International Consumer Behaviour Assessment Task 1 Brief 2025

Assessment Brief

This assessment is one report split into two distinct tasks. You are to choose one of the following locally based companies and look to take the company to another country by adapting it using the theories of consumer behaviour. You are free to choose the country of destination that you are going to, but it is advisable to do some research before making a final choice so you know it is viable. Some students tend to have a habit of simply picking their home country and whilst this is possible, it is not always the choice which has the best evidence base.

You may choose one of the two companies below, please do not contact the companies directly, they are not involved in the assessment process and are simply being used as a case study.

1. Up Circle: - https://upcirclebeauty.com – a UK based sustainable skin care company.

2.    Bullion Chocolate:  https://www.bullionchocolate.com- craft chocolate company - based in Sheffield

You must effectively demonstrate a thorough understanding of the differences in consumer behaviour across cultures, and the need for the brand to adequately adjust accordingly. You may wish to adapt and change the brand, product line, promotion, distribution strategy or pricing strategy for the new country/culture you are planning to launch in, but please note, it is not necessary to change everything, just the elements you consider to be most important.

PTO for the detailed brief.

Task 1 – Report Part 1: Setting the Scene

1. Company Selection and Reasoning for the Choice of Country

Firstly, please make it clear which company you have chosen to avoid any ambiguity. You will then need to provide some evidence-based support to outline why the country you are going to is worth investigating. You should look at the specific industry, evidence market growth of segments developing in the country by analysing data to support your views, exploring what the competition is and where there are potential gaps. It is worth doing research before doing any writing to make sure your choice is viable.  You should be looking to use viable from credible sources material to support your point of view here, it is worth noting that market data is more useful than academic models at this point.

2.  Product and Brand: Product Model, Brand and Brand Identity

Here, you will need to apply how you see the product and brand currently is in the UK according to how you see it. You will need to be apply models to show what your product/brand is - models used in lectures/seminars should be considered a bare minimum here and you should be trying to bring in wider reading to give a solid account of why you feel the brand stands for what it does and outline potential reasoning for it. As stated previously, please do not contact the company directly for this, they are not involved directly in the assessment process.

3. Segmentation, Targeting and Positioning

Split up the market place of the country you are going to into potential segments as per lectures and seminars. Decide who you will target and why followed by how you want to be seen by discussing your position.  You should be looking to create 2-3 pen profiles and briefly discuss your targeting selection before showing your market position. You will need to link this section to your market analysis (the first part) to help justify the segments.