Assignment

Assignment Task

There will be one assessed seminar worth 30% of the module marks. In addition, there will be a practice seminar before the assessed seminar.  However, attendance at both is compulsory.

Each student will have to choose a brand and identify a suitable host country to enter for the chosen brand. The host country should be an emerging market.  Based on this, you are required to address the questions in the two seminars.

Seminar 1 ( Practice seminar ) 

Conducting a critical analysis of your host country’s economic and political conditions, discuss whether one outweighs the other in it’s significance to your chosen organisation?

Seminar 2 ( Assessed seminar )

Conduct a cultural and either a political or economic analysis of your host market. Which of these is likely to have an impact, favourable or otherwise, on your chosen organisation?

Task Guidance

Additional information on how seminars will be conducted have been provided in the seminar handbook which will be given to you in week 1. Included in the seminar handbook is a Pre-seminar form (sheets A and B) which must be completed and submitted at the start of each seminar. These forms will not be assessed; they are there to help students prepare for the seminars and will be used for verification purposes.

Other assessment criteria you will need to bear in mind:

• The company you have chosen should not have a direct significant presence in the host market
• You should focus on a consumer brand
• Ensure you utilise appropriate theory/academic models in your discussion
• Discuss the implications of your findings for your chosen brand e.g will it have to reconsider its existing positioning strategy? Will the existing product lines need to be adapted? Do the cultural differences imply a modification of communications mix and strategy? Will the pricing strategy need to be adapted? What mode of entry options exist for your chosen company etc.
• Apply a good range of academic referencing into your seminar to support argument and ideals
• It is important that you choose an appropriate organisation and host market. Non-profit organisations, government owned organisations and businesses that exist only online should be avoided.

For guidance on this assignment, please access the assignment vodcast available through Canvas.

General Assignment Guidance

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