Assignment Brief (15 credits; L6) Academic Year 2024-25

Module code MG628 International Marketing Module leader: Muhammad Zubair

and title: Management

Assignment CW1 Report (Individual, 2000 Assessment 60%

No. and type: words) weighting:

Submission Sunday 19th January 2025 Target feedback 3 weeks after submission
time and date: before 2.00 pm. time and date: deadline

Assignment task

Instructions:
• Your report should be based on ONE of the top two countries you identified in the group
presentation.
1. Please note: Use of Passport and academic sources will be imperative throughout the work. This
wider research will be needed to underpin and justify your answers.
Task One: Market entry strategy (500 Words)
• Central Furniture Manufacturing (CFM) Ltd. (please refer to the document on the VLE ‘CFM Ltd.
- IMM Case Study’) is exploring an option of entering a direct arrangement with a leading
furniture manufacturing company of your choice (i.e. without using an agent or distributor) in
your chosen country, which would give that company the exclusive rights to sell CFM products
in their physical stores.
• Given your chosen market knowledge drawing from your group presentation and research, you
are now required to critically evaluate the above option. Provide evidence for your points and
with clear links to your understanding of the consumer and the retail environment. Both
secondary research from Passport and academic research should be used. State clearly any
assumptions considered, if applicable.
Task Two: Furniture trends and environment (500 Words)
CFM’s CEO has asked you to identify Two key trends, which you find particularly relevant to CFM’s
brand proposition.
For each trend, you need to:
• State clearly why this trend is especially relevant to CFM.
• Discuss how far that trend seems to be emerging or already important in your country using
both qualitative and quantitative data (i.e. what is the evidence).
• Provide and justify one specific recommendation regarding a change to the one factor of
marketing mix.

Internal approval: Name, Date

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Task Three: Segmentation, Target and Positioning (STP) Strategy (400 Words)

• You need to focus on your chosen country (consumer insights - ensure that you show a full
understanding of your target customers’ interests, values, lifestyles, perceptions and attitudes,
culture and usage of technology, supported by data/research from Mintel/Passport GMID).
• Use an appropriate table and/or diagram to summarise your STP – this will not be considered
within the word count.

Task Four: Communication strategy (400 Words)

• Briefly outline the marketing channels to be used to educate, engage and convert consumers in
the chosen market.
• Provide explanation as to why you believe these channels are effective.
• Examine the extent to which social media communications engage appropriately with the
consumers that you have profiled (in STP) and ensure that any culturally specific needs and
requirements are considered.

If you are registered with the Disability and Inclusion Services or have a disability, please contact your
module leader to discuss how your reasonable adjustments will be applied to this assignment.

This assignment has been designed to provide you with an opportunity to demonstrate your
achievement of the following module learning outcomes:

LO1: Assess, analyse and conceptually apply the key concepts of international marketing, including the
critical evaluation and the application of key tools, models and theories.

LO2: Critically evaluate the concept of globalisation within given situations and how it may or may not be
applicable and why.

LO4:
Devise and critically substantiate a strategic marketing plan building on [market selection], for an initial
launch and follow up strategy, applying a range of management skills and tools.

Practicalities: Referencing, presenting and submitting your work

Please see your programme handbook for information on the required referencing style, any presentational
requirements and the process for submitting your work.

Confidentiality

You should maintain and respect confidentiality in relation to the protection of personal, technical and/or
commercial information of a sensitive nature in your assessed work.
For further information and guidance, please see your programme handbook.

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Academic integrity

Academic integrity means taking responsibility for your own work.

When you submit an assignment, you are making a declaration that it is your own work and that you have
acknowledged the contribution of others and their ideas in its development (for example, by referencing
them appropriately).
For further information and guidance, please see the University website: https://www.bnu.ac.uk/current-
students/registry-helpdesk-and-academic-advice/academic-integrity-and-misconduct

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Assessment Criteria Academic Year 2024-25

0-34 (F) – 35-39 E – 40-49 (D) 50-59 (C) 60-69 (B) 70-79 (A) 80-100 (A+)
Fail Marginal fail Pass Pass Pass Pass Pass
Not successful Below required Satisfactory Good Very Good Excellent Outstanding
standard
Criterion 1: Struggles to understand A rushed or superficial Although some useful Some evidence of wider A well-balanced An excellent and well- Exceptional systematic
Knowledge and and apply the concepts attempt lacking points are made, the reading and research evaluation showing informed evaluation approach, including
Understanding (25%) of market entry academic underpinning evaluation lacks depth, informs this evaluation. evidence of wider showing good evidence coherent and detailed
strategy, global trends and research. reflecting the need for What is included in academic reading and of wider academic knowledge well beyond
This should include and communications. Less than four articles wider academic useful, but there are a secondary research. reading and secondary what has been taught,
evidence of: The evidence or articles are not peer- reading. few gaps. Reaching to clear research. all of which is at, or
• Depth of knowledge presented, if any, fails reviewed. More research, and conclusions. Reaching to useful and informed by, the
and understanding of to drive the argument further consideration sensible conclusions. forefront of defined
subject-specific forward. required. aspects of the
theories, paradigms, discipline.
concepts. e.g. market e.g. recent research.
entry strategy/option.
Consumer insights &
STP
• Marketing channels -
country specific
• Use of social media

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Assessment Criteria Academic Year 2024-25

0-34 (F) – 35-39 E – 40-49 (D) 50-59 (C) 60-69 (B) 70-79 (A) 80-100 (A+)
Fail Marginal fail Pass Pass Pass Pass Pass
Not successful Below required Satisfactory Good Very Good Excellent Outstanding
standard
Criterion 2: The work demonstrates The work demonstrates The work demonstrates The work The work demonstrates The work demonstrates The work demonstrates
Analysis and a limited or no ability an insufficient ability to a sufficient ability to demonstrates a sound a sophisticated ability a highly accomplished an exceptional ability
Criticality (30%) to work with relevant use established deploy established ability to deploy to deploy established ability to deploy to deploy established
techniques of analysis techniques of analysis techniques of analysis established techniques techniques of analysis established techniques techniques of analysis
and enquiry accurately. and enquiry within the and enquiry within the of analysis and enquiry and enquiry within the of analysis and enquiry and enquiry within the
This should include Conceptual discipline. discipline. within the discipline. discipline. within the discipline. discipline.
evidence of: understanding evident The conceptual A basic yet sufficient A sound conceptual A sophisticated A highly accomplished A superior conceptual
• Logic and is limited thus the work understanding evident conceptual understanding is conceptual conceptual understanding is
argument. does not: enables the work to understanding is evident that enables understanding is understanding is evident that enables
• Range of partially demonstrate: evident that enables the work to evident that enables evident that enables the work to
independently selected • devise and sustain the work to demonstrate: the work to the work to demonstrate:
sources including Mintel arguments and/or • use of ideas and demonstrate: demonstrate: demonstrate:
and Passport. solve problems techniques to devise • use of ideas and • use of ideas and
• Analysis and • describe and and sustain arguments • use of ideas and techniques to devise • use of ideas and • use of ideas and techniques to devise
synthesis. Analytical comment upon and solve problems techniques to devise and sustain arguments techniques to devise techniques to devise and sustain
reflection. aspects of current • the ability to describe and sustain arguments and solve problems. and sustain arguments and sustain arguments arguments and/or
• Problem-solving and research. and comment upon and solve problems. • the ability to describe and solve problems. and solve problems. solve problems.
decision-making. • use relevant and aspects of current • the ability to describe and comment upon • the ability to describe, • the ability to describe, • the ability to describe,
• Organisation and appropriate sources research. and comment upon aspects of current synthesise and synthesise and synthesise and
communication of the resulting in few if any • There is a limited aspects of current research. critique aspects of critique all relevant critique all relevant
key themes. scholarly reviews. range research. • use of a sound range current research. aspects of current aspects of current
• STP. of independently • use a sufficient range of independently • use of a sophisticated research. research.
• Communication with selected relevant and of independently selected relevant and range of independently • use of a highly • use of a superior
particular focus on appropriate scholarly selected relevant and appropriate scholarly selected relevant and accomplished range range of independently
consumer insights. sources. appropriate scholarly sources. appropriate scholarly of independently selected relevant and
sources. sources. selected relevant and appropriate scholarly
appropriate scholarly sources.
sources.

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Assessment Criteria Academic Year 2024-25

0-34 (F) – 35-39 E – 40-49 (D) 50-59 (C) 60-69 (B) 70-79 (A) 80-100 (A+)
Fail Marginal fail Pass Pass Pass Pass Pass
Not successful Below required Satisfactory Good Very Good Excellent Outstanding
standard
Criterion 3 Work demonstrates a Work demonstrates an Work demonstrates a Work demonstrates an Work demonstrates an Work demonstrates an Work demonstrates an
Application and limited or no ability to insufficient ability to sufficient ability to ability to select and ability to select and ability to select and ability to select and
practice (30%) select and apply select and apply select and apply apply in a consistent apply in a capable and apply in a highly apply in a highly
appropriate models and appropriate methods appropriate methods and informed manner effective manner accomplished manner accomplished and
This should include techniques (in the and techniques (in the and techniques (in the appropriate methods appropriate methods appropriate methods innovative manner
evidence of: context of market context of market context of market and techniques (in the and techniques (in the and techniques (in the appropriate methods
• Development and/or entry/option, specific entry/option, global entry/option, global context of market context of market context of market and techniques (in the
application of managing communications trends, specific trends, specific entry/option, global entry/option, global entry/option, global context of market
innovation specific considering consumer communications communications trends, specific trends, specific trends, specific entry/option, global
specialist skills. insights and target considering consumer considering consumer communications communications communications trends, specific
• Accuracy, market) to develop and insights and target insights and target considering consumer considering consumer considering consumer communications taking
coordination, and apply knowledge and market) to develop and market) to develop and insights and target insights and target insights and target into account consumer
proficiency. understanding in the apply knowledge and apply knowledge and market) to develop and market) to develop and market) to develop and insights and target
• Technical skills. context of the chosen understanding in the understanding in the apply knowledge and apply knowledge and apply knowledge, and market) to develop and
• Presentation of case organisation, and context of the chosen context of the chosen understanding in the understanding in the understanding in the apply knowledge and
research findings and in turn: case organisation, and case organisation, and context of the chosen context of the chosen context of the chosen understanding in the
use of data in turn: in turn: case organisation, and case organisation, and case organisation, and context of the chosen
(Mintel/Passport). • practical processes in turn: in turn: in turn: case organisation, and
attempted but • practical processes • complete practical in turn:
inaccurate. attempted but processes attempted • complete practical • complete practical • complete practical
• use of an appropriate inaccurate. with a degree of processes accurately processes processes • complete practical
range of technical • use of an appropriate independence in and independently in autonomously and with autonomously and with processes
skills are not range of technical, sometimes complex sometimes complex accuracy and a high degree of autonomously and with
demonstrated in skills are not and unpredictable and unpredictable coordination in accuracy, coordination, a high degree of
most including key demonstrated in situations. situations. sometimes complex and proficiency in accuracy, coordination,
areas. some key areas. • use an appropriate • consistently use an and unpredictable sometimes complex and proficiency in often
• presentation of • presentation of range of technical appropriate range of situations. and unpredictable complex and
research and findings is research and findings is skills. technical skills. • consistently use an situations. unpredictable
not clear or effective. often not clear or • present research and • consistently present appropriate range of • consistently use a full situations.
effective. findings, in several research and findings highly developed range of highly • consistently use a full
formats, and gather, effectively and relevant technical skills. developed technical range of exceptional
process and interpret appropriately. • consistently present skills. technical skills.
data efficiently. thorough research and • consistently present • consistently present
findings perceptively thorough research and thorough research and
and appropriately. findings perceptively, findings perceptively
convincingly, and authoritatively, and
appropriately. appropriately.

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Assessment Criteria Academic Year 2024-25

0-34 (F) – 35-39 E – 40-49 (D) 50-59 (C) 60-69 (B) 70-79 (A) 80-100 (A+)
Fail Marginal fail Pass Pass Pass Pass Pass
Not successful Below required Satisfactory Good Very Good Excellent Outstanding
standard
Criterion 4 Work demonstrates Work demonstrates Work demonstrates a Work demonstrates a Work demonstrates a Work demonstrates a Work demonstrates a
Transferable skills limited or no ability to: insufficient ability to: sufficient ability to: consistent and Highly proficient ability Highly accomplished exceptional ability to:
(15%) confident ability to: to: ability to: • communicate
• communicate • communicate • communicate • communicate • communicate • communicate information, ideas,
This should include information, ideas, information, ideas, information, ideas, information, ideas, information, ideas, information, ideas, problems and
evidence of: problems and problems and problems and problems and problems and problems and solutions accurately
• Written and electronic solutions accurately solutions accurately solutions accurately solutions accurately solutions accurately solutions accurately and reliably utilising
communication. and reliably utilising and reliably utilising and reliably utilising and reliably utilising and reliably utilising and reliably utilising relevant communication
• Personal motivation, relevant communication relevant communication relevant communication relevant communication relevant communication relevant communication skills
organisation, and time- skills. skills skills skills skills skills • an ability to manage
management. • an ability to manage • an ability to manage • an ability to manage • an ability to their • an ability to manage • an ability to manage their learning and
• Citation and their learning and their learning and their learning and learning and their learning and their learning and work with minimal or
referencing. work with minimal or work with minimal or work with minimal or work with minimal or work with minimal or work with minimal or no supervision.
no supervision. no supervision. no supervision. no supervision. no supervision. no supervision. • Excellent citation
• Poor citation and/or • Poor citation and/or • Satisfactory citation • Satisfactory citation • Good citation and/or • Very good citation and/or referencing
referencing referencing and/or referencing and/or referencing referencing and/or referencing