|Due By (Pacific Time)||01/08/2017 12:00 am|
MK3H82 and MK3S81 Written Assignment 2016/17
Guidelines to students
The broad question of the assignment requires the students to undertake a case study
for Market entry: selection and justification. The students will be required to choose a
company (preferably the one that does not have a global presence already). Then the
students will be required to choose an international market (non-domestic) for that
particular company to explore.
Begin with an introduction of the company or product that you have chosen. Yes, it
can either be a company that goes international (for example, taking Walmart to India
as a whole) or simply a product (for example, taking a beer brand to Australia). So
you can write a few lines explaining the background of the company and the unique
characteristic of the product.
After this, you can begin with question a,
a) Describe the stages of a methodological research process a company should go
through to find an overseas market, identifying the stages and resources
involved and special considerations that should be observed.
Start with a few lines on how globalization has changed the way business is done,
how the world is becoming smaller due to migration, how certain cities like London
are becoming global, we now see different cultures in a country – how does
globalization change international marketing?
Then paint the ‘International Marketing context’ using the famous diagram (do not
forget to reference it) and explain in brief how the factors like culture, language etc.
impact marketing decision making.
Here, ask yourself, how these factors affect my marketing decision. For example,
some may use culture, but may not have any impact by political system, that’s ok, but
explain why you need to consider all of them so as to inform your marketing mix (4p)
and how it informs the STP approach i.e. segmentation, targeting and positioning.
Because these 5 factors will influence on your marketing mix, right? So you can use
further theory from the slides to explain that, for example if culture is very important
for your product in the international market, refer to the relevant table, for example
The above table shows the factors which are impacted by culture, Tables for other
factors are also available in the lecture notes. So now you will apply this to the
international market you have selected, so what is the impact of culture of your
chosen international market, what implication does it have on your marketing
decision? So now, you should say, what ‘methodological research process’ does the
So next, you start with the ‘methodological research process. Now in order to do this,
you have to focus on what will you need to research in order to confirm whether the
international market you have selected will suit your product or company that you
have selected? Then you will say, this methodological process includes the
following, in this methodological process, remember IT IS IMPORTANT TO
APPLY THE CONCEPTS AND NOT DESCRIBE THEM, we want ANALYSIS
and NOT DESCRIPTION so for example, apply the PESTLE to your selected
country, don’t tell me what PESTLE is and what it is used for, I know it, so do
you…but what I need to know is, what’s the PESTLE analysis for the market you
have chosen, so are there any political threats or social opportunities? Same with
Rostow and Porters do not describe them; apply them to your chosen international
Imagine this scenario, your CEO has asked you to prepare this report, wherein he/she
has asked you to find an international market for your product – so does he want to
know what pestle or Rostow model is? No right? He probably knows that already, but
what he or she wants to know is, what emerges after you apply PESTLE or Rostow to
your market and analyses it. So think as if your CEO is on the way to the airport from
your office, and he has to read and understand your 3000 word report and make a
decision before he catches the plane. So be ruthlessly analytical, don’t get caught up
in describing concepts and be to the point. Answer the question!!!
• Macro analysis – PESTLE – so what does PESTLE analysis tell you about this
international market? You can present a table with pestle analysis for a
country. So you will talk about what has PESTLE made you aware of about
the market that you have selected? What important issues has it made you
• Then you will need to analyze what type of an economy is your chosen market
among the 3 types of economies? So you will analyze your chosen market by
using theory and let me know whether it is a command or mixed or market
economy? Why is knowing and understanding this important? Because they
have different characteristics/components right? For example, Like China is
different to UK, so your marketing mix decision in China will be different to
UK. So they type of economy matters. Give example.
• Then you will use the Rostow’s model to analyze they stage of economic
development of your chosen country. So analyze how this theoretical model
helps you identify if an economy is traditional or take off or emerging or NIC.
Now, depending on what type of economy it is, it will again impact your
marketing mix right? Give example; explain how emerging markets have
different ‘marketing’ requirements than ‘traditional societies’. So focus on
what have you understood about the economic situation of this country after
• Next you will use the Porters diamond model to analyze what is the national
competitive advantage of your chosen country and what it means for your
marketing mix. Because the demand conditions, factor conditions etc. will
impact you marketing mix again right? So what did you learn about the
country from this analyses and what implication the analysis will have on your
Michael Porter’s Diamond Model
– Demand conditions
– Related and supporting industries
– Firm strategy, structure, and rivalry
– Factor conditions
• Next you will use the Porters five forces, and analyze you chosen country to
understand what’s the bargaining power of suppliers or is there threat of new
entrant? And what have you discovered after the analysis that needs to be
considered in our international marketing decisions. Give example, like how
Samsung suffered at the hands of Apple due to threat of new entrant within
their sector. So what is the status of the five factors in your chosen market,
why knowing this is important.
• Lastly, you will now select an entry mode. So your next step will be
analyzing which is the right entry mode for your chosen product in the chosen
country. How can this decision affect your marketing actions? So you will
need to select and justify your market entry mode as to why the mode of
entry you finally choose (you will choose 1 mode of entry), is the right one for
the product or company and you will use the above methodological analysis to
justify your decision along with the theoretical characteristics of the respective
entry mode? Cause depending on the product, the company has to manage
risks, costs, control/uncertainty right? So choosing the right entry mode is
important. Cause exporting is less cost and risk, but that also means less
control and more uncertainty whereas a wholly owned subsidiary means high
cost and risk but also more control and less uncertainty right?
REMEMBER – APLLICATION AND ANALYSIS OF THE THEORETICAL
CONCEPTS IS REQUIRED AND NOT A DESCRIPTION OF WHAT THESE
Also, make sure you do not end up using the entire 3000 word limit to answer only
part a, its 40 for a, 40 for b and 20 for c – so divide your words wisely. You will need
to do this right because otherwise you will mess up the word limit.
After all this research process, you will have understood why this research process is
important and how does it help you. Also, this methodological research process
makes you aware of ‘external environment’, culture and the economic/industrial
conditions within the chosen international country, which will help you make the right
decision as to which entry mode is a best fit for the product you have chosen. So now
that you have done methodological research, you can explain the pros of this
‘structured’ approach. Why following this structured approach is important? How
does it help? For example, a higher mark will require a discussion on how this
approach is important to understand how the world is no longer neat or structured. For
example, why is not of all the USA about mass consumption? For a higher mark,
there needs to be a discussion on going beyond the boundaries of the country and
exploring the differences that lie within the country, for example London is not the
same as the rest of the UK, culturally and economically. Students can comment on
how global cities are emerging within markets that require a different understanding
to the rest of that particular country. Use of strong examples to drive a point is
encouraged. It is advisable to focus some of the discussion on understanding
‘culture’ via the structured process – since getting culture right is the most
important aspect of International marketing. Not only the culture on the
international market you choose, but the work culture. So will you use ethnocentric or
region-centric approach to management? Explain why you will choose what you
choose. How will it help?
And yay!! You have partly answered the question ‘b’ as well,
b) Contrast the merits and demerits of finding an overseas market using a
methodical research process with a more unstructured approach.
You have suggested the pros of a structured approach above, which partly answers
this question. But what are the disadvantages of this structured approach? Why is it
that some large corporations who have used structured approach have failed? Give
example, like B&Q in China.
Then you can say how is it that certain small businesses/SMEs use unstructured
approach and become successful internationally? Give example, like 42 Below
Vodka. So how do small companies do their research? Do they do any research at
all? Or is it fully informed by entrepreneur/owner of SME or their customers/market
drive their strategic marketing decisions?
Here you need to explore how the approach to finding an overseas market varies
between large corporations and SMEs. Advantages and disadvantages of structured
and un-structured approaches need to be discussed in the context of SMEs and large
corporations with examples. So should scale of the company decide which approach
is best? Compare and contrast merits of structured approach vs. de-merits of
structured approach, similarly compare and contrast the same for un-structured
approach. A discussion of how ‘culture’ is very important, for example, how do
SMEs understand culture in un-structured approach? Or is it better understood in
the ‘structured’ way? What can you miss or overlook in un-structured approach?
What can you miss or overlook in structured approach?
c) Discuss why you believe that using the Internet, including Social Media, is not
only an opportunity, but also creates problems for international marketing
managers who plan to develop their business internationally using “Digital
This question requires the student to have a critical discussion on how Digital
Marketing and Social Media can be used for product development, product
enhancement or product change. A higher mark will be awarded for a discussion on
whether Social media and digital marketing channels can be used for more than just
‘promotion’, perhaps ‘listening’ to your audience, their choice or needs and wants?
How can this be done? Provide examples to support. For example, explain how
Amazon ‘listens’ to their customers and gives out ‘suggested items’ when you log in
to amazon.com. Can social media be used as a tool to understand cultural differences
in international marketing? How? Give example. What problems can social media
marketing create for international marketers? Give example, like the dominoes viral
video i.e. a discussion is required on how cultural misappropriations or PR disasters
can happen if Social media marketing is not handled properly. Importantly, focus on
how Digital Media and Social media changed the way marketing is done, the advent
of automation, big data and analytics – is used to listen to customers by storing their
personal, credit data and then use the same to influence their buying by personalizing
suggested items on web. How digital marketing impacts distribution (for example,
amazon.com can deliver products all over the world). What advantages do social
media and digital marketing channels offer to international marketers, innovative
promotion perhaps? Give example.
Most importantly, students need to use sub-questions a, b and c to answer the main
question, i.e. justification of why do you think the international market that you have
chosen is the best for the company you have selected. Examples are encouraged in all
sub-questions, remember Justification for is required for what you said, so why you
say what you say is important.
Mark distribution as per questions:
• For MK3H82, the assignment carries 100% weight. Part a (40%), part
b (40%) and part c (20%).
• For MK3S81, the assignment carries 50% weight. Part a (20%), part b
(20%) and part c (10%).
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