MGTM27 International Marketing Assessment Brief 2025 | University of Sunderland

Learning Outcomes

This assignment assesses K1, K2, K3. Upon successful completion of this module, students will demonstrate the ability to:

K1 Evaluate conceptual frameworks related to management decisions on globalisation and international market selection.
K2 Evaluate the strategic impact of the external environment, including sustainable and digital, on the marketing decisions of organisations.
K3 Develop effective and sustainable market responsive marketing programmes.

Report Assessment Brief:

 4,000 words 100% weighting

Format – the assessment will be submitted via Turnitin as one ‘word’ file containing all elements of the report.

Background & Context

Ringtons Tea, established in 1907 in Newcastle upon Tyne, is a family-owned company renowned for its premium loose-leaf teas and British craftsmanship (Ringtons, n.d.). While its core market remains the UK, the company has ventured into international markets through its online platform. However, this international expansion is not without its challenges. Cultural differences significantly influence consumer preferences, particularly in the beverage sector (Hofstede, 2001; Steenkamp, 2001). For example, variations in tea consumption habits, such as preferences for ready-to-drink options or distinct regional blends, necessitate a nuanced approach to product adaptation and consumer education regarding British tea culture (Czinkota & Ronkainen, 2013).

Moreover, logistical intricacies, including international shipping, tariff barriers, and the imperative to maintain product quality during transit, can significantly impact profitability (Cavusgil, Knight, Riesenberger, Rammal, & Rose, 2014). Additionally, Ringtons faces intense competition from both well-established local tea brands and multinational corporations that command substantial global market share (Food and Agriculture Organization [FAO], 2024). To navigate these complexities successfully, Ringtons must develop a resilient international business strategy that incorporates a flexible marketing mix, tailored to the unique dynamics of each target market (Levitt, 1983; Douglas & Wind, 1987).

References:

•  Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L. (2014). International business: The new realities. Pearson Australia.
•  Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
•  Douglas, S. P., & Wind, Y. (1987). The myth of globalization. California management review, 29(3), 19-38.
•  Food and Agriculture Organization. (2024). Current global market situation and medium-term outlook. Retrieved from https://www.fao.org/markets-and-trade/commodities-overview/beverages/tea/en
• Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations. Sage publications.
•  Levitt, T. (1983). The globalization of markets. Harvard business review, 61(3), 92-102.
• Ringtons. (n.d.). Our story. Retrieved from https://www.ringtons.co.uk/our-story
•  Steenkamp, J. B. E. (2001). The role of national culture in international marketing research.
  International Marketing Review, 18(1), 30-44.

Task

As a newly appointed International Marketing Executive for Ringtons Tea, you will:

• Identify a completely new international market for the company.
•  Research the chosen market and provide marketing recommendations.

Notes:

• There will be focus on standardisation and adaptation to meet the needs of the market and satisfy your objectives.
• You will use the same chosen international market and company throughout all elements of the assignment.

Report Contents

Format: One word document containing both Part 1 and Part 2.

Executive Summary (maximum 100 words)
Summarise the report in its entirety, including your recommendations.

Introduction (maximum 100 words)
Briefly outline what you are aiming to achieve, link this to the corporate strategy of your chosen company.

Part 1. Critical Market Analysis (Actual 1000 words)

Purpose - You are to research your one chosen international market and justify your market choice to Ringtons Tea’s Board of Directors. Using relevant and current sources the market analysis must critically evaluate the potential market communicating:

•  why this market profitable
•  where there is potential for market growth
•  potential challenges.

Guidance - Images and other design ideas can be used to convey key points. This element is your opportunity to demonstrate in depth and critical research. You will use this market intelligence to underpin Part 2. Coverage should be specific to the new country market and include for example: relevant cultural / societal developments, geography, political, economic systems, legal systems (e.g.: regulations and product category may differ by country depending on product content), technological development and infrastructure. Competitors must be considered. The presentation should not take the format of a PESTLE analysis. The word count Part 1 -is 1000 words.

Your presentation element is marked for evaluation of market knowledge, design and engagement with its target audience (Ringtons Tea Board of Directors).

Part 2. Recommendations (Actual wordcount 2,800)

Audience – Ringtons Tea Board of Directors

Purpose – You are to make recommendations on an effective and appropriate international marketing strategy. The recommendations will be guided by your insights from the market knowledge in Part 1 Critical Market Analysis.
The recommendations will focus on standardisation and adaptation. The recommendations are to cover the following areas:

2.1   Recommendations - Entry Mode and Organisation Structure (guided wordcount 400 words)

Guidance – based on theory from the module, this element must critically examine the alternatives and recommend the most
 
effective entry solution for this market and organisational structure. The organisational structure should be depicted as an organisational chart.

2.2  Recommendations - Target Market (Segmentation Targeting and Positioning) and Market Research (guided wordcount 800)

Guidance – this element must clearly identify the STP strategy for the chosen international market. Applied discussion to clearly identify the Ringtons Tea customer, targeting strategy and positioning strategy should be critical and underpinned with STP theory from the module. This element should also include a brief section on how you would approach market research to determine your market.

2.3  Recommendations - Marketing Objectives (guided wordcount 50 words)

Guidance – this element must clearly identify three or four achievable marketing objectives around which your marketing mix recommendations should be formulated.

2.4 Recommendations - Marketing Mix for Standardisation or Adaptation. (guided wordcount 1,350)

Guidance – this element should focus on the 4P’s. Recommendations should be critical, evaluating the opportunities to standardise or adapt each of the marketing mix elements. Recommendations should be justified in terms of your knowledge of the market and underpinned with links to relevant international marketing concepts/ models and theory from the module.

2.5  Conclusion (guided wordcount 200)

Assessment Format

One word file containing Part 1 and 2. Word Count
4,000 words (+/ - 10%) including in-text citations [e.g. (Smith, 2011)]. Word count excludes any appendices, and reference lists.
Students should demonstrate the ability to summarise and synthesise information to meet the word limit.
Word counts indicated in brackets in the assessment brief for each sub-section, are for guidance only however suggest a suitable amount of focus for each element and assist in produce a balanced report if fairly closely followed.

Actual word counts:
Executive summary & introduction – 200 words Part 1 – 1000 words
Part 2 – 2800 words

Front Page:
•    Module Code and Module Title
•    Title of Assignment
•    Module Leader’s Name
•    Your Tutor’s Name
•    Your name (Family name underlined / in capital letters)
•    Your Student Number
•    Date of Submission Wednesday 28th May 2025, latest submission time 23.59

Recommended Fonts - make your assignment easy to read – some guidelines
•    Make all general typeface 12pt Arial, Calibri, Tahoma
•    All pages should be numbered
•    Professional presentation