FoMLSS/ INTERNATIONAL BUSINESS, MARKETING AND BRANDING

MSC — FINANCE AND INVESTMENT, FINANCIAL MANAGEMENT, LOGISTICS, DATA

ANALYTICS AND SUPPLY CHAIN MANAGEMENT, MARKETING, AND DIGITAL AND
STRATEGIC MARKETING

INTERNATIONAL MARKETING, MAR7504-A

Assessment: 23/24

Submission Date: by 14:59 BST on 19th January '24 (Electronic submission using
Canvas)

TYPE OF ASSESSMENT
Individual Coursework
INSTRUCTIONS TO CANDIDATES
This assessment is worth 100% of the overall module assessment.
Coursework Brief
This coursework involves developing 2500-word written report to senior management of a
company in your role as their international marketing analyst.

Task Brief
Please choose a company from Consumer electronics Industry (e.g., Apple, Samsung, Dell)
and their product (e.g., Smart Phone, Fridge, Laptops) operating in their home country
where they are headquartered (e.g., England) of your choice, which is considering
international expansion into foreign Host country (e.g., Nigeria) in near future.
The senior management in your chosen organisation has requested your assistance as
international marketing analyst to provide insights on the environment of this foreign market.
This will serve as the basis for them to have informed discussion and adopt the most
suitable strategy to enter this foreign market. Therefore, you are asked to develop a report
answering the following questions:

1) Introduction providing summary of the selected organization and report, alongside the
motive for their international expansion (5 Marks)
2) Conduct situation analysis and provide systematic review of the external environment for
the potential entry of the product in the host country you have chosen (30 marks).
3) Identify and justify the most suitable market entry strategy that the company can adopt in
the chosen foreign market (20 marks)
4) Evaluate how global marketing strategy can be implemented for the chosen product in
the host country. Discuss what factors might have influenced the products degree of
standardization to adaptation (e.g., packaging, pricing, promotion, and distribution) in
comparison to the home country (30 marks).
5) Conclude the report with recommendations for the further expansion of the product
globally (15 marks).

1|Page
University of Bradford- Faculty of Management, Law and Social Sciences
How marks are awarded:
Report should have all the main sections of a business report, which could include

Recommend Structure

1. Introduction (5 Marks)

This section should provide summary of the selected organization and report, alongside the
motive for their international expansion

2. Situation Analysis (30 marks)

Combination of
 Macro-environment (e.g., PESTEL analysis/ Sociocultural environment)
 Micro-environment analysis (Internal Analysis) (customers, competitors)

3. Market entry strategy (20 marks)

Discuss briefly on the available market entry modes such as distribution, subsidiary,
licensing, and joint venture. Justify the chosen entry mode for the selected company/product
in the host country

4. Global Marketing strategy Implementation (30 marks)

Discuss the decisions surrounding the 4P’s in international marketing mix. In particular,
factors that could influence the products degree of standardization to adaptation (e.g.,
packaging, pricing, promotion, and distribution) in comparison to the home country

5. Recommendation for further global expansion (15 marks)

Conclude your report with recommendations for the further expansion of the product globally

6. Reference list

Section Marks Indicative Word Count

Introduction 5 200
Situation Analysis 30 700
Market entry strategy 20 500
Global Marketing strategy Implementation 30 700
Recommendation for further global expansion 15 400
Total 100 2500

Report Format and Sources

Your report should follow the standard report structure as follows

 Introduction
 Main Body
 Conclusions
 References
 Appendices

Please use textbooks, journal articles and reputable websites (Wikipedia is not a
reputable source).

2|Page
University of Bradford- Faculty of Management, Law and Social Sciences
The 2,500-word count excludes:
 Tables,
 Figures,
 Cover page,
 Reference list,
 Appendices

Note: Report does not have to follow this exact structure. You can think of other potential
headings to structure your report.

Please note:
Do:

 Do what you’re asked to do – within the specified word limit!

 Include and cite/reference relevant and/or underlying academic theory
 Use well-structured paragraphs and include headings and sub-headings.
 Ensure that the sections are well linked to each other i.e., flow nicely.
 Include figures and tables to support your arguments and recommendations.
 Check your assignment thoroughly for grammatical and spelling errors.
Do not:

 Use the first person.

 Exceed the stated word limit!
 Include exhaustive lists and bullet points.
 Cram lots of content into tables to get around the word count.
 Forget to cite references that you have used, will be interpreted as plagiarism.

Support for your project:

Time will be allocated for project brief, for consultation during tutorials and revision
sessions

Feedback:
You receive feedback on your coursework within 20 working days of the submission
deadline. This feedback will be available in Canvas.

References:

The referencing style used at Bradford University is Harvard. You can find guidance on
referencing here: Referencing and Plagiarism - Help - University of Bradford
Submission of the essay will be via Canvas. A submission link will be set up within the
Assessment folder. Your essay should be submitted as a Word document.
All submissions are checked by Turnitin plagiarism detection software. A separate link in
Canvas allows you to review your essay prior to submission. Please note that there is no
permitted Turnitin score percentage. You should focus on ensuring your essay meets the
university guidelines for referencing and academic integrity: What is plagiarism? - Find out
about - University of Bradford
If you have any questions about this assignment, please speak with your module leader in
good time before the deadline. Please ensure you allow enough time for completing your
work. Avoid submitting it very close to the deadline in case of technical issues (e.g., broken
Wi-Fi). It is your responsibility to ensure you submit the correct file and on time.

3|Page
University of Bradford- Faculty of Management, Law and Social Sciences
 Marking Criteria

CRITERIA Outstanding/ Very good Satisfactory Basic Significant fail Substantial fail
Excellent
68% and over 67-60% 59-50% 49-40% 39-30% Less than
29%
PRESENTATION Excellent, Very good, careful Satisfactory Basic attempt Very unclear Disorganized
STRUCTURE polished and and logical presentation to organize and with poor without
WRITTEN coherent organization and structure thoughts in a structure. . structure.
COMMUNICATION structure. throughout with a logical
& REFERENCING reasonable manner.
degree of Meaning
coherence apparent
and structure
Excellent Good spelling, Reasonable Basic errors in Inadequate
fluency and grammar, and spelling and spelling, spelling,
academic academic writing grammar. grammar, grammar,
writing. style. Thoughts and Some attempt careless
Thoughts and ideas clearly at academic structure
Ideas clearly expressed style
expressed
KNOWLEDGE AND Excellent Very clear and Reasonable Basic Poor No
UNDERSTANDING demonstration of appropriate demonstration demonstration demonstration demonstration
knowledge and demonstration of of knowledge of knowledge of knowledge of knowledge
understanding of knowledge and and and and and
the relevant understanding of the understanding understanding understanding understanding
theory and relevant theory and of the of the relevant of the relevant of the relevant
research to research to address literature. theory and theory and theory and
address the the topic at hand. However, it research. research. research.
topic at hand would have Additional key Basic
benefited from literature literature to
additional should have address the
academic been used. topic should
references have been
identified and
used
CRITICAL Excellent Obvious and subtle Identifies Identifies Fails to
ANALYSIS/ demonstration of issues dealt with, obvious obvious identify key
APPLICATION critical analysis very good issues only, issues only, issues, poor
and coverage of application of theory good weak or no attempt
the relevant application of application of at application
issues. theory theory of theory

EVALUATION/ Excellent Good evaluation, Reasonable Weak Poor/no

CONCLUSIONS evaluation, critical judgment evaluation, evaluation, attempt at
critical judgment and problem solving critical critical evaluation,
and problem judgment and judgment and critical
solving problem problem judgment, or
solving solving problem
solving

- THE END OF THE PAPER

4|Page
University of Bradford- Faculty of Management, Law and Social Sciences