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College of Business and Law
aCADEMIC YEAR 2022/23

Assessment Brief- First Sit – Component B
Market Entry Booklet
Please note that if you did not submit component A (country and company analysis) in March, then you will need to analyse a different company and company for this submission – Seedlip into the Japanese market. If this is the case, please speak to your module tutor or the module leader who will explain what you need to do.
Submission and feedback dates
Submission deadline: Before 14:00 on 25th April 2023
This assessment is eligible for 5 calendar day late submission window
Marks and Feedback due on: 26th May 2023
N.B. all times are 24-hour clock, current local time (at time of submission) in the UK
Submission details
Module title and code: Global Marketing Management UMKD6Q-15-3
Component and type: Component B Market Entry booklet
Assessment title: Market Entry Booklet
Assessment weighting: 75% of total module mark
Size or length of assessment: 2500 words (no +/- 10% to be used)
Module learning outcomes assessed by this task:
The purpose of this assignment is to enable you to develop and then demonstrate your awareness and understanding of global marketing by using the analysis you undertook for Component A and any additional research as appropriate to support a justification for a market launch strategy.
Specific learning outcomes for this assessment, as detailed in the module specification, are to enable you to
1.Critically reflect on the key marketing challenges involved in the development of an organisation’s international activities.
2.Demonstrate through thorough market and company analysis and evaluation why marketing strategies may need to be adapted in order to compete effectively in global markets
3.Critically apply theoretical models to practical international marketing contexts
4.Demonstrate critical awareness of the complexities and nuances presented by the challenge of operating in foreign markets
Completing your assessment
What am I required to do on this assessment
Building on your analysis of a company and market carried out as assessment component A, (Ukiyo Gin in USA or Canada) OR (Wildgood ice cream in Spain or Mexico) you are asked to take on the role of a consultant and produce an attractive and persuasive market entry booklet with up to a maximum of 2500 words. We encourage you to include diagrams and images (please check the copyright). The booklet should advise the organisation how to enter the market successfully and justify the recommended approach.
Your booklet must include
1.A justification of how you have segmented the market, which segment/segments you are targeting, who your target audience is and how the brand is positioned versus the competition (30%)
2.Your recommended entry mode and distribution channel/channels to the target consumer. (30%)
3.Your promotional strategy i.e. how you will advertise or promote your product to your target audience (30%)
4.References (not included in the word count).
The remaining 10% will be awarded for overall creativeness, presentation, structure, spelling and grammar. Please note that this is not a report, and the expectation is that your booklet is visually attractive and includes images in addition to the text. Extracts from good booklets from previous years will be included in the recorded brief to give you examples of what good looks like.

Key points to bear in mind
All facts must be referenced with in text citations and in your references at the end.
Please make sure you use the library databases recommended in the supporting material for this assessment rather than journal articles.
Please bear in mind the visual impact of your booklet. We will be showing you examples of how students have managed this effectively in previous years. We are not looking for a report but an attractive, informative and engaging booklet.
Use the data from your research to justify the decisions that you are making (in text citations required please).
Consider how realistic these recommendations are for the company you are representing.
There are many supporting materials for this assessment, and we ask you to please engage with them and any sessions we put on to support you to do well. If you are unsure, please ask!

Where should I start
Read the brief and the supporting materials carefully to ensure that you are clear what is required of you.
Refer back to your country and company analysis and where necessary build on this with further and more detailed research.
Use the databases to carry out research
Attend tutorials, prepare for the tutorials and participate actively as we will discuss how to approach this assignment
Look at the examples provided from previous submissions so that you can see what a good submission looks like.
If you are not sure … ask your module tutor / the module leader.
Start by thinking about how the market might be segmented, which segments you are targeting, who your target audience is and how our brand is positioned versus the competition. This will in turn help you to consider where you sell the product and how you promote it to your target audience.
What do I need to do to pass
Make sure that you cover all elements of the brief (Segmentation, targeting and positioning, entry modes and distribution approach, and promotional approach)
Carry out robust research
Justify your approach
Engage with the support and the brief on the module blackboard page and ask questions if you are not sure (Attend the Q and A sessions that we put on for you).
Do not start too late or you will run out of time.
Use theoretical models to support your arguments.
Provide factual evidence to justify your approach and in text citations using UWE Harvard
How do I achieve high marks in this assessment
Produce an attractive and engaging market entry booklet (visual impact) which is well written and convincing
Clearly justify your approach using factual evidence
Excellent research well used
Show creativity in your promotional approach
Ensure that your decisions reflect both the market opportunities (and challenges) and also are realistic taking into account the company resources.
Holistic approach – does the promotional and distribution approach match the target market
Attend tutorials and ask questions
Include a pen portrait
How does the learning and teaching relate to the assessment
The assessment is briefed in week 5 in lecture 5. You will be shown examples of good submissions from the past.
Weeks 7, 8 and 9 lectures and tutorials will cover the three key areas you will be considering for this assessment.
Tutorial 10 will be a Q and A tutorial where you can bring along your work and talk to your tutor about your submission and ask any questions that you have.
Extra support sessions will be timetabled for the two weeks prior to submission, and you will be advised of these dates via Blackboard and your UWE email.

What additional resources may help me complete this assessment

On the module Blackboard site under the Assessment tab:
oFAQs
oPre-recorded library presentation – using the databases and carrying out robust research
oRecorded assignment brief with examples from previous submissions
Check your tutor’s office hours.
Extra Q and A sessions will be announced on Blackboard for the two weeks prior to submission
Referencing UWE Harvard

What do I do if I am concerned about completing this assessment
Please speak to your module tutor or your module leader.
Alternatively:
UWE Bristol offer a range of Assessment Support Options that you can explore through this link, and both Academic Support and Wellbeing Support are available.
For further information, please see the Academic Survival Guide.
How do I avoid an Assessment Offence on this module 2
Use the support above if you feel unable to submit your own work for this module.
If you do not understand what you need to do, then please speak to your module tutor, the module leader. If you attend the tutorials, we take you through what is required.

Avoid working together with your friends as this is an individual piece of work. When you are using sources of information, do not copy large chunks of text into your assignment.

Marks and Feedback
Your assessment will be marked according to the following marking criteria.
You can use these to evaluate your own work before you submit.
.
Student number
Marked by
What you did well

What you did less well

Things to consider for improving your work

Grading Level Market segmentation and justification of target selected and brand position compared to the competition 30%
The recommended entry mode and distribution channel / channels to the target consumer
30% Promotional strategy
(could include both promotions and advertising)
30% Overall creativeness, presentation, structure, spelling and grammar.
10%
70% + Excellent to outstanding consideration of how the market might be segmented using a variety of bases and a rigorous justification for the target audience chosen and the brand position using the research from Component A and additional research as appropriate.
(21-30)
Excellent to outstanding justification of entry mode and channel to consumer taking account of theoretical underpinning and the market conditions and the company resources using the research from Component A and additional research as appropriate.
(21-30) Excellent to outstanding justification for a promotional strategy considering the company objectives, the target audience and company resources using research from Component A and additional research as appropriate
(21-30) Excellent to outstanding creativity shown in the presentation of a clearly structured and well written and convincing booklet
(7-10)
60-69% Good to very good consideration of how the market might be segmented using a variety of bases and a good justification for the target audience chosen and the brand position using the research from Component A and additional research as appropriate.
(18-21) Good to very good justification of entry mode and channel to consumer taking into account of theoretical underpinning and the market conditions and the company resources using the research from Component A and additional research as appropriate.
(18-21) Good to very good justification for a promotional strategy considering the company objectives, the target audience and company resources using the research from Component A and additional research as appropriate
(18-21) Good to very good creativity shown in the presentation of a clearly structured and well written and convincing booklet

(6)
50-59% Adequate consideration of how the market might be segmented using a variety of bases and a rigorous justification for the target audience chosen and the brand position using some of the research from Component A and additional research as appropriate.
(15-18) Adequate justification of entry mode and channel to consumer but with weak theoretical underpinning and limited consideration of the market conditions and the company resources with some use of the research from Component A and additional research as appropriate.
15-18) Adequate but somewhat descriptive justification for a promotional strategy with some consideration of the company objectives, the target audience and company resources using some of the research from Component A and additional research as appropriate
(15-18) Adequately presented and structured booklet with limited creativity and weak written style
(5)
40-49% Weak consideration of how the market might be segmented and a weak or missing justification for the target audience chosen and the brand position with limited use of the research from Component A and additional research as appropriate.
(12-15)
Weak or limited justification of entry mode and channel to consumer without or with limited theoretical underpinning and limited consideration of the market conditions and the company resources with limited use of the research from Component A and additional research as appropriate.
(12-15) Weak descriptive justification for a promotional strategy with limited or no consideration of the company objectives, the target audience and company resources with limited use of the research from Component A and additional research as appropriate.
(12-15) Weak presentation with limited creativity shown. The structure is not clear and the written style is weak.
(4)
0-39% Very weak or no consideration of how the market might be segmented very weak or lacking a justification for the target audience chosen and the brand position with little or no reference to the research from Component A and additional research as appropriate.
(0-11) Very weak or no justification of entry mode and channel to consumer lacking theoretical underpinning and very weak or lacking consideration of the market conditions and the company resources with very little application of the research from Component A and additional research as appropriate.
(0-11)
Very weak or no justification for a promotional strategy with very weak or no consideration of the company objectives, the target audience and company resources with little or no reference to the research from Component A and additional research as appropriate.
(0 – 11) Very weak presentation with limited or no creativity shown. The structure is jumbled and lacks conviction, and the written style is very weak
(0-3)

1.In line with UWE Bristol’s Assessment Content Limit Policy (formerly the Word Count Policy), word count includes all text, including (but not limited to): the main body of text (including headings), all citations (both in and out of brackets), text boxes, tables and graphs, figures and diagrams, quotes, lists.
2.UWE Bristol’s UWE’s Assessment Offences Policy requires that you submit work that is entirely your own and reflects your own learning, so it is important to:
Ensure you reference all sources used, using the UWE Harvard/OSCOLA system (amend as appropriate) and the guidance available on UWE’s Study Skills referencing pages.
Avoid copying and pasting any work into this assessment, including your own previous assessments, work from other students or internet sources
Develop your own style, arguments and wording, so avoid copying sources and changing individual words but keeping, essentially, the same sentences and/or structures from other sources
Never give your work to others who may copy it
If an individual assessment, develop your own work and preparation, and do not allow anyone to make amends on your work (including proof-readers, who may highlight issues but not edit the work) and
When submitting your work, you will be required to confirm that the work is your own, and text-matching software and other methods are routinely used to check submissions against other submissions to the university and internet sources. Details of what constitutes plagiarism and how to avoid it can be found on UWE’s Study Skills pages about avoiding plagiarism.