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. This assessment specifically relates to Learning Outcomes 2 and 3 (weighting 70%) but also acknowledges Learning Outcome 1 covered in the CW1 literature review assessment. Note: exceeding the word limit may cost marks.

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.”

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 detailed report for the organisation’s marketing director with a recommendation for the company’s next international market (of your choice). 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.

As this may be the first time your company will be targeting and entering a culturally very different country, your report must include the following:

1. A Cross-Cultural Analysis (20%): selecting a cross-cultural analysis technique of your choice from those discussed in coursework 1, demonstrate your understanding of the social and cultural differences between the two culturally different countries you have chosen.

Marking Scheme:
Having evaluated the different approaches in the first assessment (the literature review), you should select the one specific cross-cultural analysis method discussed in coursework 1, and use the method chosen to conduct an in-depth analysis into the specific countries cultural differences.

2. Social and Cultural Factors and the Marketing Mix (25%): examine and explain how the social and cultural factors of your target 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.

Marking Scheme:
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” (Sarathy et al 2006) should prove very useful in this section.

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 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.

Although markets are becoming increasingly similar in industrialised countries, the media environment still varies greatly. 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.

3. Market Entry Strategies (25%): 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.

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.

Please note, for Coursework 2 (the report):
• Your introduction to the project/assignment, organisation/brand, home/destination cultures carries 10% of the total marks available for CW2
• 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

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!

You are also required to stay away from products or services that are already well-established in your chosen target country, e.g. Coke to Canada! Please discuss your product/service, market and organisation selection with your tutor, because making an inappropriate selection/pairing may ultimately affect your grade!