CB544 International Marketing

ASSESSMENT GUIDANCE
DR RACHEL DUFFY
2020-21
 The Assessment Components
2

 Group Presentation (10%)

 International Market Audit to select market with most potential for
case company
 Due in week 21

 Individual Report (70%) Assessment Components

 International Marketing Planning Report for case company in the
chosen market
 Due in week after term ends (14th April)

 MCQ Tests (20%)

 Test 1: Week 18
 Test 2: Week 24
 Online Multiple Choice Tests (20%)

The tests will cover content from

the weekly lecture recordings and
lecture activities.

There is 5 weeks content for each

test
 MCQ test 1 (10%) : content from weeks
13-17
 MCQ test 2 (10%) : content from
weeks 18 & 20- 23).
 So what topics will be covered in the test?

Anything that is covered in the lecture

recordings and in the moodle activities.

Expect @ 8-9 questions from each week’s

content.

You will need to be familiar with the lecture

content and activities to answer all the
questions in the time (@45 minutes).
Format of Online Multiple Choice Test

Negative marking
will apply on some
questions
Example of Negative Marking
Sole traders and partnerships
have no obligation to
publically file annual
accounts, other then for the
assessment of the individuals
personal tax liability
 When can the MCQ Tests be taken?

Assessment Weighting When Open

MCQ Test 1 10% Week 18 ( Monday 9am to Friday 5pm)
MCQ Test 2 10% Week 24 (Monday 9am to Friday 5pm)

Please note:
• Once you start the test you will only have the allocated time to complete it
• Likely to be 45 minutes.
• The test cannot be paused
• Ensure your internet access is stable before you start the test.
• The test will close at 5pm on the Friday regardless of how far through you are so allow
enough time to complete it.
 Presentation and Report Elements
8

 Group Presentation (10%)

 International Market Audit to select market with most
potential for case company
 Due in week 21
Assessment Components

 Individual Report (70%)

 International Marketing Planning Report for case company in
the chosen market
 Due in week after term ends (14th April)

Guidelines are on moodle

 Case Company for Presentation and Report

Pret A Manager
The international coffee and sandwich chain Pret a
Manger is one of the UK’s leading retailers of high
quality, ready to eat sandwiches.

Most stores are in the UK (notably London), but they

also have international stores in the US, Hong Kong,
France, Singapore, Dubai, Denmark, Germany, The
Netherlands and most recently Belgium and
Switzerland.
 The Group Presentation Task

• Your group has 15 -20 minutes to explain and justify

their decision for the country that you think holds the
most potential for Pret as the next market to enter.

• All groups will be required to conduct a detailed

macro and micro level market audit on two shortlisted
countries

• You must discuss both countries you were given- not

just the one you selected.
 Suggested Presentation Structure.

• Introduction
• Purpose of presentation
• Overview of Pret
• Overview of method used to compare countries

• Analysis of candidate countries

• This should include both macro and micro level data.

• Conclusions and Recommendation.

• Give a clear conclusion on which country has been chosen
• Summarise the main basis for the recommendation so that the
choice of recommended country to enter is clear and convincing.
 Starting the Presentation.

In your introduction don’t just give a historical or

descriptive account of what Pret do as a company.

Why?
You are selecting a potential market for Pret so you need
to show that you understand what is important and
relevant to them.
• This is key as your knowledge of Pret should be
used to inform the choice of variables used in your
analysis of the countries you were given.
• It will help make your arguments more convincing.

• This is vital for a good mark!

 Guidance for the Introduction

• When discussing Pret highlight key aspects of

their strategy and values (i.e. what is central
to their targeting and positioning strategy and
current expansion strategy).

• This will help show an awareness of the key

factors you think are most relevant to Pret
when looking for a new market (i.e. what
would they be most interested in and why?).
• Include these in your analysis
 Guidance for the Introduction (cont’d)
• In your introduction you should also:
• Provide a brief overview of the method used
to compare your two candidate countries
(use a diagram to summarise).

• This should refer to the theory on country

selection as well as what you know about
Pret (as previously discussed).

• Doing both will demonstrate that you have

considered an appropriate range of factors
when making your decision on the best
potential market to focus on.
 Your Analysis of the Countries

In your comparison of
countries you should conduct
analysis using both Macro
(country level)
and Micro (industry and
consumer level ) factors
 Main Body of Presentation

• When comparing your countries ensure you highlight:

• Key variables of relevance from the analysis of the macro
environment as informed by a:
• PESTEL/SLEPTS/ESTEMPLE type analysis
• Cultural analysis (i.e Hofstede)

• Evaluate the potential of the country at the level of the

industry (i.e. micro environment):
• Size and growth of the industry
• Competitor analysis
• Likely demand for Pret’s products and service
• Fit of product offering and positioning in the new
market
 Some Tips for the analysis

 Typically presentations are easier to follow when you use the

methodology to guide the data analysis rather then present on a
country by country basis.
 For example if you have conducted a PESTEL type analysis to
look at the macro environment then present the data according
to the framework.
 i.e. give an overview of how both countries compare
politically, followed by how they compare in terms of relevant
economic indicators etc.

 If you present on a country by country basis direct comparisons

between the countries are much harder to see
 Some Tips for the analysis
• Ensure you look at the same things for both countries otherwise
you cannot make accurate comparisons
• It also indicates that groups members have not worked together to
decide what is important to look at and why.
• Such an approach is typically associated with low marks.

• Summarise your key findings using scoring tables so it’s clear how
the countries compared and how you reached your decision
• Often students discuss lots of interesting data in their presentations
and then don’t include it in the summary table that is used to select
the countries with the most potential.
• This questions why it was mentioned in the first place and shows a
lack of focus.
 Some Tips for the analysis
• Show the actual data behind your analysis (i.e. show actual figures
of GDP rather then just rankings of them such as a score of 1 for
the country with the highest GDP and 4 for lowest GDP etc).
• This will aid how they compare more objectively- so use the
actual data to support and explain the groups subjective
scores/rankings used to calculate overall country scores.

• Reference the source of the data on the slides so it’s clear what
data you have used to support your analysis (i.e. World Bank 2016)
and provide a full list of references used at the end of the
presentations on a separate slide.
 Top Tip: Avoid just describing stuff

Don’t just tell me lots of facts

about each country.

Make sure you interpret the

data and tell me why this
information is useful to know
and what it means to Pret.

You have to make it relevant!

 Concluding The Presentation

Concluding the Presentation

• To conclude the presentation
the group could:
• Present an internal audit (i.e.
SWOT analysis) to show the
match (fit) between the case
company and the chosen
country.
 What we will be looking for when marking
your Presentations

Content Are there glaring gaps- is it focused on

the task at hand?

Structure is it easy to follow?

Quality of arguments is it convincing?

Presentation Style Is it interesting to listen to?

Quality of Visuals Can I see what you are talking about?

Overall timing Was it rushed?

 Peer Evaluation For Groupwork
Strictly Confidential: For EACH person on
your team, including yourself, please
comment on her/his performance in the
grid below using a 5-point scale (1=
always, 5= never):
If a student has an average score of 15 or
more, some downward moderation of
the mark may be applied at the
discretion of the module convenor .

Will also depend on the answer to

questions 6 and 7 and comments made.
 The Individual Report Task

3500-4000 word report to cover the

key elements of international
marketing planning
 Country Selection
 Entry modes
 Marketing strategies
 Hollensen’s International Marketing Plan
(incorporates entry modes
25
as a distinct phase)

Evaluate the vision and mission of the firm, including stakeholder expectations

Conduct a detailed external and internal situation analysis and match to select an
1 appropriate international market

Set realistic marketing objectives for target market segments, decide on core strategy
such as positioning, competitive advantage.

Choose best way to enter the market to distribute products in chosen market (i.e.
2 export, intermediate mode, hierarchical mode).

Develop international marketing mix, decide what can be standardised and what must
3 be adapted.

Implement and monitor the plan

 Suggested Report Structure

Title Pages
Executive Summary
Table of contents
Section 1: Introduction
Section 2: Country comparison and selection Included in
Section 3: Market entry modes recommendations word
Section 4: Marketing Strategies recommendations count
Section 5: Conclusions
References
Appendices
 Key Guidelines for Report Writing

Structure is key
 Structure refers to the organisation of the chapters
or sections that make up the main body of the
report.
 Numbered headings and subheadings
 Appendices

Presentation is key
 Should look professional
 Good layout
 Accurate spelling and grammar
 Section Headings and Sub Headings
• A second order system of numbering is used for the subheadings or subsections that
come under each of the main headings:
• 1. HEADING FIRST MAIN SECTION
• 1.1 Second order heading
• 1.2 Second order heading
• 1.3 Second order heading

• 2. HEADING SECOND MAIN SECTION

• 2.1 Second order heading
• 2.2 Second order heading
• 2.3 Second order heading

(Source http://unilearning.uow.edu.au/report/1g.html)
 Section 1: The Introduction

1. Introduction
 1.1 Overview of project brief and purpose of report

 1.2 Overview of the case company Pret

 When discussing Pret ensure you show an
understanding of their target markets and marketing
strategy in domestic and overseas operations.
 Use this knowledge to make assumptions that will
guide decisions taken in the rest of the report
 Section 2: Country Selection
 Overview of screening method used to compare countries. Justify
choice of variables using theory and also in terms of relevance to
Pret.

 Clearly present, discuss and analyse the data on both countries.

 In doing so clearly consider the implications for Pret rather than
just presenting the facts and providing a descriptive
commentary.
 Ensure comparable data is provided for both countries

 Ensure all sources of data are clearly cited

 Ensure your final decision is clearly stated and justified
 Section 3: Entry Modes

 Consider the appropriateness of different entry modes for Pret in the chosen
country (not just the chosen one).

 In particular consider the implications of external and internal influences on

the appropriateness of different entry modes
 Use what you know about Pret to inform your discussion.
 Consider the activities and entry modes used by similar companies (i.e.
competitors).
 Consider the environment in the chosen country- using what you found
out in the previous section.

 Make a clear recommendation

 This could be a staged approach using different modes at different stages
 Section 4: Marketing Strategies

 Clearly
state the consumer segments being
targeted

 Devise realistic recommendations for each

element of the marketing mix
 Use your knowledge of Pret’s current
domestic strategy to inform and justify
your choices
 Ensure strategies are developed in light of
target consumer segments
 Section 4: Marketing Strategies

 Ensureyour strategies are developed in light of

what you know about your chosen country-
 Make country specific recommendations.
 Consider activities of competitors in that
country

 Clearly
discuss which elements of Pret strategy
can be standardised and which need to be
adapted (and the degree of adaptation required)
 Section 5. Conclusions
 Should draw report together and provide an ending

 Should summarise the key content and findings

 Should clearly highlight reasons behind decisions and

recommendations regarding
 Country selection
 Entry modes
 Marketing strategies

 Important not to introduce anything new in the

conclusions
 Referencing : Two Key Elements

1. Reference in the text (citation)

 Typically ‘author (date)’ as in Harvard System or
a number as in numeric systems [1]
 The citation tells the reader that the idea came There needs to
from elsewhere and where to look for more be 100%
information on the source correspondence
between the
2. In the references section
sources you cite
 A list of all your sources
in the text and
the reference list
 Must give full details of where to find them

 Must be in alphabetical order

 Appendices
Appendices should be used for supplementary
information
 Information that is not essential to explain your findings but that
supports your analysis or validates conclusions

Only put relevant information into an appendix.

 If it is in the appendix it must be mentioned in the report.

Appendices should be organised

 i.e. Appendix A, Appendix B
 This enables specific reference to be given regarding where the
supporting material can be found.
 Do you find writing difficult?
37

You are not alone!

 English grammar is very complex Reminder
Contact the student and learning
advisory service
https://www.kent.ac.uk/uelt/abo
ut/
slas.html
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Any questions?

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