Critically evaluate concepts, theories and models of marketing in the international situation
Monitor and critically evaluate developments in the international business environment and apply these to the international marketing situation.
Develop ideas for a company’s future international marketing strategy.
Search for, select and use effectively relevant data and information.
You need to achieve this to be able to complete the assignment at all.
On no account are you to make contact with the company and ask for any kind of information, or to attempt to visit the company.
This will ensure that the company is not inconvenienced and that no student obtains a potential advantage.
The Case Study-Opportunities in the growth of urbanisation in India and China.
The Case Study is made up of a number of elements. These represent the context, the company and the nature of the engineering trade.
1 “Shifting tides: Global economic scenarios from 2015-2025” September 2015 | byLuis Enriquez, Sven Smit, and Jonathan Ablett available at : http://www.mckinsey.com/Insights/Strategy/Shifting_tides_Global_economic_scenarios_for_2015_25?cid=other-eml-alt-mip-mck-oth-1509 (excerpt from this on your brief)
2 Information on the company exporting from the UK:
Health and Safety Engineering Ltd http://www.hse-ltd.com/
3 Engineering context: http://www.worksmanagement.co.uk/news/uk-engineering-companies-heavily-dependent-on-export-markets/83896/
Tasks – 1
Prepare a 2,000 word (+/-10%) report.
State your chosen equipment type, explain which industries it pertains to and identify which of the two markets China/India you will focus on. (Introduction)
Present a summary of your research on the growth rate, locations and statistics relating to your chosen industry in your chosen market. Research and summarise other similar company’s entry strategies to this market. As one company can not satisfy demands of such vast countries, conduct research on which states/regions would be best to start in, and give more detailed information for this selected area. (Market profile & implications)
Present a summary of cultural factors which you think may influence business to business negotiations and communications. (Cultural profile & implications)
Task 2
Give a discussion which gives a good practical understanding, underpinned by a good understanding of theory. Include arguments and wherever possible supporting evidence for each point that you make about the marketing mix.
Where you can justify it include models e.g. SWOT and PEST/other and other relevant information in your answer (extra to the word count), or if these are just supporting and less central to the argument give these as appendices. If you give models you must apply these to the case. You should do so both by annotating the models and bringing these out in the discussion (Analysis)
Based on what you have presented above finish with 3-5 recommendations which are presented in the SMART format. These should be accompanied by any assumptions made because you were unable to find data, and/or by any data gaps with suggestions as to how these be filled, these latter points add to the Realistic component of the SMART acronym (Recommendations)
Task 3
There are no marks for repeating information from the case study, although you will need to start with these in your preparation work.
Gives a discussion which gives a good practical understanding, underpinned by a good understanding of theory. Include arguments and wherever possible supporting evidence for each point that you make.
Where you can justify it include models and other relevant information in your answer (extra to the word count), or if these are just supporting and less central to the argument give these as appendices. If you give models you must apply these to the case and not just present them. You should do so both by annotating the models and referring these in the discussion.
