Assignment 1-International Marketing Management

Learning Outcomes Assessed

On successful completion of this Module, you will be expected to be able to:

LO1: Critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy.
LO2: Understand and apply a range of alternative models and concepts in dealing with complex global marketing planning issues in order to achieve competitive advantage.
LO3: Critically evaluate the processes and outcomes in the implementation of the global marketing planning process.
LO4: Successfully deploy relevant critical, analytical, and academic skills in an extended piece of writing related to global marketing.

Use of Generative Artificial Intelligence (GAI) Applications in this Assessment

AI Status: Category A – No GAI tool is permitted.

Application Notes:

• While grammar and/or spell checkers may be used to correct individual words and sentences, the use of GAI is not allowed.

• This is because the learning outcomes require you to produce original assessment work without any GAI assistance.

• Any GAI-generated content which is presented as your own original work and is not acknowledged will be assessed for academic misconduct.

Brief

Global Marketing Strategy Proposal for a Fictional Product Launch

You are tasked with developing a comprehensive global marketing strategy proposal for the international launch of a fictional innovative product. This assessment will test your ability to apply theoretical knowledge to a practical scenario, critically evaluate global marketing challenges, and propose creative solutions.

Product Information

Product Name: EcoGlobe – A Revolutionary Sustainable Smart Home System

Product Description:
EcoGlobe is an integrated smart home system that combines cutting-edge renewable energy technology with AI-driven home management. Key features include:

1. Advanced solar and wind micro-generation capabilities that can be easily installed on any home.

2. An AI-powered energy management system that optimizes energy usage and storage.

3. Smart appliance integration that allows all home devices to be controlled and monitored for maximum energy efficiency.

4. A user-friendly mobile app that provides real-time energy production, consumption, and savings data.

5. Modular design allowing for easy customization based on home size and regional energy needs.

Target Market: Environmentally conscious homeowners and property developers seeking to significantly reduce their carbon footprint and energy costs.

Unique Selling Proposition: EcoGlobe promises to reduce household energy bills by up to 70% and can potentially allow homes to become energy independent in suitable climates.

Current Status: The product has been successfully tested in pilot programs in Western Europe and North America. Your task is to develop a strategy for its global expansion.

Task

Write a 4500-word report that outlines a global marketing strategy for launching this product in two diverse international markets (USA and Australia) .

Your report should include the following elements:

1. Market Selection and Analysis

• Critically analyse the challenges and opportunities in each chosen market, considering cultural, economic, political, and competitive factors.

• Apply appropriate models and concepts to evaluate market attractiveness and entry mode selection.

• Justify your choice of two international markets for the product launch.

2. Global Marketing Strategy Development

• Develop a comprehensive global marketing strategy, detailing how you would approach:
  a) Product adaptation or standardization
  b) Pricing strategies
  c) Distribution channel selection
  d) Promotion and communication strategies

• Critically evaluate how your strategies address the specific challenges identified in each market.

• Discuss how your proposed strategies aim to achieve competitive advantage in the global marketplace.

3. Implementation Plan and Performance Metrics

• Outline a high-level implementation plan for your global marketing strategy.

• Propose key performance indicators and metrics to evaluate the success of your strategy.

• Critically assess potential risks and challenges in implementing your strategy and suggest mitigation measures.

4. Theoretical Underpinning and Innovation

• Demonstrate a critical understanding of relevant international marketing theories and concepts.

• Show originality and creativity in applying these concepts to your specific product and chosen markets.

• Critically evaluate the limitations of existing theories in addressing the unique challenges of your product launch.

5. Reflection

• Critically reflect on the assignment outcome and your own responsibility as required by the assignment.

Guidelines (Suggested Report Structure)

• Title and contents page

• Executive summary (250 words)

• Brief introduction (200 words)

• Market Selection and Analysis (850 words)

• Global Marketing Strategy Development (850 words)

• Implementation Plan and Performance Metrics (850 words)

• Theoretical Underpinning and Innovation (850 words)

• Reflection (500 words)

• Conclusion (150 words)

• References

• Declaration Statement for AI

Assessment Requirements – Brief Summary

The assessment required the development of a comprehensive global marketing strategy proposal for the fictional product EcoGlobe, a sustainable smart home system. Students were expected to write a 4500-word report covering two international markets: USA and Australia.

Key pointers to be covered in the assessment included:

1. Market Selection and Analysis: Identify and evaluate challenges and opportunities in each market, using appropriate models to justify market choice.

2. Global Marketing Strategy Development: Address product adaptation, pricing, distribution, and promotional strategies while achieving competitive advantage.

3. Implementation Plan and Performance Metrics: Provide an actionable plan, define KPIs, and assess risks with mitigation strategies.

4. Theoretical Underpinning and Innovation: Apply relevant international marketing theories creatively and critically evaluate their limitations.

5. Reflection: Critically reflect on the assignment process and personal responsibility in completing the task.

Additional requirements included original work without GAI assistance, clear academic writing, and structured formatting following the suggested report layout.

Assessment Approach by Academic Mentor

The Academic mentor guided the student through a step-by-step process, ensuring all key elements of the assessment were addressed while aligning with learning objectives.

Step 1: Understanding the Assessment Brief

• Objective: Ensure the student clearly understands the product, target markets, and assessment expectations.

• Action: The mentor reviewed the brief with the student, highlighting the importance of originality, analytical depth, and linking theory to practice.

• Outcome: Student developed a clear understanding of the product’s features, target audience, and the purpose of the global marketing strategy report.

Step 2: Market Selection and Analysis

• Objective: Critically evaluate opportunities and challenges in the USA and Australia.

• Action: Mentor introduced tools such as PESTLE analysis, SWOT analysis, and market attractiveness models.

• Guidance: Student was encouraged to consider cultural, economic, political, and competitive factors. Mentor suggested comparing energy policies, sustainability trends, and consumer behavior in both countries.

• Outcome: Student justified market choices based on strategic fit and market potential, fulfilling LO1 and LO2.

Step 3: Global Marketing Strategy Development

• Objective: Formulate strategies for product adaptation, pricing, distribution, and promotion.

• Action: Mentor explained the standardization vs adaptation debate, competitive positioning, and international pricing strategies.

• Guidance: Student was advised to integrate marketing mix elements with local market insights to achieve competitive advantage.

• Outcome: A detailed marketing strategy was developed addressing market-specific challenges, meeting LO1, LO2, and LO3.

Step 4: Implementation Plan and Performance Metrics

• Objective: Provide actionable steps and measurable indicators of success.

• Action: Mentor guided the student in designing a timeline, resource allocation, and KPIs for the launch.

• Guidance: Risk assessment and mitigation strategies were discussed to ensure realistic planning.

• Outcome: Student produced a structured implementation plan with measurable performance metrics, covering LO3 and LO4.

Step 5: Theoretical Underpinning and Innovation

• Objective: Integrate international marketing theories creatively.

• Action: Mentor reviewed relevant concepts such as the Uppsala Model, Global Marketing Mix, and Entry Mode Theories.

• Guidance: Encouraged student to critically evaluate theory limitations and propose innovative applications to EcoGlobe.

• Outcome: Student demonstrated originality and critical thinking, fulfilling LO2 and LO4.

Step 6: Reflection

• Objective: Reflect on personal learning and assignment process.

• Action: Mentor provided prompts to encourage critical self-assessment of strengths, challenges, and ethical responsibilities.

• Outcome: Student reflected on decision-making, strategy formulation, and lessons learned, addressing LO4.

Step 7: Final Review and Formatting

• Objective: Ensure the report was cohesive, well-structured, and academically compliant.

• Action: Mentor reviewed draft sections for alignment with word counts, clarity, and adherence to referencing guidelines.

• Outcome: Final report included all required sections: executive summary, introduction, strategy, implementation plan, theoretical analysis, reflection, conclusion, references, and AI declaration.

Outcome Achieved

• A comprehensive 4500-word report was developed for the international launch of EcoGlobe in the USA and Australia.

• The report addressed all key assessment requirements with a clear market analysis, strategy formulation, implementation plan, and theoretical underpinning.

• Learning objectives covered:

  • LO1: Critical evaluation of global marketing challenges.

  • LO2: Application of alternative models and concepts for market planning and competitive advantage.

  • LO3: Evaluation of implementation processes and performance outcomes.

  • LO4: Deployment of critical, analytical, and academic skills through structured, original writing.

This approach ensured the student not only produced a high-quality assessment but also developed practical and theoretical skills in global marketing strategy formulation.

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