093 International Marketing Assignment Brief - UCB

093 ASSIGNMENT TASK:

• Please enter the assignment task/requirements here. 
• As a Marketing consultant, you have been tasked with identifying a new market for a consumer brand looking for opportunities to expand over the next 3 years and developing an International Marketing Plan for them. To do this, you must:
• Choose a suitable host market The proposed host market should be one of the following countries: Saudi Arabia, Poland, Vietnam, India, Malaysia, Indonesia Brazil, Mexico, Thailand or South Africa 
• Choose a consumer brand which does not currently operate in your chosen host market. The brand should be one of the following 
• Chagee
• Luckin’ Coffee
• SandBox VR 
• SkiDubai
• The Range
• LegoLand
• Nio cars
          
• Conduct a comprehensive country analysis of your chosen host market.This should include a Macro environmental analysis as well as a market audit.
• Produce an International Marketing Plan, identifying a suitable mode of entry and provide recommendations on how the brand can grow its marketing strategies accordingly

MARKING CRITERIA OF 093:

• Below are the marking criteria that align with both the task(s) set and the quality of your document.  Clear weightings/marks will be noted for each criterion.  
• The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.
• Choice of suitable brand and host market, demonstrated in the Introduction and Conclusion – 10%
• Host Country Attractiveness (Macroenvironmental analysis)– 25%
• Market Audit and Competitor Analysis – 25%
• Marketing Plan - 40%
• A more detailed breakdown of marks has been provided in the International Marketing Plan Template.

093 TASK AND DOCUMENT FORMAT GUIDANCE:

• Focus on attention to detail, quality of work and overall academic standards.  
• Specific Guidance for this assignment (include guidance on each task and the format of the document):
• You must follow the International Marketing Plan structure that will be given to you.
• chosen brand when developing the Marketing Plane.gwill it have to reconsider its existing positioning strategy? Will the existing product lines need to be adapted? Do the cultural differences imply a modification of communications mix and strategy? Will the pricing strategy need to be adapted? What mode of entry options exist for your chosen company etc.More guidance is provided in the seminars and accompanying handbooks.
• Ensure that the recommendations are based on the country analysis including the market audit and competitive analysis.
• The conclusion should state whether entering this host market for your chosen brand is a feasible idea or not.
• Please write in a concise manner.
• Ensure you utilise appropriate academic theory, models and Marketing language in your report.
• You are required to use a range of quality references incorporating both academic and industry sources to support your arguments. These can be found in the Reading list, the International Marketing Plan Template and you will be signposted to these during the course of the semester. 

For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

E-SUBMISSION GUIDANCE:

This assignment will require you to submit your work by uploading a document in Word or PDF format to Canvas. Please follow this online guide on document submissions and contact the DICE team on dice@ucb.ac.uk if you need any further support.

093 LEARNING OUTCOMES:

• Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.
• Please enter the Learning Outcomes assessed by this assignment: 

1. Examine the impact of cultural and country specific forces on international marketing
2. Analyse the influence of the contemporary international environment on marketing strategies.
3. Analyse the effect of internationalisation on the implementation of the marketing mix.

ACADEMIC SKILLS OUTCOMES:

• The Academic Skills Outcomes to be developed by completing this assignment can be found here.
• For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.

093 GENERAL ASSIGNMENT GUIDANCE: