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Marketing across Cultures: CW2 Assignment Brief

Sensitivity: Internal

Marketing across Cultures: CW2 Assignment Brief

Submission deadline Thursday 13th January 2022 by 23.59 hrs. Assignment CW2 (70%) – Individual assignment brief An individual 3000 word (+/- 10%) critical, structured business report is required on the key issues contained within the module, based on an organisation of the student’s choice (Note: such choice must be agreed in advance with module leader).

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The assignment is detailed as follows: Taking the role of an international marketing consultant, commissioned by a company (marketing an organisation’s product or service of your choice), prepare a further business report, based on the findings of the first report, aimed at the organisation’s marketing director with a recommendation for the company’s market entry and marketing strategy in the new international market (of your choice). As this may be the first time your company will be targeting and entering a culturally very different country, your (second) report must include the following:

• Introduction (not included in word count): introduce the project objectives (using the brief above), the organisation and its product or service, the home and host countries/cultures. You need to justify why you have chosen a certain destination country, using the information gathered through the opportunity analysis.

 

1 Social and Cultural Factors and the Marketing Mix (25%): examine and explain how the social and cultural factors of your target internationalisation country could influence consumer behaviour towards your product or service, together with an evaluation of the strategic implications this may have on the marketing mix. Note: It is imperative that you also consider the elements raised in the cross-cultural analysis of report 1.

Further details: An understanding of the different social-cultural factors that will be encountered in different geographical

locations/cultures needs to be identified. This should include social factors such as social class, the role of

family etc., and an understanding of the cultural factors that are the “norm” in the particular location

selected.

 

Beliefs, values and customs should be explored and their influence on the construction of the marketing mix should be identified, e.g. Bikes in UK and China! Issues of language (spoken and silent), motivation, buying behaviour, the decision making process and acceptable methods of promotion should be highlighted

as areas where the mix may need adaptation. The “cultural framework” (Tepestra Sarathy et al 2006)

should prove very useful in this section; do take into consideration the elements raised in report 1.

The relevance (or not) of Maslow, linked with the buying process and distribution channels, is also important. The principles of standardisation v adaptation require consideration here also.

It is important to clearly define the direct benefits of standardisation for firms, such as economies of scale

and efficiencies from the learning curve effect, but also to consider the indirect benefits that come from

 

 

 

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consumer perceptions of the consistency of company image of the firm and the effect of this on the

perceived brand value. The obvious barriers to implementation include market led factors, such as the legal

and cultural differences between countries, but also company factors, such as the integration (or

independence) of the strategies pursued by individual SBUs and competitor led factors, for example, where

a firm is weak in different markets and has to follow different market leaders. In Saudi Arabia, for example,

all advertising is subject to censorship, and regulations prohibit a long list of subject matter.

The good student will seek to identify and recommend differences required in the marketing mix for

successful market entry into the host country.

Again, if “re-entry” is selected, previous marketing mix and consumer behaviour issues that denied or

restricted success should be discussed.

 

 

2 Market Entry Strategies (30%): conduct an evaluation of the various international market entry strategy options available to the company, and present a justified recommendation to the company for the market entry strategy that the company should adopt. The recommendation could include brief details of the new marketing mix.

Marking Scheme: A brief assessment of the different types of market entry strategies is needed with an explanation of which

(and why) each is appropriate at a particular stage. As a firm reaches globalisation it will require a

combination of entry strategies in order to respond to the market, company and environmental factors. Some understanding is needed of the firm’s required level of involvement in each market as this will be linked to the level of control the firm might wish to exert over its activities and the level of risk the organisation is prepared to take. Where it has high levels of investment it must ensure that it is able to

maximise its impact and not be reliant on third parties. High levels of involvement have implications in

terms of a variety of associated risks.

 

An explanation of the criteria for choosing a market entry strategy must be the starting point and this will

inevitably focus on the need for different levels of market involvement, investment and control over

marketing operations in the target market needed to deliver the firm’s objectives. It is worth considering in

detail the benefits of certain strategies, such as strategic alliances and joint ventures which are attempts to

achieve a balance between control and exposure in challenging market situations where neither partner

has all the necessary capability.

 

Again, if the “re-entry” approach is taken, previous market entry strategies should be discussed, with

analysis of the failings/limitations that ensued.

 

3) A marketing strategy for the new country (20%), including considerations regarding product/branding strategy, communication strategy; the candidate could also discuss pricing and distribution strategy, in cases where the complexity of the MES choice grants this discussion. The choice here should be based on the findings of section 1, starting the discussion from the potential

strategic implications identified in section 1. The strategies proposed should be chosen in relation to the

choices emerged from Section 2 related to the debate standardisation versus adaptation; usually there is some degree of adaptation which are due to the socio-cultural differences highlighted in Section 1. The

other factor to consider is the level of control, for example where there is more control from the HQ (i.e.

direct export), means a marketing strategy that mirrors the strategy of HQ, on the other extent where there

is less control (for ex. in a strategic alliance), more changes are expected in choices of pricing strategy and

choices of distribution.

 

 

 

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Further Notes:

A) Please discuss your product/service, market and organisation selection with your tutor, as you are required to stay away from products or services that are already well-established in your chosen target country, e.g. Coke to Canada! because making an inappropriate selection/pairing may ultimately affect your grade! Alternatively your choice of destination market may be selected on the basis that international market entry has previously been affected but with little or no success.

 

B) The two international markets you choose must be culturally very different – pairings such as UK/US, UK/Australia, UK/Ireland, Germany/Austria, Malaysia/Singapore – are NOT acceptable!

C) This assessment CW2 specifically relates to Learning Outcomes 2 and 3, where Learning Outcomes 2 and 3 are: “on successful completion of the module, students will be able to: • (Learning Outcome 2) Critically examine how the social and cultural factors of a selected foreign

country could influence consumer behaviour towards a particular product or service, and evaluate

the strategic implications this may have on the marketing mix.

• (Learning Outcome 3) Critically evaluate the various international market entry strategy options available to the company seeking international expansion to a culturally-different destination,

and make justified recommendations for the market entry strategy that the company should

adopt.”

D) Further marks are given for: • Quality and sufficiency of referencing also carries 10% of the available marks • Finally Presentation quality of your report also carries 10% of the available marks • See below the marking grid

 

 

 

 

 

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Sensitivity: Internal

MaC CW2 90-100% 80-89% 70-79% 60-69% 50-59% 40-49% 35-39% 5-34% 0-4% Introduction (not included in word count): to the project (objectives), the organisation and its product or service, the home and host countries/cultures. (5%)

Exception al standard. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. Clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

Social and Cultural Factors and the Marketing Mix: examine how the social and cultural factors of your target country could influence consumer behaviour towards your product or service; this should be then integrated with report 1 findings’ to evaluate the strategic implications this may have on the marketing mix (25%)

Exception al standard almost at profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. A clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

Market Entry Strategies: an evaluation of the various international market entry strategy options available to the company, and a justified recommendation to the company for the market entry strategy that the company should adopt (30%)

Exception al standard almost at profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. A clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

Marketing Strategy for the New country: including considerations regarding product/branding strategy, communication strategy; pricing and distribution strategy if applicable (20%)

Exception al standard almost at profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. A clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

References and Presentation quality (20%)

Exception al standard almost at profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent.

Well below the pass standard. Poorly researched. Ideas confused and incoherent.

Nothing or hardly anything of merit.

 

 

 

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Sensitivity: Internal

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