Briefing session for Assessment-

2 Individual Essay for

MKT3456 January 2020 cohort
Task-Individual Essay
• This is an Individual Essay so do it on your own individually
• Assesment-2 Individual Essay is 60% of module weightage
• It is based on two Global Brands ;1. Aldi retail
2. Lidl retail
• It has word limit which is 3000(+/- 10%)
• Deadline-Latest before 4:00 pm, 4 June 2020 Thursday on My Unihub online
submission only.
• You must submit One copie of your work by 4pm Thursday 4 June 2020
• You all will have only One chance or one opportunity to submit your work on
My Unihub assessment-2 link so be careful.
Main topic for Assessment-2

• Title: Critical evaluation of international marketing strategies of

Groceries retail brands Aldi and Lidl in different countries
 
• Notes:
• (1) Students must use the relevant theories learnt in this module so far.
• (2) The essay must cover examples of developed and emerging markets
• (3) Identifying best practice and the key factors that can be learned
from both successes and failures of these brands.
Suggested formatting for the Individual Essay
• You must use font size 12, Arial and 1.5 line spacing
• You must use Harvard referencing style
• You MUST include the cover page as your front page where you need to use
sections like Index , Introduction, Main Body, Conclusion and reference list.
• Introduction, reference list ,chart and diagrams will not be part of your word
count. Introduction should not be more than 450 words.
• In index please specify section name and page no. relevant to it
• You should have separate heading for each section pertaining to Grocery retailers
Aldi and Lidl.
• You must include feedback sheet with your online Individual essay submission
• Every student is just submitting One copy of their Electronic version.
• Please retain the soft copy with you safely for future reference
Suggested approach for Assessment-2
• Please use all theories which you have been taught in the lectures
• Specify Product , Price, Promotion and Physical Distribution for the
Grocery retailers Aldi as well as Lidl in Developed and Emerging markets.
• You need to develop discussion based on few Developed market and few
emerging markets
• Please discuss segmentation, targeting and positioning for both brands in
both emerging and developed markets.
• Please use references from Journal articles, reference books, core text
book, newspaper articles ( except Sun newspaper and Wikipedia please)
• You can also get latest information about both the brands from websites
of both the companies
Tips
• In the last part of discussion you should focus on failure or success of
the brands in both emerging and developed markets
• If you think they have become successful then you need to identify
and explain the factors responsible for success or failure
• Please use charts, figures and diagrams whenever applicable
• Please use Harvard referencing style for your work
• Please put all the resources which you have used in the end of the
work in reference list
Assessment Criteria for Individual Essay
• Use of relevant  International and cross cultural
theory and clarity of arguments- 30%
• Depth of knowledge and understanding-30%
• Use of relevant literature and references-30%
• Clear presentation of work with good use of
English and grammar-10%
Any Question?
• Please email to your lecturer if you have any question for your
individual essay.
• On unihub module page you can see an example for formatting your
work please do not copy text as the example will be on different
industry.

• Good luck!