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Scoping the International Market and Rolling out the Marketing Plan

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Scoping the International Market and Rolling out the Marketing Plan
Higher Nationals
Assignment Brief – BTEC (RQF)
Higher National Diploma in Business
Student Name /ID Number
Unit Number and Title Unit 40: International Marketing
Academic Year 2018-2019
Unit Assessor Chris Murray
Assignment Title Scoping the International Market and Rolling out the Marketing Plan
Issue Date 6 November 2018
Submission Date 15 December 2018
IV Name Praneeta Phadke
Date
Submission Format:
Scenario 1: The submission is in the form of an individual written report. This should be written in a
concise, formal business style using single spacing and font size 12. You are required to make use of
headings, paragraphs and subsections as appropriate and all work must be supported with research and
referenced using the Harvard referencing system. Provide a bibliography using the Harvard referencing
system. The recommended word limit is 1250 words, you will not be penalised for exceeding the total
word limit.
Scenario 2: The submission is in the form of a 10-minute PowerPoint presentation and 5 minutes
allocated for questions. The presentation slides and speaker notes should be submitted as one copy. You
are required to make effective use of PowerPoint headings, paragraphs and subsections as appropriate.
Your research should be referenced using the Harvard referencing system. Please also provide a
bibliography using the Harvard referencing system. The recommended word limit is 1250 words,
including speaker notes, although you will not be penalised for exceeding the total word limit.
Unit Learning Outcomes:
1
2
3
4
Demonstrate an understanding of how marketing contributes to business strategies in an
international context.
Evaluate entry to a selection of international markets and define the key success factors.
Investigate how elements of the marketing plan can be adapted or standardised across international
markets.
Demonstrate an understanding of how to organise and evaluate international marketing efforts
(multinational, global, transnational, meta-national, etc.)
Assignment Brief and Guidance:
Pearson Education
Higher Education Qualifications
Assignment Brief
Scenario 1 (LO1 & LO2)
Reading the attached case study “How IKEA adapted its strategies…” (see page 5), also by studying “The
Nando’s Strategy” and other relevant sources, please complete the following:
You are employed by “Lush” (cosmetics retailer headquartered in Poole) as a marketing consultant and
they are currently thinking about expanding to more countries.
They would therefore like you to write a report for the owners, focusing on how marketing contributes
to business strategies in an international context and how they can enter into international markets and
be successful in these.
You will need to produce a report which includes the following:
 An introduction to the organisation.
 Use a range of sources to define international marketing and highlight the main differences to
local marketing.
 Assess the scope and key concepts of international marketing.
 Explain the rationale for an organisation to want to market internationally.
 Describe the various routes to market an organisation can adopt and which route the company
should adopt and why?
 There are many international markets that an organisation can enter, so evaluate the key criteria
and selection process that the company should use when considering which international market
to enter.
 Define and explain what a market entry strategy is, using examples of the different strategies that
are available to an organisation and include the advantages and disadvantages of each.
 Conclusions and recommendations on how and why the company should enter the international
market.
Pearson Education
Higher Education Qualifications
Assignment Brief
Scenario 2 (LO3 & LO4)
The owners of Lush were very impressed with the report you wrote for them and they would now like
you to give a presentation to them and the general management team on how the marketing plan can
be adapted or standardised across international markets and how to organise and evaluate marketing
efforts.
You will conduct a group presentation which should contain the following:
 An introduction to the organisation and their current market.
 Explain the difference between global and local marketing, using examples where appropriate.
 Present an overview of the key arguments in the global v local debate.
 How does the product, pricing, promotional and distribution approach differ when using a variety
of international markets?
 Explain and analyse in detail the various international marketing approaches the company can
adopt. Use examples from other organisations to further enhance your answer.
 Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach.
 Conclusions and recommendations for the company.
Learning Outcome 1 Demonstrate an understanding of how marketing contributes to business strategies in
an international context.
Analyse the scope and key concepts of international marketing.
Explain the rationale for an organisation to want to market internationally and describe the various
routes to market they can adopt.
Evaluate the opportunities and challenges that marketing internationally presents to an organisation.
Produce a critical evaluation of the international market context, including insight into how
organisations should adapt their marketing strategies for various markets.
Learning Outcome 2 Evaluate entry to a selection of international markets and define the key success
factors.
Evaluate the key criteria and selection process to use when considering which international market to
enter.
Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each.
Apply the market evaluation criteria, entry strategies and make recommendations for a selected
organisation.
Pearson Education
Higher Education Qualifications
Assignment Brief
Produce a critical evaluation of the international market context, including insight into how
organisations should adapt their marketing strategies for various markets.
Learning Outcome 3 Investigate how elements of the marketing plan can be adapted or standardised
across international markets.
Present an overview of the key arguments in the global vs local debate.
Investigate how the product, pricing, promotional and distribution approach differs in a variety of
international contexts.
Evaluate the context and circumstances in which an organisation should adopt a global or local
approach, highlighting the implications of doing so.
Determine and articulate in detail how to adapt the marketing mix of a selected organisation in
different international markets.
Produce a critical evaluation of how the marketing mix is applied to a range of international contexts.
Learning Outcome 4 Demonstrate an understanding of how to organise and evaluate international
marketing efforts (multinational, global, transnational, meta-national, etc.).
Explain and analyse the various international marketing approaches organisations can adopt.
Compare home and international orientation and ways to assess competitors outlining the implications
of each approach.
Evaluate various marketing approaches and competitor analysis in relation to an organisation and make
recommendations on how they should operate in an international context.
Make recommendations on how organisations should be structured to maximise the opportunity in an
international context

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