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

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.

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.

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.

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).