Short, clear, concise, decision and action oriented applied marketing reports attract high marks.Format: Global Marketing Plan (Structured Professional Report) with full Harvard referencesWord Limit: 2500 words + 10% (for main report text) i.e. the primary/secondary data and budgets inthe appendices and your references do not count towards the 2500 word limit.Font: Arial font size 11 or 12 point, (this font). In business organisations will have a compulsory ‘housestyle’ and font.The plan must include two appendices: (not included in the word count).Appendix I) Primary and Secondary Market ResearchCountry Screening data and other summary data regarding market size, market growth, customerpreferences, segments, segment size, cultural and legal requirements, competitors, promotion anddistribution channels, tariffs, shipping costs, etc.)Appendix II) Marketing Promotion Plan and Budget (Promotion Costs Only, including foreignmarketing agency costs) and Cost Allocation and Margin Analysis (Word Tables or Spreadsheets)TaskGlobal Marketing Plan written for the CMO or CEO of your chosen and approved Part A UK SMEcompany completely new to market in one of the available countries. (Note: It must be approved byyour tutor prior to the compulsory formative assessment.)The global marketing plan must contain a clear business objective namely a sales and marketingobjective for the first year a minimum of £50,000 in gross sales and a costed promotional budget anda projection of any surplus or deficit at the end of year one.The plan must state and explain how these business objectives will be achieved by the globalmarketing function.4
What is to be achieved for the SME? – Business objectives. (100 words)Which country market and why? – Country screening. (200) Detailed screening of top twocountries from the five screened in the formative? NB: All five countries are to be screened in Part Aand the results carried forward from the formative poster into Part B.Which market segments? – STP (400)How marketing will help achieve the business objectives? – Detailed Marketing and SalesObjectives. (100)How will you bring the product to the new market? – Entry Mode Selection. (400)How will you compete and generate customer value? – Detailed Global (New Country)Marketing Mix++ (1000)How much will the promotional element of the mix cost? Will the SME make or lose money inyear 1? – Global (New Country) Marketing Promotion Plan and Budget (300)Appendix I and II.Students are advised not to include a PESTLE or SWOT or Porters 5 forces analysis. These are notpart of the syllabus. These strategy techniques are too high level and use too many words of the wordcount. You have MACS instead. The marketing plan is to be action orientated and detailed, not ageneral report i.e. statements such as “it is very important to set a price” but not actually decide theactual price are not sufficient in a Level 5/6 assignment where business readiness must bedemonstrated.Students are advised to use diagrams, tables and spreadsheets to support their plan (it also saves onword count). Do not cut and paste from lecture notes and websites etc., it doesn’t demonstrateunderstanding. All references will be checked during the marking process and should be from ordirectly related to the taught syllabus. Students not actively using Hollensen and the module casestudies are likely to fail.Marking Scheme (100%) divided as follows:Application of accurately referenced decision orientated principles of Global Marketing drawn fromthe module syllabus. (30%)Students should review, list and reference the main principles covered in the syllabus e.g. theHollensen, Keegan and MacDonald texts, the journal papers and the several seminar cases studies.Use of primary and secondary data to support your decisions. (30%)Your decisions should be supported by primary and/or secondary data marketing research. Manystudents lose marks here by not providing data to support their plan. The university provides accessto several professional market research databases e.g. Mintel. A quick Google search will not sufficefor a CMO or CEO expecting a business ready report recommending a major decision for a smallcompany.Critical evaluation of your decisions. (30%)You must reflect upon (think about) and assess your options (e.g. the mode of entry, your price, thepromotional mix, brand, positioning, etc.) your decisions and judgements.Logical structure (a marketing plan), clear use of English, accurate referencing of books and journalarticles and use of word limit and correct clear font. (10%)Reference your secondary data sources carefully not just ‘cut and pasted’ browser web links.See the assessment rubric at the end of this briefing and the in-class lecture/seminar sessionsincluding the review of assessment examples and the lecture on how to achieve a good mark.
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