Marketing, anglais

STUDENT NAME: PROGRAMME: Business Management Level 6

STUDENT NUMBER: YEAR: 2016 -2017 GROUP: Level 6

Module Number: BSP6004 Term: 2 Module Title: International and Global Marketing

Tutor Responsible For Marking This Assignment: Bachir Sentissi

Module Leader: Bachir Sentissi

Assignment Hand Out Date: 14/03/2017 Hand In Date: 14/04/2017

ASSIGNMENT TITLE: 50% of overall grade

FEEDBACK DATE (Return of assignments to students): One month after submission

SECTION A: SELF ASSESSMENT (TO BE COMPLETED BY THE STUDENT)

In relation to each of the set assessment criteria, please identify the areas in which you feel you have strengths and those in which you need to improve. Provide evidence to support your self-assessment with reference to the content of your assignment.

STRENGTHS AREAS FOR IMPROVEMENT

I certify that this assignment is a result of my own work and that all sources have been acknowledged:

Signed:______________________________________________ Date___________________________

SECTION B: TUTOR FEEDBACK (based on assignment criteria, key skills and where appropriate, reference to professional standards)

STRENGTHS AREAS FOR IMPROVEMENT AND TARGETS FOR FUTURE ASSIGNMENTS

MARK/GRADE AWARDED DATE: SIGNED

ASSIGNMENT MODERATED BY: DATE

MODERATOR’S COMMENTS:

BSP6004 International and Global Marketing

Submission details:

• The deadline for submission into registry is on the Hand in Date shown on the Feedback sheet (1st Page)

• Students are to submit via Moodle on the hand in date, as well as Soft and Hard copies

• Students must submit before due date. Any assessments brought after will not be accepted

• THE UNIVERSITY'S REGULATIONS CONCERNING CHEATING, COLLUSION AND PLAGIARISM APPLY TO THIS EXAMINATION

Key Skills: The key skills addressed through this assessment are logical reasoning, analysis, evaluating, synthesis, learning and study, structure and consistency.

Harvard Referencing: Complete reference list which MUST conform to the Harvard System of Referencing must be included at the end of your assignment and in text citations where appropriate.

Learning Outcomes covered (based on Module Specification):

On successful completion of the module, the student should be able to:

• Identify sources of information, methods of collection and analysis suitable for international and global marketing.

• Compare and contrast international and global business environments.

• Evaluate different international and global marketing strategies, planning and implementation.

• Use the tools of analysis and decision-making in the preparation of marketing plans to real-world settings.

• Construct a convincing and comprehensive strategic marketing plan with accompanying costs and schedules.

• Identify and analyse ethical and environmental factors relating to international and global marketing.

International and Global Marketing

BSP6004

Assignment - Coursework

50% module weighting

Morocco is nation that has long suffered from a negative trade balance given its reliance on imports and weak exporting capabilities. This has proved a major challenge for our economy and many programs are now under way to facilitate and invigorate the Moroccan exporting machine. You are being asked, as a management consultant, to identify a Moroccan company of your choosing that has the potential to expand its market presence beyond our borders. You can choose any product or service company that has limited or no international sales. One company by student. You can also identify the overseas market or markets of your choosing in any one of the 5 continents.

The market(s) under consideration should be analysed and evaluated. (This means that you should judge or assess the validity of the market potential to your chosen company in your own words after providing the evidence of credible sources.)

The report should include:

1. Carry out a detailed macro analysis using PESTEL of your target market (15%)

2. Provide a critical analysis of your company\s strategic competitive advantage in light of a thorough environmental review using a macroenvironmental analysis (PESTEL, Porter 5 Forces, VCA, etc) (25%)

3. Given your choice of market, which market entry method (s) would you suggest and why? (20%)

4. Given your answers for the questions above, propose a detailed marketing mix. Put your focus on the modifications that your company has to make to its local mix (15%)

All your research and findings have to be presented in class using PPT slides. The presentation accounts for 25%

The main focus of your report should be to explain to the company concerned the major challenges facing companies entering into the international market for the first time.

You should do this by clearly explaining the main theoretical concepts regarding international and global marketing and the complexities of the international environment AND applying them specifically to this scenario.

Your word-processed report (approximately 3000 words in length).

Ensure that you cite a minimum of TEN DIFFERENT ACADEMIC SOURCES (not handouts, websites or lecture notes)