MBOC7033 International Marketing Management Assessment Brief 2026

MBOC7033 Assessment Brief

Every module has a module which is the officially validated record of the module.  You can access the module information via:

The Open Learning system

the Hardcopy of the module documents distributed by the lecturer (If required)
All modules are delivered by the Universiti Malaya-Wales Faculty of Business at its main campuses in Kuala Lumpur. In the unlikely event of any discrepancy between the Academic Regulations and any other publication, including this module guide, the Academic Regulations, as the definitive document, take precedence over all other publications and will be applied in all cases.

Introduction to the Module

The module will expose students to the entrepreneurial behavior, types of leadership and the processes, practices, and decision-making activities that lead to the realization of effective leadership style.

Course Learning Outcomes

Like all modules at Universiti Malaya-Wales, this module is taught on the basis of achieving intended learning outcomes.  On successful completion of the module, the student will be expected to be able to demonstrate the following:

CLO1: Discuss the concept of business incubation, venture creation and start-ups (C2, PLO 1).

CLO2: Integrate the incubation and new venture creation framework and processes to develop an entrepreneurship idea(s) (A4, PLO10).

CLO3: Propose business start-up ideas, processes, approaches and plans by presentation. (A3,PLO5).

The assessment is based on meeting these learning outcomes, shown explicitly in section 4, where the assessment task is linked to these learning outcomes.

Course Learning Outcome and Assessment Strategy (Indicative)

Module Assessment

The assessment for this module is as follows:

All assessment forms must be submitted by the published deadline detailed above.  It is your responsibility to know when work is due to be submitted – ignorance of the deadline date will not be accepted as a reason for late or non-submission.  You are requested to keep a copy of your work (excluding exams).

Individual Assignment (50%)

You have been appointed as an international marketing consultant by a leading Malaysian halal cosmetics and skincare brand that is ready to expand globally. Your client seeks expert guidance to launch its halalcertified beauty products in a new foreign market.

You are required to develop a comprehensive international marketing plan that reflects a strong understanding of the global halal beauty industry, local market conditions, consumer trends, and cultural/regulatory frameworks in the chosen market. The report must also provide a tailored marketing mix strategy to ensure successful internationalization and sustainable growth.

You may select one country for entry: India, New Zealand, France, or Vietnam.

Assignment Guidelines

1. Company and Product Background

• Overview of the halal cosmetics brand (history, values, certifications, unique selling proposition).
• Product categories (e.g., skincare, makeup, haircare, fragrances).
• Current position in Malaysia (market share, customer base, branding as halal/natural/sustainable).
• Justification for international expansion (e.g., rising global demand for halal beauty, growth of ethical and cruelty-free markets, brand maturity).

2. Country and Cultural Analysis

• Cultural Factors: Beauty perceptions, modesty standards, skin tone diversity, cultural importance of natural/halal products, influence of religion.
• Consumer Behavior: Skincare vs. makeup usage patterns, demand for clean/ethical beauty, price sensitivity, online vs. in-store shopping preferences.
• Economic Factors: Market size, spending power on cosmetics, size of the beauty/wellness industry.
• Political & Legal Factors: Import/export regulations, halal certification recognition, cosmetic safety standards, advertising rules.
• Market Entry Strategy: Recommend an entry mode (e.g., distributorship, franchising, joint venture, flagship store, e-commerce entry).
• Target Market Profile: Define ideal customers (age, gender, income, lifestyle, values).

3. International Marketing Mix Strategy

Product: Localized product ranges (skin tones, textures), halal and cruelty-free branding, eco-friendly packaging.

Price: Pricing strategy (penetration for mass market vs. premium halal positioning), competitor benchmarking, bundle offers.

Place (Distribution): Retail presence (department stores, halal-certified pharmacies, pop-up stores), online platforms (local e-commerce, Shopee/Lazada equivalents), direct-to-consumer channels.

Promotion:

Social media influencers (beauty bloggers, halal lifestyle advocates).

Campaigns emphasizing purity, halal assurance, and ethical sourcing.

Collaborations with local beauty communities.

Loyalty and referral programs.

4. Implementation Roadmap and Partnerships

Suggested phases (soft launch online → physical presence → expansion to multiple outlets).
Partnerships with halal certification bodies, dermatologists, beauty schools, or NGOs promoting ethical consumption.
KPIs to measure progress (sales revenue, market share, social media reach, repeat purchase rates).

5. Conclusion

Recap of key strategies for successful global expansion.
Reflection on the brand’s readiness to internationalize.
Long-term success drivers (sustainability, continuous innovation, building global halal beauty awareness).

The Assignment Format and Guide

The students are required to follow the following assignment format:

Case Study (50%)

Please watch the following Youtube video via the link on “China Coffee Wars — Why Starbucks Is Losing The Battle With Luckin” and construct a case study report with the following requirement: Case study video: China Coffee Wars — Why Starbucks Is Losing The Battle With Luckin

Assignment Task

You are required to write a case study report that critically evaluates Starbucks’ position in the Chinese market and develops an international marketing perspective on its challenges and opportunities.

Your report may include the following sections:

1. Case Context and Background

• Summarize the challenges faced by Starbucks in China, linking to the rise of domestic competitors.
• Identify the structural changes in consumer behavior and the competitive landscape post-COVID.
• Explain why China represents both an opportunity and a challenge for Starbucks.

2. Analytical Evaluation

• Apply at least two analytical frameworks (PEST, SWOT, or Porter’s Five Forces) to assess Starbucks’ external and internal environment.
• Highlight how these factors directly affect Starbucks’ competitive advantage in China.
• Compare Starbucks’ business model with that of local players (Luckin, Cotti, Manner), emphasizing differences in pricing, digital adoption, and customer engagement.

3. Consumer Behavior and Market Segmentation

• Evaluate how Chinese consumer expectations around price, digital services, and cultural relevance have shifted compared to pre-pandemic patterns.
• Re-define Starbucks’ key target segments in China (e.g., urban professionals, students, middle-class aspirers, health-conscious consumers).
• Discuss how Starbucks can re-align its value proposition to these evolving needs.

4. Strategic Alternatives

• Propose two or more strategic options that Starbucks could pursue in China (e.g., digital transformation, localized partnerships, product innovation, pricing shifts).
• Discuss the trade-offs of each option (benefits, risks, feasibility).
• Justify your preferred strategy using international marketing principles (adaptation vs. standardization, brand equity management, global vs. local positioning).

5. Risks and Global Brand Considerations

• Identify potential risks in implementing the chosen strategies (e.g., brand dilution, cultural misalignment, operational risks).
• Suggest mitigation approaches that balance Starbucks’ global brand identity with the local Chinese context.

6. Conclusion

• Summarize key insights from your analysis.
• Reflect on what this case reveals about the challenges of global brand management in highly dynamic local markets.
• Provide forward-looking recommendations for Starbucks as it navigates the future of coffee retail in China.