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Assessment Brief – Component A Resit
Country and Company Analysis
This resit brief is for those students who submitted at the first submission opportunity and are required to resit this component. If you did not hand in your country and company analysis in March, you are required to look at a different company (Seedlip) and country (Japan). There is a separate assessment brief for this. Please ask your tutor if you are unsure.
Submission and feedback dates
Submission deadline: Before 14:00 on 17th July 2023
This assessment is eligible for 5 calendar day late submission window
Marks and Feedback due on: 18th August 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 A – country and company analysis resit:
Task A: Resubmission of improved country and company analysis
Task B: 500-word evaluation
Assessment title: Country and company analysis and 500 word evaluation (resit)
Assessment weighting: 25% of total module mark
Size or length of assessment:
Task A – 13 PowerPoint slides
Task B – 500 words

There are two tasks in the resit – Task A and Task B:
Task A: (60% of component mark):
An improved resubmission of your country and company analysis taking on board the feedback you received
13 PowerPoint slides summarising your country and company analysis split:
1 cover slide
10 content slides
2 reference slides
Task B: (40% of component mark)
500-word evaluation of the weaknesses from the initial submission and details of how you have addressed those weaknesses to improve your submission.
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 relevant global marketing management challenges by using material covered in the module and from your own thorough research and reading. This will provide the basis for your analysis of an international market (macro and category) and a company (relative competitive advantage) with specific consideration of whether the brand should launch into that market.
Your assignment will include an evaluation of the company’s core values, competences and sources of competitive advantage using Porter’s (1985) value chain model and whether this competitive advantage is transferable to an overseas market. You will also consider the key factors in assessing and evaluating the potential market opportunities and barriers in the market they plan to enter.
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
Task A: (60% of component mark)
Resubmission of an improved version of your country and company analysis taking on board feedback from your first submission.
You will be carrying out research into a country, category market and a company and preparing an analysis, which considers the attractiveness of the market and category, the relative competitive advantage of the company and whether that competitive advantage is relevant and can be transferred to the overseas market.

You are required to choose one of the following companies and to consider their globalisation strategy in one of the markets suggested. We have given you a choice of markets and you are expected focus on one of them and not to compare them.

1.The launch of Ukiyo Japanese Gin into the Canadian OR US market
2.The launch of Wildgood non-dairy ice cream into the Mexican OR Spanish market.
You are required to carry out detailed and current research using the library databases, company websites and quality newspapers and magazines and using relevant models and academic theory to provide a structure and substantiation for your views, to make a justified recommendation as to the feasibility of the launch. The company have asked you to distil your analysis onto a maximum of 13 PowerPoint slides pulling out the key information and using the Comrie and Hunt-Fraisse (2015) adaptation of the Walvoord (1980) Potential Market Assessment model to structure your answer and to address the following:

1.Macro market analysis – key, current and relevant PESTLE factors (Canada OR USA), OR (Spain OR Mexico) 30%
2.Category market analysis (Spirits or Ice cream market in your chosen country) 30%
3.Company competitive advantage relative to competitors using Porter’s (1985) Value Chain. Ensure you state clearly how the brand (Ukiyo or Wildgood) derives relative competitive advantage and to what extent this competitive advantage is transferable and sustainable. 30%
4.The fit of the country market opportunity with the brand’s mission and capabilities and reflect on any challenges the company might face as a result. 10%
Please note you are not expected to justify why you chose one market rather than another market but rather to choose one market and to focus on the macro and category analysis of that market
UKIYO Gins | UKIYO Vodka (ukiyospirits.com)
Wildgood | Plant-Based Ice Cream
Key points to bear in mind

Number of slides: You have a maximum of thirteen slides, one for your cover slide, ten to cover the content and two for your list of references used.
Your cover slide should include your student number, the name of the company and the market.
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.
As you are handing in your work on slides please keep visual impact in mind and avoid filling your slides with words. We will be showing you examples of how students have managed this effectively in previous years.
You are not permitted to use the notes feature at the bottom of the slides. You need to make your points concisely on the slides themselves.
It is important to avoid listing all of the factors but rather to choose the most relevant factors impacting on your decision and to apply the ‘so what’ question to them to ensure that you are analysing rather than describing. As an example, a full PESTLE is not required but rather you need to decide which are the most salient PESTLE factors impacting the success or otherwise of your launch. This will be explained in lectures and tutorials and in the supporting materials.
Your work must be analytical and not descriptive. Ask yourself the so what question. We will be emphasizing this in our teaching but if you are unsure please ask.
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!
Task B: (40% of component mark)
500-word evaluation of the weaknesses from the initial submission and details of how you have addressed those weaknesses in order to improve your submission.

You are required to submit a 500-word evaluative piece making use of formative feedback from your previous attempt at the market and company analysis. In this evaluation, you are asked to engage with the feedback you have received to highlight the weaknesses of your initial submission and to clarify the changes that you have made to your resubmission in order to address these weaknesses. The points below guide you through what you are required to submit and breaks it down into two sections.
AN EVALUATION OF THE MAIN WEAKNESSES OF THE FIRST SUBMISSION
oRefer to feedback given
oHighlight the key errors made
oExplain how these led to lower marks
AN EXPLANATION OF HOW THESE WEAKNESSES HAVE BEEN ADDRESSED
oThis section should link with the weaknesses you have highlighted in the first part of this evaluation.
oYou are required to clearly explain what you have done to address those weaknesses.
oIt should be clear that you have understood how to improve your work based on the feedback given.
Where should I start
Look carefully at your feedback received from your first submission and consider how you can submit an improved submission
Make sure in your evaluation, you clearly state what you have done in your resubmission to address the weaker points
Robust research is necessary for this assessment. Start by reviewing the recorded library presentation which is available under the assignments tab – supporting materials. This gives you ideas as to how best to carry out the research for this assignment
There will be less information available for the two companies and so you need to look at their websites, try a google search, Nexis, LinkedIn, Instagram etc.
Attend the Q and A sessions
What do I need to do to pass
Make sure you carry out Tasks A AND B (Several people missed the 500-word evaluation last year and automatically dropped 40 marks as a result).
Carefully evaluate what the weaknesses were of your initial submission and show how you have addressed these in your second submission.
Robust research
Analysis – ask the so what question
Equal weighting to all parts
Use Porter’s (1985) value chain.
Attend any Q and A sessions
In text citations
How do I achieve high marks in this assessment
Clearly state what you have done to improve your submission.
Ensure that you use the library databases and engage with the library pre-recorded presentation under the assessments tab on Blackboard to access current and reliable evidence.
Carry out rigorous analysis considering which information is the most important (you don’t have to use all the PESTLE factors for example or all the value chain factors but rather choose which are the most salient) and stating how that information impacts on the company’s decision making.
Consider the brands relative competitive advantage applying Porter’s (1985) value chain and pulling out the key areas of competitive strength and also any relative weaknesses of note.
Review the fit I.e. the company competencies and how well suited these are to the new market in the light of your country and category analysis.
Ensure you have in text citations and a reference list at the end using the databases, other sources and using UWE Harvard referencing.
Think about presentation – look at the examples that we show you of previous work.
Don’t leave it too late to start, you will run out of time to carry out sufficient research.
Engage with any support sessions put on and ask questions.
How does the learning and teaching relate to the assessment
The lectures and tutorials are designed to support this assessment and to guide you through the process.
Lectures 1 – 3 cover core material you will find useful for the assessment and tutorials 2 to 4 mirror what you need to do using a different company and country. By preparing for those tutorials and being proactive, you will receive feedback which will guide you through the process. Tutorial 1 briefs in the assignment and tutorial 5 is a Q and A session where you can bring along your work and ask specific questions.
In addition, for the resit we will arrange some Q and A sessions where you can speak to a tutor about your resubmission. Look out for these via Blackboard announcements and via your UWE email address.
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
Feedback from your first submission
Check your tutor’s office hours.
Extra Q and A sessions will be announced on Blackboard
Referencing UWE Harvard
What do I do if I am concerned about completing this assessment

Please do talk to your module tutor or the 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
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. Please see the mark sheets for both Task A and Task B.
You can use these to evaluate your own work before you submit.
Task A. 60% of component mark
Feedback
Student number
Feed forward To help you with the second component
What you did well

What you did less well

Things to consider for improving your work

Grading Level PESTLE analysis of the country market 30% Micro analysis of the category market 30% Analysis of the brand’s relative competitive advantage 30% Recommendation. The fit of the market opportunity with the brand’s competencies and capabilities considering the challenges the company will face. 10%
70% + Excellent to outstanding choice of which data to use and thorough and rigorous analysis of the data.
(21-30) Excellent to outstanding choice of which data to use and thorough and rigorous analysis of the data
(21-30) Excellent to outstanding analysis of the brand’s relative competitive advantage using Porter’s (1985) value chain.
(21-30) Excellent to outstanding synthesis of the market and company analysis to provide a clear picture of the suitability and challenges of the proposed launch
(7-10)
60-69% Good to very good choice of which data to use and a thorough analysis of the data with some omissions
(18-21) Good to very good choice of which data to use and a thorough analysis of the data with some omissions
(18-21) Good to very good analysis of the brand’s relative competitive advantage using Porter’s (1985) value chain.
(18-21) Good to very good synthesis of the market and company analysis to provide a picture of the suitability and challenges of the proposed launch.
(6)
50-59% Adequate data chosen from reasonable sources but a weaker analysis of the data
(15-18) Adequate data chosen from reasonable sources but a weaker analysis of the data
(15-18) Adequate analysis of the brand’s relative competitive advantage using Porter’s (1985) value chain.
(15-18) Adequate synthesis of the market and company analysis to provide a picture of the suitability and challenges of the proposed launch.
(5)
40-49% Weak choice of data which is used descriptively rather than analysed fully
(12-15) Weak choice of data which is used descriptively rather than analysed fully
(12-15) Some of the elements of the brand’s relative competitive advantage are noted using Porter’s (1985) value chain. Lacking in analysis and theoretical underpinning. Descriptive rather than analytical.
(12-15) Weak and descriptive synthesis of the market and company information to recommend the suitability and challenges of the proposed launch.
(4)
0-39% Description showing a lack of understanding of the data. Weak or unreliable sources used and little or no application to the market
(0-11) Description showing a lack of understanding of the data. Weak or unreliable sources used and little or no application to the market
(0-11) Limited to no understanding of the brands relative competitive advantage. Descriptive and lacking theoretical underpinning.
(0-11) Poor and very descriptive synthesis of the market and company information with limited consideration of any challenges the company might face. (0-3)

Task B: 40% of component mark
A 500-word evaluation in which the student considers the weaknesses of the initial submission and evidence how they have addressed
An evaluation of the main weaknesses of the first submission (50%) An explanation of how these weaknesses have been addressed in the resubmission (50%)
70 – 100% An excellent to exceptional evaluation of the points covered in the feedback highlighting the weaknesses and why these resulted in a lower mark. An excellent and clear explanation of how the weaknesses have been addressed in the resubmission effectively addressing each weakness.
60 – 69% A good evaluation of most of the points covered in the feedback and good understanding of why the weaknesses have led to a lower mark A good explanation of how the weaknesses have been addressed in the resubmission addressing most of the weaknesses
50 – 59% An adequate evaluation of some of the points covered in the feedback and some understanding of why the weaknesses have led to a lower mark An adequate explanation of how the weaknesses have been addressed in the resubmission addressing some of the weaknesses
40 – 49% A weak evaluation of some of the points covered in the feedback and weak understanding of why the weaknesses have led to a lower mark A weak explanation of how the weaknesses have been addressed in the resubmission addressing few weaknesses
0 – 39% The student fails to submit an evaluation or gives a very weak evaluation showing limited understanding of why these weaknesses led to a lower mark The student fails to submit an evaluation or gives limited evidence of how any of the weaknesses have been addressed.

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 system 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.

For those who do not submit this assignment in March, you will need to carry out research into a different market and a different company. You will research the launch of Seedlip into the Japanese market.