Part A Individual Poster Style Summary
Instructions for formative assessment
This compulsory assessment is essential preparation and foundation using the tutor’s feedback for the summative assessment.
The first step is to have your tutor approve by email your choice of company and product (within 3 weeks of the start of the module).
Then summarise your choice presenting concise evidence that it is an appropriate UK (British) SME, physical product. Show your analysis of their current UK extended marketing mix and the needs (segments) they address/target. Also summarise the results of your screening of potential new country markets: Brazil, Czech Republic, Nigeria, Turkey, and Vietnam in a MACS matrix.
Format: One PowerPoint slide that could be displayed on screen for presentation and discussion with the CEO, convert to (i.e. save as) a PDF (to reduce file size) and submit it to Turnitin for feedback.
Word Limit: It is a visual poster so do not cram it full of text. Use pictures, diagrams, tables, etc. Good clear presentation aids accurate reading and understanding of your investigative work. Diagrams and tables will also help you use the available word count in the summative economically.
References: On a separate 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.
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. Check at Companies House. The SME’s product must be ‘new to the market’ of your country of choice.
Note: Most products can be ordered on-line from the company website, on eBay or Alibarba these days. This is not a marketing presence. Your task is to establish a real presence in a new country as a consumer might experience in the UK working with local partners. Note: Web only marketing and distribution plans are also not acceptable for pedagogical reasons.
UK SMEs manufacturing physical products can be found from many sources, see lecture/seminar notes. Students are advised to find their UK SME by using the specialist press in a specific sector of interest: e.g. electronic equipment, sports, healthcare, clothing, food and beverages, etc. B2B products e.g. construction equipment, office equipment, etc. are just as good as B2C products for this assessment. Students are encouraged to select UK SMEs they might like to work for in a marketing capacity, either as an employee or consultant. 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.
Work independently. Duplicate product/country combinations are not allowed i.e. one student per one product/target country. Email your tutor with your choice and it will be approved and ‘reserved’ by return email within two working days.
Part B Global Marketing Plan
Instructions for summative assessment
Short, clear, concise, decision and action oriented reports attract high marks.
Format: Global Marketing Plan (Structured Report) with full Harvard references
Word Limit: 2500 words + 10% (for main report text) i.e. the 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 the business world organisations will have a compulsory ‘house style’ and font.
Global Marketing plan (report) format.
Full bibliography of sources referenced using the Harvard system.
The plan must include two appendices: (not included in the word count).
Appendix I) 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, shipping costs, etc.)
Appendix II) Marketing Budget (Promotion Costs Only including agency costs) and Margin Analysis (Word Tables or Spreadsheets)
Global Marketing Plan addressed to the CEO of your chosen of UK SME company for one distinct physical product (not an entire company, brand or entire product range) completely new to market in one of: Brazil, Czech Republic, Nigeria, Turkey and Vietnam. (It must be approved by your tutor prior to the compulsory formative assessment.)
The global marketing plan must contain a clear sales objective for the first year a minimum of £50,000 in gross sales and a costed promotional budget (e.g. £30,000) and a projection of any surplus or deficit for the marketing plan at the end of year one.
The plan must state and explain how these objective will be achieved from a marketing function perspective from the various options and choices that are available to marketers.
- What is to be achieved for the SME? – Business objectives. (100 words)
- Which country market and why? – Country screening. (200) Detailed screening of top two countries from the six available?
- Which market segments? – STP (400)
- How marketing will help achieve the business objectives? – Marketing Objectives (100)
- How will you bring the product to the new market? – Entry Mode Selection (400)
- How will you compete and generate customer value? – Detailed Extended Global Marketing Mix (1000)
- How much will the promotional element of the mix cost? Will the SME make or lose money in year 1? – Global Marketing Budget (300)
Students are advised not to include a PESTLE or SWOT or Porters 5 forces analysis as these strategy techniques are too high level and use too many words of the word count.
You have MACS.
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 demonstrated.
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 related to the taught syllabus.
Marking Scheme (100%) divided as follows:
- 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.
- Use 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 up to date professional market research databases e.g. Mintel. A quick Google search will not suffice for a CEO expecting a business ready report.
- 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, etc.) your decisions and judgements.
- 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.
See the assessment rubric at the end of this briefing and the in-class lecture/seminar sessions for including a review of assessment examples for specific details of how to achieve a good mark.
You MUST use the Harvard System. The Harvard system is very easy to use once you become familiar with it.