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Assess, analyse and conceptually apply the key concepts of international marketing, including the critical evaluation and the application of key tools, models and theories
Module code and title:
MG628 International Marketing Management
Module leader:
Assignment No. and type:
CW1 Written Report (Individual, 2000 words)
Assessment weighting:
60%
Submission time and date:
Target feedback time and date:
Assignment task
Your report should be based on ONE of the top two countries you identified in the group presentation.
Please note: Use of EBSCO Database on College’s online library will be imperative throughout the work. This wider research will be needed to underpin and justify your answers.
The Assignment Tasks:
1. Market Entry Strategy
Loaf is exploring the option of entering into a direct arrangement with a leading supermarket chain of your choice (i.e., without using an agent or distributor) in your chosen country, which would give that chain the exclusive rights to sell Loaf products in their physical stores.
Given your chosen market knowledge from your group presentation and research, you are now required to critically evaluate this option. Provide evidence for your points with clear links to your understanding of the consumer and the retail environment. Both secondary research using EBSCO Database on College’s online library and academic research should be used. Clearly state any assumptions considered, if applicable. (500 words)
2. Global Trends and Their Application in the Local Environment
Loaf`s CEO has asked you to identify TWO key global trends particularly relevant to Loaf`s brand proposition. For each trend, you need to:
Clearly state why this trend is especially relevant to Loaf.
Discuss how far this trend seems to be emerging or already important in your particular country using both qualitative and quantitative data (i.e., what is the evidence for that trend on a local rather than a global scale?).
Provide and justify one specific recommendation regarding a change to the marketing mix or an action you consider necessary in your chosen country because of that trend. (250 words per trend)
3. Country-Specific Communications
(i) When developing and implementing the Segmentation, Targeting, and Positioning (STP) strategy for your chosen country, ensure you demonstrate a comprehensive understanding of your target customers` interests, values, lifestyles, perceptions, attitudes, cultural nuances, and technology usage. Utilize data from the EBSCO Database available through the College’s online library to support your analysis. Summarise your STP strategy with an appropriate table and/or diagram; note that this visual representation will not be included in the word count.
(ii) Briefly outline the marketing mix, especially focusing on marketing channels to be used to educate, engage, and convert consumers in the chosen market. Include an explanation as to why you believe these channels are effective.
(iii) Examine the extent to which social media communications (identified in the channels above) need to be standardised or adapted in your chosen country. Ensure that any culturally specific needs and requirements are considered, engaging appropriately with the consumers you have profiled in task 3 (i). (800 words)
4. Report Writing, Citing and Referencing
The final 15% of marks will be given for this, considering the whole report. Your report should include a contents page, introduction, conclusions, and list of references, as well as your responses to the tasks above. All pages should be numbered.
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
LO1 Assess, analyse and conceptually apply the key concepts of international marketing, including the critical evaluation and the application of key tools, models and theories.
LO2 Critically evaluate the concept of globalisation within given situations and how it may or may not be applicable and why.
LO4 Devise and critically justify a strategic marketing plan based on your market selection, including both an initial launch and a follow-up strategy, utilising a variety of management skills and tools.
Practicalities: Referencing, presenting and submitting your work
Please see your programme handbook for information on the required referencing style, any presentational requirements and the process for submitting your work.
Confidentiality
You should maintain and respect confidentiality in relation to the protection of personal, technical and/or commercial information of a sensitive nature in your assessed work.
For further information and guidance, please see your programme handbook.
Fail
Fail
Pass
Pass
Pass
Pass
Pass
0-34 (F) –
Fail
35-39 E –
Marginal fail
40-49 (D)
50-59 (C)
60-69 (B)
70-79 (A)
80-100 (A+)
Not successful
Below required standard
Satisfactory
Good
Very Good
Excellent
Outstanding
Knowledge and Understanding (25%)
This should include evidence of:
Depth of knowledge and understanding of; engagement with subject-specific theories, paradigms, concepts, and principles – these include: market entry strategy/option proposed or chosen; global trends; consumer insights / STP: marketing channels to be used, communications that are country specific including the use of social media and the debate around standardisation and adaptation)
Struggles to understand and apply the concepts of market entry strategy, global trends and communications -the evidence presented, if any, fails to drive the argument forward.
A rushed or superficial attempt lacking academic underpinning and research. Less than four articles or articles are not peer-reviewed.
Although some useful points are made, the evaluation lacks depth, reflecting the need for wider academic reading, more research, and further consideration.
Some evidence of wider reading and research informs this evaluation. What is included in useful, but there are a few gaps.
A well-balanced evaluation showing evidence of wider academic reading and secondary research and reaching clear conclusions
An excellent and well- informed evaluation showing good evidence of wider academic reading and secondary research and reaching useful and sensible conclusions.
Exceptional systematic approach, including coherent and detailed knowledge well beyond what has been taught, all of which is at, or informed by, the forefront of defined aspects of the discipline e.g. recent research.
Analysis and Criticality (30%)
This should include evidence of: Logic and argument • Use and range of independently selected sources (EBSCO Database) • Analysis and synthesis • Analytical reflection • Problem-solving and decision-making • Organisation and communication of the following key themes required to be examined and discussed in the report;
market entry option considered and its evaluation; global trends influencing the decisions; communication with particular focus on consumer insights (STP, communication channels including the use of social media and the extent to which they should be adapted or standardised to your chosen market/target)
The work demonstrates a limited or no ability to work with relevant techniques of analysis and enquiry accurately;
Conceptual understanding evident is limited thus the work does not:
• devise and sustain arguments and/or solve problems
• describe and comment upon aspects of current research and scholarship on global trends, with little or no appreciation of the uncertainty, ambiguity, and limits of knowledge;
• use relevant and appropriate sources resulting in few if any scholarly reviews.
The work demonstrates an insufficient ability to use established techniques of analysis and enquiry within the discipline;
The conceptual understanding evident enables the work to partially demonstrate:
• use of ideas and techniques to devise and sustain arguments and solve problems
• the ability to describe and comment upon aspects of current research and scholarship on global trends, albeit with only a developing appreciation of the uncertainty, ambiguity, and limits of knowledge;
There is a limited range of independently selected relevant and appropriate scholarly sources.
The work demonstrates a sufficient ability to deploy established techniques of analysis and enquiry within the discipline;
A basic yet sufficient conceptual understanding is evident that enables the work to demonstrate:
• use of ideas and techniques to devise and sustain arguments and solve problems,
• the ability to describe and comment upon aspects of current research and scholarship, with a sufficient appreciation of the uncertainty, ambiguity, and limits of knowledge;
• use a sufficient range of independently selected relevant and appropriate scholarly sources.
The work demonstrates a sound ability to deploy established techniques of analysis and enquiry within the discipline;
A sound conceptual understanding is evident that enables the work to demonstrate:
• use of ideas and Techniques to devise and sustain arguments and solve problems,
• the ability to describe and comment upon aspects of current research and scholarship, with a sound appreciation of the uncertainty, ambiguity, and limits of knowledge;
• use of a sound range of independently selected relevant and appropriate scholarly sources.
The work demonstrates a sophisticated ability to deploy established techniques of analysis and enquiry within the discipline.
A sophisticated conceptual understanding is evident that enables the work to demonstrate:
• use of ideas and techniques to devise and sustain arguments and solve problems,
• the ability to describe, synthesise and critique aspects of
current research and scholarship, with a sophisticated appreciation of the uncertainty, ambiguity, and limits of knowledge
• use of a sophisticated range of independently selected relevant and appropriate scholarly sources.
The work demonstrates a highly accomplished ability to deploy established techniques of analysis and enquiry within the discipline;
A highly accomplished conceptual understanding is evident that enables the work to demonstrate:
• use of ideas and techniques to devise and sustain arguments and solve problems,
• the ability to describe, synthesise and critique all relevant aspects of current research and scholarship, with a nuanced appreciation of the uncertainty, ambiguity, and limits of knowledge;
• use of a highly accomplished range of independently selected relevant and appropriate scholarly sources.
The work demonstrates an exceptional ability
to deploy established techniques of analysis and enquiry within the discipline;
A superior conceptual understanding is evident that enables the work to demonstrate:
• use of ideas and techniques to devise and sustain
arguments and/or
solve problems,
• the ability to describe, synthesise and critique all relevant aspects of current research and scholarship, with a highly nuanced appreciation of the uncertainty, ambiguity, and limits of knowledge;
• use of a superior
range of independently
selected relevant and
appropriate scholarly sources.
Application and practice (30%)
This should include evidence of:
Development and/or application of managing innovation specific specialist skills
Accuracy, coordination, and proficiency in completion of processes
Technical skills
Presentation of research findings and use of data
Work demonstrates a limited or no ability to select and apply appropriate models and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn:
• practical processes attempted but inaccurate;
• use of an appropriate
range of technical
skills is not demonstrated in
most including key
areas
• presentation of research and findings is not clear or effective
Work demonstrates an insufficient ability to select and apply appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn:
• practical processes attempted but inaccurate
• use of an appropriate
range of technical,
skills is not
demonstrated in
some key areas
• presentation of research and findings is often not clear or effective.
Work demonstrates a sufficient ability to select and apply appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn:
• complete practical processes attempted with a degree of independence in sometimes complex and unpredictable situations
• use an appropriate
range of technical,
skills
• present research and
findings, in several
formats, and gather,
process and interpret
data efficiently.
Work demonstrates an ability to select and apply in a consistent and informed manner appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn:
• complete practical processes accurately and independently in sometimes complex and unpredictable situations
• consistently use an
appropriate range of
technical skills
• consistently present research and findings
effectively and
appropriately.
Work demonstrates an ability to select and apply in a capable and effective manner appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn:
• complete practical processes autonomously and with accuracy and coordination in sometimes complex and unpredictable situations;
• consistently use an
appropriate range of
highly developed
relevant technical skills
• consistently present
thorough research and
findings perceptively
and appropriately.
Work demonstrates an ability to select and apply in a highly accomplished manner appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer insights and target market) to develop and apply knowledge, and understanding in the context of the chosen case organisation, and in turn:
• complete practical processes autonomously and with a high degree of accuracy, coordination, and proficiency in sometimes complex and unpredictable situations
• consistently use a full
range of highly
developed technical skills
• consistently present
thorough research and
findings perceptively,
convincingly, and
appropriately.
Work demonstrates an ability to select and apply in a highly accomplished and innovative manner appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn:
• complete practical processes autonomously and with a high degree of accuracy, coordination, and proficiency in often complex and unpredictable situations
• consistently use a full
range of exceptional
technical skills
• consistently present
thorough research and
findings perceptively
authoritatively, and
appropriately.
Transferable skills
(15%)
This should include evidence of:
Written, verbal and electronic communication
Personal motivation, organisation, and time-management
Work demonstrates
limited or no ability to:
-communicate
information, ideas,
problems and
solutions accurately
and reliably utilising
relevant communication skills
-an ability to manage
their learning and
work with minimal or
no supervision.
Work demonstrates
insufficient ability to:
-communicate
information, ideas,
problems and
solutions accurately
and reliably utilising
relevant communication skills
-an ability to manage
their learning and
work with minimal or
no supervision.
Work demonstrates a
sufficient ability to:
-communicate
information, ideas,
problems and
solutions accurately
and reliably utilising
relevant communication skills
-an ability to manage
their learning and
work with minimal or
no supervision.
Work demonstrates a
consistent and confident ability to:
-communicate
information, ideas,
problems and
solutions accurately
and reliably utilising
relevant communication skills
-an ability to their learning and
work with minimal or
no supervision.
Work demonstrates a
Highly proficient ability to:
-communicate
information, ideas,
problems and
solutions accurately
and reliably utilising
relevant communication skills
-an ability to manage
their learning and
work with minimal or
no supervision.
Work demonstrates a
Highly accomplished ability to:
-communicate
information, ideas,
problems and
solutions accurately
and reliably utilising
relevant communication skills
-an ability to manage
their learning and
work with minimal or
no supervision.
Work demonstrates a
exceptional ability to:
-communicate
information, ideas,
problems and
solutions accurately
and reliably utilising
relevant communication skills
-an ability to manage
their learning and
work with minimal or
no supervision.
Example Answer
LO1 Assess, analyse and conceptually apply the key concepts of international marketing, including the critical evaluation and the application of key tools, models and theories
Introduction
Loaf, a premium bread company, is considering expanding internationally through direct arrangements with leading supermarket chains. This report critically evaluates the feasibility of entering a new market through a direct deal with a supermarket chain, identifies relevant global trends impacting Loaf’s strategy, and provides a country-specific communications plan focusing on segmentation, targeting, positioning (STP), and marketing mix elements. The report applies key concepts from international marketing and integrates academic research from the EBSCO Database to substantiate its analysis.
2. Market Entry Strategy
2.1 Chosen Supermarket and Critical Evaluation
Loaf is considering partnering with Tesco , the leading supermarket chain in the UK. Entering the market through an exclusive arrangement with Tesco would give Loaf direct access to a vast customer base without the need for intermediaries. This strategy eliminates the cost of distribution fees and ensures control over pricing, promotion, and product placement.
However, exclusive agreements may limit Loaf’s ability to expand into other retail channels, reducing its market flexibility. Tesco’s dominance in the UK market, alongside intense competition from other brands, necessitates a strong value proposition from Loaf, which should highlight its premium, artisanal quality.
2.2 Consumer and Retail Environment
The UK grocery market is highly competitive, with consumers increasingly favouring convenience and premium quality. Tesco’s reach across diverse demographics offers Loaf access to various customer segments, including health-conscious buyers seeking fresh, natural ingredients. Secondary research highlights the rising demand for premium baked goods, with the bakery segment growing by 5% annually, driven by consumer preferences for fresh, organic, and artisanal products (EBSCO, 2023).
Given this context, Tesco`s infrastructure and national reach offer Loaf the opportunity to build a brand presence in physical retail stores while capturing the demand for healthier and more premium bakery products.
3. Global Trends and Their Application in the Local Environment
3.1 Trend 1: Sustainability
Relevance to Loaf : Sustainability is central to Loaf’s brand, with its focus on organic ingredients, eco-friendly packaging, and commitment to responsible sourcing. This aligns with consumers` growing concern for the environment and ethical consumption.
Local Evidence : In the UK, there is a significant shift toward sustainability. The Ethical Consumer Report (2023) shows that 64% of consumers now favour brands with strong environmental credentials. Supermarkets are also increasing their focus on sustainability, with Tesco committing to net-zero carbon emissions by 2035.
Continued...
Our Expert`s Response to Write MG628 International Marketing Management Assignment MG628 International Marketing Management Assignment: Loaf`s Market Entry Strategy
Overview of the Assignment
The MG628 International Marketing Management assignment focuses on applying key international marketing concepts and tools to a real-world scenario. Students are tasked with developing a comprehensive market entry strategy for Loaf , an artisanal bread company, as it considers expanding into a new international market. In this case, Loaf is exploring the option of entering into a direct partnership with a leading supermarket chain in the chosen country, without using intermediaries like agents or distributors. This assignment challenges students to evaluate the feasibility of such an arrangement, considering the local consumer and retail environment, while using academic research to underpin their analysis.
Students must also assess relevant global trends and how they apply to the local market, providing recommendations on changes to Loaf’s marketing mix in response to these trends. Additionally, the assignment requires students to develop a country-specific communications strategy, using Segmentation, Targeting, and Positioning (STP) frameworks, and discuss the use of marketing channels, particularly social media, in a culturally appropriate manner.
Key Assignment Tasks
1. Market Entry Strategy (500 words)
Students must critically evaluate Loaf’s option of entering into an exclusive agreement with a leading supermarket chain in the chosen country. The evaluation must be based on the local retail environment and consumer behaviour, considering the benefits and challenges of bypassing intermediaries. This section requires evidence-backed analysis using secondary research from the EBSCO Database and academic literature, allowing students to demonstrate a thorough understanding of the market and retail landscape.
2. Global Trends and Their Local Application (250 words per trend)
The CEO of Loaf has identified two key global trends relevant to the brand’s market proposition. Students are required to:
Identify and explain why each trend is particularly important for Loaf.
Analyse how these trends are developing or gaining prominence in the chosen country, using both qualitative and quantitative data.
Make specific recommendations on how Loaf should adjust its marketing mix in response to these trends, demonstrating an understanding of both global and local contexts.
3. Country-Specific Communications (800 words)
Students must propose a detailed Segmentation, Targeting, and Positioning (STP) strategy for Loaf in the chosen market. This involves analysing consumer behaviour, values, attitudes, cultural factors, and technology usage to develop a strategy that aligns with local preferences.
4. Report Writing, Citing, and Referencing (15% of final grade)
The report must adhere to academic writing standards, including a clear structure , appropriate use of headings, and the integration of research through proper referencing. Students are expected to include a contents page, introduction, conclusion , and references section, ensuring all sources are cited in line with academic conventions.
Importance of the Assignment
The MG628 International Marketing Management assignment is designed to test students’ ability to apply theoretical knowledge of international marketing to practical business scenarios. It requires a deep understanding of global market entry strategies, consumer behaviour, and the impact of cultural nuances on marketing communications. The assignment also emphasises the importance of critical evaluation by encouraging students to assess the pros and cons of direct market entry partnerships and how global trends can shape marketing decisions.
By completing this assignment, students will develop key skills, such as:
Strategic Thinking : Evaluating different market entry strategies and making informed decisions about the most appropriate route for Loaf to take in its expansion efforts.Market Research : Using tools like the EBSCO Database to support analysis with credible secondary research, enabling evidence-based decision-making.Cultural Awareness : Recognising the importance of adapting marketing strategies to fit local contexts, and understanding how consumer preferences and behaviours differ across markets.Practical Application : Applying marketing theories such as STP and the marketing mix to real-world scenarios, preparing students for strategic roles in global marketing environments.Communication : Writing a clear, structured, and well-researched report that adheres to academic standards, fostering the development of professional writing skills.
This assignment is crucial in preparing students for future roles in international marketing management by simulating the challenges faced by marketing professionals when expanding into new markets. It reinforces the ability to critically assess market opportunities, respond to global trends, and tailor communications strategies to diverse consumer bases, all of which are essential skills in today’s globalised business landscape.
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