British University College

Higher Diploma in Business

Assessment Kit
INTERNATIONAL MARKETING (IMKT - N)
MODULE TITLE: INTERNATIONAL MARKETING – N (IMKT - N)

ASSESSMENT KIT CONTENTS:

Marketing Plan - Individual work

ASSESSMENT SUMMARY

ASSESSMENT TASK WEEK MARKS

Class test Exam week 40 marks

Marketing Report – 60 marks include
On or before
Individual Assignment referencing and positive
9th session
marking
Total 100

Internal Assessment tasks are designed to assist students to achieve the

learning outcomes of the Module. They are an integral part of the teaching
and learning process and should be attempted by all students.

In order to achieve a pass in this module, students must achieve 40% of

overall marks.

BUC WILL TAKE SERIOUS ACTION AGAINST ANY FORMS OF

PLAGIARISM. STUDENTS ARE ADVISED TO CONTACT
RESPECTIVE LECTURER FOR GUIDANCE ON HOW TO AVOID
PLAGIARISM.
 INTERNATIONAL MARKETING

TITLE: Marketing Plan (written document)

STATUS: Individual Work
VALUE: 100%, including 10% for references
WORD LIMIT: 3,000 words
DUE DATE: 23 June 2020

Purpose of the Task

The purpose of the task is for students to demonstrate an understanding of various

elements required to prepare a Marketing Plan for international market.

Description of the Task:

Your client, is the manufacturer of pet food (dog, cats, hamsters, birds) products, has
requested your company to advise them on the possibility of venturing their business
overseas. Your Marketing Research Manager has assigned this task to you and wants
you to submit a detailed report for his approval before forwarding it to your client.

The company enjoys a significant market presence in its current local market, is well
structured and positioned, and is expected to maintain its market status in the local
market for the near future.

You are required to investigate the possibility of expanding into an overseas individual
consumer or business-to-business market with a view of long-term growth.

Conditions:

1) In this report you will investigate and analyse opportunities that exist in a single overseas
market for a single brand.

2) Each student has to select a company in a country (home country).

3) The host country (country to venture into) is either Singapore, Malaysia or Indonesia.

4) Your report must demonstrate your understanding of not only international marketing
concepts but most importantly the ability to apply to the destination country’s market
environmental conditions.
 MARKETING PLAN STRUCTURE – GUIDELINES

(A) Your Report should contain the following sections:

Assignment Cover Sheet

Title Page
Tables of Contents
Executive Summary
Introduction
Body
Conclusion
Recommendation
List of References
Glossary (if any)
Appendices (if any)

(B) Points to note and be included in your Report:

1. Executive Summary (Not included in the word count) 3 marks

It should contain a brief statement of the following:
- The purpose and scope of the report
- The most important and significant findings, in summary form.
- The most important and significant recommendation.
(Your executive summary is best prepared after your report is completed).

2. Background of the Selected Company and its products or services 4 marks

It should include the following:

- Company background (history and key strength)
- Major goals to achieve in the host country in the coming 1 – 2 years
- Introduce your brand name
- Product/ Service details (description of features/ specifications)

3. External Environmental Analysis 8 marks

Conduct an external environment analysis relates to the host country. Select any two of
the given macro-environment. The main environment includes:

- Economic environment (economic growth rate, per capita income or inflation rate,
describe any 2 of these parameters)

- Cultural/Social environment (describe any 2 of these elements; material culture,

language, attitudes or national culture)

- Political/Legal environment (2 differences between home and host country such as;
types of government (parliamentary, socialist, capitalist); home country
 government encouragement local companies seek opportunities overseas, host
country government welcome foreign companies)
Include description of external environmental factors and assess the impact the
environment poses to the company products and services.

4. Competitor Analysis 5 marks

Identify the competitive environment for your brand. Competitive factors include:
- Industry market size (specific whether it is host country or region)

- Description of the two major competitors in the country (in host country) in terms
of company background and brands

5. Market Segmentation and Target Marketing 8 marks

- Identify and describe in greater details the chosen target market. Note; target market
could be aimed at consumer or business markets. For your description, provide 3 sub-
points of the target market (could be based on demographics and/ or behavioural).

 Discuss Two (2) ways your chosen organisation position its brands/ company.

6. Market Selection, Entry decisions and Expansion strategies (short and long term)
4 marks
- Identify and explain Two (2) motivational factors why your chosen company decide
to internationalise its products.

- Identify and describe One (1) market entry strategy use by your organisation.

- Recommend One (1) suitable market entry strategy for the expansion of your
organisation in the coming 2 to 3 years within the same host).

-Base on your recommendation, evaluate the potential, risk and cost of the strategy

7. International Marketing Mix 12 marks

The following factors should be discussed and your marketing strategy
recommendations should be supported by relevant secondary sources of evidence.

Product/ Services
- Identify the One (1) Product or Service strategy chosen by your organisation, that
is, on the basis of Standardisation or Adaptation or a combination of both.
- Identify and discuss the brand strategy use by your organisation.
- Recommend One area where the organisation could improve

Pricing
- Identify One (1) pricing strategy use by the organisation. Provide One (1) reason
why the organisation uses the pricing strategy.
- Research onto One (1) promotion price strategy use by the organisation. Provide an
evidence to support the promotion strategy use.
 Promotion
- Discuss the type of communication objectives; Inform and create Awareness,
Comparison with competitor’s brands or Reminder
- Discussion on the use of promotional mix that includes;
- Advertising, (recommend suitable media to use, eg; newspaper, TV, public
transport), Sales promotion or Personal selling.
- Provide a reason for your choice

Distribution
- Discuss two (2) considerations how the company might screen potential
intermediaries (Factors such as warehouse, sales force, industry reputation)
- Type of distribution strategies to consider

8. Recommendations 4 marks
Provide two (2) findings from your analysis based on the above and also two (2)
recommendations for the client.

Reference list (Not included in the word count) 6 marks

- References cited in the report must be included.
- Marks are awarded based on depth and scope of research.

Positive marking 6 marks

- Conformity to word count, written language is appropriate and presentation.

Appendices (Not included in the word count)

- Appendices should include supporting evidence only. Tables and graphs which are
important to the discussion should be placed in the body of the report.
- If you use appendices please ensure they are numbered and referred to within the report.

Important Note:

1. It is important to note that the structure above is just an example. You do not need to
follow it precisely. If you have other ideas to write the report, please do so. Just
remember that you must include each point mentioned above.

2. Prior to assignment submission, you have to ensure that you produce a report with
the correct format.

3. The word count does not cover the executive summary and reference list. You are
required to provide the word count of your assignment on your title page.

4. Staple the assignment sheet on the top left hand corner. Do not use any folders.

5. All pages of your assignment must be numbered appropriately and justify your text.

6. Type in 1 ½ line spacing using Times New Roman 12 point for your assignment.
7. You MUST use in-text Harvard Referencing System. Please keep in mind that
some marks may be deducted for incorrect referencing.

8. This assessment must be submitted in hardcopy in Student Service desk and

softcopy (attached) together with the plagiarism report (Turnitin) directly to
academicteambuc@buc.edu.mm by making Carbon Copy (CC) to your lecturer’s
email before the due date.

10 Cover page with student’s signature must be submitted together with the assignment.

11 World Limit
Please ensure your assignment do not exceed the maximum overall word length of
3,000. Indicate the total word count at the end of the assignment.

13. Positive marking

A total of 10 marks will be awarded for positive marking based on the following aspects:
 Word length
 Language, grammar and spelling
 Presentation

- End of the paper –