Posted: April 14th, 2015

KWEICHOW MOUTAI enter to UK market

KWEICHOW MOUTAI enter to UK market

Assessment
Overview of assessment
The second task will contribute 60% to your final module mark and will comprise an international, medium-term strategic marketing plan for the firm that you have analysed in the first task.  This task will specifically assess learning outcomes 1, 2, 3, 4, and 5.

Topic:    KWEICHOW MOUTAI enter to UK market
This is Report style assessment, please read the report 1 I uploaded.  Then, follow report 1 to expand this assessment. Use different model (SOWT Analysis , PEST, Fine Market Screening ) to explain this organisation expand business to new international market.

Assignment brief
You have been hired by an organisation in your home* country which is seeking international market expansion opportunities for one of its products, services, or brands. Your remit is to first carry out analysis (task one) and to then produce a medium-term strategic marketing plan (task two), based on the findings of your analysis, for entry into the international market.
You must firstly make the decision as to your choice of organisation. We recommend that you choose a firm of which you have some background knowledge.
You can research any international market, providing that you can find opportunities in that market for your firm’s product or brand. However, you must ensure that the firm you choose has not already launched** the product, service, or brand into the market you are investigating; your brief is to find a new market opportunity.
* You may select an organisation that is owned by a parent company outside of your home country providing that your product, service, or brand is marketed from your home country.
** If the company you choose is already fulfilling occasional orders to the market you are investigating then it is okay for you to continue to research that market. You must not choose a market, however, for which your firm has already developed a strategic marketing plan to actively target that market.

Task two (international, medium-term strategic marketing plan) instructions:
Format:                Written report (the task one audit and tutor feedback must be                     attached to the end of this report as an appendix).
Submission date:        See assessment scheduler.
Submission format:          Submit a hard copy to SHIP and a soft copy to Turnitin (see below)                 by the submission date.
Word count:            2,500 words (+ / – 10%)
Your work may include appendices if necessary but you must not                 put content in the appendix that is part of the assessment criteria.
Words in tables, diagrams, charts, and figures are excluded from                 the word count and academic references are also excluded.
Referencing:    SHU Harvard referencing must be used throughout the report.
Turnitin:            The Turnitin tool is available on the Blackboard site for this module                 and you can submit your work as many times as necessary to                    Turnitin before you submit your final hard copy to SHIP.
Task two assessment criteria:
1.    A situational analysis that summarises the key findings from the task one audit.
2.    International marketing objectives based on the opportunities arising from the situational analysis.
3.    An international, medium-term marketing strategy (including a critical evaluation of options for targeting, positioning, branding, and entering the market) that would help the organisation to secure competitive advantage.
4.    A critical discussion of the marketing mix recommendations to deliver the strategy.
Guidance on report format
Each task should be presented in a report style format and should include the following elements:
1.    Cover page (excluded from word count)
2.    Contents page (excluded from word count)
3.    Report style numbering system
4.    Appendix where necessary (do not bury content in the appendix that is part of the assessment criteria)
5.    Main headings to separate out key sections
6.    Sub-headings to separate out key sub-sections
7.    Bullet points for lists
8.    Bibliography using the SHU Harvard referencing system (excluded from word count)
A final note on referencing
Note that all external sources in your assessed work must be properly referenced using the SHU Harvard referencing system and that it is not acceptable at this level of academic study to reference un-trusted sources such as Wikipedia, MarketingTeacher.com, QuickMBA.com or similar websites.

Global Marketing Level 6:
Task two international, medium-term strategic marketing plan assessment criteria
Student name:    Company:
Assessment criteria     Marks available    Marks awarded
International, medium-term strategic marketing plan:
•    A situational analysis that summarises the key findings from the task one audit.
•    International marketing objectives based on the opportunities arising from the situational analysis.
•    An international, medium-term marketing strategy (including a critical evaluation of options for targeting, positioning, branding, and entering the market) that would help the organisation to secure competitive advantage.
•    A critical discussion of the marketing mix recommendations to deliver the strategy.    60

Use of theoretical concepts:
•    Suitable analysis using relevant theory, concepts and frameworks.
•    Fluent use of appropriate terminology.
•    Evidence of wide reading.    30
Presentation:
•    Professional report style layout.
•    High standard of written English.
•    Bibliography.
•    Correct use of Harvard referencing system.    10
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