Assignment Title:
Strategic Marketing
Foreign Market Analysis and Entry
June 2014
Important Notes: ? Please refer to the Assignment Presentation Requirements for advice on how to set out your assignment. These can be found on the NCC Education Campus. Scroll down the left hand side of the screen until you reach Personal Support. Click on this, and then on Policies and Advice. You will find the Assignment Presentation Requirements under the Advice section. ? You must familiarise yourself with the NCC Education Academic Dishonesty and Plagiarism Policy and ensure that you acknowledge all the sources which you use in your work. The policy is available on Campus. Follow the instructions above, but click on Policies rather than Advice. ? You must complete the ‘Statement and Confirmation of Own Work’. The form is available on the Policies section of Campus. Scroll down the left hand side until you reach Personal Support. Click on this and then click on Policies and Advice. ? Please make a note of the recommended word count. You could lose marks if you write 10% more or less than this. ? You must submit a paper copy and digital copy (on disk or similarly acceptable medium). Media containing viruses, or media which cannot be run directly, will result in a fail grade being awarded for this module. ? All electronic media will be checked for plagiarism.
Marker’s comments:
Moderator’s comments:
Mark: Moderated Final
Mark: Mark:
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International Marketing Strategy June 2014 Final ? NCC Education 2014
Introduction
This assignment requires you to demonstrate many of the skills you have learned throughout the course of this module. You are required to produce a fully referenced academic report that demonstrates your understanding of marketing and marketing issues, particularly in an international context. The report is intended for an intelligent reader, to explain to them how an organisation would consider and develop a new market entry strategy for one of their products.
Compulsory Contents
The 3000-word academic report.
Assignment
You are in charge of international marketing at a kitchen units manufacturing company. You will need to select and research a company suitable for this assignment. You are to research and propose the launch of your chosen organisation’s kitchen unit products into a specific new foreign market, i.e. a country that your chosen organisation does not currently export to. You need to choose and justify your destination market.
To do this you will address the three sections below, and compile your findings into a 3000-word report. Throughout the report you must demonstrate your wider reading and understanding of appropriate academic literature. Your report should be fully referenced using Harvard or APA reference formats. These references should be used in order to support your viewpoints.
You are to produce an academic report that covers the following issues.
Task 1 – 40 Marks
Discuss how you came to select an appropriate destination market for your product and how you considered alternative international markets. Within this discussion provide justification for your selection. This section of your report should also include an environmental analysis. (1200 words)
Guide notes: Justify your choice of international market for your organisation through a critical examination of its market environment. Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature.
Consider aspects of culture and buyer behaviour, and how these present opportunities and threats to you, the marketer, in your chosen destination country. Include a discussion of legal and ethical issues in your answer. Again, underpin your answer with references to relevant academic marketing literature.
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International Marketing Strategy June 2014 Final ? NCC Education 2014
Task 2 – 40 Marks
Use appropriate marketing tools and techniques to explain the suitable marketing mix for your kitchen units in the destination country as introduced in Task 1 above. (1200 words)
Guide notes: Use relevant marketing tools and techniques for this (justifying your selection) and underpin your answer with references to relevant academic marketing literature. In addition, discuss which elements of the chosen marketing mix strategy should be standardised or adapted. Be sure justify your answer response.
Task 3 – 20 Marks
Discuss alternate Foreign Market Entry Strategies for your kitchen units and destination market. Chose and justify the most appropriate entry strategy and explain how this might work in practice. Using your findings from Tasks 1 and 2, discuss how social networking tools could be used to promote/support this strategy, including any potential disadvantages of your selected social networking tools. (600 words)
Guide notes: Critically discuss the market entry strategy process that is most appropriate for your product’s entry into the proposed international market. Discuss the pros and cons of the social media tools.
Guidance
Complete all the tasks sequentially. Consult with your tutor if you are uncertain about any aspects of the assignment.
Submission Requirements
? A single word-processed document containing all reports and other documentation i.e. explanations, output reports and page images of graphic tools etc. pertaining to all tasks.
? Maximum word limit is 3000 words (+/- 10%) not including the appendices.
? The document should be properly structured with a bibliography (online and literature sources) and appendices (where necessary). Refer to the Assignment Presentation Requirements on Campus for more information (see front cover).
? Produce clear and specific reasoning and argument to justify answers.
? An electronic copy of the document must be submitted to the NCC Education Campus in the following way.
o Log on to the NCC Education Campus (http://campus.nccedu.com) using the username and password given to you upon registration to the programme.
o Click on ‘My Programme’ on the menu on the left-hand side of the page.
o Click on ‘Postgraduate Diploma in Business Management’.
o Click on ‘Assignment Upload’ on the menu bar that runs along the top of the page.
o Click on the relevant module name for the assignment that you are uploading.
o Click ‘Submit a new assignment’.
o Browse for your assignment file and fill in any necessary additional information.
o Click ‘OK’.
o Wait for confirmation that your assignment has been successfully uploaded.
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International Marketing Strategy June 2014 Final ? NCC Education 2014
Warning: All media must be virus free!
Media containing viruses, or media which cannot be run directly, will result in a FAIL grade being awarded for this module.
You must read and understand NCC Education’s policy on
‘Academic Dishonesty and Plagiarism’.
You must complete the ‘Statement and Confirmation of Own Work’ form and attach the completed form to your assignment.