International Marketing

Assessment Information

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material

in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection

under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a

registered higher education provider CRICOS Provider Code 02426B.

Assessment 3 Information

Subject Code: MKT303

Subject Name: International Marketing

Assessment Title: International Marketing Plan

Assessment Type: Length:

Individual, Written Report 1500 words (-/+ 10% allowable range)

Weighting: 40%

Total Marks: Submission:

100 Online

Due Date: Week 13

Your task

Individually, you are required to prepare 1500 words international marketing plan exploring how the Bundaberg Brewed Drinks Company can enter the market of the country that you have recommended in the second assessment.

Assessment Description

The purpose of this assessment is to provide students with an opportunity to practice formulating feasible international market entry strategies by developing an appropriate international marketing mix in recognition of international opportunities.

Assessment Instructions

Presume that the Flemings family have agreed to expand into the country that you have recommended in the second assessment. In recognition of your diligent efforts, they have now tasked you to develop an international marketing plan to assist them with their business decision making to enter this country.

In preparing this plan, you are required to research the recommended country’s soft drink market to determine the basis for market segmentation and to propose three suitable target segments. Based on this, you are then required to configure the marketing mix to position the ginger beer in the recommended country’s market and to explore a suitable market entry strategy.

The Flemings family has indicated that the proposed plan must consider how best to differentiate the ginger beer from its direct/indirect competitors and respected cultural values. As such, any relevant laws and regulations that should be considered before entering the recommended country’s soft drink market must be included in your plan.

The findings presented in your plan must incorporate relevant theories/concepts that you have studied in this subject.

Assessment Information

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material

in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection

under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a

registered higher education provider CRICOS Provider Code 02426B.

As you are preparing a professional marketing plan, please adhere to the following report structure in presenting your findings to the Flemings family:

• Title Page

• Introduction: a brief overview of the recommended country and an outline of what you will cover in the plan (not included in the word count of your submission).

• Segmentation and Target Markets: an analysis of the soft drinks market in the recommended country, along with the identification of suitable target markets.

• Positioning: the proposal and justification of the desired positioning of the ginger beer within the recommended country’s market.

• Marketing Mix: o Product – What modifications are required for this market, and why? o Price – What pricing strategies should be adopted and why? o Place – How will you get this product/service to customers, and why? o Promotion – What promotional activities will be undertaken, and why? o Process – What processes are needed to get the product/service to customers? o People – What are the key people required for customer-facing activities? o Physical Evidence – How do you reinforce the experience and why?

• Market Entry: Identification of the preferred modes of market entry accompanied by the explanation of why this is the preferred options and an assessment of its advantages and disadvantages.

• Conclusion: a concise summary of the key findings that you’ve presented in the plan (not included in the word count of your submission).

• Reference List (not included in the word count of your submission).

In composing this plan, you are required to have at least 8 sources of information to support your analysis and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your plan.

Assessment Information

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material

in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection

under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a

registered higher education provider CRICOS Provider Code 02426B.

Assignment Submission This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties.

Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School

“late assignment submission penalties” policy.

Number of days

Penalty

1* - 9 days 5% per day for each calendar day late deducted from the total marks available

10 - 14 days 50% deducted from the total marks available.

After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).

Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students

*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty

For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies

Assessment Information

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material

in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection

under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a

registered higher education provider CRICOS Provider Code 02426B.

Important Study Information

Academic Integrity Policy

KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties? How can I appeal my grade?

Click here for answers to these questions: http://www.kbs.edu.au/current-students/student-policies/.

Word Limits for Written Assessments

Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.

Study Assistance

Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further

reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86

098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.

MKT303 Assessment 3 Marking Rubric – International Marketing Plan 40%

Marking

Criteria (__/100)

F (Fail)

0-49%

P (Pass)

50-64%

C (Credit)

65-74%

D (Distinction)

75-84%

HD (High Distinction)

85-100% Segments and markets

__/15 marks

You have provided incoherent or no analysis of the soft drinks market in the recommended

country, with incoherent or no identification of suitable target

markets.

You have provided a basic analysis of the soft drinks market in the

recommended country, with limited identification of suitable target

markets.

You have provided an adequate level of the soft drinks market analysis in the recommended

country with a suitable identification of the target markets.

You have provided a detailed analysis of the soft drinks market in the recommended country with a suitable identification of the target

markets.

You have provided a comprehensive analysis of the soft drinks market in the recommended country with a

proficient identification of the target markets.

Positioning

__/20 marks

You have provided incoherent or no proposal with incoherent or no justification of the desired positioning of the ginger beer

within the recommended country’s market.

You have provided a basic proposal with a limited justification of the desired positioning of the ginger beer within the recommended

country’s market.

You have provided an adequate proposal and justification of the desired positioning of the ginger beer within the recommended

country’s market.

You have provided a detailed proposal and justification of the desired positioning of the ginger beer within the recommended

country’s market.

You have provided a comprehensive proposal and justification of the

desired positioning of the ginger beer within the recommended country’s

market.

Marketing Mix

__/20 marks

You have provided incoherent or no coverage of the marketing

mix elements.

You have provided a somewhat suitable coverage of the marketing mix elements that demonstrated a

limited connection to the ginger beers’ recommended position.

You have provided a mostly suitable coverage of the marketing mix elements by demonstrating a connection to the ginger beers’

recommended position.

You have provided detailed coverage of all marketing mix elements by demonstrating a

connection to the ginger beers’ recommended position.

You have provided comprehensive coverage of all marketing mix

elements by demonstrating a clear connection to the ginger beers’

recommended position.

Market Entry

Mode

__/15 marks

You have identified incoherent or no modes of market entry with

incoherent or no explanation, incoherent or no assessment of

its advantages and disadvantages.

You have identified the modes of market entry by providing a vague

explanation of why this is the preferred options and limited

assessment of its advantages and disadvantages.

You have identified the preferred modes of market entry by providing

an explanation of why this is the preferred options and an adequate assessment of its advantages and

disadvantages.

You have identified the preferred modes of market entry by providing

a clear explanation of why this is the preferred options and a detailed assessment of its advantages and

disadvantages.

You have identified the preferred modes of market entry by providing a comprehensive explanation of why this is the preferred options and a comprehensive assessment of its advantages and disadvantages.

Spelling and Grammar

__/10 marks

Spelling and/or grammar is consistently incorrect. It impacts

on the flow and readability of your analysis.

Though there are some errors in grammar and spelling, these do not detract from the readability and flow

of your analysis.

Mostly correct grammar and spelling but any errors do not

impact on the readability and flow of your analysis.

Errors in grammar and spelling are rare, which enhances the

readability and flow of your analysis.

Perfect grammar and spelling throughout, which enhances the

readability and flow of your analysis.

Report

Format

__/10 marks

The format chosen for your report lacks thought and

consideration for the intended audience.

The format chosen for your report is satisfactory, but major improvements

would enhance its effectiveness.

The format chosen for your report is appropriate, but quite a few

improvements would be needed for a professional audience.

Your report is professionally presented and has been submitted in a format that, with some tweaks, could be suitable for a professional

audience.

Your report is professionally presented and has been submitted in

an entirely appropriate format.

In-text Citations

and Referencing

__/10 marks

Neither in-text referencing and/or reference list adheres to

Kaplan Harvard Referencing Style.

In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with

some errors.

Both, in-text referencing and the resultant reference list adhere to

Kaplan Harvard Referencing Style, with some errors.

Both, in-text referencing and the resultant reference list adhere to

Kaplan Harvard Referencing Style, with only occasional minor errors.

Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style,

with no errors.

Feedback and Grades will be released via MyKBS.