MARK7018 Sustainable Global Marketing Strategy Coursework 2 Brief 2026 | Oxford

See the solution of this brief: MARK7018 Sustainable Global Marketing Strategy CW2 Example

MARK7018 Coursework 2 Brief

Stage 1: The decision on whether to internationalise 

• Justify on preparedness of the chosen brand AND industry globalism
• One paragraph for firm’s preparedness + one paragraph for industry globalism 

• Firm’s Preparedness 

o international/global presence (if any) 

o current operation/performance 

o firm size and resources (financial, human resources etc.) 

o any USP (e.g. COE) etc. 

• Industry Globalism 

o global market size 

o market growth 

o big players 

o intensity of global competition etc. 

✓ Focus on the ‘nine strategic windows’ by Solberg (1997) as cited by Hollensen  (2020) 

✓ For this IMP, the decision needs to be to ‘internationalise’ – chose from the  reduced five options (see seminar 3) 

✓ Signpost to the framework 

Stage 2: Deciding which market to enter 

• Use the funnel approach
• The entire world does not need to be put into this ‘funnel’!
• Identify an initial pool of countries (some could be ‘knocked out’)
• This would depend on the current international operations of the chosen brand 
• Justify the choice of this initial pool of countries
• Conduct a critical evaluation of this pool of countries and make adjustment  considering any other factors
• Identify the most attractive country market
• Use suitable and objective criteria 
• Conduct a focused STEEPLE on the chosen country market  

o 5 most relevant including the ENVIRONMENTAL (sustainability  issues) one 

• Be mindful of the word limit
• Remember that some elements may have been used within the criteria when  evaluating the country pool
• Identify the key opportunities and threats (may include a SWOT table) 
• Set some (2-4) SMART objectives  

Stage 3: Market entry strategy 

• Several factors influence this decision 
• The initial decision needs to be justified by applying relevant factors
• Apply the most/more pertinent factors 
• Consider the current operations of the chosen brand 
• This will help determine some of the more pertinent factors
• Choose the most suitable entry mode with justification on pertinent the factors  

Stage 4: Designing the global marketing programme 

• Involves marketing mix (4 Ps) decisions
• Address and integrate relevant sustainability issues
• Conducting a focused STP would help but be mindful of the word limit
• Arguments surrounding standardisation versus adaptation need to be considered for all 4 Ps 
• Consider ethical and socially responsible marketing issues
• The design should focus on the first 12 months
• Detailed budgeting is not needed but the brand’s capabilities need to be  considered 

Stage 5: Implementing and coordinating the global marketing programme 

• Detailed discussion of the implementation of the marketing programme • A Gantt Chart would help depict this stage
• The focus should be on the first 12 months