MK690 Marketing Across Cultures Assignment Brief 21-22

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MK690 Marketing Across CulturesIndividual Assignment (Draft: Subject to the Approval of the External Examiner)Subject specific learning outcomes:
1. To identify and analyse the key drivers of internationalisation, barriers to be overcome andappreciate their importance when developing and implementing international marketingplans and strategies. 2. To utilise appropriate market research, screening and selection methodologies to identifynew export opportunities and develop effective and justifiable international marketing plans.
Cognitive learning outcomes:
3. To apply sound written communication skills in presenting ideas and solutions toproblems. 4. To demonstrate the ability to identify and critique appropriate literature to support ideas.
Assignment overview and assessment:
The second assignment for this module is based on an individual report which is thepreparation of an outline international marketing selection and entry strategy plan. Individual Written Assignment 2 -
1500 words
 (accounting for 40% of the overallassessment of this module ), to be submitted via Turnitin.
Submission deadline: Friday 21
st 
 January 2022: 10 a.m.
Assignment Brief Please read carefully and if you do not understand any aspect of the brief, ask one of the tutors.
Individually you are expected to develop an international market selection and entry strategyand plan for a UK domestically based company. The company that we have selected for theassignment is a Sussex based SME Schofield watch company.Your role is to act as a marketing consultants hired by the Schofield watch company toidentify and select one new export market for the company to target based on your researchand analysis. You then need to advise Schofield watch company on how they should puttogether their market entry strategy and devise a marketing entry plan for your chosenmarket
The key tasks involved in developing your report are:
1.Initially research and assess four potential export markets and then select one keycountry/market to target first, giving the rationale for your choice. This rationaleshould be based on the analysis of as much relevant research information as
 
possible. In your market selection you should also consider the internal resourcesand capabilities of the company. The information you find should be used to createsystematic screening tables which will be covered in the lectures and seminars. Notethat this chosen market then becomes the focus for the rest of your report.2.After you have selected the one market you should include an external audit(PESTLE and demographic data, market and competitive data, market opportunities),the target segment (s), positioning, and consideration of any possible barriers andhurdles the company will have to overcome. 3.Consider and recommend the most appropriate market entry mode for your chosenmarket, giving your reasons.
Choice of company and product/service
For the assignment we have selected a Sussex based SME - Schofield watch company whowill remotely present their company background. You will use this company as a basis for your research, market selection and entry method.
Company: Schofield Watch companyChoice of export market/country
Your chosen export market/country can be anywhere in the world but not the UK, or your home country if you are an exchange student. Base your choice of market on the researchapplied to the country analysis and screening of the four countries. You do not necessarilyselect the export market that is potentially the largest for the company but you must consider a range of market selection criteria from your screening method.
Structure for the report
There is some flexibility for your report in terms of structure but a sample structure is shownbelow:
Title page -
To be addressed to the company (as you are acting as a consultant)
Contents pageIntroduction -
Brief background to the company and product/service (e.g. any USP’s) and the export experience it has to date.
Market selection1.
Detail on the criteria used to choose four countries you have shortlisted for screening and the method and rationale you have used to select one country.
2.
Explanation of the one country you have selected to target. This could include a PESTLE, market and competitor analysis, to identify opportunities and threats and cultural differences and your suggested target segment (s) and positioning or any other methodological you have deemed appropriate and are able to justify their suitability
Choice of entry mode
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Discussion and rationale on what market entry mode you propose and how this entry mode should be pursued. Brief suggestions also on how the new market should be managed once the first market entry method has been secured.
ReferencesAppendices NB:
Layout your work in report style and in good English. Fully check and proof read before submission.Keep to the word limit of 1500 (+ or – 10%). Consider using tables and bullet points in parts to save words and use the appendices wisely to provide relevant additional detail/analysis (for example of the three other countries shortlisted but not to be initially targeted).The title page, contents page, reference list and any appendices do not count towards the word count but everything else does.Reference your sources clearly and correctly following the Harvard Referencing System. Remember that you should be demonstrating to us that you have read a good range of relevant literature (academic and industry), understood it, and appropriately applied it in your assignment.We are expecting you to not just describe your market selection and entry strategy and plan but also explain the thinking behind your proposals.For the formatting use one and half spacing and either Arial font size 11 or Times New Roman font size 12.
Assessment and marking criteria:
The following criteria will be used to assess this piece of work, in addition to the genericUniversity Undergraduate Grading Criteria (see Appendix 1). Marking grid below shows theallocation of marks to the different requirements of the assignment.
Marking Criteria Proportion of Marks available
Use and understanding of relevant secondary data froma range of sources, appropriately referenced 30%Demonstration of understanding of internationalmarketing strategic decisions and the process of identifying and selecting potential export markets;Rationale for your choice of marketing entry strategy30%Proposed marketing strategy30%Quality of written communication in terms of use of English, relevance, report structure and flow.Referencing10%
Some sources of international trade and other statistics
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Please also refer to the reading list on my studies for further sources of information oninternationalisation, culture and international planning and strategy.Good luck with assignment. There will be ample opportunity to discuss queries and progresswith the tutor throughout the term.
Assignment support
Introductory lectures
 – These will cover cultural and social media theory and concepts andthe requirements of the assignment. Individual remote Assessment support sessions – you can book a 20 minute session with your tutor to discuss your assignment
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