Global Market Analysis and Marketing Strategy
Assignment type: Individual Project Report of 3000 words to be submitted online.
Choose one of the products listed from the companies below on which to base this assignment:
Isle of Raasay Gin https://raasaydistillery.com/scottish-gin/
Iain Burnett Highland Chocolatier 12 Velvet Truffles Mixed https://www.highlandchocolatier.com/12-velvet-truffles-mixed-c-32-p-465
Gretna Green Harris Tweed Mini Handbag (choose one colour) https://www.gretnagreen.com/harris-tweed-bags-b13?gclid=Cj0KCQiAk4aOBhCTARIsAFWFP9GXADU8_spI5pGgxDaeUB_iD1S7sSj6fZ1nns9uElmnbnWpFafGWacaAqD4EALw_wcB
Choice of foreign country:
You are required to choose ONE foreign country for the company you have chosen to launch your chosen product into (which is outside the UK). You are expected to justify your decision based on information you have gathered on the chosen country and the market for the product from the UWE library databases and reputable online sources
Choice of market entry mode: You are required to select ONE appropriate market entry mode for the chosen company when entering the market with the chosen product. You should justify your choice of entry mode with reference to the academic literature on the essential factors which the company must take into account when choosing a market entry mode
Recommendations on a marketing strategy: You are required to make recommendations for a Marketing strategy for the chosen product in the chosen new market which includes a target audience and positioning and product strategy (35%) and price, distribution and promotional strategy (30%). These recommendations should be justified with reference to the academic literature and should include a critical assessment of the PESTE factors that have impacted on your recommendations for the elements of the marketing strategy.
Learning outcomes
On successful completion of this module students will be able to:
Critically evaluate and analyse a range of marketing issues in a cross-cultural, cross-border, pan-regional and global context
Demonstrate analytical and evaluative thought processes through the application and interpretation of key academic arguments.
Demonstrate an ability to use theoretical models by applying them to a business case.
Engage with an appropriately applied selection of significant global marketing academic and commercial literature.
Understand how a company’s marketing strategy will vary depending on the nature of its experience and involvement in international markets.
Undertake independent/self-directed learning.
Communicate effectively by written means demonstrating appropriate selection of relevant theories, concepts and a clear organisation of material.
The student will be expected to:
Consider and research the background to the company(s)/scenario and global marketing topics and theory relevant to the case
Critically evaluate the literature, theory and marketing information relating to the case study and assess the impact and influence of key factors on the case scenario
Discuss and analyse marketing and strategic implications for the company(s) featured, draw conclusions from the critical evaluation of the scenario and make recommendations that contribute to the creation of solutions for any problems facing the company(s) identified in the case and through the students own evaluation.
You are asked to use a report style of writing so that your evaluation is clearly signposted. You are required to write in an academic style.
You must make full use of and apply appropriate global marketing theory in all your answers.
You are required to demonstrate breadth and depth of knowledge and provide evidence that you have used a wide range of academic information sources in the compilation of this piece of work. You are also expected to undertake market research on the market that you recommend and use a wide range of industry and country sources.
