Over recent years economic development, initially in countries with large populations such as Brazil, India, Russia and China, has not only lead
to economic changes, but also to technological, social and cultural changes. As more countries benefit from the development process, the demand
for products and services available to consumers in developed countries has increased. The recent release of the children�s film Kung-Fu Panda in
the US and China along with a range of related merchandise is evidence of this (BBC, 2016). Disney recently reported that between December 2015
and February 2016 the global takings of Star Wars: The Force Awakens were expected to reach $2 billion (IMDb, 2016). The Japanese Brand, Hello
Kitty, became a global phenomenon and J.K. Rowling�s Harry Potter fantasy novel series has seen the books translated into 67 languages with 400
million copies being sold globally. .
These are just a few examples of the many products which have achieved success in the international marketplace.
For the purpose of this assignment you should focus on EITHER the �Global Kids� segment OR the �Global Teenagers� segment
The Task
1) Define global segments and discuss why brands are attracted by them.
2) Assess the evidence of the existence of EITHER the �Global Kids� segment OR the �Global Teenager� segment.
3) Identify and evaluate how organisations might target the chosen segment.
� NB You should only choose ONE SEGMENT for the focus of your report
� You should use a variety of examples to support your points.
� 4,000 words (you should not exceed 5000 words). This means that you will need to write concisely avoiding long descriptions. You should
maintain focus on the context of the question at all times.
� Report format
o You should include a title page and a list of references at the end of the report
.
o You may use appendices to provide additional statistics or analysis to support your work. You should not include copies of your research
articles in appendices. Each appendix should be numbered e.g. Appendix 1, it should also have a title and a reference.
o You should NOT include an abstract or an executive summary in your essay.
o You do require headings and numbered sections in the report.
� Referencing
o Any material you take directly from your source text should be in quotation marks and be fully referenced.
o Your work should be fully referenced both in the body of the essay and in the reference list using APA 6th. Information on how to use APA 6th
in your work can be found on Summon together with a reference builder.
o You should ensure that you use a range of relevant academic theory and industry sources to support your work.
� You will be fully briefed on the assignment in class and will have the opportunity to complete some formative work in relation to the
assignment during the tutorial.
Marking Schedule
Defintion of global segments, etc. 15%
Assessment of Evidence 30%
Identification and Evaluation 40%
Evidence of Research 10%
Presentation, layout, etc. 5%
Marking Criteria (very important guideline) !!
Definition of global segments and Attractiveness (15%)
� Appropriateness of definition(s)
� Discussion of appropriate attractiveness factors
� Level of discussion
� Use of examples
Assessment of Evidence (45%)
� Application of theory
� Level of assessment
� Use of examples and statistics to support
� Relevance of examples
Discussion (40%)
� Application of theory
� Level of discussion
� Use of examples
� Relevance of examples
Evidence of Research (10%)
� Number of references
� Range of references
� Relevance of references
� Correct referencing
Presentation etc. 5%
� Presentation of report
� Layout
� Use of appropriate language
� Grammar and spelling
Learning Outcomes (this should be all in the assignment)
Knowledge
1) Explain the concept of international marketing
2) Demonstrate a knowledge of the strategies available to organisations expanding into international markets
3) Demonstrate an understanding of the economic, political, legal, social and cultural factors and trends and their impact on international
marketing decisions and strategies.
4) Recognise the differences between developed, emerging and developing markets.
Ability Outcomes (this should be all in the assignment)
5) Identify and evaluate strategies for international market expansion and development across diverse industries and organisations
6) Select appropriate tools and techniques for international markets.
7) Evaluate the distinctive competencies required for successful international marketing.
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