in general

· Want to go to Australia in January and February as peak holiday time and dead no business in UK in this time

· Diverse employees with different life skills -very engaged employees -doing above &beyond.

· What do people associate Brighton with ?find out ! do they come for holiday.

· No paid advertising done at start only word of mouth

· Good use of social media

· Sell through wholesalers / direct from website /Waitrose and markspencer

· Global ambition : countries keen on selling: all with interest 1)Australia 2)southern America 3)New Zealand 4) Spain 5)Croatia 6)Ireland -India and Chine less likely as they have a huge market .

· Problem with adaptability in Germany and Denmark—currently easy and straight forward but In March the sale can be affected

· Language barriers :cultural differences affecting business eg. Time of meeting

· Focus on cities not whole countries so far

· Biggest competitors : 2 birds Spirits, Sacred, Warner Edwards

· Target market age :30+ eg. 20 years guys at events trying product

· Export is worth 2% of turnover- wanting to increase as years go by .

· Add an additional country every 6 months

· Marketing product needs to be done at correct time of season, otherwise bad timing=bad sales

· Brexit affect sales

You can use tables and

Tables: those 4 tables should be included in the report :. MACRO TABLE,

1-)

Variables	Country a Score Weight	Country b Score Weight	Country c Score Weight	Country d Score Weight
Macro risks	0-10	0.1-1.0	0-10	0.1-1.0	0-10	0.1-1.0	0-10 0.1-1.0	0.1-1.0
Political system & risk (democracy; nationalism/ internationalism; stability; civil war)
Economic risk (inflation; national debt)
Legal system
Totals

2-)

Variables	Country a Score Weight	Country b Score Weight	Country c Score Weight	Country d Score Weight
Macro indicators of potential	0-10	0.1-1.0	0-10	0.1-1.0	0-10	0.1-1.0	0-10 0.1-1.0	0.1-1.0
GDP
GDP Growth
Population
Population Growth
Disposable Income
Disposable Income Growth
Totals

3-)

Variables	Country a Score Weight	Country b Score Weight	Country c Score Weight	Country d Score Weight
Micro – specific market demand	0-10	0.1-1.0	0-10	0.1-1.0	0-10	0.1-1.0	0-10 0.1-1.0	0.1-1.0
Market size in volume
Market growth in volume
Market size in value
Market growth in value
Totals

4-)

Variables	Country a Score Weight	Country b Score Weight	Country c Score Weight	Country d Score Weight
Ease of Entry	0-10	0.1-1.0	0-10	0.1-1.0	0-10	0.1-1.0	0-10 0.1-1.0	0.1-1.0
Tariff Barriers
Non-Tariff Barriers
Import to Export Ratio
Competitive Intensity
Access to and availability of channels
Totals

Weighting is about how you decide. For example: If you think that economic risk is more important than political risk in” country A”, You can give weight of (0.5) for economic risk and weight of (0.2) for political risk, and then, you can say that the weight of (0.3) for legal system. Must add up to 1

The weight stays the same(PROVIDE JUSTIFICATION FOT WEIGHTS IN APPENDIX ) , the score change

For Score you need to decide scale according to tables. For example: if political risk in “Country B” is more than the country A, you can give score of (7) for Country B and score of (4) for country A.

Please read more about weight and score as im not sure about it and I didn’t understand it very good