Module Title International Marketing Level 6
Title of Assignment International Marketing Report for Soreen Malt Loaf
Programmes undertaking the assignment
BSc (Hons) Business and Management Studies, BSc (Hons) Business and Management Studies (with Professional Experience), BSc (Hons) Business Studies with International Business Management, BSc (Hons) Business Studies with International Business Management (with Professional Experience), BSc (Hons) Business Studies with Marketing Management, BSc (Hons) Business Studies with Marketing Management (with Professional Experience), BA (Hons) Modern Languages (Marketing Stream)
Hand-out date
2.12.13 (Week 11)
Hand-in date
14.01.14
Weighting within the module 40%
Word limit/presentation criteria 2000
Learning Outcomes to be assessed
(from module spec.)
Knowledge and understanding
1. Critically analyse the way in which different cultural environments affect product markets
2. Demonstrate an understanding of the need for market research before marketers venture into overseas markets
Transferable/Key Skills and other attributes
On completion of the module the student will have had the opportunity to:
1. Undertake a piece of secondary/desk research, using library/IT facilities
2. Critically analyse and compare data, interpret results, and justify conclusions
3. Write in a clear, precise and unambiguous manner
Details of the task
To produce an international marketing report for Soreen Malt Loaf’s potential entry to Brazil.
The company:
Soreen was established 70 years ago by a family whose surname was Sorenson which is the origin of the brand name Soreen. In 2003 the brand was sold to Inter Link Foods. Currently the business employs around 70 people in their factory and headquarters in Manchester.
The product:
Soreen is a brand of fruity malt bread. Soreen malt loaf is a widely sold snack food in the United Kingdom. Malt loaf has a sweet taste and a very chewy texture like very heavy, soft bread. It is made from malt and often contains fruit such as raisins. Malt loaf is usually eaten sliced and with butter. Soreen currently have seven malt loaf products on sale in the UK.
The future:
Soreen is exploring the possiblility of expanding to new markets. Preliminary research from the marketing team suggest Brazil may be suitable.
The Brief:
Imagine that you are employed in the international marketing team at Soreen. You have been asked to prepare a fully referenced report on the Brazilian market. Your report should include;
a. an analysis of the business environment making reference to opportunities and risks under three of the following headings; i) economic issues ii) political issues iii) social, cultural & demographic issues iv) legal & regulatory issues v) technology & infrastructure (60 marks)
b. an analysis of potential Soreen consumers in Brazil (15 marks)
c. a recommendation as to whether to take Soreen to the Brazilian market and summary of the risks (15 marks)
d. a recommendation for further research before any final decision is taken (10 marks)
Marking criteria
Analysis of the general business environment 60%
Analysis of potential consumers 15%
Recommendation and risks 15%
Recommendation for further research 10%
90% and above
Demonstrates a mastery of the opportunities and risks in the Brazilian business environment as directed by the brief. A range of highly relevant sources identified. Demonstrates the ability to use this knowledge in an innovative or creative manner. Develops new insights from this knowledge and relates these to the analysis of the business environment for Soreen and recommendation for further research.
80-89%
Demonstrates an excellent understanding of the opportunities and risks in the Brazilian business environment as directed by the brief. A range of highly relevant sources identified. Demonstrates the ability to analyse and synthesise this knowledge bringing it together for in a professional report for Soreen. Is able to use information to develop a recommendation for Soreen based on evidence. Able to communicate relevant information clearly and a well justified recommendation in a structured manner.
70-79%
Demonstrates a good understanding of the opportunities and risks in the Brazilian business environment as directed by the brief. A range of highly relevant sources identified. Demonstrates the ability to analyse and synthesise this knowledge bringing it together for in a professional report for Soreen. Is able to identify and use information from a range of appropriate sources in order to develop a recommendation for Soreen based on evidence. Able to communicate relevant information clearly and a well justified recommendation in a structured manner.
60 – 69%
Demonstrates a detailed understanding of the opportunities and risks in the Brazilian business environment as directed by the brief. Demonstrates the ability to compare and contrast information in a professional report for Soreen. Is able to identify and use information from appropriate sources in order to develop a recommendation for Soreen based on evidence.
50 – 59%
Demonstrates a reasonable understanding of the opportunities and risks in the Brazilian business environment as directed by the brief. Demonstrates an attempt to analyse and evaluate information in a professional report for Soreen. Is able to identify and use some information from appropriate sources in order to develop a recommendation for Soreen based on evidence. May lack the ability to provide a logical argument focused on a recommendation for Soreen.
40 – 49%
Demonstrates a basic understanding of the opportunities and risks in the Brazilian business environment as directed by the brief. Information provided in the report is mainly descriptive with limited evidence of analysis or evaluation. The report is general in scope. Lacks the ability to provide a logical argument focused on the recommendation for Soreen.
30-39% (Fail)
Demonstrates only a partial understanding of the basics of the opportunities and risks in the Brazilian business environment as directed by the brief. Information provided in the report addresses some of the basic features of the brief but fails to reach the required standard.
20-29% (Fail)
Demonstrates inadequate and inaccurate knowledge of the basics of the opportunities and risks in the Brazilian business environment. Demonstrates a poor ability to compete the brief as directed. Limited effort and planning evident.
10-19% (Fail)
Demonstrates no relevant knowledge of the opportunities and risks in the Brazilian business environment. No apparent structure or meaningful discussion.
1-9% (Fail)
Totally inadequate attempt, virtually nothing of relevance to the question.
0% (Fail)
No attempt.
The above guidance is in addition to general assessment criteria guidelines for degrees contained in your level handbook.
Your attention is also drawn to the school policies on plagiarism and referencing.
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