辅导 MANG6523 International Marketing SEMESTER 1 2025/26讲解 Python编程

SEMESTER 1 2025/26

INDIVIDUAL COURSEWORK BRIEF:

Coursework Brief:

This  individual  report  enables you to  combine  the  research  and  analysis  you  have  completed to produce an international market selection and entry strategy and plan for a UK domestically based company, Detrash (https://detrash.com/).

Your role is to act as a marketing consultant hired by the company to identify and select one new export market for the company to target based on your research and analysis. You then need to advise them in a report on how they should put together their market entry strategy.

The key tasks involved in developing your report are:

1.    To   initially   research  and  assess four potential export markets and  then  select one key country/market to target first, giving the rationale for your choice. This rationale should be based on analysing as much relevant research information as possible. In your market selection, you should also consider the company's internal resources and capabilities. The information you find should be used to create the weighting tables and justify the scores. Note that this chosen market then becomes the focus for the rest of your report.

2.    After you have selected the one market, you should include an external audit (analysis of the macroenvironment and microenvironment), SWOT analysis, target market and positioning. You are required to focus on the consumer market only.

3.    To consider and recommend the most appropriate export entry mode for your chosen market, giving your reasons.

Choice of export market/country: Your chosen export market/country can be anywhere in the world but not the UK, USA, or your home country (if you are an international student). Base your market choice on the research applied to the country analysis and screening of the four countries. You do not necessarily select the export market that is potentially the largest for the company but must consider a range of market selection criteria from your screening method.

You will not need to apply all concepts - carefully select the most appropriate ones. You will not have to explain the concepts in detail- you should focus on their application.  If you find additional concepts in the literature that you find useful in the context of your plan, you are welcome to integrate them, as this will evidence your wider reading.

Structure for the report:

Title page

Introduction

Analysis of the company, product and the export experience it has to date.

International country selection:

Details on the criteria used to choose the four countries you have shortlisted for screening and the method (weighting tables) and rationale you have used to select one country.

External audit (of the one country you have selected to target):

o Micro environment: The  market  (market definition,  market  size,  market/sales trends, current trends,  consumer  characteristics,  etc.),  competitors  (who  they  are,  market  share  and  size  of competitors, their strengths and weaknesses, etc.), etc.

o Macro environment: PESTLE analysis.

SWOT analysis

Target market and positioning within the chosen country

Identification and rationale for target market and positioning.

Entry mode strategy:

Selection of and rationale for the chosen export entry mode into the selected target country and how this entry mode should be pursued.

References

Appendix

(Use the Appendix only to provide relevant additional details, such as the secondary data used in determining the scores within the weighting tables)

Marking/Grading Criteria:

Your work will be graded based upon:

Introduction and international country selection: 35%

External audit and SWOT: 30%

Target market and positioning: 10%

Entry mode: 15%

Presentation, structure, writing style and referencing: 10%

Writing the report

• Title page: It should include the module code and name (MANG6523 International Marketing), assignment title (International Marketing Report for Detrash), your student ID number and the word count (The word limit is 4000 +/- 10%).

• Structure your assignment: A strong and coherent structure is essential. Use numbered headings to break your report into discrete sections. Adding subtitles (if appropriate) will make the report more structured and easier to read and comprehend.

• Avoid lengthy descriptions and lengthy paragraphs. Show that you can apply the international marketing theories and concepts you have learnt.

•    You  will  not  need  to  apply  all  concepts  –  carefully  select  the  ones  that  you  feel  are  most appropriate with respect to your plan. You will not have to explain the concepts in detail – you should focus on their application.   If you find additional concepts in the literature that you find useful in the context of your plan, you are welcome to integrate them as this will evidence your wider reading.

•    The word count covers everything in the file (as  per the word count function in the software package), including the title page but excluding the reference list and appendices.

•    All tables and figures should be labelled and numbered. The source(s) of the table/figure needs to be cited.

•    Follow Harvard Referencing System. The reference list (i.e. NOT a bibliography of everything that you have read) should be sorted alphabetically by first author’s surname: do not separate out different types of sources (books, journals, etc) into different lists. Do not number the list.

•    Use  an appropriate writing style. This means avoiding informalities like “haven’t”, “can’t” and “isn’t”, and avoid slang unless you need to use it - in a quotation - to make a point. Do not use abbreviations such as “&” for “and”. Avoid using the first person (I, we).

•    The first time you use an acronym (e.g., NPD), put the acronym in parentheses after the full term (e.g., new product development (NPD)). Thereafter you can stick to using the acronym.