“BSP6004
International & Global Marketing
Assessment 2
/ Assignment (Global Marketing Plan)
Requirements
and Rubric
Requirements
for Assessment 2 / Assignment (Global Marketing Plan)
An effective way to help students learn about
international and global marketing is the actual creation of a global marketing
plan for a product or service. Assessments 1 and 2 are designed to accomplish
such a task. Therefore, students are required to work in groups of 2 to 4
members, and choose a country and a product/service that is not currently
found in the targeted country and devise a cultural analysis and a brief global
marketing plan for the targeted country. For example, students can choose to
market an automobile from the United Kingdom into a foreign country or can
choose to market an automobile into the United Kingdom that is not currently
available here.

They are especially encouraged to find products/services that
theyve been accustomed to or enjoyed (e.g. a favourite type of food product or
restaurant) and wish to export to the targeted country. Assignment of the
group members and the country and product/service to be chosen must be prior
approved by the module leader.
This assessment briefing document includes the
guidance notes, marking scheme, and rubrics which are designed to help the
students and indicate to them the types of information and format that are
required. It is the responsibility of the students to read carefully those
guidelines and requirements and be aware of all the marking schemes on how to
earn their grades on this assessment.
In addition to those guidelines, each global
marketing plan will be evaluated on:

The
use of analytical global marketing concepts to analyse the company and its
products

The
degree to which information was sought and attained

The
quality of critique of companys global marketing program

The
quality of writing
Global Marketing Plan: Market-oriented firms build
strategic market plans around company objectives, markets and the competitive
environment. Planning for marketing can
be complicated even for one country, but when a company is doing business
internationally, the problems are multiplied.
Company objectives may vary from market to market and from time to time;
the structure of international markets also changes periodically and from
country to country; and the competitive, governmental, and economic parameters
affecting market planning are in a constant state of flux. These variations require international
marketing executives to be specially flexible and creative in their approach to
strategic marketing planning.
This
brief global marketing plan is to be composed of 2,000 words (excluding cover
page, table of contents, executive summary, graphs, and appendices) using a
double-spaced, 12-point Times NewRoman /
Calibri font with 1-inch margins on all sides of the paper.
The following components can help as a guide for the parts of the global
marketing plan:

PART III: The Global
Marketing Plan
Of
the guidelines presented, this is the most product or brand specific. Information in the other guidelines is
general in nature, focusing on product categories, whereas data in this
guideline are brand specific and are used to determine competitive market
conditions and market potential.
Two
different components of the planning process are reflected in this
guideline. Information in Parts I and
II, Cultural Analysis and Economic Analysis, serve as the basis for an
evaluation of the product or brand in a specific country market.
Information
in this Part III provides an estimate of market potential and an evaluation of
the strengths and weaknesses of competitive marketing efforts. The data generated in this step are used to
determine the extent of adaptation of the companys marketing mix necessary for
successful market.
I. Introduction:
Purpose of the global marketing plan
II. International
/ Global Situational Analysis
A. Consumer
buying habits
1. Product-use patterns
2. Product feature preferences
3. Shopping habits
B. Compare
and contrast your product and the competitions product(s).
1. Competitors product(s)
a. Brand
name
b.
Features
c. Package
2. Competitors prices
3. Competitors promotion and advertising
methods
4. Competitors distribution channels
C. SWOT Analysis
1. Internal Analysis: Identifying firm
competencies for international / global competitiveness
2. External Analysis:
a.
Political, Economic, Socio-cultural, Technological, Legal, and Ethical
Environment
b. Market
Size and Potential: Estimation of total market
III. International
Market Selection: Describe the market(s) in which the product is to be sold
A.
Geographical region(s)
B.
Market Segment
C.
Selection of Target Market
D.
Positioning in the Chosen Target Market
IV. Marketing
Objectives in Target Market: SMART Objectives
V. Entry
Mode Strategy

VI. Developing the
International / Global Marketing Mix
A. The
Product Strategy
1. Recommended
product strategy in the selected target market(s)
2. Evaluate
the product as an innovation as it is perceived by the intended market
(Relative advantage, compatibility, complexity, trialability, observability, etc.)
3. Major
problems and resistance to product acceptance based on the preceding evaluation
B. The Price
Strategy
1. Pricing
regulation, customary mark-up, and types of discounts available in the selected
target market(s)
2. Recommended
pricing strategy in the selected target market(s)
C. The Place
/ Distribution Strategy
1. Forms of distribution
available in the selected target market(s)
2. Typical
retail outlets
3. Recommended
distribution strategies in the selected target market(s)
D. Advertising
and Communication Strategy
1. Forms of
communications available in the selected target market(s)
2. Promotional
mix usually used to reach the selected target market(s)
3. Recommended
communications strategy in the selected target market(s)
V. Implementation, Budgeting,
and Control
A. Implementation
1. Assemble and
organise the marketing mix and effort into activities
2. Who is
responsible for the implementation of activities?
3. When will the
activities take place?
4. How are the
activities carried out?
B. Budgeting
1. Allocation
of resources needed to carry out the activities
2. Estimation
of market and profit performance for the planning year (e.g. market share,
sales figures, profitability, etc.)
C. Marketing
Control
a. Measuring
actual spending figures against budget figures
b. Evaluating
actual performance against planned performance
VI. Executive
Summary
Based on
your analysis of the market, briefly summarize (one-page maximum) the major
problems and opportunities requiring attention in your
marketing mix, and place the summary at the front of the report.
VII. Sources
of information
VIII. Appendixes,
if any
Deadlines
for Submission

Part III: August 13, 2014
Marking
Scheme Assignment 2 (Global Marketing Plan)
The overall grade of the global marketing plan
is worth 100 points accounting to 25% of the total module grade. Students
will earn their scores on their marketing plans based on the following marking
scheme:

Criteria

International / Global Situational Analysis
(max 12 points)

Exemplary
(9 12)

Acceptable
(5 8)

Minimal Acceptance
(0 4)

A
complete and comprehensive global situational analysis has been carried out
using a variety of tools and methods. The plan clearly shows detailed
description & analysis of the specified market that helps setting up the global
marketing objectives and strategies.

An
average global situational analysis has been carried out that missed some of
the relevant and needed tools. The plan shows some details about the market
but has failed to present a comprehensive analysis.

A
weak or non-existent assessment of the specified market has been carried out.
Very few tools have been used to analyse the market. The plan obviously
failed to present a complete or comprehensive analysis.

International Market Selection
(max 12 points)

Exemplary
(9 12)

Acceptable
(5 8)

Minimal Acceptance
(0 4)

A
full discussion of segmentation, targeting, and positioning is evident. . And a detailed description of the
targeted segments provides context for the marketing strategies &
programs discussed.

Segmentation,
targeting, and positioning are discussed briefly. Some description of the
targeted segments is given.

No
or very few description of the targeted segments selected. Very few
discussion of segmentation, targeting, and positioning is provided.

Marketing Objectives
(max 12 points)

Exemplary
(9 12)

Acceptable
(5 8)

Minimal Acceptance
(0 4)

Clear
market assumptions are presented as results of the situational analysis. Clear
and relevant global marketing objectives are presented.

Few
or no clear market assumptions are mentioned with some relation to the
situational analysis carried out. Some marketing objectives are presented but
lack clarity or relevance to the situation.

Very
few market assumptions have been provided with no relation to the situational
analysis carried out. Very few or non-existent marketing objectives are
presented.

Entry Mode Strategy
(max 10 points)

Exemplary
(8 10)

Acceptable
(4 7)

Minimal Acceptance
(0 3)

A
complete and clear discussion of the entry mode strategy is evident. Genuine argument
of the chosen entry strategy is presented.

An
average and somehow vague discussion of the entry strategy is evident.
Average argument is presented for the chosen entry strategy.

No
or very weak discussion of the entry strategy is exhibited. No argument is
presented for the chosen entry strategy

Global Marketing Mix
(max 24 points)

Exemplary
(17 24)

Acceptable
(9 16)

Minimal Acceptance
(0 8)

Accurate presentation and argument about the global marketing mix
(4Ps or 7Ps) are methodically addressed. Building and sustaining a
competitive advantage for the specified product / service at a global level is
clearly elaborated.

Brief presentation of the global marketing mix. A few discussions
about building and sustaining a competitive advantage at a global level are
evident.

Very weak presentation of the marketing mix with no justifications of
the decisions made. No evidence of building and sustaining a competitive
advantage at a global level of the specified product.

Implementation, Budgeting, & Controls
(max 10 points)

Exemplary
(8 10)

Acceptable
(4 7)

Minimal Acceptance
(0 3)

Accurate elaboration of the implementation activities to be carried
out is evident. A comprehensive and realistic budgeting mechanism was
presented. And control system is discussed clearly to assess budget
expenditure and performance results. The control system is arguably
applicable to implement.

Moderate elaboration of the implementation activities to be carried
out is apparent. An average budgeting mechanism was discussed. A control
system is discussed but lack some comprehensiveness or realism. At some
points, the control system is difficult to implement or apply.

No or very weak elaboration of activities to be carried out is
obvious. Mediocre budgeting mechanism is presented. Very weak control system
is discussed that is far from being comprehensive or realistic. The control
system is far from being implemented or applicable.

Format and Document Presentation
(max 10 points)

Style and Organization

Grammar and Referencing

Appendices

Exemplary
(8 10)

Acceptable
(4 7)

Minimal Acceptance
(0 3)

The document is well organized. The format is easy to follow &
logical. The style remains consistent. Basic rules of formal English grammar
and written essay style are exhibited across the document. The student
communicates in a cohesive, logical style. The document is well referenced

Average overall document organization. The format and ideas are at
times unclear to follow. The style is inconsistent at certain points. Some
basic rules of formal English grammar and written essay style are evident.
Some degree of cohesive and logical style is present. Some degree of
referencing is present.

The document is inconsistent and at times unorganized. Format is
difficult to follow. Transitions of ideas are abrupt and distracting. Several
mistakes in formal English grammar and written essay style occur. The student
rarely communicates in a cohesive, logical style. The document is weakly
referenced.

Class Participation & Document Submissions
(max 10 points)

Exemplary
(8 10)

Acceptable
(4 7)

Minimal Acceptance
(0 3)

The group was present 80% or above of the time in class for
participation and submitted all documents on time.

The group was present 50% to 79% of the time in class for
participation and submitted majority of documents on time.

The group was present less than 50% of the time in class for
participation and submitted most of the documents late.

BSP6004
International & Global MarketingAssessment 2
/ Assignment (Global Marketing Plan)Requirements
and RubricRequirements
for Assessment 2 / Assignment (Global Marketing Plan)An effective way to help students learn about
international and global marketing is the actual creation of a global marketing
plan for a product or service. Assessments 1 and 2 are designed to accomplish
such a task. Therefore, students are required to work in groups of 2 to 4
members, and choose a country and a product/service that is not currently
found in the targeted country and devise a cultural analysis and a brief global
marketing plan for the targeted country. For example, students can choose to
market an automobile from the United Kingdom into a foreign country or can
choose to market an automobile into the United Kingdom that is not currently
available here. They are especially encouraged to find products/services that
theyve been accustomed to or enjoyed (e.g. a favourite type of food product or
restaurant) and wish to export to the targeted country. Assignment of the
group members and the country and product/service to be chosen must be prior
approved by the module leader.This assessment briefing document includes the
guidance notes, marking scheme, and rubrics which are designed to help the
students and indicate to them the types of information and format that are
required. It is the responsibility of the students to read carefully those
guidelines and requirements and be aware of all the marking schemes on how to
earn their grades on this assessment.In addition to those guidelines, each global
marketing plan will be evaluated on:
The
use of analytical global marketing concepts to analyse the company and its
products
The
degree to which information was sought and attained
The
quality of critique of companys global marketing program
The
quality of writingGlobal Marketing Plan: Market-oriented firms build
strategic market plans around company objectives, markets and the competitive
environment. Planning for marketing can
be complicated even for one country, but when a company is doing business
internationally, the problems are multiplied.
Company objectives may vary from market to market and from time to time;
the structure of international markets also changes periodically and from
country to country; and the competitive, governmental, and economic parameters
affecting market planning are in a constant state of flux. These variations require international
marketing executives to be specially flexible and creative in their approach to
strategic marketing planning.This
brief global marketing plan is to be composed of 2,000 words (excluding cover
page, table of contents, executive summary, graphs, and appendices) using a
double-spaced, 12-point Times NewRoman /
Calibri font with 1-inch margins on all sides of the paper.
The following components can help as a guide for the parts of the global
marketing plan:PART III: The Global
Marketing PlanOf
the guidelines presented, this is the most product or brand specific. Information in the other guidelines is
general in nature, focusing on product categories, whereas data in this
guideline are brand specific and are used to determine competitive market
conditions and market potential.Two
different components of the planning process are reflected in this
guideline. Information in Parts I and
II, Cultural Analysis and Economic Analysis, serve as the basis for an
evaluation of the product or brand in a specific country market.Information
in this Part III provides an estimate of market potential and an evaluation of
the strengths and weaknesses of competitive marketing efforts. The data generated in this step are used to
determine the extent of adaptation of the companys marketing mix necessary for
successful market.I. Introduction:
Purpose of the global marketing planII. International
/ Global Situational AnalysisA. Consumer
buying habits1. Product-use patterns2. Product feature preferences3. Shopping habitsB. Compare
and contrast your product and the competitions product(s).1. Competitors product(s) a. Brand
name b.
Featuresc. Package2. Competitors prices3. Competitors promotion and advertising
methods4. Competitors distribution channelsC. SWOT Analysis1. Internal Analysis: Identifying firm
competencies for international / global competitiveness2. External Analysis:a.
Political, Economic, Socio-cultural, Technological, Legal, and Ethical
Environmentb. Market
Size and Potential: Estimation of total marketIII. International
Market Selection: Describe the market(s) in which the product is to be soldA.
Geographical region(s)B.
Market SegmentC.
Selection of Target MarketD.
Positioning in the Chosen Target MarketIV. Marketing
Objectives in Target Market: SMART ObjectivesV. Entry
Mode StrategyVI. Developing the
International / Global Marketing MixA. The
Product Strategy1. Recommended
product strategy in the selected target market(s)2. Evaluate
the product as an innovation as it is perceived by the intended market
(Relative advantage, compatibility, complexity, trialability, observability, etc.)3. Major
problems and resistance to product acceptance based on the preceding evaluationB. The Price
Strategy1. Pricing
regulation, customary mark-up, and types of discounts available in the selected
target market(s)2. Recommended
pricing strategy in the selected target market(s)C. The Place
/ Distribution Strategy1. Forms of distribution
available in the selected target market(s)2. Typical
retail outlets3. Recommended
distribution strategies in the selected target market(s)D. Advertising
and Communication Strategy1. Forms of
communications available in the selected target market(s)2. Promotional
mix usually used to reach the selected target market(s)3. Recommended
communications strategy in the selected target market(s)V. Implementation, Budgeting,
and ControlA. Implementation1. Assemble and
organise the marketing mix and effort into activities2. Who is
responsible for the implementation of activities?3. When will the
activities take place?4. How are the
activities carried out?B. Budgeting1. Allocation
of resources needed to carry out the activities2. Estimation
of market and profit performance for the planning year (e.g. market share,
sales figures, profitability, etc.)C. Marketing
Controla. Measuring
actual spending figures against budget figuresb. Evaluating
actual performance against planned performanceVI. Executive
SummaryBased on
your analysis of the market, briefly summarize (one-page maximum) the major
problems and opportunities requiring attention in your
marketing mix, and place the summary at the front of the report.VII. Sources
of informationVIII. Appendixes,
if anyDeadlines
for Submission
Part III: August 13, 2014Marking
Scheme Assignment 2 (Global Marketing Plan)The overall grade of the global marketing plan
is worth 100 points accounting to 25% of the total module grade. Students
will earn their scores on their marketing plans based on the following marking
scheme:CriteriaInternational / Global Situational Analysis(max 12 points)Exemplary(9 12)Acceptable(5 8)Minimal Acceptance(0 4)A
complete and comprehensive global situational analysis has been carried out
using a variety of tools and methods. The plan clearly shows detailed
description & analysis of the specified market that helps setting up the global
marketing objectives and strategies.An
average global situational analysis has been carried out that missed some of
the relevant and needed tools. The plan shows some details about the market
but has failed to present a comprehensive analysis.A
weak or non-existent assessment of the specified market has been carried out.
Very few tools have been used to analyse the market. The plan obviously
failed to present a complete or comprehensive analysis.International Market Selection(max 12 points)Exemplary(9 12)Acceptable(5 8)Minimal Acceptance(0 4)A
full discussion of segmentation, targeting, and positioning is evident. . And a detailed description of the
targeted segments provides context for the marketing strategies &
programs discussed.Segmentation,
targeting, and positioning are discussed briefly. Some description of the
targeted segments is given.No
or very few description of the targeted segments selected. Very few
discussion of segmentation, targeting, and positioning is provided.Marketing Objectives(max 12 points)Exemplary(9 12)Acceptable(5 8)Minimal Acceptance(0 4)Clear
market assumptions are presented as results of the situational analysis. Clear
and relevant global marketing objectives are presented.Few
or no clear market assumptions are mentioned with some relation to the
situational analysis carried out. Some marketing objectives are presented but
lack clarity or relevance to the situation.Very
few market assumptions have been provided with no relation to the situational
analysis carried out. Very few or non-existent marketing objectives are
presented.Entry Mode Strategy(max 10 points)Exemplary(8 10)Acceptable(4 7)Minimal Acceptance(0 3)A
complete and clear discussion of the entry mode strategy is evident. Genuine argument
of the chosen entry strategy is presented.An
average and somehow vague discussion of the entry strategy is evident.
Average argument is presented for the chosen entry strategy.No
or very weak discussion of the entry strategy is exhibited. No argument is
presented for the chosen entry strategyGlobal Marketing Mix(max 24 points)Exemplary(17 24)Acceptable(9 16)Minimal Acceptance(0 8)Accurate presentation and argument about the global marketing mix
(4Ps or 7Ps) are methodically addressed. Building and sustaining a
competitive advantage for the specified product / service at a global level is
clearly elaborated.Brief presentation of the global marketing mix. A few discussions
about building and sustaining a competitive advantage at a global level are
evident.Very weak presentation of the marketing mix with no justifications of
the decisions made. No evidence of building and sustaining a competitive
advantage at a global level of the specified product.Implementation, Budgeting, & Controls(max 10 points)Exemplary(8 10)Acceptable(4 7)Minimal Acceptance(0 3)Accurate elaboration of the implementation activities to be carried
out is evident. A comprehensive and realistic budgeting mechanism was
presented. And control system is discussed clearly to assess budget
expenditure and performance results. The control system is arguably
applicable to implement.Moderate elaboration of the implementation activities to be carried
out is apparent. An average budgeting mechanism was discussed. A control
system is discussed but lack some comprehensiveness or realism. At some
points, the control system is difficult to implement or apply.No or very weak elaboration of activities to be carried out is
obvious. Mediocre budgeting mechanism is presented. Very weak control system
is discussed that is far from being comprehensive or realistic. The control
system is far from being implemented or applicable.Format and Document Presentation(max 10 points)
Style and Organization
Grammar and Referencing
AppendicesExemplary(8 10)Acceptable(4 7)Minimal Acceptance(0 3)The document is well organized. The format is easy to follow &
logical. The style remains consistent. Basic rules of formal English grammar
and written essay style are exhibited across the document. The student
communicates in a cohesive, logical style. The document is well referencedAverage overall document organization. The format and ideas are at
times unclear to follow. The style is inconsistent at certain points. Some
basic rules of formal English grammar and written essay style are evident.
Some degree of cohesive and logical style is present. Some degree of
referencing is present.The document is inconsistent and at times unorganized. Format is
difficult to follow. Transitions of ideas are abrupt and distracting. Several
mistakes in formal English grammar and written essay style occur. The student
rarely communicates in a cohesive, logical style. The document is weakly
referenced.Class Participation & Document Submissions(max 10 points)Exemplary(8 10)Acceptable(4 7)Minimal Acceptance(0 3)The group was present 80% or above of the time in class for
participation and submitted all documents on time.The group was present 50% to 79% of the time in class for
participation and submitted majority of documents on time.The group was present less than 50% of the time in class for
participation and submitted most of the documents late.”