STRATEGIC GLOBAL MARKETING

(MKTG45601) SUMMATIVE
ASSIGNMENT BRIEF
JANUARY 2024

Nottingham Business School

NOTTINGHAM TRENT UNIVERSITY
Your Roles

Background

During the Strategic Global Marketing module, you are exposed to key aspects of
strategic marketing planning that can be applied to an organisation in search of
competitive advantage outside its domestic (Home) Market. In the process, you are
encouraged to identify the challenges that organisations might face in trying to
establish their marketing presence in a new (foreign)market as well as
establish or enhance sustainability credentials within their brand reputation
in an increasingly global environment. You now have an opportunity to explore one
organisation in detail. Your choice should be focused on one of the sectors listed below:

Pharmaceuticals Fashion retailing

Supermarkets Airline industry
Automobile industry Financial services
Manufacturing industry Leisure/Holiday/travel industry
Education/training Advertising industry
Consumer goods Media
Oil, gas, electricity Telecoms
Technology Charities

The organisation may operate globally, regionally or nationally. In making your choice,
you should ensure that sufficient material is available from sources such as the
Financial Times, MINTEL and Keynote.

Please note: this assignment is based on available secondary data. Direct and
personal contact with your chosen organisation is strictly forbidden.

Requirement

This assignment comprises two elements, details of which can be found below:

Assessed Element
A 4000-word individual report that represents 100% of the module grade.

Assume that your chosen organisation wishes to expand at home and internationally
after a thorough review of its current competitive position. Using appropriate models,
theories and frameworks, your brief is to:
1. Analyse your chosen organisation’s current competitive position in the
external environment in both the:
 Macro external (PESTEL) environments and critically evaluate two key
opportunities and two threats, and implications for your chosen
organisation that it needs to respond to in an increasingly dynamic
global environment.

Micro external (5 Forces) environments and critically evaluate two key

opportunities (positive forces) and two threats (negative forces), and
implications for your chosen organisations that it needs to respond to in
an increasingly dynamic global environment.

2. Analyse the internal environment strengths and weaknesses of the

organisation (resources, capabilities, vision and mission statements and
CSR) and critically evaluate how the strengths address the opportunities
from macro and microenvironment in task 1, and what actions need to
be taken to recover/reduce the weaknesses in order to overcome the
threats and the challenges of operating in an increasingly global
environment.
3. Analyse a foreign country’s market opportunities for your chosen
organisation (a foreign country’s domestic market conditions, such as
income level, consumer segments, legal and political atmosphere etc...)
and decide on which country to enter.

You should provide a critical view how your chosen organisation should
take some opportunities and threats in the dynamic global environment
(external and internal) in combination with the overseas opportunities
(a country’s domestic market conditions) to enter the country’s market
on which you decided to enter. Based on this critical view, you should
also recommend an appropriate market entry mode (N.B. You must NOT
choose your own country for this exercise).

Guidance

A. Report content

1. Analyse your chosen organisation’s current competitive position in the

external environment in both the:

Macro external (PESTEL) environments and critically evaluate two key

opportunities and two threats, and implications for your chosen
organisation that it needs to respond to in an increasingly dynamic
global environment.

Micro external (5 Forces) environments and critically evaluate two key

opportunities and two threats, and implications for your chosen
organisations that it needs to respond to in an increasingly dynamic
global environment.
 You should:

• Demonstrate a sound understanding of what is meant by the organisation’s

external environment and the models, concepts and theories (MCTs) which
can be used to analyse both the macro- and micro-environments.
• Critically evaluate the global external environment in the context of your
chosen SECTOR utilising these MCT’s
• Summarise the findings from the external analysis and demonstrate your ability
to apply these to your chosen organisation.
• Identify the key opportunities and threats from the external environment
and their impact on the organisation.
• Make recommendations for action.

2. Analyse the internal environment strengths and weaknesses of the

organisation (resources, capabilities, vision and mission statements and
CSR) and critically evaluate how the strengths address the opportunities
from macro and microenvironment in task 1, and what actions need to
be taken to recover/reduce the weaknesses in order to overcome the
threats and the challenges of operating in an increasingly global
environment.

You should:

• Demonstrate a sound understanding of what is meant by the organisation’s

internal analysis and the MCT’s that can be applied.
• Critically evaluate the organisation’s internal environment utilising these MCT’s.
• Demonstrate a sound understanding and critical analysis of what is meant by
mission, vision and values and the importance of aligning these with internal
stakeholders and the corporate social responsibility and sustainability agenda.
• Identify key strengths and weaknesses from the internal analysis and their
impact on the organisation.
• Make recommendations for action.

3. Analyse a foreign country’s opportunities for your chosen organisation

(a foreign country’s domestic market conditions, such as culture,
psychic distance, income level, consumer segments, legal and political
atmosphere etc...) and decide on which country to enter.

You should provide a critical view on how your chosen organisation

should use some opportunities and threats in the dynamic global
environment (external and internal) in combination with the overseas
opportunities (a country’s domestic market conditions) to enter the
country’s market on which you decided to enter. Based on this critical
view, you should also recommend an appropriate market entry mode
(N.B. You must NOT choose your own country for this exercise).
 You should:

• Based on 1) and 2) above provide a clear rational for the country chosen. It may
be a country that the organisation is already represented in (we are looking at
the quality of analysis and your rationale). However, you must NOT suggest
your own country as a potential country to enter.
• Critically analyse models, concepts and theories to justify:

MSc Marketing students—an appropriate market entry mode and how the
organisation could overcome the potential challenges to it’s over all (Marketing
Mix) posed by your country choice. Provide suggestions and recommendations
for Marketing Mix in the foreign market.

MSc Digital Marketing students-- an appropriate market entry mode and how
you would overcome the challenges that may influence the organisation’s digital
marketing communications (Digital Mix). Provide suggestions and
recommendations for digital marketing mix in the foreign market.

MSc Marketing and Brand Management students—an appropriate market

entry mode and how you would overcome the challenges that may impact the
organisation in terms of its (Product Mix). Provide suggestions and
recommendations for the product mix in the foreign market.

MSc Advertising & Marketing Communications students—an appropriate

market entry mode and how you would overcome the challenges that may
impact the organisation (Communication Mix). Provide suggestions and
recommendations for communication mix in the foreign market.

Declaration Required for All Coursework In

advance of your submission, please:

1. Complete the following details and include as the first page of your submission.
2. Read the Turnitin section and check that you understand how Turnitin is used to
assess your work.
3. Read the declaration to check that your submission conforms with the listed
requirements before you submit your work.
Name(s) and Student Number(s):
Module Title:
Title of Coursework
Word Count (see declaration below):
Required Format

Font: Verdana
Points: 10
Paragraph line spacing: 1.5 Page Numbers: Included

Turnitin Similarity Check

Where appropriate to the coursework assignment, your document will be submitted to

Turnitin to generate a similarity report for review by your tutor. This report will
compare your work against millions of previously submitted student papers and online
resources (e.g. web sites, journal articles) in the Turnitin database and highlight any
text that matches your submission.

Declaration

By submitting your work you are certifying that:

1. The submission is the result of your own work and does not contravene
the University Regulation on Academic Irregularities.
2. The word count included on this cover sheet is accurate and follows the
guidelines outlined in the assignment brief (failure to include an
accurate word count will be treated as a minor academic irregularity as
defined in the Academic Irregularities Policy.)
3. Your ability to complete your assessment has NOT been adversely
impacted by circumstances beyond your control.
4. Following submission of your work, notification of any circumstances
encountered that were beyond your control would need to be disclosed
through the Academic Appeals Policy and process.

B Report submission

The completed 4000 -word report should be uploaded in PDF format to

the module Dropbox by 11.00 pm on 14 January 2024

Word count

The report is 4000 words. State the word count (excluding title, abstract, list of
references and any appendices*) clearly on title page of your report. The word count is
to be strictly adhered to – submissions over 4,000 words or under 4000 words will be
penalised.

*Appendices:
- should be used sparingly
- should be used for extra detail - anything important for your discussion
should be in the main body of the report - must be clearly referenced in the
text - are not for getting around the word count

Style, structure and presentation of report

i. The assignment should be presented in report format. ii. The report

must include a front cover that includes the module title, the assignment
title, date, wordcount and student number. Do not put your name
anywhere on the assignment.

iii. The report must include an executive summary (not included in the word count),
introduction, main body, recommendations, list of references and any
appendices at the end (numbered and with a title). Headings/sub-headings
should be used where appropriate.
iv. Pages must be clearly numbered.

v. Your report should be produced in Arial or Verdana font using 1.5 line spacing.
However, appendices and the list of references may be single spaced. Left
justified text is also easier to read.
vi. You should use the third person (not “I” and “we”, but “the author”) and
demonstrate good use of English language - your report must be easy to follow
and should not contain grammatical errors.

NBS Word Count in Coursework Policy

The purpose of the word count is to: support your writing development by encouraging
a focus on clarity and conciseness; provide experience of writing to a specified word
limit and which is common practice in professional and research environments; support
equity in grading work from different individuals.
You are required to include the word count as an accurate statement of the words used
on the NBS Coursework Front Cover for all your coursework. If you are found to
have exceeded the word count to gain an unfair advantage, then your tutor
can adjust your grade downwards depending on the amount of additional
work submitted.

• If the additional work is up to 500 words, the overall grade for the piece of work
will be reduced by 1 grade point (e.g. 2.1-Mid to 2.1-Low);
• If the additional work exceeds 500 words, the overall grade for the piece of work
will be reduced by 3 grade points (e.g. 2.1-Mid to 2.2-Mid).

These penalties will be applied even if the reduced grade is below a pass grade.
You are advised to submit work that is as close to the maximum word count as
is practical to enable you to demonstrate that you have met all the learning
outcomes.
Referencing

i. Harvard style referencing (not footnotes/numeric) must be used throughout.

A Harvard style list of references is also required.
ii. Quote references and sources throughout. See the latest version of the
LLR guide for further details iii. Do not cite lecture notes - seek out the
original texts or articles. We are looking for evidence of extensive reading
around the subject - not just texts, but academic journal articles too.
iv. Do not copy text from a book, article or website without full references.
Where a direct quotation is used, speech marks (“”) should be used
and the page number from the original source should be given.
Failure to observe these rules will result in action being taken under the
University’s rules on academic misconduct (plagiarism) with potentially
serious consequences.
v. When citing a website or other electronic source, put name and year in
the report and give full details including the URL and access date in the
list of references. Do not put the URL in the main body!
vi. Please do not cite Wikipedia! Marks will be deducted for this!
”.