In response to the recent unprecedented circumstances presented by COVID-19, please find a more condensed assignment brief for
your second assignment. In particular, tasks 3 and 6 have been removed from the original brief and the word count has been reduced
from 2500 to 1500 words.
This version of the assignment brief supersedes the version originally issued.
Please do also note that while COVID-19 is a very important part of the marketing environment and most brands will need to take this
into account, we also acknowledge that your report is a hypothetical one. Therefore, you will not be penalised for excluding the threat
of COVID-19 in your assignments. However, students who choose to acknowledge and include the threat of COVID-19 and respond
to this in their reports do not have to go back and undo it. Put simply, in response to COVID-19 you can choose to:
a) include and address it
b) exclude it completely
c) acknowledge it to a certain extent.
You will not be specifically rewarded or penalised for your decision to include or exclude COVID-19 from your assignments.
This assignment is worth 80 % of the marks for this module and assesses learning outcomes 1, 2, 3, 4, 5, 7 and 8.
The revised task
For a product or service of your choice, you should write a 1500 word report, which evaluates the opportunities available in a chosen country,
justifies your choice, provides a rationale for and outlines the key elements to consider while launching a product/service into the country. The
product or service should not be currently widely available in that country.
Your assignment should address the following, in every case, presenting appropriate and fully referenced theories, and using those theories to
substantiate, focus and structure your report. To support your choice of product and country/region and launch your report should include the
following steps:
Steps:
1) Profile the marketing environment of your chosen product/service for one potential market using PESTEL / PEST / STEEPLE as
appropriate. Analytically summarise the key insights arising from your research.
2) Justify the rationale of the decision to enter your chosen market in the light of the product/service choice and the identified
market opportunities/ customer needs.
3) Provide an overview of your direct competitors using a positioning map to encapsulate how you differentiate yourself from your
competition. Summarise your insight.
4) Justify your chosen market entry method
In addressing the steps mentioned, you need to use theoretical models where appropriate and provide a report that is referenced appropriately.
This list should be seen as indicative. As long as you address the points mentioned above, the structure of the report is entirely up to you. It is
advised that you have a look at the assessment criteria for a more accurate understanding of what is being assessed and how you can
demonstrate that using the task.
 Documents should be submitted as a Word document (.doc or .docx) It is your responsibility to ensure that your assignment is submitted in
the correct format and that it can be opened on a Brookes PC. The module leader reserves the right not to mark submissions in the wrong
format.
 Marks will be awarded according to the assessment criteria
 In line with the University policy on anonymous marking please ensure that you only put your student number on the document and not
your name.
REPORT FORMAT
For this assignment, a general business report format is required. The word limit is a maximum of 1500 words (excluding the executive summary,
which should be no longer than 200 words, reference list and appendices). Tables included within the main body of the assignment will be included
within the word limit.
There are guides to report writing and referencing on the module Moodle pages.
Up to 4 pages of relevant appendices will be allowed, but they will not be marked, hence the use of appendices is strictly for reference.
The following points should be noted:
 Reports should include a front cover clearly stating title, word count and student number.
 Students are encouraged to include graphic representation (charts, tables etc.) fully referenced, to assist the reader.
 Referencing of sources of identified data/information will be by using Brookes Harvard (See the Library Web pages for further guidance)
 A Reference List is a mandatory requirement for all coursework submitted in the University
N.B. You should include a minimum of 4 academic references, correctly referenced and fully utilised in the report.
You should also use current commercial sources, fully referenced, to justify your recommendations.
There are guides on Moodle to help you to reference correctly as well as library and learning resources guides on writing reports.