Description
INTEXT CITATION IS VERY IMPORTANT, AND REFERENCES YEAR SHOULD BE BETWEEN 2020- 2024, ONE COUNTRY, ONE PRODUCER, REPORT, TABLE OF CONTENT, EXECUTIVE SUMMARY, INTRODUCTION, PART 1, CRITICAL MARKET ANALYSIS DISCUSS ADVANTAGE AND DISADVANTAGES, CRITICAL ANALYSIS OF THE MARKET, RELEVANT ACADEMY THEORIES. PART 2, RECOMMENDATION, MARKETING OBJECTIVES, MARKETING MIX, MARKET ENTRY MODE, CONCLUSION, REFERENCE LIST
Unformatted Attachment Preview
Faculty of Business and Law
Module Title: International Marketing
Module Code: MGTM27
Module Leader:
1
FACULTY OF BUSINESS, LAW & TOURISM
Postgraduate Programme
Level:
7
Cohort:
Sunderland October 2023 Cohort
Module:
International Marketing
Module Code:
MGTM27
Module Leader:
DAVID KIRON
Assessment Due Date:
Wednesday 16TH OF JANUARY 2024
Latest submission time:
11.59 p.m. via Turnitin
Contribution to unit assessment: 100% weighting
ASSESSMENTS:
Assessment 001:
Report – This is an individual piece of work and not a group submission.
Learning Outcomes
This assignment assesses K1, K2, K3. Upon successful completion of this module, students will have demonstrated:
K1 Evaluate conceptual frameworks related to management decisions on globalisation and international market selection.
K2 Evaluate the strategic impact of the external environment, including sustainable and digital, on the marketing decisions of
organisations.
K3 Develop effective and sustainable market responsive marketing programmes.
2
Report
Assessment Brief: 4,000 words 100% weighting
Format – the assessment will be submitted via Turnitin as one ‘word’ file containing all elements of the report. PPT slides specified
in Part 1, should be incorporated in the word file.
Background & Context
The low /no alcohol drinks sector has become a growth international market in the last few years, The global kombucha market size
was valued at USD 2.59 billion in 2021 (Skyquest,2023). This, coupled with rising trends for healthy alternatives with particular focus
on ‘good gut health’, has led to a potential international growth market for the fermented tea drink Kombucha.
The main commercial markets for Kombucha (B2C and B2B) have been Australia and the USA, both experiencing exponential growth
(Passport, 2019). Production of Kombucha in the UK was late in starting but its recent popularity and growth is attributable to the
health-conscious consumer. UK consumers have been slow to embrace Kombucha, reasons given relate to B2C and B2B markets’
challenging dispositions towards non-alcoholic drinks and the cooler UK climate linking to limitations on outdoor lifestyle compared
with other warmer countries (BBC, 2023). It can be suggested, then, that international markets present an opportunity for UK
Kombucha producers.
Reference List
BBC (2023) ‘Kombucha: A Miracle Drink?’ The Food Programme. Episode 891.BBC Sounds. 8th October 2023.
Passport. (2019) The Rising Popularity Of Kombucha I Western Europe (December) Available at Analysis – Euromonitor: Passport
(oclc.org) (Accessed 25/10/23)
Skyquest (2023) Global Kombucha Market Insights (June) Available at https://www.skyquestt.com/report/kombucha-market.
(Accessed 26/10/23)
Troitino, C. (2017) Kombucha 101: Demystifying The Past, Present And Future Of The Fermented Tea Drink (1st February) Available at
https://www.forbes.com/sites/christinatroitino/2017/02/01/kombucha-101-demystifying-the-past-present-and-future-of-thefermented-tea-drink/?sh=7081cc0e4ae2 (Accessed 26/10/23)
—————————————————————————————————————————–3
Company Choice
*Choose one of the following UK based Kombucha producers. Your chosen company must remain the focus of your entire report.
Hip Pop Kombucha Buy Kombucha Drinks – Award Winning | Hip Pop Kombucha (drinkhippop.com)
LA Brewery L.A Brewery: Kombucha & Non-alcoholic Drinks (labrewery.co.uk)
*Whilst the companies listed above are actual UK companies the context set below regarding international marketing capability is
only for the purposes of the assignment.
4
Task*
As a newly appointed International Marketing Executive for a UK based Kombucha producer, you have been tasked with
identifying a new international market for your chosen Kombucha producer (choice above)
You are to select one new international market from the following: China, Denmark, India, Nigeria, Singapore.
Your role is to research your chosen international market and make marketing recommendations with focus on standardisation
and adaptation to meet the needs of the market and satisfy your objectives.
*You will use the same chosen international market and company throughout all elements of the assignment.
Report Contents
Executive Summary (maximum 100 words)
Summarise the report in its entirety, including your recommendations.
Introduction (maximum 100 words)
Briefly outline what you are aiming to achieve, link this to the corporate strategy of your chosen company.
Part 1. Critical Market Analysis (maximum 1000 words)
The Format – PowerPoint (PPT) with speaker notes. (You will not physically present this PPT)
Audience –Chosen Company Board of Directors
Purpose – You are to research your one chosen international market and justify your market choice to your company’s Board of
Directors. The market analysis must critically evaluate the potential market communicating why this market is profitable / has
potential for market growth and also any potential challenges.
5
Guidance – The PPT must be designed to engage the specified audience. A combination of slides and speaker should clearly
synthesis and communicate the key insights from a thorough environmental scan. Slides should not be overly full of text.
Images and other design ideas can be used to convey key points. This element is your opportunity to demonstrate critical / in
depth research to underpin Part 2. Coverage should be specific to the new country market and include: relevant historical
developments, culture / society, geography, political, economic systems, legal systems (eg: regulations and product category
may differ by country depending on product content), technological development and infrastructure. The PPT should not take
the format of a PESTLE analysis. The word count Part 1 -is 1000 words this includes the words on the slides and in the speaker
notes. It does not include the reference list for Part 1 which will be the final slide. Appropriate references for this element;
business sources, market trends etc.
Your presentation is marked for market knowledge, design and engagement with its target audience (Board of Directors of
your chosen company).
Part 2. Recommendations (maximum 2,800)
The Format – Word
Audience – Your chosen company’s Board of Directors
Purpose – You are to make recommendations on an effective and appropriate international marketing strategy. The
recommendations will be based and guided by your market knowledge / findings in Part 1 with focus on standardisation and
adaptation. The recommendations are to cover the following areas:
2.1 Recommendations – Entry Mode and Organisation Structure (guided wordcount 400 words)
Guidance – based on theory from the module, this element must critically examine the alternatives and recommend the most
effective entry solution for this market and organisational structure. The organisational structure should be depicted as an
organisational chart.
6
2.2 Recommendations – Target Market (Segmentation Targeting and Positioning) (guided wordcount 800)
Guidance – this element must clearly identify the STP strategy for the chosen international market. Applied discussion to
identify your chosen company’s target customer should be critical and underpinned with STP theory from the module. This
element should also include a brief section on how you would approach market research to determine your market.
2.3 Recommendations – Marketing Objectives (guided wordcount 50 words)
Guidance – this element must clearly identify three or four achievable marketing objectives around which your marketing
mix recommendations should be formulated.
2.4 Recommendations – Marketing Mix for Standardisation or Adaptation. (guided wordcount 1,150)
Guidance – this element should focus on the 4 P’s. Recommendations should be critical, evaluating the opportunities to
standardise or adapt each of the marketing mix elements for your chosen company’s Kombucha product or product line.
Recommendations should be justified in terms of your knowledge of the market and underpinned with links to relevant
international marketing concepts/ models and theory from the module.
2.5 Conclusion (guided wordcount 200)
Notes
To demonstrate application of marketing theory, and contextual accuracy, the report should be supported with referenced evidence
from a range of credible academic, practitioner and quality business sources. You must use the HARVARD referencing system – see
‘Cite them right’ -https://library.sunderland.ac.uk/find-resources/referencing/
Relevant theory from the module must be applied to develop the analysis and evaluation. Logical conclusions should be drawn.
Assessment Format – one word file containing all elements.
7
Front Page:
• Module Code and Module Title
• Title of Assignment
• Module Leader’s Name
• Your Tutor’s Name
• Your name (Family name underlined / in capital letters)
• Your Student Number
• Date of Submission
File submitted to Turnitin should be entitled with your full name and MGTM27
Word Count 4,000 words (+/ – 10%) including in-text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g., “quote….” (Smith, 2011
p.123)]. Word count excludes any appendices, reference lists, and bibliography.
Executive summary & introduction – 200 words
Part 1 – 1000 words
Part 2 – 2800 words
Word counts indicated brackets for each sub-section are for guidance only however suggest a suitable amount of focus for each element and
assist in produce a balanced report if fairly closely followed.
Recommended Fonts – make your assignment easy to read – some guidelines
• Make all general typeface 12pt Arial, Calibri, Tahoma
• All pages should be numbered
• PPT should be readable once embedded in the word document.
• Professional presentation
Please note:
• correct spelling, punctuation and grammar are also expected
• grammar/spell check and proofread your work
Submission Details
8
You must submit electronically in the MGTM27 Canvas site via Turnitin by the deadline Wednesday 7th February 2024.
Turnitin will be set up to enable two submissions one draft and then your final submission which will be the submission that
is marked.
Work not submitted via Turnitin will not be marked and will automatically receive a 0%
Please refer to your programme Handbook for the Student Guide to the Academic Regulations
Plagiarism/Infringement Statement
All assessments are subject to the University’s Policy on ‘Cheating, Collusion and Plagiarism’. Students found guilty of this
are subject to severe penalties.
These are INDIVIDUAL pieces of work – If there is evidence that the work is not wholly attributable to you, the University’s
policy on ‘Cheating, Collusion and Plagiarism’ will be applied
Link to University Academic Integrity and Misconduct Policy: Academic Integrity and Academic Misconduct – A Guide
Extenuating Circumstances
If you are affected by any extenuating circumstances and cannot submit your work, for example illness or severe personal
difficulties, you must inform your Programme Leader, Personal Tutor, Module Leader and Module Tutor immediately.
Please see below for links to the university’s extenuating circumstances policy.
Student Handbook | The University of Sunderland
Important – ‘Fit To Sit’
Any student who presents themselves as fit to submits an assessment cannot then put in a later request for extenuating
circumstances. They will be deeming themselves ‘Fit to Sit’ if they thereby engage in the assessment and no allowance will be
made for any difficulties, they later wish to claim have affected results.
9
For information or to discuss an issue you are having, please contact the programme leader or personal tutor in the first
instance.
Summarising and synthesising the information in your assignment to meet the word limit is one of the skills students are expected
to acquire and demonstrate as part of the assignment process.
Please note, in-text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g., “quote….” (Smith, 2011 p.123)] are
included in the word count. The reference lists are not included.
The Use of Tables
Tables included should not include large amounts of text presented as images which represent main discussion – these should be
included in the main body of your work. If tables are used inappropriately in this way the wording in question will be deemed to
be part of the main body of the work and included in the word count (with the relevant penalty imposed where the maximum
word count has been exceeded).
10
11
Purchase answer to see full
attachment
