Explain the difference between global and local marketing, using examples where appropriate.

Assignment Brief

Qualification HIGHER NATIONAL DIPLOMA IN BUSINESS
Unit Number and Title 40 INTERNATIONAL MARKETING
Start Date 04-06-18
Hand In Deadline 07-07-18
Assessor Name Dr. Bharti Khiyani
Assignment No ONE
Assignment Title SCOPING THE INTERNATIONAL MARKET PLACE & ROLLING OUT THE MARKETING PLAN
Purpose of this assignment

To develop knowledge and understanding to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so.

This assignment will help them to examine the marketing efforts which are able to transcend international borders. They will explore various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation.

Assignment Description

This Assignment covers the Learning outcomes LO1, LO2, LO3 and LO4.

Preparation guidelines

· The report should be grammatically correct and word processed.

· The written report must be presented in a professional manner, with FORM 1, front page, contents page, page numbering, bibliography and annexes.

· Use the Font as Arial size 11 and 1.5 line spacing.

· Identify any references and Use the Harvard referencing system.

· Complete the Form 1 page and sign the statement of authenticity.

· You will pass the assignment only if you achieve all Pass criteria. Student must provide evidence that learning outcomes of the subject have been met.

· Assignment will be checked for Plagiarism. Appropriate Actions may be taken as per College / Edexcel Plagiarism Policy.

Good practice

· Make backup of your work in different media (hard disk, memory stick etc) to avoid distress for loss or damage of your original copy.

· Make an extra hardcopy of your work submitted for your own reference or later use.

ASSIGNMENT BRIEF

TASK 1: (Covering Learning Outcome; LO1 & LO2)

You have been hired by [UAE based organization] as a marketing consultant and they are currently thinking about expanding internationally but don’t have the international marketing knowledge. They would therefore like you to write a report for the owners, focusing on how marketing contributes to business strategies in an international context and how they can enter into international markets and be successful in these.

You will need to produce a report which includes the following:

· An introduction to the organisation.

· Use a range of sources to define international marketing and highlight the main differences to local marketing.

· Assess the scope and key concepts of international marketing.

· Explain the rationale for an organisation to want to market internationally.

· Describe the various routes to market an organisation can adopt and which route the company should adopt and why?

· There are many international markets that an organisation can enter, so evaluate the key criteria and selection process that the company should use when considering which international market to enter.

· Define and explain what a market entry strategy is, using examples of the different strategies that are available to an organisation, and include the advantages and disadvantages of each.

· Conclusions and recommendations on how and why the company should enter the international market.

Submission Format for Task 1:

The submission is in the form of an individual written report. This should be written in a concise, formal business style. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2,000–2,500 words, although you will not be penalised for exceeding the total word limit.

TASK 2: (Covering Learning Outcome; LO3 & LO4)

(To be presented in Last class i.e. 25th June 2018)

Owners of the [the organization from Task 1] were very impressed with the report you wrote for them and they would now like you to give a presentation to them and the general management team on how the marketing plan can be adapted or standardized across international markets and how to organise and evaluate marketing efforts.

You will conduct a presentation which should contain the following:

· An introduction to the organisation and their current market.

· Explain the difference between global and local marketing, using examples where appropriate.

· Present an overview of the key arguments in the global v local debate.

· How does the product, pricing, promotional and distribution approach differ when using a variety of international markets?

· Explain and analyse in detail the various international marketing approaches the company can adopt. Use examples from other organisations to further enhance your answer.

· Compare home and international orientation and ways to assess competitors, outlying the implications of each approach.

· Conclusions and recommendations for the company.

Submission Format for Task 2:

1. The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions on the given date. This will be recorded for evidence of submission.

1. Students have to be in Business formals for the presentation

1. The recommended word limit is 1,000 – 1,500 words, including speaker notes, although you will not be penalised for exceeding the total word limit. All work must be supported with research and referenced using the Harvard referencing system.

1. Students can choose to RECORD a video presentation. Attire remains business formals. But, will lose marks as they wouldn’t have the Q&A from the teacher and fellow students. That’s why in class presentation is recommended.

1. The PPT file will be submitted on Edmodo by everybody.

1. Video files recorded should be in MP3 /MP4 format only.

Learning Outcomes and Assessment Criteria
Learning Outcome Pass Merit Distinction
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context. P1 Analyse the scope and key concepts of international marketing.

P2 Explain the rationale for an organization to want to market internationally and describe the various routes to market they can adopt.

M1 Evaluate the opportunities and challenges that marketing internationally presents to an organization. D1 Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets.
LO2 Evaluate entry to a selection of international markets and define the key success factors. P3 Evaluate the key criteria and election process to use when considering which international market to enter.

P4 Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each.

M2 Apply the market evaluation criteria and entry strategies, and make recommendations for a selected organisation.
LO3 Investigate how elements of the marketing plan can be adapted or standardised across international markets. P5 Present an overview of the key arguments in the global v local debate.

P6 Investigate how the product, pricing, promotional and distribution approach differs in a variety of international contexts.

M3 Evaluate the context and circumstances in which an organisation should adopt a global or local approach, highlighting the implications of doing so.

M4 Determine and articulate in detail how to adapt the marketing mix of a selected organisation in different international markets.

D2 Produce a critical evaluation of how the marketing mix is applied to a range of international contexts.
LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.). P7 Explain and analyse the various international marketing approaches organisations can adopt.

P8 Compare home and international orientation and ways to assess competitors, outlining the implications of each approach.

M5 Evaluate various marketing approaches and competitor analysis in relation to an organisation and make recommendations on how they should operate in an international context. D3 Make recommendations on how organisations should be structured to maximise the opportunity in an international context.