Analysis and Justification for the market selection and marketing strategy adopted by an SME into an international market.

Purpose of the assessment
To write a business report that shows evidence of wide reading/research, applied to a practical task.
Introduction to the work/Scope/Context:
You work as a recent graduate recruit for a SME [small to medium sized enterprise], you may choose the company.

One of your responsibilities is to conduct marketing research into new international market opportunities, you choose the country/market. As a result of Brexit your company must now seek new non EU markets to secure the company’s future.

Your Specific Instructions:

You must have sufficient knowledge of the company’s capabilities and you must identify and research a potential international market.

You should make brief outline recommendations as to the global marketing strategy.

Your report should identify any issues relating to the research method itself.

You must present your findings in a report.

You will need to conduct research into a specific overseas market for a particular product or service. You may choose the product market category but it must be an SME. You must present your findings in a report.

You should conduct secondary research, only, into the overseas market and your chosen company. You should consider the business’ capability and the macro environment of one of its international markets and the competition.

You should also critically evaluate the validity of the secondary information and data that you have used. Secondary sources are notoriously difficult in International Marketing Research. Illustrate and explain the issues.

This business report should have 6 sections and be logical, well-researched using Harvard Referencing. It should be written objectively with evidence based discussion.

Approach/steps to follow:
1. Introduction
Include ‘signposting’ of the key issues which follow in the report. Briefly introduce … the market
2. Findings and analysis Link to other marketing theories such as marketing research, market selection, macro environmental factors, including culture, buyer behaviour and segmentation.
3. Conclusions and limitations of the research methodology.
Summarises the key points already made and link to the task set. No new information.
4. Recommendations … for your company
5. Reference list (at least 20 references, with at least 10 academic, separate academic from secondary.)
Give full details, following CASE Harvard Referencing guidelines.
6. Appendices must be linked to the body of the work

It is essential:
That each of the sections are covered (if not, there will be zero% for that section) – see the Assessment Grid below.
Show ability to describe theoretical concepts and then use examples as illustrations.
Do not make unsubstantiated assertions, references must back up your in-text statements
Use Harvard Referencing throughout this report, linking theory to this practical business example.
You must NOT engage in primary research for this.

Tips:
Show awareness of other aspects of marketing to convince the marker that you understand the subject.
Read and use a range of recent academic resources, e.g books, journals, websites for Mintel reports, Keynote, etc
Do NOT use Wikipedia/ website references alone
Paraphrasing others’ views and give the relevant source, is generally better than using direct quotes
Check grammar, use UK spelling and try to use PEEEL to structure your main paragraphs. Refer to CASE
Evidence of independent thought and original applications may improve your mark