Topic: Global Marketing essay

Instructions for formative assessment
This compulsory assessment is essential preparation and foundation for the summative assessment.
Step 1
Choose a UK SME and Product. Make sure your seminar tutor approves by email your choice of
company, product before you begin screening against the named countries listed in the assessment.
Send a short and clear email listing for your 100% UK British owned SME Company:
a) Company name
b) Revenue * (less than £30m)
c) Number of employees * (less than 250)
d) Name of Single Product (not range)
e) Confirmation the product is manufactured (most of it) in the UK and therefore contributes to a
positive physical goods trade balance with the rest of the world.
f) Which countries it is not yet operating in of: a) Brazil b) Nigeria c) Turkey d) Vietnam e) Czech
g) A web link or two where we can check your marketing research data.

  • Note: may be difficult to find employee and revenue figures for very small companies i.e. absence
    means they are indeed small. All UK limited companies will have some information with Companies
    Step 2
    The second step is to then to submit a poster like summary (i.e. points a-f listed above) and a
    marketing analysis of your approved choice including their current UK marketing mix, segments they
    target, positioning against their competition, Brand, etc.
    Show the results of your screening of potential new country markets using a MACS matrix. NB: All five
    countries are to be screened (unless the product is already being marketed in a country). If the
    product is marketed in all five then it cannot be used. If available in many countries already it is likely
    not a suitable choice.
    Format: One PowerPoint slide converted to (i.e. saved as) a PDF (to reduce file size) and submitted to
    Word Limit: It is a visual poster so do not cram it full of text. Use pictures, diagrams, tables, etc. The
    aim is for students to practice summarising using diagrams and tables. This will help you use the
    available word count in Part B economically.
    References: On another slide include Harvard style references of your secondary data sources. Note
    simple cut and pasted web references URLs (uniform resource locator) are insufficient at level 5/6.
    Product Choice
    For pedagogical (teaching and learning) reasons, it must be a physical product (not a service, not
    software, not a download, nor a mobile phone app). It must be manufactured in the UK. It must be
    made by a UK (British) SME (100% UK owned, not a subsidiary of a large company). To be an SME it
    must have less than 250 employees and less than £30m in annual revenue. The SME’s product must
    be ‘new to the market’ of your country of choice. It must be one distinct physical product (not an entire
    company, brand or entire product range). SMEs with less than 250 employees and less than £30m in
    revenue includes some very substantial companies. Check that they have not already
    internationalised to a significant extent, they will not be approved.
    Note: Most products can be ordered on-line from the company website, on eBay or Alibaba. This is not
    a country marketing presence. Your task is to establish a real substantive presence in a new country
    with a similar customer experience as to that in the UK but working with local partners. Note: Web only
    (i.e. e-commerce only) marketing and distribution plans are also not acceptable for pedagogical
    UK SMEs manufacturing physical products can be found from many sources, see lecture/seminar
    notes. Students are encouraged to select UK SMEs they might like to work for in a marketing
    capacity, either as an employee or consultant.
    Work independently. Duplicate product/country combinations are not allowed i.e. one student per one
    product/target country. Email your tutor with your choice with every aspect of a) through g) above and
    it will be approved and ‘reserved’ by return email within two working days. Sending a note with a link
    to a company website with the question “is this one OK?” is unacceptable. Your tutors are very busy
    checking and approving scores of SMEs at this time.
    Assessment Structure
    It is a poster less is more, quality not quantity.
    A) Show clearly the points (a-f) e.g. company details and physical product of your choice – show they
    are a UK 100% owned SME. Show the countries where they market their product already.
    B) Show the current domestic marketing mix including competitive positioning in the UK market using
    relevant referenced marketing techniques.
    C) Show the MACS matrix and criteria (drawn from the core texts and your knowledge of the SME and
    how each of the five countries came out on the screening. Communicate which country is the best
    new market of the five available.
    D) Harvard style references.
    The Poster needs to be succinct, colourful and clear, so that is could be display on screen to the class.
    Each student will receive oral feedback face to face during a seminar and must record it. The
    feedback should be taken seriously and addressed in Part B. The presentation content will be graded
    by the tutor into 3 broad indicative traffic light categories using the module’s marking criteria. At this
    stage the quality of the analysis and the understanding of the taught syllabus will be key.
    Green 60% plus (in good shape to progress to Part B).
    Amber 40-50% (can progress to Part B, but substantive changes are required).
    Red 40% or below (inadequate (likely to fail) and should not proceed, contact your tutor for guidance.)
    Part B Global Marketing Plan
    Instructions for summative assessment
    Short, clear, concise, decision and action oriented applied marketing reports attract high marks.
    Format: Global Marketing Plan (Structured Professional Report) with full Harvard references
    Word Limit: 2500 words + 10% (for main report text) i.e. the primary/secondary data and budgets in
    the appendices and your references do not count towards the 2500 word limit.
    Font: Arial font size 11 or 12 point, (this font). In business organisations will have a compulsory ‘house
    style’ and font.
    The plan must include two appendices: (not included in the word count).
    Appendix I) Primary and Secondary Market Research
    Country Screening data and other summary data regarding market size, market growth, customer
    preferences, segments, segment size, cultural and legal requirements, competitors, promotion and
    distribution channels, tariffs, shipping costs, etc.)
    Appendix II) Marketing Promotion Plan and Budget (Promotion Costs Only, including foreign
    marketing agency costs) and Cost Allocation and Margin Analysis (Word Tables or Spreadsheets)
    Global Marketing Plan written for the CMO or CEO of your chosen and approved Part A UK SME
    company completely new to market in one of the available countries. (Note: It must be approved by
    your tutor prior to the compulsory formative assessment.)
    The global marketing plan must contain a clear business objective namely a sales and marketing
    objective for the first year a minimum of £50,000 in gross sales and a costed promotional budget and
    a projection of any surplus or deficit at the end of year one.
    The plan must state and explain how these business objectives will be achieved by the global
    marketing function.
  1. What is to be achieved for the SME? – Business objectives. (100 words)
  2. Which country market and why? – Country screening. (200) Detailed screening of top two
    countries from the five screened in the formative? NB: All five countries are to be screened in Part A
    and the results carried forward from the formative poster into Part B.
  3. Which market segments? – STP (400)
  4. How marketing will help achieve the business objectives? – Detailed Marketing and Sales
    Objectives. (100)
  5. How will you bring the product to the new market? – Entry Mode Selection. (400)
  6. How will you compete and generate customer value? – Detailed Global (New Country)
    Marketing Mix++ (1000)
  7. How much will the promotional element of the mix cost? Will the SME make or lose money in
    year 1? – Global (New Country) Marketing Promotion Plan and Budget (300)
    Appendix I and II.
    Students are advised not to include a PESTLE or SWOT or Porters 5 forces analysis. These are not
    part of the syllabus. These strategy techniques are too high level and use too many words of the word
    count. You have MACS instead. The marketing plan is to be action orientated and detailed, not a
    general report i.e. statements such as “it is very important to set a price” but not actually decide the
    actual price are not sufficient in a Level 5/6 assignment where business readiness must be
    Students are advised to use diagrams, tables and spreadsheets to support their plan (it also saves on
    word count). Do not cut and paste from lecture notes and websites etc., it doesn’t demonstrate
    understanding. All references will be checked during the marking process and should be from or
    directly related to the taught syllabus. Students not actively using Hollensen and the module case
    studies are likely to fail.
    Marking Scheme (100%) divided as follows:
  8. Application of accurately referenced decision orientated principles of Global Marketing drawn from
    the module syllabus. (30%)
    Students should review, list and reference the main principles covered in the syllabus e.g. the
    Hollensen, Keegan and MacDonald texts, the journal papers and the several seminar cases studies.
  9. Use of primary and secondary data to support your decisions. (30%)
    Your decisions should be supported by primary and/or secondary data marketing research. Many
    students lose marks here by not providing data to support their plan. The university provides access
    to several professional market research databases e.g. Mintel. A quick Google search will not suffice
    for a CMO or CEO expecting a business ready report recommending a major decision for a small
  10. Critical evaluation of your decisions. (30%)
    You must reflect upon (think about) and assess your options (e.g. the mode of entry, your price, the
    promotional mix, brand, positioning, etc.) your decisions and judgements.
  11. Logical structure (a marketing plan), clear use of English, accurate referencing of books and journal
    articles and use of word limit and correct clear font. (10%)
    Reference your secondary data sources carefully not just ‘cut and pasted’ browser web links.
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