Submission Deadline
Before 10am on:
Unit title & code
Assignment number and title
Assessment type
Weighting of assessment
Size or length of assessment
Unit learning outcomes
What am I required to do in this assignment?
Assessment 2: Harley Davidson Case Study
Marks and Feedback
20 working days after deadline (L4, 5 and 7)
15 working days after deadline (L6)
10 working days after deadline (block delivery)
Marketing Management for Global Enterprise MAR016-6
2
Case Study Report
60%
2400 words
On completion of this unit you should be able to:
1 Demonstrate the following knowledge and understanding
 Critical comprehension of the role, theories, concepts, practices,
environmental frameworks and contexts of marketing in international,
regional, national and global marketing contexts including the key role which
research, marketing strategy, marketing plans, and marketing-led decision
making have in organisations.
Demonstrate the following skills and abilities
 Deploy analytical tools of global marketing in relation to both the external and internal
environments of organisations to synthesise, evaluate and develop appropriate
strategic options in a complex environment.
Harley Davidson are looking to expand their operations internationally. For a market of your choice develop
an overseas market expansion plan for the proposed country. You should include a discussion of market
entry methods, the target market and marketing strategies to be followed.

Reminder:

You are required to use proper in-text reference and the reference list in the end using the Harvard
Referencing System.

5. The writing:

Try to approach this case study in a logical and systematic way. Make sure you have a logical structure, a
convincing argument, clear description of the situations which ‘set the scene’, and clear explanation which
relate to theories, and a conclusion that draws your argument together.

Marking Criteria

While marking, tutors will look for evidence on how well you have addressed the question / issues. Key
points are as follows (not necessarily in this format or headings / subheadings).

Introduction: A brief introduction that provides the purpose of the case study or its objectives and how the
case study report is structured. Interpreting the question - this ideally should be clear within the introduction
along with background / context.

Findings: Addressing the question / topic:

The main body of the case study where the question is addressed. (This part may have a few sections /
sub-sections). The depth and quality of the case study will be evaluated more specifically by assessing
evidence, relevant theories and frameworks used.

Conclusion: A clear, concise, and relevant conclusion (and recommendations where appropriate). A
conclusion where the key points that have emerged from the discussion are summarised, implications and
where further investigation may be appropriate are stated.

Presentation: Neat layout, and headings / sub-headings where appropriate. Clarity of expression
(appropriate language, grammar, spelling, etc.). Length of the case study should be 2400 words (+/- 10%)
without including the reference section or appendix.

Format & Submission Deadline: Submit your case study in the designated electronic submission link on
BREO.

What do I need to do to pass? (Threshold Expectations from UIF)

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  Critically evaluate complex cases through the application of relevant theories and models of global marketing
strategies and objectives to add value and optimise international organisational performance
 Demonstrate the knowledge, skills, abilities and approaches necessary to effectively orchestrate the effective
utilisation of organisational resources, systems and processes in respect of the marketing role and function in a
global environment.

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on make sure you have downloaded/printed out the
Assignment Brief and bring it to the session with you.

How does assignment relate to what we are doing in scheduled sessions?

Concepts, theories, practices, and identity of Global Marketing within globalized business activities.

 Marketing’s role in organisational performance.

 Building customer satisfaction through value propositions
 Market-oriented strategic planning in a global environment
 Managing marketing information and measuring market demand globally
 The market environment
 Analysing business markets and buyer behaviour
 Analysing industries and competitors
 Segmenting targeting and positioning

Global Marketing Strategy

 Differentiating and positioning the marketing offer

 Developing new products and product life-cycle strategies Designing strategies for the global market place
Global Strategic market planning
 Critical success factors for international market development
 Globalisation, market research, market analysis and sensitivity requirements

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  Multicultural, multinational issues in globalized markets
 The contexts for the international marketing plan and associated decision making
 Marketing strategy and the international context of differentiation

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.

You can use them to evaluate your own work and consider your grade before you submit.

3rd Class – 40-49%
SATISFACTORY... CONTENT /
LEVEL OF KNOWLEDGE OF THE
TOPIC. ADDRESSES PART OF
DEMONSTRATIN THE TASK. SOME ERRORS /
G A CLEAR
OMISSIONS IN CONTENT/
UNDERSTANDING THEORY.
OF THE SUBJECT INCONSISTENT APPLICATION OF
(25%) SOME CORRECT
THEORY/PRINCIPLES/CONCEPTS
Lower 2nd – 50-59% Upper 2nd – 60-69% 1st Class – 70%+
GOOD... MARKETING
INSIGHT & APPLICATION. VERY GOOD... MARKETING EXCELLENT... MARKETING
INSIGHT & APPLICATION. INSIGHT & APPLICATION.
BREADTH, DEPTH &
INTEGRATION OF BREADTH, DEPTH & BREADTH, DEPTH &
LITERATURE/EXAMPLES INTEGRATION OF INTEGRATION OF
INTO WORK IS LITERATURE/EXAMPLES LITERATURE/EXAMPLES
APPROPRIATE TO THE INTO WORK IS ABOVE INTO WORK IS
CONTEXT AND ATTEMPTS AVERAGE. IMPRESSIVE.
TO BE CONSISTENT.

EXCELLENT... LEVEL OF
DISCUSSION/ANALYSIS/
CRITICAL EVALUATION
&/OR REFLECTION
GOOD... LEVEL OF VERY GOOD... LEVEL OF CLEARLY DEVELOPING
MARKETING SATISFACTORY... MARKETING DISCUSSION/ANALYSIS/ DISCUSSION/ANALYSIS/ POINTS IN THE
APPLICATION INSIGHT & APPLICATION. CRITICAL EVALUATION CRITICAL EVALUATION APPROPRIATE WAY WITH
&/OR REFLECTION BUT &/OR REFLECTION & A FEW THOROUGH
AND BREADTH, DEPTH &
MORE IDEAS/POINTS IDEAS/POINTS COULD
INTEGRATION OF CONSIDERATION OF ALL
INTEGRATION OF COULD BE ADDRESSED BENEFIT FROM FURTHER POSSIBILITIES.
LITERATURE/EXAMPLES INTO
LITERATURE WORK IS APPROPRIATE, BUT /DEVELOPED FURTHER. DEVELOPMENT &/OR
EVALUATION/COMPARISON.
(30%) NOT CONSISTENTLY APPLIED.
THE BEST WORK WILL BE
HIGHLY DEVELOPED AND
FOCUSED AND ATTEMPTS
A HOLISTIC TREATMENT
OF THE TASK/PROBLEM.

DISCUSSION SATISFACTORY... BASIC GOOD…INSIGHT & VERY GOOD... MARKETING EXCELLENT... MARKETING
EVIDENCE OF APPLICATION. INSIGHT & APPLICATION. INSIGHT & APPLICATION.
/ANALYSIS DISCUSSION/ANALYSIS/ BREADTH, DEPTH & BREADTH, DEPTH & BREADTH, DEPTH &
/CRITICAL CRITICAL EVALUATION &/OR INTEGRATION OF INTEGRATION OF INTEGRATION OF
EVALUATION REFLECTION BUT SOME POINTS LITERATURE/EXAMPLES LITERATURE/EXAMPLES LITERATURE/EXAMPLES
&/OR SUPERFICIALLY MADE SO NEED INTO WORK IS INTO WORK IS ABOVE INTO WORK IS

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 FURTHER DEVELOPMENT. APPROPRIATE TO THE
REFLECTION LIMITED CRITICAL EVALUATION CONTEXT AND ATTEMPTS AVERAGE. IMPRESSIVE.
(MAINLY DESCRIPTIVE) TO BE CONSISTENT.
(30%)

SATISFACTORY... BASIC GOOD... CLEAR VERY GOOD... EXCELLENT ...

STRUCTURE. PRESENTATION & PRESENTATION & PRESENTATION &
NOT ALWAYS WRITTEN CLEARLY STRUCTURE. WRITING IS STRUCTURE, STRUCTURE. ARTICULATE
& HAS GRAMMATICAL & / OR MAINLY CLEAR BUT SOME PARAGRAPHING, FLUENT & FLUENT ACADEMIC
PRESENTATION SPELLING ERRORS. SPELLING &/ OR ACADEMIC WRITING STYLE. WRITING STYLE. ONLY A
GRAMMATICAL ERRORS. VERY FEW GRAMMATICAL MINOR ERROR.
STYLE AND
ERRORS & SPELLING
STRUCTURE MISTAKES.
(15%)