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Global Marketing 2016/2017

MAR004-3

Assignment 1 Individual Case Study Analysis: International Market Selection

Submission deadline: January 12, 2017, 10.00AM

Submission format: BREO link

Word count: 2,000 words (+/- 10%) excluding references.

Weight: 30% of your final mark

Feedback: 2Qs feedback will be given to you within 15 working days of submission
(as per University policy).

Market audit and competitive market analysis


The Japanese clothing company, UNIQLO (see the attached Assignment Case Study)
plans to establish itself in various parts of the global market. In a preliminary survey
three countries in South and North America are identified as the potential markets for
expansion: Argentina, Brazil and Mexico.

Your tasks are: a) to choose a market (country) or countries from the list, and b)
to conduct a market audit and competitive analysis in the selected market (s).
Your analysis will provide
an estimate of the market potential
and an evaluation of the strengths and weaknesses of competitive marketing
efforts. Your analysis also will be used to determine the extent of adaptation of
the companys marketing mix necessary for successful market entry.

In conducting the market audit and competitive market analysis for the company use
the following guidelines as a check-list to help you identify the correct questions to ask
in undertaking the task.

Guidelines
1. Introduction
2. The company (Internal analysis based on available information; its competitive
advantage international competitiveness)
3. The Product
Evaluate the product(s) as it is or could be perceived by the intended market
(Relative advantage, Compatibility, Complexity)

Major problems and resistances to product acceptance.

4. The Market
Describe the market(s) in which the product is to be sold (Geographical
region(s), Population (growth rate, age, sex}, GNP {rate of growth, income per
capita}, Forms of transportation and communication available in that/those
region(s), Consumer buying habits {Product-use patterns, Product feature
preferences, Shopping habits} etc.)

Distribution of the product (available distribution channels, intended distribution


strategy)

Advertising and promotion (Media usually used to reach your target market(s),
Sales promotions customarily used {sampling, coupons, etc.})

Compare and contrast your product and the competitions product (s)
(Competitors product(s) {Brand Name, Features, Package}, Competitors
prices, Competitors promotion and advertising methods, Competitors
distribution channels)

Market Size. (Estimate industry sales for the planning year; Estimate sales for
your company for the planning year)

Government participation in the marketplace (Agencies that can help you,


Regulations you must follow)

5. Conclusion

Based on your analysis briefly summarise the strengths, weaknesses, opportunities


and threats requiring attention in the development of the marketing strategy and
marketing mix.

6. Sources of information/References (Harvard referencing)


Assessment 1
Global Marketing: International Market Selection
Marking Guidelines
Assessment Criteria
To achieve the learning outcome you must demonstrate the ability to:
Select appropriate frameworks to analyse information and present results
Identify relevant sources and research the information needed for planning
purposes
Plan how to obtain and use the information required to meet the purpose of this
assignment
Present information effectively, including evidence to support your conclusions

In order to achieve an 'A' grade you need to show a thorough understanding of the
purpose of the exercise by demonstrating the following:
Use appropriate marketing frameworks and concepts to systematically analyse
information and present results
The market analysis is exhaustive and covers all relevant areas
Use numerous relevant sources of information to support the analysis; data
sources are reliable
Select critical points, evaluate them and communicate the conclusions effectively
Provide recommendations that flow from the analysis and are supported with
relevant evidence
Immaculate presentation and referencing, use of tables or graphs where
appropriate and useful

In order to achieve a 'B' grade you need to show a thorough understanding of the
purpose of the exercise by demonstrating the following:
Use appropriate frameworks and concepts to systematically analyse information
and present results
Use of numerous relevant sources of information to support the analysis; data
sources are reliable
The market analysis is almost exhaustive and covers all relevant areas
Demonstrate an ability to select critical points and analyse them and draw sound
conclusions from the presented data
Provide recommendations that result from the market analysis
The work is well-structured and all sources are acknowledged

In order to achieve a 'C' grade you need to show a thorough understanding of the
purpose of the exercise by demonstrating the following:
Show an adequate understanding of the exercise
Display knowledge of some of the principles and theories involved and an ability to
apply them to the analysis
The market analysis is covers most relevant areas
Provide evidence of some wider reading but the data sources could be quite
limited
Demonstrate an ability to select key points in the exercise and analyse them
Presentation of the information is very basic, some references missing

In order to achieve a 'D' grade you need to show a thorough understanding of the
purpose of the exercise by demonstrating the following:
Show a barely adequate understanding of the purpose of the exercise
Display knowledge of some of the theories and principles involved and attempt to
apply them
Provide evidence of reading the set text, limited data sources used for analysing
the market
Present the key points in a logical order, some references will be missing
Attempt some analysis and discussion

In order to achieve a 'E' grade you need to show a thorough understanding of the
purpose of the exercise by demonstrating the following
Make an attempt to complete the exercise
Show significant misunderstanding of the principles and theories involved
An inability to recognise the key points
No evidence of academic reading, data sources are very basic

F grade
Work of little academic merit
G' grade
Work of no academic merit, or
Work handed-in too late.

Feedback:

2Q Feedback to students:
1. How well did your work meet the stated assessment criteria?
2. How could you improve your future performance in this type of task?