Marketing in an International Perspective

Module: M67MKT Marketing in an International Perspective

Coursework Title: The Company Project

Word Length: 5000 words Group Report

COMPANY PROJECT GUIDE:

As market researchers, your group has been asked by your Director to write a report on a company of your choice. Your group needs to present the company’s international marketing and competitive strategy in TWO different markets/countries.

If you choose a large complex organisation for your project then it is advisable to focus on just one particular product / category sold by that company in those two markets/countries you select.

1. Introduction

Overall, the purpose of the project is for you to demonstrate your practical understanding of the topics covered during the course as well as to develop your skills in preparing reports for managers. You are advised to read these notes carefully and follow the recommendations. Failure to comply with the guidelines may lead to a reduction in marks.

2. Choose a company

You can choose any company. But you are required to pick up a single company or organization for your report. You are advised to choose a sector which interests you. There is nothing worse than doing a project on something for which you have lost all interest.

Some companies/industries have more information published about them than others. Others receive far less attention. However, this does not mean that you should not tackle them but you might have to think more creatively about the application of theories to the industry in question. You may want to do a bit of exploratory research on two or three ideas before you make your final decision. Check you have access to enough data to complete this project.

3. Research your project

You are encouraged to conduct enough research to collect the necessary data and show these data in your report. The focus of this project should be based on secondary research (that is data which is already in the public domain).

A few clues on the types of reports and publications you may wish to look at are: Annual reports and accounts

Key Note or Mintel Reports Euromonitor

Business Ratios (for financial information) Marketing

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The Economist
Newspaper articles (e.g. FT supplements)

There are also numerous academic journals (e.g. Journal of Marketing, European Journal of Marketing, International Journal of Research in Marketing, Journal of International Marketing, International Marketing Review, Journal of International Business Studies, etc.) which will have relevant articles to support some aspects of your report. It is essential that you incorporate academic sources, and that they are referenced correctly according to the Harvard system of referencing (Using EBSCO, Pro-Quest, etc.).

4. Structure (Must fellow this structure)

A good starting point when planning a project is to consider the structure of your final report. This will help you to decide what information you need to collect and identify any gaps in available information. A suggested outline structure for the project is as follows:

? Executive summary

? Introduction

? The company (e.g. history and background) and two countries of your choice

? Marketing environment for each country (using PEST/PESTEL and Porter’s 5 forces models)

? International marketing strategy (e.g. segmentation, targeting, positioning)

? International marketing Mix implementation (i.e. 4Ps or 7Ps)

? Evaluation of company’s strategies and tactics in the two countries

? Recommendations for future development

? Conclusion

? References

? Appendices

You need to apply marketing frameworks/models that you have learned in your lectures. You need to present your ANALYSIS, but not just the information.

5. Visual impact

The use of diagrams and tables or charts can greatly enhance the presentation of specific material. Diagrams can often provide a good summary of the concepts under discussion. Tables are also a useful means of presenting numerical data though charts (i.e. graphs) sometimes have more impact particularly when demonstrating trends. These techniques can be a useful means of summarising large amounts of data and presenting it in a concise and easily interpretable manner.

6. Conclusion

It is important that at the end of your report you draw some conclusions. These do not need to be lengthy but you should give them serious consideration. You need to make between 3 and 5 very important points at the end of your report. This makes your work more complete and summarises the key issues.

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Word count: 5,000
(Students must be within the designated word counts by +/-10%)

Your work must be correctly referenced throughout in the Harvard format.

Your assignment should be word processed and produced in an appropriate academic style. The font should be 12, and be double spaced.

Make sure all group members’ names, Seminar group and the Tutor’s name must be clearly shown on the front page, to ensure that your assignment goes to the correct person for marking

Students are required to submit the assignment by the deadline Friday 10th March
2016 by 11.55pm to Turnitin.

The assignment should be submitted to Turnitin. We have set up a draft submission area so that you can check whether your work is adequately referenced. You are strongly advised to make use of this system. You can submit a draft to Turnitin as many times as you wish but you can only submit one final version to the Turnitin FINAL submission area. Therefore please ensure you submit to the correct area of the Moodle Turnitin systems.

Please also note that work submitted late (where an extension/deferral has not been granted) will automatically attract a result of 0%. This will count as a failed attempt, and may result in you failing the module overall. You may be eligible to resit the failed assessment(s), subject to the University’s regulations on reassessment. The maximum module mark that can be awarded for resit work is 40%. All extensions will be in accordance with University and Faculty policy.

Any penalties for not complying with word limits will be in accordance with University and Faculty policy.

Allocation of marks among group members

Please note that in the absence of supporting documentary evidence to the contrary, it will be assumed that the final group report submission is the result of a consensus among all group members and that each individual member has made a consistently equitable contribution to the report. Therefore any marks awarded to the report will be allocated equally to all the group members.

However if there is any evidence of dissension or conflict within the team with regards to agreeing upon the proportionate contribution of each member of the team to the report and the ensuing mark allocation, group members must meet, altogether, with the relevant Seminar Tutor to discuss this issue along with appropriate supplementary documented evidence, e.g. emails, etc. All discussions will be kept confidential and the Seminar Tutor’s decision regarding allocation of marks would be final decision.

All dissension or conflict must be raised to your Seminar Tutor at least one week before the submission day; otherwise, it will NOT be dealt with.

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Marking Scheme: Structure 10%

Content is organised and appropriate; coherent; flow of information, arguments, and concepts

Knowledge and Understanding 20%

Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question

Application 20%
Application of theory or practical examples given appropriate to context

Analysis and Recommendations 40%

Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations

Presentation 10%

Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional

M67MKT learning outcomes:

1. Demonstrate a critical understanding of the key principles and theories underpinning the practice of international marketing.

2. Demonstrate knowledge and understanding of the influences on buying behaviour in an international context.

3. Critically analyse international market research and practice to various markets.

4. Critically apply marketing theories and tools in a range of different global marketing contexts.