Overview
The purpose of this part of the assessment is to allow students to apply their newly
acquired knowledge of international marketing to develop a detailed international
market design for your selected company. Note this is a marketing report. The aim
of the report is to critically analyse and report how your selected company can
identify and rank potential international markets in order of attractiveness and
importance. At least, THREE markets within a SPECIFIC continent is required. You
must use quality references throughout.
The international marketing design MUST entail the following areas in your analyses.
Full Report Structure:
1) Introduction and Company Background (15 Marks):
Consider introducing your group report covering but not limited to areas on why this
report is important and how you intend to structure your report? Students should
identify a company that does not have product presence or marketing operations in
THREE international target markets in the same CONTINENT. Specifically, we want
you to provide a sound justification why you selected such company. For example, the
home company market is currently saturated and the company needs to consider
international markets (more justification required). Your group must be clear on the 8
products or services been offered and the Unique Selling Point of your Company. You
need to also cover in detail the company background of your selected company, for
example number of marketing operations, financial data etc. It is imperative that your
company must be a Small and Medium Enterprise and it is assumed to be in operation
in one country-market of few countries market only.
Some basic rules are stated below:
1) Big global companies are not acceptable. For example, KFC Chicken,
McDonalds, Nike, Adidas, Samsung, Apple and others within the global
categories.
2) You selected company must not have current market operation in your
target market country.
3) Imaginary companies are not long acceptable – they must actually exist!
Company background should consider in detail the business data, such as revenue,
profits, business inception, international markets operations. This is to enable you
assess the true position of the company.
2) International Markets Screening (PART A) – 25 MARKS
A screening of at least THREE international markets (countries) within the same
continent by applying PESTLE MODEL (First screening stage) and supported with
AT LEAST ONE FACTOR in market attractiveness and competitive strength model
(MACS) (second and fine-grained screening) analyses. The expectation is for you to
identify maximum of Three markets (countries) from a specify continent. For
example, my “company A” selected potential markets is in European countries:
Germany, France and Netherland. Next, apply the PESTLE MODEL and MACS to
decide the order of attractiveness to your company. For example, the order can be
Germany, Netherland and France. Note, the use of metrics analysis such as BERI
and MACS is NOT a mandatory requirement. You are only required to critically
analyse the markets in words and not numbers.
3) Market Entry Strategy and Mode (PART B) – 15 MARKS
Following on from the ranking of international markets in PART A, justify with
reasons if your company should take a waterfall or sprinkler market entry strategy
to the THREE markets identified in PART A. Also identify and justify the market
entry mode for only the most important market from PART A. Note, you must
provide academic references to support your justification and consider the company
capacity to follow your recommendations. For example, does the company have the
financial capacity to follow your advice?. Furthermore, students should report in
detail the business operational aspect of their selected entry mode. A detailed and
robust analysis is required. You must use quality references throughout.
4) International Marketing Mix – (PART C) – 20 MARKS
In this part, students are expected to present a marketing mix orientation with specific
logics and analysis on standardisation or localisation of marketing mix for just ONE
TARGET MARKET from PART A. This should be the MOST attractive market.
Key considerations and supporting evidences in your analysis should flow from the
nature of your company core resources and products, competitors current positioning
in target market and importantly PESTLE knowledge. You must use quality 9
references throughout. Note, analysis on standardisation or localisation of
marketing mix across the identified two continental markets. Key considerations and
supporting evidences in your analysis should flow from the nature of your company,
competitors current positioning and importantly PESTLE knowledge affecting your
targeted country. Note: using only four p’s is acceptable as long as it is suitable for
your selected company and target markets
5) Recommendation (10 Marks):
This should highlight key findings from the various stages of your report, significance
and implications to your company in terms of decision and actions to take in response
to report findings. This should be written in a clear and convincing manner.
Additional Marks Note:
 Overall Presentation of Report showing an excellent report structure, use of
sub-headings, report pagination and format, easy to read and logical report
flow. Adhered to word count. Properly referenced, using Harvard style (10
Marks).
 Cover Page, Executive Summary (succinctly present an overview of the report
process and key finding), and Table of Contents (5 Marks).
Students Group Selection
Maximum of two members in a group is required and students are free to choose
who they want to be part of their group. All group and selection of a company
should be finalised by week 21. So, students should quickly form their own groups of
two members per group (maximum). The final students’ group must be approved by
the class tutor.
Submission Procedure (Assessment Part 1):
The group report MUST be submitted “ONLINE ONLY” via the available “DMU
BLACKBOARD TURNITIN LINK”.

Key Group Report Areas:
Additional Considerations:
1. Quality, clarity and logical justification of points.
2. Use of supporting evidence.
3. Application of industry reports or data where applicable. For example, financial
data of selected company.
4. Excellent structure and flow of report.
5. Please use Arial font, 12-point, 1.5 line spacing.
Note
 The table of content, executive summary, tables (in-text), diagrams (in-text),
referencing and appendices are not part of the word count.
 Appendices: Additional information used, but not in the main report body. For
example, PESTLE table, and any useful diagram used in main report.