Unit 40 international marketing assignment

Olag 3 Assignments

ICON COLLEGE OF TECHNOLOGY AND MANAGEMENT Pearson BTEC HND in Business (RQF)

Unit 40 International Marketing

Session: February 2018

Programme title TNA67 Pearson BTEC HND in Business

Unit number and title Unit 40 International Marketing

Unit Type Optional

Assessor (s) Dr Uzo Anozie, Dr Vipin Nadda, Mr Chris Dampare,

Issue Date 3 March 2018

Final assignment submission deadline

11-16 June 2018

Late submission deadline

18-23 June 2018

The learners are required to follow the strict deadline set by the College for submissions of assignments in accordance with the BTEC level 4–7 submission guidelines and College policy on submissions.

Resubmission deadline TBA

Feedback

Formative feedback will be available in class during the semester.

Final feedback will be available within 2 weeks of the assignment submission date.

General Guidelines

 The work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.

 Include a list of references at the end of your document. You must give all your sources of information.

 Make sure your work is clearly presented and that you use correct grammar.

 Wherever possible use a word processor and its “spell-checker”.

Internal verifier Dr Gilbert Zvobgo

Signature (IV of the brief) *

gilbert@iconcollege.ac.uk Date

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ICON College of Technology and Management Pearson BTEC HND in Business (RQF)

Unit 40: International Marketing (L5) Session: February 2018

Coursework Recommended Word limit: 4,000–5,000

(You will not be penalised for exceeding the total word limit) This Unit will be assessed by individual assignment. You are strongly advised to read the

“Preparation guidelines of the Coursework Document” before answering your assignment.

ASSIGNMENT Assignment Context and Business Scenario

Individual Consultancy Work LO1, LO2, LO3 and LO4. Using a local company that would like to expand internationally, complete the following:

You have been hired by this local organization as a marketing consultant and they are currently

thinking about expanding internationally, but don’t have the international marketing knowledge.

They would therefore like you to write a report for the owners and the management team, focusing

on how marketing contributes to business strategies in an international context and how they can

enter into international markets and be successful in these.

Based on your marketing expertise, they would also like you to further advise them on how the

marketing plan can be adapted or standardized across international markets and how to organize

and evaluate marketing efforts.

You will need to produce a report which includes the following: An introduction to the organization and their current market Use a range of sources to define international marketing and highlight the main differences to local marketing. Assess the scope and key concepts of international marketing. Explain the rationale for an organisation to want to market internationally. Describe the various routes to market an organisation can adopt and which route the company should adopt and why? Evaluate the key criteria and selection process that the company should use when considering which international market to enter. Define and explain what a market entry strategy is, using examples of the different strategies that are available to an organisation, and include the advantages and disadvantages of each. Conclusions and recommendations on how and why the company should enter the international market. Explain the difference between global and local marketing, using examples where appropriate.

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Present an overview of the key arguments in the global v local debate. How does the product, pricing, promotional and distribution approach differ when using a variety of international markets? Explain and analyse in detail the various international marketing approaches the company can adopt. Use examples from other organisations to further enhance your answer. Compare home and international orientation and ways to assess competitors, outlying the implications of each approach. Conclusions and recommendations for the company.

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What you must do The following tasks are required to be carried out:

LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context. Analyse the scope and key concepts of international marketing [P1]. Using your chosen client organisation, explain the rationale for it to want to market internationally and describe the various routes to market the organisation can adopt [P2]. To achieve M1, you should evaluate the opportunities and challenges that marketing internationally presents to your chosen client organisation. LO2: Evaluate entry to a selection of international markets and define the key success factors Using your client organisation, evaluate the key criteria and selection process to use when considering which international market to enter [P3]. Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each [P4]. To achieve M2, you apply the market evaluation criteria and entry strategies, and make recommendations for your chosen client organisation To achieve D1, you should produce a critical evaluation of the international market context, including insight into how your chosen client organisation should adapt their marketing strategies for various markets (NB: To obtain D1 you must meet both M1 and M2 criteria).

LO3 Investigate how elements of the marketing plan can be adapted or standardised across

international markets.

Using your client organization, present an overview of the key arguments in the global versus local debate [P5]

The management team of your client organization would like you to investigate how the product, price, pricing and promotional distribution approach differs in a variety of international contexts [P6].

To achieve M3, you should evaluate the context and circumstances in which your client organization should adopt a global or local approach, highlighting the implications of doing so.

To achieve M4, you should determine and articulate in detail how to adapt the marketing mix of your client organization in different international markets

To obtain D2, you should produce a critical evaluation of how the marketing mix is applied to a range of international contexts (NB: To obtain D2 you must meet both M3 and M4criteria).

LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.).

Explain and analyse the various international marketing approaches your client organisation can adopt [P7].

In order to help them make an informed decision, your client organization wants you to compare home and international orientation and ways to assess competitors, outlining the implications of each approach [P8].

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To achieve M5, you should evaluate various marketing approaches and competitor analysis in relation to an organization and make recommendations on how they should operate in an international context.

To achieve D3, you should make recommendations on how organisations should be structured to maximize the opportunity in an international context.

Grading Criteria

Learning Outcome Pass Merit Distinction

LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context.

P1 Analyse the scope and key concepts of international marketing P2 Explain the rationale for it to want to market internationally and describe the various routes to market the organisation can

M1 Evaluate the opportunities and challenges that marketing internationally presents to your chosen client organisation

D1 Produce a critical evaluation of the international market context, including insight into how your chosen client organisation should adapt their marketing strategies for various markets

LO2 Evaluate entry to a selection of international markets and define the key success factors

P3 Evaluate the key criteria and selection process to use when considering which international market to enter

P4 Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each

M2 Apply the market evaluation criteria and entry strategies, and make recommendations for your chosen client organisation

LO3 Investigate how

elements of the

marketing plan can be

adapted or

standardised across

international markets.

P5 Present an overview of the key arguments in the global versus local debate P6 Investigate how the product, price, pricing and promotional distribution approach differs in a variety of international contexts

M3 Evaluate the context and circumstances in which your client organization should adopt a global or local approach, highlighting the implications of doing so.

M4 Determine and articulate in detail how to adapt the marketing mix of your client organization in different international markets

D2 Produce a critical evaluation of how the marketing mix is applied to a range of international contexts.

LO4 P7 Explain and analyse the various international marketing approaches your client organisation can adopt

P8 Compare home and international orientation and ways to assess competitors, outlining the implications of each approach.

M5 Evaluate various marketing approaches and competitor analysis in relation to an organization and make recommendations on how they should operate in an international context.

D3 Make recommendations on how organisations should be structured to maximize the opportunity in an international context

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Relevant Information Guide to student 1. Preparation guidelines of the Coursework Document

a. All coursework must be word processed. b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch). c. The assignment should be in a formal business style using single spacing and font size 12. d. Standard and commonly used type face such as Arial should be used. e. All figures, graphs and tables must be numbered. f. Material taken from external sources must be properly referenced using the Harvard

referencing system. g. You should provide references using the Harvard referencing system (including the Power

Point Presentations). h. Do not use Wikipedia as a reference.

2. Plagiarism and Collusion Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In this context the definition and scope of plagiarism and collusion are presented below: Plagiarism is presenting somebody else’s work as your own. It includes copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort. Collusion is copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt with according to the College procedure. (For details on Plagiarism & Collusion please see the Student Handbook)

3. Submission

a. Initial submission of coursework to the tutors is compulsory in each unit of the course. b. Student must check their assignments on ICON VLE with plagiarism software Turnitin to

make sure the similarity index for their assignment stays within the College approved level. A student can check the similarity index of their assignment three times in the Draft Assignment submission point located in the home page of the ICON VLE.

c. All Final coursework must be submitted to the Final submission point into the unit (not to the Tutor). A student would be allowed to submit only once and that is the final submission.

d. Any computer files generated such as program code (software), graphic files that form part of the coursework must be submitted as an attachment to the assignment with all documentation.

e. Any portfolio for a unit must be submitted as a hardcopy to the Examination Office. f. The student must attach a tutor’s comment in between the cover page and the answer in the

case of Resubmission. 4. Good practice

a. Make backup of your work in different media (hard disk, memory stick, etc.) to avoid distress due to loss or damage of your original copy.

5. Extension and Late Submission and Resubmission

a. If you need an extension for a valid reason, you must request one using an Exceptional Extenuating Circumstances (EEC) form available from the Examination Office and ICON VLE. Please note that the tutors do not have the authority to extend the coursework

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deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

b. Late submission will be accepted and marked according to the College procedure. It is noted that late submission may not be graded for Merit and Distinction.

c. All Late coursework must be submitted to the Late submission point into the unit (not to the Tutor). A student would be allowed to submit only once and that is the final submission.

d. Only one opportunity will be given for reassessment (resubmission) will be permitted and the assessment will be capped at Pass for the unit. In addition, no resubmission will be allowed in any component of the assessment for which a Pass grade or higher has been achieved.

e. Repeat Units – A student who has failed to achieve a Pass in both Final/Late submission and in the Resubmission must retake the unit with full attendance and payment of the unit fee. The overall unit grade for a successfully completed repeat unit is capped at Pass for that unit. Units can only be repeated once.

6. Submission deadlines

Submission deadlines Online to the ICON College VLE Final Submission date: 11-16 June 2018 Late Submission date: 18-23 June 2018

Glossary:

Analyse: Break an issue or topic into smaller parts by looking in depth at each part. Support each part with arguments and evidence for and against (Pros and cons). Break something down into its components; examine factors methodically and in detail to recognise patterns by applying concepts and making connections to predict consequences. Apply: Use a particular method/technique to solve a problem Compare: Estimate, measure or note the similarity or dissimilarity between one thing and another…(compare something to) draw an analogy between one thing and another for the purpose of explanation or clarification. Determine: Find a solution by argument, making clear your reasoning (e.g., determine the type of event that has occurred, based on the data provided”) (application) or “Determine the most appropriate course of action for the company, within the given constraints” (higher order skills). Evaluate: Examine in detail the meaning or essential features of a theme, topic or situation; break something down into its components; examine factors methodically and in detail, identify separate factors, say how they are related and how each one contributes to the topic to make reasoned judgements and conclusions. Review the information then bring it together to form a conclusion. Present: Produce an exposition/resumé for an audience, eg at the conclusion of the project to demonstrate what has been done and the outcome Produce: To bring to existence. Give rise to by intellectual or creative ability: to make or manufacture. Please access HN Global for additional resources support and reading for this unit. For further guidance and support on report writing please refer to the Study Skills Unit on HN Global. Link to www.highernationals.com

http://www.highernationals.com/
http://www.highernationals.com/