LO3 Debate how the elements of the marketing plan can be adapted or standardised across international markets.

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ASSIGNMENT BRIEF

HNBS 350 International Marketing

Unit Number and Title

HNBS 350 International Marketing

Academic Year

2024/25

Spring term (Jan – Apr 2025)

Unit Tutors

 

Assignment Title

Part 1: Scoping the International Marketplace

Part 2: International Marketing Plan

Issue Date

w/c 03.02.2025

Submission Date

11:59 pm on Wednesday, 30 April 2025 (both part 1 and part 2 of the Assignment)

IV Name & Date

Business Management Department, January 2025

Guideline for Final Submission
  • The assessment for this module is in 2 parts: ASSIGNMENT PART 1 &

ASSIGNMENT PART 2.

  • You should aim to complete ASSIGNMENT PART 1 before WEEK 6 and make sure you get FORMATIVE FEEDBACK from your lecturer during teaching weeks 5 and 6.
  • It is also recommended that you complete ASSIGNMENT PART 2 before WEEK 9 and get FORMATIVE FEEDBACK from your lecturer for your Assignment 2 during teaching weeks.
  • Once you complete BOTH PARTS, you need to compile them into a single Microsoft Word document for Final Submission.
  • Remember, there will be only ONE submission link on Moodle. You cannot submit PART 1 and PART 2 separately.

Assignment Brief - Part 1

Submission Format

The submission is in the form of an individual briefing report. This should be written in a concise, formal business style using single spacing and font size 12. 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. Provide a bibliography using the Harvard referencing system. The recommended word count is about 2000 words, you will not be penalised for exceeding the total word limit.

Learning Outcomes

LO1 Analyse how effective marketing contributes to business strategies in an international context.

LO2 Evaluate entry to a selection of international markets and define the key success factors.

Vocational scenario

You work as an Associate Consultant in the International Expansion Team at Many Pets Ltd., a British unicorn company that sells per insurance. Your team are playing a critical role at this organisation for growing product and service offerings in new international markets.

You have a cross-functional role working closely with different areas of the business to identify business needs and adapt strategic approaches. Currently, you are working closely with the marketing department. You have been asked to prepare a brief document for the marketing team to familiarise them with key aspects they need to consider for their international marketing strategy.

Assignment activity and guidance

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

  1. Explanation of key concepts of international marketing and analysis of their scope to support international expansion strategies.
  2. Rationale for the potential benefits an organisation would have should they begin to market internationally, and a detailed explanation of the various routes to market they can adopt.
  3. Considering the international market context, produce a critical evaluation of the challenges and opportunities of international marketing and highlight the main differences to local marketing.
  4. Building upon the critically evaluative insight into the international context, discuss best ways for organisations to adapt their marketing strategiesfor various markets.
  5. Critical analysis of the key criteria and the selection process that the company should use when considering which international market to enter.
  6. Using suitable examples, describe and critically evaluate the different market entry strategies, including the advantages and disadvantages of each one.
  7. Applying the market evaluation criteria and entry strategies, produce recommendations on how the selected organisation should enter the international market and justify why that would be a suitable approach.
 

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Text Books

  • LOWE, R., KENYON, A. and DOOLE, I. (2019) International Marketing Strategy: Analysis, Development & Implementation. 8th Ed. Cengage.
  • ALBAUM, G. and DUERR, E. (2016) International Marketing and Export Management. 8th Ed. Harlow: Pearson.

HN Global

Weblinks

Learning Outcomes and Assessment Criteria

Pass

Merit

Distinction

LO1 Analyse how effective marketing contributes to business strategies in an international context

LO1 and LO2

D1 Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets.

P1 Analyse the scope and key concepts of international marketing. P2 Discuss the rationale for an organisation 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 organisation.

LO2 Evaluate entry to a selection of international markets and define the key success factors

P3 Evaluate the key criteria and selection 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 one.

M2 Apply the market evaluation criteria and entry strategies, and make recommendations for a selected organisation.

Assignment Brief - Part 2

Submission Format

The submission is in the form of an individual report which presents an international marketing plan for Many Pets Ltd. This should be written in a concise, formal business style using single spacing and font size 12. 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.

Provide a bibliography using the Harvard referencing system. The recommended word limit is 2000 – 2500 words, you will not be penalised for exceeding the total word limit.

Unit Learning Outcomes

LO3 Debate how the elements of the marketing plan can be adapted or standardised across international markets.

LO4 Present different international marketing approaches for multinational, global, transnational or meta-national contexts.

Vocational scenario

Working for the same role and organisation (Many Pets Ltd.) as in Part 1, you are now required to develop an international marketing plan for them, that can be adapted or standardised across international markets to organise and evaluate their overall marketing efforts.

Assignment activity and guidance

Develop an international marketing plan for which you should perform the following tasks:

  1. Provide a critical overview of the key arguments in the ‘global vs local’ debate. Using specific examples, evaluate the context and circumstances in which an organisation should adopt either a global or local approach, and consider the implications of each.
  2. Discuss how the elements of the original marketing mix (i.e. product, pricing, promotional and place /distribution) approaches will differ in the context of international market. If you consider it is relevant, you may you the extended marketing mix (the 7Ps).
  3. Articulate in detail how the company should adapt the marketing mix in a specific international context.
  4. Evaluate which various international marketing approaches the company can adopt by highlighting benefits and limitations. You are advised to use examples from other organisations to support your arguments and enhance your answer.
  5. Compare home and international orientation of businesses, and different ways to assess competitors, outlying the implications of each approach.
  6. Conclude with justified recommendations on how the organisation should be structured to maximise their opportunities in an international context (e.g., multinational, global, transnational or meta-national).

 

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Textbooks

ALBAUM, G. and DUERR, E. (2016) International Marketing and Export Management.8th Ed. Harlow: Pearson.

KEEGAN, W. (2016) Global Marketing Management: International Edition. 9th Ed. Harlow: Pearson.

LOWE, R., KENYON, A. and DOOLE, I. (2019) International Marketing Strategy: Analysis, Development & Implementation. 8th Ed. Cengage.

HN Global

  • HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learningzone/reading-lists
  • HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals. com/subjects/resource-libraries
  • Explanation of key concepts of international marketing and analysis of their scope to support international expansion strategies.
  • HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbookshttps://hnglobal.highernationals.co  m/textbooks

Weblinks

Learning Outcomes and Assessment Criteria

Pass

Merit

Distinction

LO3 Debate how the elements of the marketing plan can be adapted or standardised across international markets

 

 

 

 

 

P5 Present the key arguments in the global vs local debate.

M3 Challenge the context and

circumstances in which

D2Justify how the marketing mix can be adapted and applied,

P6 Discuss how the product, pricing, promotional and distribution approach differs in an international context.

an organisation should adopt a global or local approach, highlighting the implications of doing so.

M4 Articulate in detail

how to adapt the

giving a range of international examples.

 

marketing mix of a

 

 

selected organisation in

 

 

an international

 

 

context.

 

LO4 Present different international marketing

 

approaches for multinational, global,

 

transnational or meta-national contexts.

 

P7 Present various international marketing approaches for different organisations and contexts.

M5 Present the benefits and limitations of various international marketing approaches

and competitor analysis

D3 Present recommendations for how organisations should be structured to

maximise the

P8 Compare home and

in relation to

opportunity in an

international orientation

organisational purpose

international context.

and ways to assess

and orientation.

 

competitors, giving

 

 

implications of each

 

 

approach.

 

 

Sample Answer

LO3 Debate how the elements of the marketing plan can be adapted or standardised across international markets.

International Marketing Plan for Many Pets Ltd.: Adaptation vs. Standardisation

Introduction

Expanding into international markets presents businesses with the strategic challenge of deciding whether to standardise marketing efforts globally or adapt them locally. Many Pets Ltd., a pet insurance provider, seeks to extend its reach beyond the UK, requiring a well-defined marketing strategy that balances consistency with responsiveness to local market conditions. This report explores the key arguments in the global vs. local marketing debate and evaluates how Many Pets Ltd. can structure its international marketing plan.

The Global vs. Local Marketing Debate

The global standardisation approach assumes that consumer needs are increasingly homogeneous, allowing companies to market products and services uniformly across different regions. This method ensures cost efficiency, brand consistency, and operational simplicity. Coca-Cola, for example, maintains a standardised brand image, using similar advertising strategies worldwide.

In contrast, the localisation approach argues that cultural, economic, and regulatory differences necessitate tailoring marketing efforts to each market. Companies like McDonald’s exemplify this by modifying their menus based on local tastes—offering teriyaki burgers in Japan and McAloo Tikki in India.

A hybrid approach, known as “glocalisation,” merges the advantages of both strategies, standardising core branding while adapting aspects of the marketing mix to suit local markets. This approach is particularly relevant for service-based industries like pet insurance, where regulations, pet ownership patterns, and consumer attitudes vary significantly across regions.

Adapting vs. Standardising the Marketing Plan for Many Pets Ltd.

1. Product Strategy

Standardisation: Many Pets Ltd. can maintain its core service offering—comprehensive pet insurance—across all markets, ensuring consistency in brand identity and consumer expectations.
Adaptation: Insurance regulations, veterinary costs, and pet care trends vary widely. For instance, in the US, pet insurance often covers wellness care, whereas in Germany, consumers might prioritise liability coverage. Many Pets Ltd. should tailor its policy structures to meet local demands.

2. Pricing Strategy

Standardisation: A uniform pricing model could be beneficial in developed markets where pet healthcare costs are similar.
Adaptation: Economic conditions, disposable income, and pet insurance penetration rates differ. In emerging markets, offering lower-cost basic plans with optional add-ons might encourage uptake.

3. Promotion Strategy

Standardisation: Digital marketing strategies, such as social media and influencer partnerships, can be consistent globally. Global pet influencers and celebrity endorsements may create widespread brand recognition.
Adaptation: Cultural differences influence advertising effectiveness. In France, emotional storytelling in marketing might resonate more, while in China, practical, trust-based messaging could be more effective. Tailoring messaging and choosing appropriate media channels will enhance engagement.

4. Place (Distribution) Strategy

Standardisation: Online platforms and digital insurance sales can be a consistent global distribution method.
Adaptation: Partnerships with local veterinary clinics, pet stores, and breed-specific organisations can help drive customer acquisition. In Japan, pet insurance is often bundled with veterinary services, which Many Pets Ltd. could integrate into its local market strategy.

Contextual Considerations for Choosing a Global or Local Approach

Market Maturity: In highly developed markets like North America and Western Europe, standardised marketing may work, given similar consumer behaviours and expectations. However, in less mature markets, a localised approach is necessary to build trust and awareness.

Regulatory Environment: Pet insurance is highly regulated in many regions. The UK’s Financial Conduct Authority (FCA) has different requirements than the US’s state-based regulations or Germany’s insurance codes. Many Pets Ltd. must adapt compliance strategies accordingly.

Continued...


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