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Global Marketing Strategy MAR034-3: 1 Individual Written Report 40% Guideline 2000 Words

This document provides information and requirements for an assignment on global marketing strategy. It outlines that the submission deadline is before 10am on November 7, 2021 and that marks and feedback will be provided within 20 working days for certain levels and 15 or 10 working days for other levels. The assignment asks students to provide a global marketing strategy plan recommending Ocado's expansion into Romania, addressing risks, product positioning, and an integrated marketing communications plan with costs and timeline. It provides grading criteria and expectations for passing, including demonstrating understanding of global marketing concepts and theories and applying them to specific issues.

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Romali Keerthisinghe
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134 views

Global Marketing Strategy MAR034-3: 1 Individual Written Report 40% Guideline 2000 Words

This document provides information and requirements for an assignment on global marketing strategy. It outlines that the submission deadline is before 10am on November 7, 2021 and that marks and feedback will be provided within 20 working days for certain levels and 15 or 10 working days for other levels. The assignment asks students to provide a global marketing strategy plan recommending Ocado's expansion into Romania, addressing risks, product positioning, and an integrated marketing communications plan with costs and timeline. It provides grading criteria and expectations for passing, including demonstrating understanding of global marketing concepts and theories and applying them to specific issues.

Uploaded by

Romali Keerthisinghe
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Submission Deadline Marks and Feedback

Before 10am on: 20 working days after deadline (L4, 5 and 7)


15 working days after deadline (L6)
7/11/2021 10 working days after deadline (block delivery)

Unit title & code Global Marketing Strategy MAR034-3


Assignment number and title 1
Assessment type Individual Written Report
Weighting of assessment 40%
Size or length of assessment Guideline 2000 words
Unit learning outcomes On completion of this unit you should be able to:

1. Demonstrate the following knowledge and understanding


Identify, and critically analyse and evaluate a range of global marketing
concepts, theories and frameworks.

2. Demonstrate the following skills and abilities

Demonstrate a systematic understanding of global marketing concepts in order


to develop feasible solutions to global marketing issues.
What am I required to do in this assignment?

Your task is to report to the board of Ocado regarding their planned expansion into Romania.

You will have to write a global marketing strategy plan, outlining your proposed objectives and what you intend to achieve. You
will need to provide a rationale for why this plan would be successful and provide a summary of your recommendations. You will
need to provide full references to pass this assignment*.

You have been specifically asked to address the following elements:


 Your rationale for expanding into the country of entry (Romania), the likely risks and how to minimise those
 How you propose ‘Ocado’ (online supermarket) should be positioned in the country of entry in a way that differentiates
against the competition
 The provision of an integrated Marcomms plan specifically for the county of entry with costs and a Gantt chart, and justify
why this plan would work

To prepare for the task you will need to analyse the case study which is provided in a separate document on the unit BREO site.
You will need to prepare for your assignment based on in-class discussions in the classroom, online sessions, online materials
and private study. Throughout the unit and before the online submission, you will discuss during the lectures all the elements
given above and the specific market conditions of the country of market entry.

*You must reference your work using the Harvard referencing system. Apply marketing concepts and theories for higher grades.

Please note that should you fail to pass or submit this assessment you will need to either attend an in-class test, or
submit your plan online, whichever methods will be chosen, during the relevant referral period.

What do I need to do to pass? (Threshold Expectations from UIF)

In order to pass Assessment 1 you will need to:

• Demonstrate an understanding of global marketing concepts, theories and frameworks.

• Apply marketing theories to specific global marketing issues and examples.

• Produce an informed response to a current global or cross-cultural marketing issue

How do I produce high quality work that merits a good grade?


See the marking grid below. You will have an opportunity to discuss your submission online at the start of your individual study
week so you can be sure you have fully understood the Assignment, the Assignment Brief and the elements that should be
included in your plan; this supplements discussions already held in class in preparation for the original in-class test.

How does assignment relate to what we are doing in scheduled sessions?

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The assignment task draws on and explores your understanding of various aspects of global marketing strategy that we explore
in class.

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.
You can use them to evaluate your own work and consider your grade before you submit.

3rd Class – 40-49% Lower 2nd – 50-59% Upper 2nd – 60-69% 1st Class – 70%+
EXCELLENT... In depth
VERY GOOD... Company
understanding of the
analysis goes beyond
company and the
COMPANY SATISFACTORY... A simple GOOD... Acompetent the basics, with some
challenges it faces is
DISCUSSION grasp of company company analysis is evidence of wider
shown. Clear evidence of
(20%) operations is shown provided reading and research
wider reading and
.
research is provided.

VERY GOOD… Competent EXCELLENT… A strong


GOOD… Good general and helpful analysis of systematic analysis is
understanding of the the market dynamics is provided, with clear
market is shown, provided. Attempts to be understanding of the
MARKET SATISFACTORY…Adequate
demonstrating some systematic and some dynamics of the
ANALYSIS (20%) analysis is provided
understanding of global understanding global marketplace, positions,
marketing issues marketing and of marketing in a global
sources of competitive context and sources of
advantage is shown competitive advantage

VERY GOOD… Practical EXCELLENT… Strong


SATISFACTORY…Some GOOD… strategic base, clearly
RECOMMENDED Recommendations may and feasible strategies
attempt at strategy is are recommended, aiming to maximize
STRATEGIES not be entirely practical
provided, although it may showing good competitive advantage in
(20%) or obvious and lacking
be simple in approach understanding of the ways that are creative
in inspiration and interesting
challenges
VERY GOOD… Strong EXCELLENT…Purposeful
GOOD… Theories and understanding of and critical choice of
SATISFACTORY…Adequate
USE OF concepts used are relevant theories and theories and concepts is
understanding is
THEORIES & general in nature and concepts discussed in shown with evidence of
demonstrated. May not
CONCEPTS (20%) do not venture beyond class is demonstrated, wider reading and applied
be applied.
the obvious applied well to the case well through out
study.
GOOD… Clear EXCELLENT… Purposeful
SATISFACTORY… The VERY GOOD… Clearly
CLARITY & arguments throughout and well-structured
submission adequately addresses all aspects of
PURPOSE (20%) although purpose may throughout, with clear
communicates intentions the task
not always be clear flow and argument.

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