| Higher Nationals Assignment Brief | |
| Qualification Title | Pearson BTec Level 5 Higher National Diploma in Business |
| Unit Number and Title | Unit 50: International Marketing |
| Assignment Title | International Marketing |
| Submission format |
The submission is in the form of a report. This should be written in a concise, formal business style using 1.5 spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate and ensure that the report is just ified and aligned. All work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 3,000–3,500 words, although you will not be penalized for exceeding the total word limit. |
| 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. |
| LO3 | Debate how the elements of marketing plan can be adapted or standardized across international markets |
| LO4 | Present different international marketing approaches for multinational, global, transnational or meta – national context. |
| Vocationa Scenario |
You are currently working as a Junior Business developer for an established soft drink company ‘Fizz Up’. The business was established in the local towns of Brighton, UK in 2012 and has since established its brand regionally and nationally, taking in £5.5million since their establishment. With this great achievement, the company is looking to enter the Asian and African market due to its increased tourist attraction globally in the hopes of obtaining more profit globally. However, with little to no experience on the Asian and African market, you have been assigned to analyse ways in which the company can transcend Asian international borders penetrate the Asian market, whilst considering the various cultural, regulatory and political issues that exists in transferring marketing strategies into different Asian countries and the impact this can have on both Fizz Up and the consumers. |
| Assignment Guidelines | |
| i) | Submit a soft copy to Turnitin on the submission date. Use a normal script with a proper font size of 12. |
| ii) | Attach the front sheet of this assignment brief to your work for assignment submission with signatures on the statement of authenticity. |
| iii) | Assignments submitted after the deadline will not be accepted unless the Extenuating Circumstances Form is submitted with third-party evidence. |
| iv) | Collusion and Plagiarism must be avoided. (For further details please refer to Academic Misconduct Policy and Procedure, Plagiarism Handbook, all available on Moodle) |
| v) | Start each answer on a new page and pages should be numbered. |
| vi) | Include a Bibliography at the end of the assignment and use the Harvard referencing system. |
| vii) | Include a Bibliography at the end of the assignment and use the Harvard referencing system. |
| viii) | To pass you need to address all the LOs and meet all the Pass (Ps) criteria within the LO. |
| ix) | To get merit, you need to address the characteristics of Pass and achieve M1, M2, M3 and M4M3 and M4 |
| x) | In order to get a distinction, you need to address the characteristics of Pass, Merit and achieve D1 |
In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria for a pass grade describe the level of achievement required to pass this unit.
| Assessment and grading criteria | |||||
| To achieve a pass grade the evidence must show that the learner able to: | To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: | To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: | |||
| P1 | Analyse the scope and key concepts of international marketing. | M1 | Evaluate the opportunities and challenges that marketing internationally presents to an organisation. | D1 | Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets. |
| P2 | Discuss the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt. | ||||
| P3 | Evaluate the key criteria and selection process to use when considering which international market to enter. | M2 | Apply the market evaluation criteria andentry strategies, andmake recommendationsfor a selectedorganisation. | ||
| P4 | Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each one. | ||||
| P5 | Present the key arguments in the global vs local debate. | M3 | Challenge the context and circumstances inwhich an organisationshould adopt a global orlocal approach,highlighting theimplications of doing so. | D2 | Justify how the marketing mix can beadapted and applied,giving a range ofinternational examples. |
| P6 | Discuss how the product, pricing, promotional and distribution approach differs in an international context. | M4 | Articulate in detail how to adapt themarketing mix of aselected organisation inan international context. | ||
| P7 | Present various international marketing approaches for different organisations and contexts. | M5 | Present the benefits and limitations of variousinternational marketingapproaches andcompetitor analysis inrelation to organisationalpurpose and orientation. | D3 | Present recommendations forhow organisations shouldbe structured tomaximise the opportunityin an internationalcontext. |
| P8 | Compare home and international orientation and ways to assess competitors, giving implications of each approach. | ||||
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