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Assignment Remit
Programme Title 5176 International Business M.Sc.
Module Title International Marketing
Module Code 16419
Assignment Title HP entry in South America
Level 7
Weighting 70%
Lecturers Dr Chelsea Harfield
Hand Out Date 04/10/2022
Due Date & Time 10/01/2023 12:00 noon (GMT)
Feedback Post Date 01/02/2023
Assignment Format Report
Assignment Length 1500 words – excl. references and tables
Submission Format Online Individual
Assignment:
The Chief Executive officer of HP Laptop is planning to penetrate the Latin American market. As an International Marketing Consultant, HP requires you to analyse two countries (Argentina and Colombia) and prioritise one of them for market entry within the South America region.
The report should draw on and apply key marketing concepts and reliable data to support your analysis and key suggestions.
You should select the most favourable country for HP based on a clear analysis of the marketing environment of both markets.
You should use the following three frameworks (Business Environment Risk Intelligence (BERI), market attractiveness, competitive strength) to measure the relative risks of the decision and develop a comprehensive profile of both markets.
In your report, prioritise the chosen market you intend to target, justify why, and suggest one market entry strategy for HP.
Last, provide two recommendations in relation to the entry mode that result from your analysis, at the strategic or tactical level for HP’s international marketing planners. This should be presented in a report format.
Tasks
1. Analyse environmental factors that need to be considered prior to market entry for the chosen country; the above factors need to be explained within the context of the case.
2. In your report, prioritise the analysis of the chosen market you intend to target, justify why, and recommend one market entry strategy for HP.
3. Make two clear, well justified recommendations in relation to the entry mode that result from your analysis, at the strategic or tactical level for HP’s international marketing planners.
Important details
Report format, clear layout, 1.5-line spacing, consistent referencing in the main text and the references section. Figures, Tables and References are not part of the word limit.
Within the report you should identify the country that you think present the best opportunity for HP to enter and make clear to HP any issues that they would have to deal with in opening-up in this market.
In compiling your report, you should draw on a range of material including but not limited to: academic articles, news reports, market research reports and industry annual reports. You must make sure that you reference all material that you use accurately to avoid plagiarism.
Submission instructions
The assignment should be submitted by 12:00 noon (UK Time), 10/01/23. A penalty of 5 marks (5%) is applied for every day that the work is late (in 24 hours slots from the due date). Students should adhere to the 1500-word count; a word count should be included on the cover sheet. If the word count is exceeded, a penalty of 5% is applied.
You must download the Cover Sheet and paste it at the front of your assignment. Make sure you complete the details accurately.
For standard essays you should ideally upload a Word or PDF Document as your main assignment (including coversheet) – please do not use Google Docs for this as it will not be possible to mark your assignment.
Module Learning Outcomes:
This element is designed to engage students in the international marketing context by requiring you to present a marketing case that describes current issues affecting practice and makes connections to marketing theory.
Students should draw on module material and additional reading and show evidence of independent research of a variety of sources to present a detailed account of events. Better answers will utilise frameworks drawn from relevant course topics to present information and develop lines of enquiry and rather than showing all of the analysis they have undertaken, the results of this analysis should be presented and supported with valid data/ references.
In this assessment the following learning outcomes will be covered:
LO 1. demonstrate comprehensive knowledge and understanding of marketing and international marketing within the context of international business;
LO 2. critique the theory and application of international marketing management in a diverse global environment;
LO 3. critically evaluate the international marketing concept and the challenge presented by globalisation;
LO 3. demonstrate a systematic understanding of the complexity of cross cultural issues when making international marketing decisions;
LO 4. critically appraise the advantages and disadvantages of alternative market entry strategies;
LO 5. analyse international marketing opportunities and present suitable international marketing strategies.
Grading Criteria:

80-100 (High Distinction) – A mark in this range is indicative of outstanding work.
Marks in this range will be awarded for work that exhibits all the attributes of excellent
work but has very substantial elements of originality and flair. Marks in this range will
not be given simply for providing the right answers; in addition, the answer should
provide an original, insightful, and coherent analysis and reflection on international
marketing theories.

70-79 (Distinction) – A mark in this range is indicative that the work is of an
excellent standard for the current level of the degree course. The work will exhibit
excellent levels of knowledge and understanding of international strategies and
theories, with additional elements of originality and flair. The work will demonstrate a
range of critical analysis that goes well beyond that provided on reading lists. Answers
or written works will be fluently written and include independent argumentation that
demonstrates an awareness of the nuances underlying the expansion to international
markets. Written works will make excellent use of appropriate, fully referenced,
detailed examples.

60-69 (Merit) – A mark in this range is indicative of that the work is of a good to very
good standard for the current level of your degree. Work of this quality shows a good
level of knowledge of international marketing strategies and understanding of the
global environment. It will show evidence of reading a wide diversity of evidence that
support your arguments and of being able to use ideas gleaned from this reading to
support and develop your recommendations. Written work will exhibit good writing
skills with well organized, accurate footnotes and/or a bibliography that follows the
accepted ‘style’ of the subject. Arguments and issues will be illustrated by reference
to well documented, detailed, and relevant examples. There should be clear evidence
of critical engagement with the international marketing literature and frameworks. The
analysis should be correct, and any conclusions clearly and accurately expressed.

50-59 (Pass) – A mark in this range is indicative that the work is of a satisfactory to
very satisfactory standard at the current level of your degree. Work of this quality will
show clear knowledge and understanding of international marketing strategies and
frameworks. It will focus on the question posed and show evidence that relevant basic
works of reference have been read and understood. The work will exhibit sound written
work and/or analytical skills in relation to the international market environment. It will
be reasonably well structured and coherently presented. Written work should exhibit
satisfactory use of footnotes and/or a bibliography and in international markets it
should be possible to follow the logical steps leading to the answer obtained and the
conclusions reached. Arguments and issues should be discussed and illustrated by
reference to international marketing frameworks, but these may not fully document
or detailed.

40-49 (Pass) – A mark in this range is indicative that the work is of an acceptable
standard at the current the level of your degree. Work of this type will show limited
knowledge and understanding of international marketing strategies and frameworks.
It will show evidence of some reading and comprehension of how companies can
expand to global markets, but the written work or answer may be weakly structured,
cover only a limited range of analysis on international marketing framework or have
weakly developed or incomplete arguments. The work may be poorly presented
without properly laid out footnotes and/or a bibliography, or there might flaws in the
logic and reasoning leading to the results obtained and the conclusions reached.
35-39 (Marginal fail) – A mark in this range is indicative that the work is below, but at
the upper end is approaching, the standard required at the current level of your degree.
It indicates weak work of an inadequate standard. This will be because either the work
is too short, is very poorly organized, or is poorly directed at the written work title or
question asked. It will show very limited knowledge or understanding of international
marketing material and display weak writing and/or understanding of international
marketing frameworks. Written work will exhibit no clear argument, may have very
weak spelling and grammar, very inadequate or absent references and/or bibliography
and may contain major factual errors. Students should revise the module material.

1-34 (Fail) – A mark at this level is indicative that the work is far below the standard
required at the current level of your degree. It indicates that the work is extremely weak
and seriously inadequate and communicated limited if any knowledge of international
marketing. This will be because either the work is far too short, is badly jumbled and
incoherent in content or fails to address the written work title or question asked. It will
show very little evidence of knowledge or understanding of international marketing
strategies and may exhibit very weak analytical skills in discussing international
marketing strategies and frameworks.

0 – Student absent from examination or no script submitted

Feedback to Students:

Both Summative and Formative feedback is given to encourage students to reflect on their learning that feed forward into following assessment tasks. The preparation for all assessment tasks will be supported by formative feedback within the tutorials/seminars. Written feedback is provided as appropriate. Please be aware to use the browser and not the Canvas App as you may not be able to view all comments.

Plagiarism:
It is your responsibility to ensure that you understand correct referencing practices. You are expected to use appropriate references and keep carefully detailed notes of all your information sources, including any material downloaded from the Internet. It is your responsibility to ensure that you are not vulnerable to any alleged breaches of the assessment regulations. More information is available at https://intranet.birmingh am.ac.uk/as/studentservices/conduct/misconduct/plagiarism/index.aspx.

<39% 40-49% 50-59% 60-69% 70-79% 80+% Unsatisfactory Poor Satisfactory Good Excellent Outstanding Executive Summary Missing an executive summary. A weak executive summary that is not fit for purpose. An attempt has been made to highlight some key findings and recommendations. A good overview of the key findings and recommendations. A clear and concise summary of they key findings and recommendations. An outstanding executive summary with regards to critical appraisal of findings and originality in the recommendations proposed, which would not normally be expected of students and distinguishes it from "excellent". Environmental analysis of proposed markets Has not explored the risks and marketing environment of both markets. No attempt at analysis. Very limited exploration of the risks and marketing environments of both markets. Limited attempt at analysis. Some exploration of the risks and marketing environments of both markets. Some attempt at an analysis. A good exploration of the risks and marketing environments of both markets. A sound level analysis throughout. An excellent exploration of the risks and marketing environments of both markets. An high level analysis throughout. An outstanding exploration of the risks and marketing environments of both markets, a very high level of critical analysis demonstrated throughout. Selection and justification of selected new market Inappropriate selection or not inline with the remit. No justification supporting selection. Inappropriate selection with minimal descriptive justification supporting the selection. Appropriate selection with limited justification. Justification is descriptive in nature. Appropriate market selected. A good justification supporting its selection with critical elements. Appropriate market selected. A strong critically focused justification supporting its selection. Exceptional justification for the Market selected. Well balance with robust critical focus throughout. Market strategy recommendations Poor/no market strategy recommendations offered. Very limited/descriptive market strategy recommendations offered. A fair attempt at offering market strategy recommendations. Descriptive and/or lacking connection to the analysis. A good attempt at offering market strategy recommendations. Descriptive with some critical skills demonstrated and/or with clear connection to the analysis. Excellent market strategy recommendations set forward. Clear critical skills demonstrated. A clear connection to the analysis. Excellent originality and viability of recommendations. Outstanding market strategy recommendations proposed. High level critical skills and originality demonstrated. Exceptional connections to the results of the analysis. Outstanding originality and viability of recommendations. Development of Argument Incoherent development of line of argument. Incoherent but some indications to argument are apparent. Argument difficult to follow at times. Line and development of argument clear in the main. Clear line of argument developed throughout. Focused and concise progresses throughout. Understanding of Content Shows no understanding of the knowledge/topic. Shows very little understanding of knowledge/topic. Shows understanding of knowledge/topic but at times there is evidence of confusion, conveying only limited credibility and authority. Shows good understanding and reasonable level of credibility and authority. Demonstrates good understanding and introduces critical thinking. All information correct, with authority and credibility. Demonstrates excellent understanding and excellent critical thinking. All information correct, with authority and credibility. Application of Frameworks and Theory No application of relevant theories or frameworks. Some application of relevant frameworks and theories. Application of relevant theories and frameworks. A good application of relevant theories and frameworks. Excellent application of relevant frameworks and theories. Demonstrates wider reading around the topic. Begins to extend and critique theoretical underpinnings. Excellent application of relevant theories and frameworks. Demonstrates extensive wider reading around the topic. Brings originality and extensive critical appraisal to the selection, justification and application of theories utilised.