Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
International Marketing
[ 6 June 2017]
Assessment 1
(Case Study)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Things to Note
1. Harvard References & Citation
2. Plagiarism
• Do not copy and paste
• Paraphrase it or write in your own words
3. Research
• World Transnational Organizations, Journals, Textbooks,
Newspapers, Magazines, Industry Reports etc (use WOLF
resources)
• Use credible sources-NO wikipedia
4. Write in 3rd person point-of-view (it, he, she)
• 1
st
person (I, we, me, us)
• 2
nd person (you, yours)
© 2015 by Pearson Education
2

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
3
1% or Less

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Individual Assessments
(Total of 3 Components)
Assessments Requirements Weightage
Assessment 1 •Case study
•PowerPoint (no more
than 20 slides
excluding cover and
referencing)
40% + 10% (bonus)
[2% for each homework
questions done]
Assessment 2a •Lecture 6 to 10
•6 pages
•Harvard referencing
5% + 5% (bonus)
[1.5 to 2.0% for each
preparation]
Assessment 2b •Class test (open book)
•Answer 3 questions
based on the case
study (1 1/2 hours)
•3 pages per question
with Harvard
referencing
40%
Total 100%

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assignment 1 Marking Criteria
1. Demonstrate your knowledge and understanding of the
theoretical issues involved in international marketing strategy
including the use of models or concepts to illustrate your
answer.
2. Include current data and evidence of appropriate application of
international marketing concepts
3. Justify why the selection criteria both macro and micro are
relevant to the chosen product/company in the elimination of
potential markets
4. Provide reference to literature searches with all readings fully
listed
5. The report is presented in the form of a management
consultancy style report i.e. presentation based using
infographics

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
• You are required to select one of the following organisations or
products and assess their potential for expansion in to an
international market
a) Ted Baker
b) Morgan Cars
c) Marks and Spencer
• For this assignment you are to narrow down the potential
markets globally for your chosen organisation, profile the
market sector for your chosen organisation in at least two new
countries or markets and develop the following backed up with
relevant data and statistics

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
1. A brief description of the organisation and its
strengths including what would the justification be for
business to expand internationally? (10%)
2. Detail the macro and micro criteria and other
marketing factors that would be relevant to narrow
down the choice of potential markets. Why are
these criteria relevant to the organisation and its
market research in their new market selection (10%)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
3. Using the detailed and relevant macro and micro
criteria from point 2 to screen the number of countries
down from all available markets in the world to profile
your final choice of selected countries. You need to
detail why the two chosen countries are relevant and
include reference to competitors, distribution networks,
key market profiles within the country and other
international strategic elements and using a
recognised International Marketing theoretical
framework, research data and statistics to present your
analysis. You must use both macro and micro criteria
here and present a detailed country profile. (60%)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
4. Justify a choice of final country and develop a
proposed strategic positioning for the organisation
and underpin with relevant data and statistics
including competitive positioning. This should
indicate selected target markets for the business in
the final country and also some indication of the
marketing message that would be used to target
them. (20%)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
• You should retain a copy of all of your research since
the second assessment for this module builds upon
this research
• The percentages indicated at the end of the points 1,
2, 3, & 4 above indicated the weighting given to each
point in the assessment. You will be graded
accordingly.
• Please see the feedback sheet available on WOLF
for more detail of the assessment criteria and if you
are in any doubt please do ask me.

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
Please note
• That a generic use of Porters 5 forces or the use of
PESTEL in your work is not a recognised
International theoretical framework and should not be
included.
• This assessment covers the theory and methods
given in lectures numbered 1-5.
• Your assessment should not have any reference to
the marketing mix elements as these are covered in
the second half of the module.

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1 Key Deadlines
Subjects Dates Remarks
Assessment 1 Briefing 30 May
Q1 Presentation 6 Jun Bonus Mark: 2%
Q2 Presentation 13 Jun Bonus Mark: 2%
Q3 Presentation 20 Jun Bonus Mark: 2%
Q4 Presentation 28 Jun Bonus Mark: 2%
Full Presentation 28 Jun Bonus Mark: 2%
WOLF Submission 3 Jul 40%
Total 50%
On top of WOLF submission,
please email me the softcopy
and a printed hardcopy (1 slide per page)
to Ms. Yati at Level 6 reception.

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Homework Presentation
Q1. A brief description of the organisation and its
strengths including what would the justification be for
business to expand internationally? (10%)
To present in PowerPoint ( 2 to 3 slides) for Q1
You need to include your Cover Page and Harvard
Referencing (at the back)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Homework
Q2. Detail the macro and micro criteria and
other marketing factors that would be relevant
to narrow down the choice of potential markets.
Why are these criteria relevant to the
organisation and its market research in their
new market selection (10%)
• From Q2 to Q3, you need to do a gradual
elimination to your final selected country

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Homework
• To research on the macro environment
• You need to do a gradual elimination to your final
selected market (not your final country)
• To present in PowerPoint (2 to 3 slides) for Q2
• You need to include your Cover Page and Harvard
Referencing (at the back) and add on to your
existing slides

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Q2 Guidelines

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Background
• Macro environment of the whole world:
 Continents – Europe, Asia (Middle East),
North America, South America, Africa,
Oceanic
 or Economies: Developed, Emerging and
Less Developed
 or Trade Groups [Choose only 1]

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Background
To identify the most promising market, important
criteria include:
• FDI
• Economy
• Economy growth rate
• Population
• Gross World Product (GWP)
• Investment, trade, consumption
Choose at least 3 criteria
to do your screening
and confirm your market

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
World Transnational Bodies
(Q2 & Q3)
• United Nations
• The United Nations Conference on Trade and
Development
• World Bank
• World Bank Doing Business
(http://www.doingbusiness.org/)
• World Trade Organization
• World Association of Investment Promotion Agencies
• U.S. Central Intelligence Agency’s World Factbook
• International Monetary Fund
• International Labour Organization
• Organisation for Economic Co-operation and
Development (OECD)…

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Reports (Q2 & Q3)
• McKinsey 600 index
• 2011 McKinsey Global
• PricewaterhouseCoopers
• UNCTAD’s World Investment Report
• KPMG’s Annual Business Environment Index
• KPMG’s Global Cities Investment Monitor
• The 2014 Mercer Quality of Life Survey
• S&P Global Rating
• IMD World Competitiveness Centre

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Reports (Q2 & Q3)
• https://www.transparency.org/
•
• https://freedomhouse.org/
•
• http://www.heritage.org/

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example: Screening Process
Q2
Q4 Q3: 2 countries
Q3

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example Screening 1: GDP

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example Screening 2: Population
Source: World Meter

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example Screening 3: Trade
Source: WTO

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Presentation
13 June

 

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
International Marketing
[ 6 June 2017]
Assessment 1
(Case Study)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Things to Note
1. Harvard References & Citation
2. Plagiarism
• Do not copy and paste
• Paraphrase it or write in your own words
3. Research
• World Transnational Organizations, Journals, Textbooks,
Newspapers, Magazines, Industry Reports etc (use WOLF
resources)
• Use credible sources-NO wikipedia
4. Write in 3rd person point-of-view (it, he, she)
• 1
st
person (I, we, me, us)
• 2
nd person (you, yours)
© 2015 by Pearson Education
2

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
3
1% or Less

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Individual Assessments
(Total of 3 Components)
Assessments Requirements Weightage
Assessment 1 •Case study
•PowerPoint (no more
than 20 slides
excluding cover and
referencing)
40% + 10% (bonus)
[2% for each homework
questions done]
Assessment 2a •Lecture 6 to 10
•6 pages
•Harvard referencing
5% + 5% (bonus)
[1.5 to 2.0% for each
preparation]
Assessment 2b •Class test (open book)
•Answer 3 questions
based on the case
study (1 1/2 hours)
•3 pages per question
with Harvard
referencing
40%
Total 100%

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assignment 1 Marking Criteria
1. Demonstrate your knowledge and understanding of the
theoretical issues involved in international marketing strategy
including the use of models or concepts to illustrate your
answer.
2. Include current data and evidence of appropriate application of
international marketing concepts
3. Justify why the selection criteria both macro and micro are
relevant to the chosen product/company in the elimination of
potential markets
4. Provide reference to literature searches with all readings fully
listed
5. The report is presented in the form of a management
consultancy style report i.e. presentation based using
infographics

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
• You are required to select one of the following organisations or
products and assess their potential for expansion in to an
international market
a) Ted Baker
b) Morgan Cars
c) Marks and Spencer
• For this assignment you are to narrow down the potential
markets globally for your chosen organisation, profile the
market sector for your chosen organisation in at least two new
countries or markets and develop the following backed up with
relevant data and statistics

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
1. A brief description of the organisation and its
strengths including what would the justification be for
business to expand internationally? (10%)
2. Detail the macro and micro criteria and other
marketing factors that would be relevant to narrow
down the choice of potential markets. Why are
these criteria relevant to the organisation and its
market research in their new market selection (10%)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
3. Using the detailed and relevant macro and micro
criteria from point 2 to screen the number of countries
down from all available markets in the world to profile
your final choice of selected countries. You need to
detail why the two chosen countries are relevant and
include reference to competitors, distribution networks,
key market profiles within the country and other
international strategic elements and using a
recognised International Marketing theoretical
framework, research data and statistics to present your
analysis. You must use both macro and micro criteria
here and present a detailed country profile. (60%)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
4. Justify a choice of final country and develop a
proposed strategic positioning for the organisation
and underpin with relevant data and statistics
including competitive positioning. This should
indicate selected target markets for the business in
the final country and also some indication of the
marketing message that would be used to target
them. (20%)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
• You should retain a copy of all of your research since
the second assessment for this module builds upon
this research
• The percentages indicated at the end of the points 1,
2, 3, & 4 above indicated the weighting given to each
point in the assessment. You will be graded
accordingly.
• Please see the feedback sheet available on WOLF
for more detail of the assessment criteria and if you
are in any doubt please do ask me.

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1: Case Study
Please note
• That a generic use of Porters 5 forces or the use of
PESTEL in your work is not a recognised
International theoretical framework and should not be
included.
• This assessment covers the theory and methods
given in lectures numbered 1-5.
• Your assessment should not have any reference to
the marketing mix elements as these are covered in
the second half of the module.

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Assessment 1 Key Deadlines
Subjects Dates Remarks
Assessment 1 Briefing 30 May
Q1 Presentation 6 Jun Bonus Mark: 2%
Q2 Presentation 13 Jun Bonus Mark: 2%
Q3 Presentation 20 Jun Bonus Mark: 2%
Q4 Presentation 28 Jun Bonus Mark: 2%
Full Presentation 28 Jun Bonus Mark: 2%
WOLF Submission 3 Jul 40%
Total 50%
On top of WOLF submission,
please email me the softcopy
and a printed hardcopy (1 slide per page)
to Ms. Yati at Level 6 reception.

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Homework Presentation
Q1. A brief description of the organisation and its
strengths including what would the justification be for
business to expand internationally? (10%)
To present in PowerPoint ( 2 to 3 slides) for Q1
You need to include your Cover Page and Harvard
Referencing (at the back)

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Homework
Q2. Detail the macro and micro criteria and
other marketing factors that would be relevant
to narrow down the choice of potential markets.
Why are these criteria relevant to the
organisation and its market research in their
new market selection (10%)
• From Q2 to Q3, you need to do a gradual
elimination to your final selected country

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Homework
• To research on the macro environment
• You need to do a gradual elimination to your final
selected market (not your final country)
• To present in PowerPoint (2 to 3 slides) for Q2
• You need to include your Cover Page and Harvard
Referencing (at the back) and add on to your
existing slides

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Q2 Guidelines

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Background
• Macro environment of the whole world:
 Continents – Europe, Asia (Middle East),
North America, South America, Africa,
Oceanic
 or Economies: Developed, Emerging and
Less Developed
 or Trade Groups [Choose only 1]

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Background
To identify the most promising market, important
criteria include:
• FDI
• Economy
• Economy growth rate
• Population
• Gross World Product (GWP)
• Investment, trade, consumption
Choose at least 3 criteria
to do your screening
and confirm your market

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
World Transnational Bodies
(Q2 & Q3)
• United Nations
• The United Nations Conference on Trade and
Development
• World Bank
• World Bank Doing Business
(http://www.doingbusiness.org/)
• World Trade Organization
• World Association of Investment Promotion Agencies
• U.S. Central Intelligence Agency’s World Factbook
• International Monetary Fund
• International Labour Organization
• Organisation for Economic Co-operation and
Development (OECD)…

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Reports (Q2 & Q3)
• McKinsey 600 index
• 2011 McKinsey Global
• PricewaterhouseCoopers
• UNCTAD’s World Investment Report
• KPMG’s Annual Business Environment Index
• KPMG’s Global Cities Investment Monitor
• The 2014 Mercer Quality of Life Survey
• S&P Global Rating
• IMD World Competitiveness Centre

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Reports (Q2 & Q3)
• https://www.transparency.org/
•
• https://freedomhouse.org/
•
• http://www.heritage.org/

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example: Screening Process
Q2
Q4 Q3: 2 countries
Q3

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example Screening 1: GDP

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example Screening 2: Population
Source: World Meter

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example Screening 3: Trade
Source: WTO

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Example

Use with Doole, Lowe and Kenyon International Marketing Strategy, 7
th edn
9781473723702 © Cengage Learning, 2016
Presentation
13 June