Market Entry and STP Strategy Assignment CSU

Assessment Description

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Task
In this assessment, you will continue to use the country and focus organisation you worked on in Asst 2. Here you will develop the next steps in their international marketing plan.

Part 1 requires you to evaluate all realistic market entry options for this organisation in your target country market (typically at least three, including your preferred option). These options should be discussed, covering advantages and disadvantages, how they might work and reasons for adopting or discarding each one, within the context of your company and the chosen market.

In Part 2, it is now necessary to identify potential market segments (target markets) in the chosen country and consider how they might be serviced by your organisation. You must show your understanding of the concepts involved and your ability to think through and express marketing strategy options. In justifying your choice for the STP strategies, you must:

  • Explain the strategic approach you used to segment the market, and justify why you have selected particular target market segment(s) in the chosen market. These may be within the B2B sector, B2C or a combination.
  • Identify your recommended positioning strategies for each target market.

More detail on what should be included in these sections is available in the Project Guide in Resources.

Rationale
This assessment has been designed to:

  • demonstrate the application of the knowledge gained in the subject to the development of strategies in an international market;
  • allow you to develop your information searching and critical thinking skills; and provide you with further experience in academic writing

On successful completion of this assessment, you should:

  • be able to interpret and assess the impact of marketplace variables on marketing practice in the global marketplace;
  • be able to select markets and justify market entry options; and
  • be able to create justifiable and effective marketing strategies.
Marking criteria
CriterionFailPassCreditDistinctionHigh Distinction
Critical analysis skills – Student applies and integrates critical analysis when selecting and justifying marketing strategies  
Value 30%
No evidence of independent investigation, original questioning and analysis. No attempt to take and understand multiple perspectivesLittle evidence of independent investigation, original questioning and analysis. Attempts to take and understand multiple perspectivesSome evidence of independent investigation, original questioning and analysis. Takes and understands multiple perspectives and through these can provide a critical discussion of the relevant issuesEvidence of independent investigation, and original questioning and analysis. Independently takes and understands multiple perspectives and through these can provide an insightful critical discussion of the relevant issues.Strong evidence of independent investigation, original questioning and analysis. Independently takes and understands multiple perspectives and through these can provide an insightful and/or exhaustive critical discussion of the relevant issues
Application skills - This criterion is about linking theory to a specific context
Value 25%
There is no or limited application of theory to the context or case studyThe case study or context was connected briefly to theory.The case study or context was connected to theory with clear links.The case study or context was connected to theory with clear, logical and explicit connectionsThe context is connected to theory with exceptional, logical and meaningful links.
Strategic perspectiveThis is about strategic recommendations for the company 
Value 15%
No recommendations are madeThere were some recommendations, but they are not strategicThere were relevant market recommendations, partly strategicThe recommendations were relevant and strategicThe recommendations were highly relevant and strategic
Realism – This is about practicality/realism in the country context 
Value 10%
Is not supported or linked to country contextSupported by some real world informationWell supported by connections to the real world contextWell supported with explicit connections to the real world contextRealistic and supported with explicit connections to the real world context
Communication - This is about the presentation of the work including: Structure, Format, Grammar 
Value 15%
Poor grammar, spelling, punctuation, concepts were not clear, materials difficult to read - no tables or figures, inconsistency in style and content between sections. Word count is >10% over or under limit.Some grammatical errors, sentences were clear and complete, clear structure and formatting, some diagrams, but not explained and only decorative, some inconsistencies in style and content. Adheres to word limit.Minor grammatical errors, sentences were clear and complete, structure and format were used to aid the audience including relevant graphics, style and content are mostly consistent. Adheres to word limit.Free of grammatical errors. Structure and format were clear. Sentences were well constructed. Language was concise. Excellent use of relevant graphics Clear consistency in style and content. Adheres to word limit.Free of grammatical errors. Structure and format were clear, logical and consistent. Sentences were well constructed. Exceptional use of clearly relevant graphics. Obvious consistency in style and content, with relevant links between sections. Adheres to word limit.

 

 

CriterionFailPassCreditDistinctionHigh Distinction
Referencing Skills
This criterion is about the application of APA referencing
Value 5%
There was limited or no attempt at in-text or end of text referencingThere was an attempt to apply referencing, but style and application were inconsistentThere was consistent style, but application was not consistent with some errorsThe style is consistent throughout the text and end reference list. Application was still inconsistent with some points remaining unreferenced.Both in-text and reference list were consistent in terms of style and application of APA

 

Presentation
This Asst should be a maximum of 2000 words. Please use headings/sub-headings to highlight changes in topic.

An ideal assignment is your opinion, supported by evidence from respected/reliable sources, expressed in your own words, and fully referenced as to the source of ideas, facts and quotations. ‘In your own words’ is critical in displaying your understanding of the material, rather than being expert at copy and paste.

Use Turnitin to check that you have fully paraphrased all your material. Any Turnitin result >15% (excluding reference list) suggests that you have over used other people’s words. Revise, and resubmit your paper to Turnitin.

Any use of Wikipedia as a source for the assignment will result in an automatic zero mark, as it is not a reliable source.


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