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Assignment Briefs 12-19-2024

Assess, analyse and conceptually apply the key concepts of international marketing, including the critical evaluation and the application of key tools, models and theories

MG628 International Marketing Management

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.

Academic integrity

Academic integrity means taking responsibility for your own work.

When you submit an assignment, you are making a declaration that it is your own work and that you have acknowledged the contribution of others and their ideas in its development (for example, by referencing them appropriately). For further information and guidance, please see the University website: https://www.bnu.ac.uk/current-students/registry-helpdesk-and-academic-advice/academic-integrity-and-misconduct

Please also see the University’s guidance for students on the appropriate use of generative AI as part of assessed work: https://www.bucks.ac.uk/current-students/registry-helpdesk-and-academic-advice/artificial-intelligence-guidance-students

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.

The MG628 International Marketing Management assignment provides students with valuable insights into the complexities of marketing in a global context. By completing this assignment, students gain a deeper understanding of how to analyse international markets, adapt strategies to diverse cultural and economic conditions, and address challenges such as global competition and market entry barriers. The assignment fosters critical thinking and equips students with practical skills necessary for effective decision-making in international marketing roles.

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.
The assignment also requires students to outline Loaf’s marketing mix, focusing on the most effective marketing channels to educate, engage, and convert local consumers. Additionally, they must assess whether Loaf’s social media strategy should be standardised or adapted to meet the needs of the local audience, ensuring cultural sensitivity and relevance.

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 MG628 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.