| Category |
Assignment |
Subject |
Marketing |
| University |
University of Greenwich |
Module Title |
MARK 1283 Global Strategic Marketing |
Your Assessment Brief:
Students are to choose an existing company that intends to venture into a new country as a new market. The choice of company that is to be used must be fully operational with an existing website accessible in the English language. The choice of a new market/country the company intends to enter should not be one that the company has already entered. For example, a group can focus on Lidl as a company and South Africa as the new market (since Lidl is not in South Africa).
Summative Assessment 1 brief: Group Presentation
In-class group presentation focusing on a new market that is to be entered and justification of that choice. The presentation must also include the market entry strategy selection and the justification.
- Group sizes can be 3 or 4 people and you must decide on a group name.
- Compulsory equal time for each member of the group to present will be required.
- One component of rubric weighting (presentation skill) will be individually assessed.
- The presentation should be 10 minutes long.
- The PowerPoint slides should not be more than 8.
The PowerPoint presentation should cover the following:
Tasks
1. Introduction identifying the new market choice
2. An overview of the market environment of the new market using PESTLE (Political, Economic, Socio-cultural, Technology, Legal and Ecological Environment)
3. Identify and analyse key market indicators to assess the attractiveness of the new market Consider the following indicators:
- Economic Indicators: GDP growth rate, per capita income, inflation rate, etc.
- Market Size and Growth: Population size, urbanization rate, market growth potential.
- Industry-Specific Indicators: Demand for consumer electronics, technology adoption rates, competitive landscape.
- Any other relevant indicators.
4. Evaluate the different modes of entry/ market entry strategies and recommend the most suitable one for the new market/country. Consider factors such as investment risk, control, resource commitment, and long-term strategic goals.
5. Conclusion and References.
Summative Assessment 2: Individual Report
Guidance:
The second summative assessment will be a 2000 word (+/- 10%) individual written report. The report will be a global marketing plan for the selected company. The individual written report will build on summative assessment 1. You can continue with the company the group chose or you can select a different company of your choice.
The structure:
- The report should start with an executive summary addressing the relevant information discussed in the report.
- This should be followed by an introduction section providing information on the product/service and justification for the choice of market.
- The PESTEL analysis of the chosen market should be discussed (recent reputable sources not more than 3 years should be used).
- The segmentation, targeting and positioning strategies
- The market entry strategy selection and justification
- The marketing mix of the chosen product/service should be analysed in line with the PESTEL analysis—with justification provided for any product/service adaptation or standardization strategies.
- The report should end with a conclusion, summarizing what was discussed in the report
- References list
Module Aim
This module aims to equip students with knowledge of global marketing concepts and strategies that encompass countries from several different regions in the world, as demanded by global organisations and marketing agencies. This module will develop employability skills that enable students to work within a dynamic environment and the cultural influences of global trade.
Module Learning outcomes
LO1: Critically evaluate the various components of the global environment and their impact on the strategic decisions of international businesses and organisations.
LO2: Design and justify an efficient marketing mix for new markets considering the role of diversity, sustainability, blockchain and entrepreneurial branding in global marketing.
LO3: Critically appraise the selection of global marketing strategies for competitive advantage and superior organisational performance.
