MKT3040 L6 Global Marketing Assessment 1 Brief- UON

Assessment Task Guidance Description 

Learning Outcomes aligned to this assessment: 

On successful completion of this assessment, you will be able to:

• Select and explain key global marketing concepts and their impact on global marketing decisions in a complex environment
• Apply global marketing concepts to real business examples and assess the effectiveness of strategies and decisions
• Identify and select relevant global marketing information appropriate to global expansion strategies
• Select appropriate global marketing tools in line with strategic decisions and communicate effectively to a range of audiences 

Task:

The purpose of this assignment is to produce an individual comprehensive portfolio, (in the style of a report), of a minimum of 2000 words- (max 2500) which addresses the questions outlined below. 

It is expected that you will makereference to quality academicsources to complete this assessment and you MUST use a minimum of 10 Academic Journal Articlesto potentially receive a passing grade.

Quality academic sources: -journal articles -industry report -bloombug, the economist -WTO… -AC Nelson

Portfolio Entry 1: The “global marketing” concept: (Hollensen, 2020: chapter 1) 

Q1: Critically explain the Glocalisation framework

Q2: Critically discuss what benefit(s) a company might achieve by adopting a ‘think globally but act locally’ strategy. You are expected to provide at least one example of a real business that supports this portfolio entry.

Portfolio Entry 2: Internationalisation (Hollensen, 2020, Chapter 2 & 3) 

Q1. There are triggers and motives that cause companies to internationalise. Select one trigger and one motive and debate these in relation to why a company may choose to internationalise.

Portfolio Entry 3: PEST Analysis of emerging BRIC Markets (Hollensen, 2020, Chapter 4) 

Q1. Choose one of the emerging BRIC markets*, (Brazil, Russia, India & China) and provide the following information:

1. A (very) brief background to your chosen country
2. A critical discussion of the political risks for your chosen country
3. A critical discussion of the economic environment for your chosen country
4. A critical discussion of the potential advantages and disadvantages for a UK company

Portfolio Entry 4: Market Expansion Strategies (Hollensen, 2020, Chapter 8) 

Q1. Critically compare and evaluate the waterfall approach vs. the shower approach as a market expansion strategy, providing some real-world examples to support your answer