marketing

Marketing Across Cultures

2021-22

Assignment overview and assessment:

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

Individual Written Assignment 2 - 1500 words (

Assignment Brief

Please read carefully.

Individually 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 Schofield watch company.

Your role is to act as a marketing consultants hired by the Schofield watch 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 Schofield watch company on how they should put together their market entry strategy and devise a marketing entry plan for your chosen market

The key tasks involved in developing your report are:

1. Initially research and assess four potential export markets 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. 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.

2. 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.

3. 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 - Schofield watch company who will remotely present their company background. You will use this company as a basis for your research, market selection and entry method.

Company: Schofield Watch company

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. 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 you 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 could include a PESTLE, market and competitor analysis, to identify opportunities and threats and cultural differences and your suggested target segment (s) and positioning or any other methodological you have deemed appropriate and are able to justify their suitability

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).

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 11 or Times New Roman font size 12.

Assessment and marking criteria:

The following criteria will be used to assess this piece of work, in addition to the generic University Undergraduate Grading Criteria (see Appendix 1). Marking grid below shows the allocation of marks to the different requirements of the assignment.

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

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