Group Project: The Assessment Task
The purpose of this assignment is to produce a comprehensive global marketing report on
an international market for a chosen company.
This investigative report should present researched and justified evaluations about a company
and their international business success.
Word Limits
The maximum word limit for this assessment is 2000 words. Approximate word count
percentages have been given as an indication of the weighting/emphasis for each section:
Executive Summary (Introduction) – is not included in the word count.
Task Overview
Selecting a company/product of your choice, you will prepare a global marketing report that
includes the following:
1. Provide a brief background on your company/product (10% of word count)
o Make sure your background is relevant to a global marketing report.
2. Choose two international markets that your company/brand is already operating in:
o Compare two international markets
Firstly, you must create and justify the market selection criteria for your
company/brand. Review how this selection criteria supports a comparison of two
markets for your chosen company. For example:
Consumer spending power
Demographics supporting your target market
You must apply your market selection criteria (you may want to use a table to help you
compare the two markets). You will need to conduct secondary research to provide
insights for each market under each selection criterion.
Example of table:
Country A – Your research could Country B – Your
Selection Criteria
include: research could include:
Is the consumer market
Demographics How big is your target market?
viable?
Consumer Spending Do consumers have disposable Can consumers afford your
Power income? product?
Country A – Your research could Country B – Your
Selection Criteria
include: research could include:
Review roads, telecommunications, What about retail outlets,
Infrastructure
internet services the high street?
How much will you need to adapt the Think about psychic
Language
product information? distance
The selection criteria and research must be useful for your company/brand and help
managers make decisions about which markets to enter.
3. Based on your research, summarize why your company chose these markets. (40%
of word count)
4. Analyze the method of market entry used by your company to enter one of these
markets, and evaluate if this entry method was the best option. Justify your evaluations
using academic theory, research, and/or evidence. (30% of word count)
5. Review marketing strategies (e.g., product adaptations/communication mix) that were
used to ensure success in an international market. (20% of word count)
Research Requirements
All research into your chosen company/product and international markets should be secondary
research, using resources such as Mintel, MarketLine Advantage, and Global Edge.
Your report will be based on academic research as well as market research using secondary
sources. Evidence of reading and research is essential for this assignment.
Formatting and Report Structure
You are expected to use a report format, including an executive summary, contents page,
headings, and section numbers, as well as page numbers.
Format:
Investigative Report: maximum 2,000 words (+/- 10%) presented on A4 paper
(excluding Introduction, Conclusion, references, appendices).
Font Size: 13
Font: Times New Roman
Margins: Top: 2.5cm, Bottom: 2.5cm, Left: 3.5cm, Right: 2cm
Line Spacing: 1.5 lines
Presentation
Students will prepare and submit presentation slides along with the group report.
Maximum presentation duration: 10 minutes per group
Q&A time: 5 minutes per group
Submission deadline: TBA by instructor.
Plagiarism Warning
Please note that penalties for copying work from another source without proper referencing
are severe and can include failing the assessment.
Grading Rubric
Find below the grading rubric and examples of the cover page and table of contents.