International Marketing

Maximum Word Length: 2500 words

State the number of words used at the end of your assignment. You may include diagrams, figures etc. without word penalty. A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded. You have to mention total word count at end of assignment before references.

01-10% excess No penalty

11-20% excess 10% reduction in the marks

21-30% excess 20% reduction in the marks

31%+ excess Work will be capped at a pass i.e. 40% or grade point 4.

NB. None of the above penalties will be used to change a student mark, which is above the pass mark, to one that is below the pass mark. Therefore, the maximum penalty for exceeding the word limit will be a reduction to a pass grade.

This assignment will assess the following learning outcomes:

1) Identify and critically evaluate the major environmental influences affecting global and international markets to justify recommended strategies;

2) Apply appropriate analytical models and frameworks to analyse, assess and critically appraise global and international marketing situation.

Write an Individual Assignment up to 2500 words on analysing the following case:

The globalization refers to the shift toward a more integrated and independent world economy. Globalization of production refers to the tendency among firms to source goods and services from different locations around the globe to take advantage of national differences in the cost and quality of factors of production.

Consider yourself as a Marketing Manager of an International Sports wear brand, operating in different countries. You have to critically analyse and evaluate its marketing strategies, applying the principles and practices of international marketing concepts.

i. Introduction about the company chosen and its product. (10 marks)

ii. Analyse the factors which led your chosen company to internationalise. (10 marks)

iii. Competitive advantages of being globalised and list impacts and reasons of globalization. Company that you have chosen is multinational or global retailer? Critically analyse and defend your answer. (20 marks)

iv. Analyse your company on the internationalization life cycle? Explain how you formed your answer. (20 marks)

v. Critically analyse buyer’s attitude about your product’s country of origin affect in international marketing strategy? (10 marks)

vi. As globalization develops, there is a shift of production of goods throughout different locations across the world. This is a growing trend through many companies, to outsource their labor and manufacturing process. Do you apply this strategy to your company, Justify your answer. (20 marks)

vii. Finding and Conclusion. (10 marks)

Guidelines to Students:

Style and Format

Write down the exact number of words at the end of your essay. You may include diagrams, figures, appendices etc. without word penalty. A sliding scale of penalties for excess length will be imposed. The first page must be designed as a cover page name, student ID and batch. Computer format is compulsory. Make sure you use a consistent format for your essay (font, font size, margins etc.).

Referencing Style for the Assessment

In the text of your assignment if you quote directly from an article, journal or book this should appear in quotation marks (“…”). The source should then be acknowledged by stating the author’s last name and date in brackets at the end of the quotation, e.g. (Rushmore & de Roos, 2002).

If you paraphrase or reword from a journal, article or book the source should either be acknowledged within the sentence, e.g.

According to Kasavana & Brooks (2001), revenue management is……..or at the end of the sentence before the full stop, e.g. (Kasavana & Brooks, 2001).

At the end of the assignment all references should be listed on a separate page headed REFERENCES. Make sure that all references are complete; and that all references mentioned in the text are given in the list of references and vice versa. Any items not cited should be listed separately under BIBLIOGRAPHY or FURTHER READING using the Harvard referencing style.

Structure

Your essay should be structured in 3 parts: introduction, main body and a summary/ conclusion paragraph at the end of the essay. The introduction as well as the summary at the end should not exceed 3 paragraphs. The main body is the longest part of the essay/ assignment.