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6.1 Assessment Part 1: Individual Report: Developing A Suitable Market Entry Mode (80% Weighting). Word count 2800 word

Overview

The purpose of this part of the assessment is to allow students to apply their newly acquired knowledge of international marketing to knowledge to the development of a suitable market entry mode grounded in the application of theoretical framework. You are to assume the role as international consultant for your company who recently contacted you to present a marketing report that presents an appropriate framework and guide to the most suitable market entry mode for a target country.

The student task of the report has the following indicative format:

Section 1: Introduction to Report (5 Marks): Proposed 200 words

Consider introducing your report covering but not limited to areas on why this report is important and how you intend to structure your report? Students should identify a company that does not have product or service presence in a new international target market. Specifically, we want you to provide a sound justification why you selected such company and country. For example, the home company market is currently saturated and the company needs to consider international markets (more justification required). It is imperative that your company must be a Small and Medium Enterprise and it is assumed to be in operation in one country-market or few countries market only.

Section 2: Assessing the level of attractiveness and risk of target market: (15 Marks) - Proposed 400 words

Through the use of an environmental analysis tool (PEST or any preferred tool) and one micro factor (for example market demand level) determine the level of attractiveness and risk associated to your target market country. Advisable to provide a summary discussion in the report and use appendix to present the PEST and Micro factor findings.

Section 3: Proposed internationalisation theory (10 Marks) - Proposed 350 words Students are given the task to identify and apply the most appropriate internationalisation theory for your company. If the company already has international market presence in different countries you should understand its internationalisation theory or justify the application of a new internationalisation theory.

Section 4: Proposed international marketing framework (40 marks) - Proposed 1400 words.

The literature embodies varied international marketing entry frameworks available for students to adopt for their report. Your tutor recommends Hollensen (2020) market entry framework (pg 318) or Hollensen (2017) market entry framework (pg 352) in your core text (Global Marketing). In your analysis, students should be indicating how each of this factor influences the entry mode decision. That is, increasing or decreasing the level internationalisation.

There are four key concepts your tutor requires you to include to your conceptual framework:

A) Internal Factors – relates to variables within the company control.

B) External Factors - relates to variables outside the company control (you have done this in section 2 so adapt it here).

C) Transaction-Specific Factors – relates the ease of transferring skills and knowledge of product development and utility to both potential partners and customers

D) Desired Mode Characteristics - this relates to the risk attitude of your selected company.

Section 5: Justification of a Proposed Market Entry Mode and Type (10 marks) Proposed 250 words

In this section student is required to make an academic justification for a propose market entry mode taking into consideration research findings in sections 2, 3 and 4 above. Student should justify the internationalisation level and type of market entry.

Part 6: Summary of Report (5 Marks) Proposed 200 words

In this section provide a succinct overview of the report, highlighting key aspects of your report and the significance of it.

Additional Marks Note:

· Overall Presentation of Report showing an excellent report structure, use of sub-headings, report pagination and format, easy to read and logical report flow. Adhered to word count. Properly referenced, using Harvard style (10 Marks).

· Cover Page, Executive Summary (succinctly present a key aspect of the report process, key findings and relevance), and Table of Contents (5 Marks).

Some basic rules are stated below:

1) The company must be a Small and Medium Enterprise* and it is assumed to be in operation in one country-market or few countries market only.

2) Big global companies are not acceptable. For example, Arla, Lego, Apple, Pandora, H&M, KFC Chicken, McDonalds, Nike, Adidas, Samsung, Apple, and others within the global categories.

3) Your selected company must not have current market operation in your target market country.

4) Imaginary companies are not acceptable – they must actually exist!

5) The company should have an official website that your lecturer can access.

6) The company should have a clear internationalisation potential. Leather repair services or domestic mail, for example, have very limited internationalisation potential.

7) Non-profit organisations, cooperatives, and public sector companies are not acceptable.

· Please note that the EU commission defines an SME as: ‘The category of micro, small and medium-sized enterprises (SMEs) is made up of enterprises which employ fewer than 250 persons and which have an annual turnover not exceeding EUR 50 million, and/or an annual balance sheet total not exceeding EUR 43 million.’

· Please use Arial font, 12-point, 1.5 line spacing.