International Marketing Mix

International Marketing Mix
the assignment is based on the first assessment which i got 11/20 for it, below is the info for it

Research Exercise Part 1

The following is an explanation of the various components that need to be completed in Research Exercise Part 1.
1.0 Introduction
You should provide a background to your company, product and country chosen for your project. Do not spend too many words merely narrating company, product and country profiles. Identify the key reasons why you think your company’s product has a potential (currently unexplored or underestimated) in your chosen country. This is to be supported by your detailed information and analyses to follow in the following sections. Include pictures or other material that conveys quickly the nature of your company, its industry and product.
2.0 Environmental analysis of the potential overseas market
This section is concerned with external environmental factors that are likely to impact on your company and its marketing strategy for the product selected in the chosen overseas market. You will need to identify and discuss the changes, trends, developments and key uncertainties in the business environment that are likely to affect the organisation in the potential overseas market (not the domestic Australian market). It needs to be remembered that the firm will generally be unable to control or influence these external environmental factors and that the business environment is dynamic and often unpredictable. Factors that you should examine in this section may include (but are not limited to) the following:
• Economic conditions in the chosen overseas market; and likely future trends that will impact on the market potential for your product in that country eg key economic indicators such as population (that part of it in your target demographic segment), per capita income, economic growth rate, inflation, exchange rate trend etc – those that are relevant
• Cultural and social factors and any changes or trends that could affect your product, including consumer characteristics, preferences and traditions in the target country
• Technological factors and likely innovations that could affect your product
• Political/legal/institutional factors affecting, or likely to affect the firm, the industry/product, marketing activities, or customers. For example, is government regulation a problem? Are there any expected legislative changes that will impact on your market entry? Any lobby or community action groups likely to be interested in your activities or product?
• The competitive environment in the target country
• The effect of seasonal or climatic factors
• The availability of necessary natural resources, services, communications etc
• Free Trade Agreements with Australia that might assist market entry

The above list is not exhaustive and not all of the factors are relevant to your project. The textbook (Fletcher and Crawford) and other reference books should be consulted for other areas you should consider.

Some useful analysis tools and frameworks like PEST and SWOT analyses:
http://www.mindtools.com/pages/article/newTMC_09.htm
http://www.mindtools.com/pages/article/newTMC_05.htm

Most of the information required should be able to be obtained by desk research (using secondary data resources). It is recognised that in some instances you will be unable to obtain the necessary information (but should identify specifically where further market research is required). Direct information from informants (your parent, the management of the company you work for) will add much value and gain you higher marks.

Do not just provide general discussions on the external business environment of your chosen country which looks more or less like another general CIA or Austrade country profile report. You should customise the materials to the particular company and product that you are discussing. Do not just cut and paste and dump the figures in your report. You need to digest the data and give your own analyses and insights from these data, bearing in mind the specific product that you are wanting to market in that country.

Where possible, you should present information in clear tables or graphs (preferably in an Appendix with your analyses and interpretations in the body of the report) eg key economic indicators, cultural or religious groups, graphics or tables on infrastructure indicators etc. Tables and graphs in the body of the report or in the Appendix should be clearly labelled and indexed. Primary data sources like personal interviews can be included as well. All information sources must be disclosed and referenced. Irrelevant materials should not be included at all.

This section should not be a compilation of every fact that you can find out about the business environment in a foreign market. The objective is identifying the key forces, trends, and uncertainties likely to impact on your company and the marketing problem or opportunity that you have identified.

The bottom line is that by the end of RE1, you should be able to conclude and justify how your analyses and discussions led to and support your conclusion that the product of your chosen company has a potential in the target country (or has potential for further expansion if they are already in this target country).

The key to a high mark in RE1 (and RE2 to come) is to (1) research well – widely and deeply – so that you understand what you’re writing about; and (2) apply it directly to your company and product, so that what you write and recommend is realistic and relevant to your chosen subject company.

Observe the marking criteria and standards for the assignment. Pay special attention to the requirements in presentation, editing, formatting, and referencing, etc. in addition to the content of the report. See also report presentation suggestions for RE2 for reference.

A word on the word limit (applicable to RE1 & RE2): the word limit is the absolute upper limit. Write the exact word counts in the appropriate entry in the Assignment Cover Sheet. The suggestion that you can go over by 10% is not true in this unit. Try to rewrite your report to make it precise and concise and put supporting materials in the Appendix instead (essential tables etc can still be put in the body of the report). Your appendices should be clearly indexed with proper titles and labelling. The reference list and appendices are not counted towards the word limit. There is no penalty for going under the word limit. However if you are struggling to write the number of words closer to the word limit, it is an indication of insufficient substance in your report that more comprehensive and in-depth research is needed.

Note the simple style requirements for your report: Arial font, 12pt font size, 1.15 line spacing, 2.5cm margins.

Marks will be awarded by your tutor based on the criteria below accurately reflecting the merit and contribution of your work:
Research Exercise Project Part 1 marking criteria

CRITERIA FAIL PASS CREDIT DISTINCTION HIGH DISTINCTION
Extent to which international marketing theory has been used to explain observations, supported by the use of different information sources
(10%) No or little and/or incorrect use of international marketing theory from a narrow range of information sources to explain observations. Uses only internet sources. Limited and/or frequently incorrect use of international marketing theory from a limited range of information sources to explain observations. Good, correct use of international marketing theory from a reasonable range of information sources to explain observations. Extensive and correct use of international marketing theory from a good range of information sources to explain observations. Comprehensive, correct and critical use of international marketing theory from a wide range of information sources to explain observations (e.g. academic & trade journals, books, magazines, newspapers, internet sources, etc.).
0 – 4.9 5 – 6.4 6.5 – 7.4 7.5 – 8.4 8.5 –10
Understanding and provision of analytical insights of the issues
(10%) Demonstrates minimal understanding of the issues, shows minimal insights. Demonstrates some understanding of the issues and provides some basic insights. Demonstrates good understanding of the issues and provides good insights. Demonstrates very good understanding of the issues and provides very good analytical insights. Demonstrates excellent understanding of the issues and provides excellent analytical insights.
0 – 4.9 5 – 6.4 6.5 – 7.4 7.5 – 8.4 8.5 –10
Application of relevant international marketing concepts to situation analysis
(10%) No use of theories and theoretical frameworks to analysis. Limited basic use of theories and theoretical frameworks incorrectly applied to analysis. Good use of theories and theoretical frameworks superficially linked to the analysis. Very good identification and use of relevant theories and theoretical frameworks to analysis. Excellent application of relevant theories and theoretical frameworks to analysis.
0 – 4.9 5 – 6.4 6.5 – 7.4 7.5 – 8.4 8.5 –10
Clarity and logical structure of report. This includes written expression, appropriate use of headings/subheadings, correctly formatted table of contents, in-text referencing and reference list, lack of typing error and comply with formatting instructions and word limit (use of 1.15 line spacing, 2.5cm margins and Arial 12 pt font, 1,800 words excluding appendices).
(10%) Hard to follow and poorly structured. Written expression is poor. Several errors in formatting table of contents, referencing and/or reference list. Several typing errors and inadequate attention to detail. Does not comply with all formatting instructions and word limit. A lack of clarity and logical structure. Together with written expression there is substantial variability in quality or quality is low. Several errors in formatting table of contents, referencing and/or reference list. Several typing errors and inadequate attention to detail. Does not comply with all formatting instructions and word limit. A reasonable level of clarity and logical structure. Together with written expression there is some variability in quality. Some errors in formatting table of contents, referencing and/or reference list. Some typing errors and adequate attention to detail. Complies with formatting instructions and word limit. A good level of clarity and logical structure. Good written expression provides evidence of quality editing. Minimal errors in formatting table of contents, referencing and/or reference list. Few typing errors and good attention to detail. Complies with formatting instructions and word limit A high level of clarity and logical structure. Exceptionally good written expression provides evidence of high quality editing. No errors in formatting table of contents, referencing and reference list. No typing errors and excellent attention to detail. Complies with formatting instructions and word limit
0 – 4.9 5 – 6.4 6.5 – 7.4 7.5 – 8.4 8.5 –10
Total mark /20

HERE IS MY ASSIGNMENT THAT I DID
Research Exercise Project Report 1

BCF Australia expansion into the New Zealand Market

 

 
1.0 Introduction
BCF (Boating Camping Fishing) Australia is a retail chain owned by Super Retail group and in 2003 Super Retail group ‘identified camping and outdoor leisure products as a retail category which provided an opportunity to develop a new and innovative retail format.’ In 2005 Super Retail saw an opportunity and purchased CampMart a business in Brisbane which already had 4 stores, as the platform for the launch of the company’s new brand BCF.
In the last 9 years BCF has rapidly grown to over 100 stores Australia wide making it the largest outdoor retailer in Australia. What we plan to accomplish is the expanding of BCF into New Zealand, due to the many similarities between Australia and New Zealand, it makes the expansion much easier, also at the current time New Zealand does not have a retailer that is able to put all three categories; boating, camping, fishing into the one location, even though the current market consist of many small businesses there is only 1 main competition that should be looked at TopCatch which is a retail chain that has approximately 11 stores NZ wide.
Key reasons as to how BCF can potentially dominate the market is through their large manufacturer contacts giving them ability to purchase items cheaper as a result of bulk purchase, previous experience in the Australian market helps even if it is just a small portion because as stated before NZ and Australia have many similarities. Also New Zealand like Australia has a large outdoor lifestyle and since the outdoor retail industry there is still small, BCF’s entry to the market will be on another level in comparison to the current businesses in New Zealand.

2.0 Environmental analysis of the potential overseas market

2.1 Economic and Financial
New Zealand is a Mixed Economy Same as Australia and on the 2014 Index of Economic Freedom New Zealand’s score is 81.2 and is ranked 5th in the world, Australia is 3rd with a score of 82, nonetheless both countries are very close Both being classified as mostly free and both countries are way above the world average. Also New Zealand is ranked 4th out of 42 countries in the Asia–Pacific region.
Due to New Zealand’s strong commitment to open-market policies evident in appendix 4.3, New Zealand has been able to benefit from modern and competitive economic benefits, as a result allows them to have a good engagement in global commerce. It is also as a result of transparent and efficient regulations that this is able to occur. New Zealand is a parliamentary democracy same as Australia. New Zealand’s economy mainly consists of agriculture but also benefits from its manufacturing and tourism sectors as well. During the global financial crisis the New Zealand economic had a financial contraction which did not last too long because since 2010 the country expanding consistently. This implies the strong economic nature of New Zealand making it a country with a strong economic and financial sector making the expansion of BCF less risky.
From Appendix 4.1 we can compare the various economic indicators between New Zealand and Australia it is evident that even though there is a large variation between the 2 countries when taken into context of the size of the population New Zealand and Australia are similar allowing the expansion of BCF easier. Another factor which is needed to be looked at is exchange rate risk as even though both countries are similar in economic conditions it is evident from appendix 4.2 that the exchange rate trend is not stable and as such should be looked at carefully in order to ensure the successful expansion of BCF to New Zealand.
2.2 Cultural and Social
Maori are the indigenous people of New Zealand and as such their culture is an integral part of New Zealand life, Approximately 3.8 million or 15% of the population is of Maori descent. As a result of its colonisation by the British, the borders of New Zealand was opened and many people migrated to New Zealand to start a new life, appendix 4.4 shows the different ethnicities that currently form the New Zealand population. Thus there is a mix of different cultures and social factors that affect the expansion of BCF into New Zealand, the main 2 ethnic groups are European and Maori are the ones that need to be targeted, as they contribute to over 80% of the population. Individuals who are of European decent are called Pakeha by the Maori people and there is an ongoing clash between the 2 groups and their differing norms.
Due to New Zealand and Australia being British colonies their European cultural and social beliefs/views of outdoor living and activities should be similar and as such the demand for stores such as BCF would be available, as currently there is nothing out to cater for this need. Even for the Maori people their traditions and lifestyle have always relied on the natural resources of the land, sea and sky. Thus similar to the Europeans they also have a large outdoor living lifestyle which would consist of camping, hunting and fishing, and all of these activities are able to be catered by the products sold by BCF.
2.3 Political and Legal
New Zealand has been continuously trying to ensure a transparent, competitive and corruption free government; this can only be achieved through the application of ‘Stiff penalties against bribery of government officials and those who accept bribes are strictly enforced.’ New Zealand has an independent judicial system and does its job well, New Zealand strongly enforces the protection of private property rights and it is the same for intellectual property rights, which is evident in appendix 4.5. Even though New Zealand’s government size is small in relation to the rest of the world especially in fiscal freedom and government spending it counteracts it by having its business, labour and monetary freedom up in the top 10, way above the world average which is beneficial for BCF’s expansion especially in relation of business freedom as this allows fairly open business activities for BCF, As seen from appendix 4.6 and 4.7.
‘New Zealand’s average tariff rate is 1.6%, and there are few non-tariff barriers to trade,’ one of which is the ASEAN-Australia-New Zealand Free Trade Area (AANZFTA) which benefits BCF as this allows it to export its current products and merchandise from Australia into New Zealand without the need to pay an import tariff. In New Zealand ‘Start-up companies enjoy great flexibility under licensing and other regulatory frameworks and thus makes the expansion process simple as it only requires only one procedure to start a business, also there is no minimal funding required. A dynamic labour market is achieved through flexible labour regulations which result in an increase in overall productivity. As a result making the extension of BCF into New Zealand that much easier.
2.4 Technological
‘New Zealand has long been an innovator in the development of energy, fuels, materials, and environmental technologies necessary to create a sustainable low carbon global economy’, as such is similar to Australia and thus there is no real threat or issues that could hinder BCF in their expansion into New Zealand, there is however a benefit for BCF because as a result of New Zealand’s electricity supply being one of the world’s lowest carbon footprints it offers BCF an opportunity to conduct its business in a cleaner way.
2.5 Investment Variable
As stated from the previous sections in terms of issues arising when doing the initial investment BCF does not have many issues to worry about because of New Zealand’s desire to be an open-market economy entering would be easy. Factors that are going to be an issue is location due to the large nature of BCF store to find a location which is large enough but not too expensive and is still in a good location is going to be something that needs to be looked at. Also finding Employees that suit the company’s beliefs but also having the ability to speak other languages such as Maori would be highly preferred.
2.6 Competition environment
In New Zealand at the moment the competitive environment for leisure retails is currently very small and lacks any serious competition especially for a business as large as BCF. The main competitors for BCF mainly consist of small individually owned tackle store with the exception of TopCatch and even still they only have 11 stores. Thus BCF has an advantage when it enters the New Zealand market because even though TopCatch is a competitor it is only for fishing and boating so BCF still has an advantage because it also combines camping gear.
2.7 Customer Acceptance Variability
Customer acceptance is a very difficult factor to interpret and understand, but from the cultural and social aspect of the report we were able to see that the 2 main cultural groups were the Maori and European and as such both spend of their time in the outdoors and as such BCF should be greeted with open hands by the leisure retail consumers of New Zealand.
2.8 Climate Factors /Availability of Necessary Resources
Similar to Australia, New Zealand’s Climate is similar whereby they have summer, autumn, winter, spring, one major difference is that the south island of New Zealand is further south compared to Tasmania so during winter it does get colder, but doesn’t affect BCF’s expansion. Since BCF is a service provider the availability of necessary resources only relates to employees and ensuring they can provide the necessary service to the customers.

 

 
3.0 References
. 2014. . [ONLINE] Available at: http://www.topcatch.co.nz. [Accessed 04 April 2014].
Action Outdoors Ltd Fishing Hunting Outdoors.. 2014. Action Outdoors Ltd Fishing Hunting Outdoors.. [ONLINE] Available at: http://www.actionoutdoors.com.au. [Accessed 04 April 2014].
ASEAN-Australia-New Zealand Free Trade Agreement – Australian Government Department of Foreign Affairs and Trade. 2014. ASEAN-Australia-New Zealand Free Trade Agreement – Australian Government Department of Foreign Affairs and Trade. [ONLINE] Available at: http://www.dfat.gov.au/fta/aanzfta/. [Accessed 01 April 2014].
BCF – Super Retail Group . 2014. BCF – Super Retail Group . [ONLINE] Available at: http://www.superretailgroup.com.au/about-us/bcf/. [Accessed 01 April 2014].
Clean technology | New Zealand Trade and Enterprise . 2014. Clean technology | New Zealand Trade and Enterprise . [ONLINE] Available at: https://www.nzte.govt.nz/en/invest/sectors-of-opportunity/clean-technology/. [Accessed 01 April 2014].
Fishing tackle, the best fishing gear, rods and reels, lures and fishing line buy from our online fishing shop.. 2014. Fishing tackle, the best fishing gear, rods and reels, lures and fishing line buy from our online fishing shop.. [ONLINE] Available at: http://www.gofish.co.nz. [Accessed 01 April 2014].
GDP growth (annual %) | Data | Table. 2014. GDP growth (annual %) | Data | Table. [ONLINE] Available at: http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG. [Accessed 01 April 2014].
Index of Economic Freedom: Promoting Economic Opportunity and Prosperity by Country. 2014. Index of Economic Freedom: Promoting Economic Opportunity and Prosperity by Country. [ONLINE] Available at: http://www.heritage.org/index. [Accessed 01 April 2014].
Kearns, R. and Panelli, R. 2006. Directions to enlarge our worlds? Social and cultural geography in New Zealand 1: Country report. 7 (02), pp. 319–330.
Liu, P. 2010. Stabilization bias for a small open economy: The case of New Zealand. 32 (3), pp. 921–935
Marine Deals for your Fishing Gear, Fishing Rods, Fishing Tackle & Fishing Reels | Hot deals every week!. 2014. Marine Deals for your Fishing Gear, Fishing Rods, Fishing Tackle & Fishing Reels | Hot deals every week!. [ONLINE] Available at: http://www.marine-deals.co.nz. [Accessed 06 April 2014].
Newzealand.com. 2014. Introduction to Maori Culture > New Zealand. [online] Available at: http://www.newzealand.com/travel/media/features/maori-culture/maori_maori-culture-guide.cfm [Accessed: 01 Apr 2014].
New Zealand in Profile: 2013 – Statistics New Zealand. 2014. New Zealand in Profile: 2013 – Statistics New Zealand. [ONLINE] Available at: http://www.stats.govt.nz/browse_for_stats/snapshots-of-nz/nz-in-profile-2013/about-new-zealand.aspx. [Accessed 01 April 2014].
New Zealand Weather and Climate, New Zealand Weather, Temperatures and Climate in New Zealand . 2014. New Zealand Weather and Climate, New Zealand Weather, Temperatures and Climate in New Zealand . [ONLINE] Available at: http://www.tourism.net.nz/new-zealand/about-new-zealand/weather-and-climate.html#seasons. [Accessed 01 April 2014].
Pakeha – Wikipedia, the free encyclopedia. 2014. Pakeha – Wikipedia, the free encyclopedia. [ONLINE] Available at: http://en.wikipedia.org/wiki/P%C4%81keh%C4%81. [Accessed 01 April 2014].
The best fishing spot in New Zealand, Fishing Tackle shop, Sports and Recreational Fishing | W.S.LAURIE & CO 2002 LTD. 2014. The best fishing spot in New Zealand, Fishing Tackle shop, Sports and Recreational Fishing | W.S.LAURIE & CO 2002 LTD. [ONLINE] Available at: http://www.wslaurie.co.nz. [Accessed 04 April 2014].
XE.com – AUD/NZD Chart. 2014. XE.com – AUD/NZD Chart. [ONLINE] Available at: http://www.xe.com/currencycharts/?from=AUD&to=NZD&view=10Y. [Accessed 01 April 2014].
Yeehaa Fishing. 2014. Yeehaa Fishing. [ONLINE] Available at: http://www.yeehaa.co.nz. [Accessed 04 April 2014].

 
4.0 Appendices
4.1Quick Facts
New Zealand Australia
Population 4.4 million 22.8 million
GDP (PPP) $132.0 billion
2.5% growth in 2012
5-year compound annual growth 0.6%
$29,730 per capita $970.8 billion
3.6% growth in 2012
5-year compound annual growth 2.5%
$42,640 per capita
Unemployment 6.9% 5.2%
Inflation (CPI) 1.1% 1.8%
FDI Inflow $2.9 billion $57.0 billion
Public Debt 38.2% of GDP 27.2% of GDP
Economic Growth Rate (Data from 2012) 3.4% 3.0%

4.2 Exchange Rate trend between New Zealand and Australia

 

4.3 Open Market Freedom of New Zealand

4.4 New Zealand Ethnic Groups (2006 Census)

4.5 Rule of Law freedom of New Zealand

4.6 Regulatory efficiency of New Zealand

4.7 Government Size of New Zealand

NOW THIS IS WHAT I NEED TO BE COMPLETED PLEASE!!!

Research Exercise Part 2
The marketing mix variables (product, pricing, place and promotion) lie at the core of any marketing operation, whether it be domestic or international, and can be controlled by the company. In international marketing, these variables may need modifying to take account of uncontrollable variables in both the local and overseas markets as you discussed in Part 1.

In this section you will translate the analyses that you did in Part 1 into practical international marketing mix strategies. The marketing mix strategy should include sufficient detail. You should evaluate both the strengths and weaknesses of alternative strategies in each of the marketing mix areas before you draw your conclusions and recommendations on the appropriate courses of action. You should provide evidence to support your evaluation based on the situation analysis that you did in Part 1.

The content and arguments that you put forward should be developed logically. Your recommendations should flow directly from your analyses. This would include the review of the relevant international marketing concepts in the academic and trade literature that have a bearing on the key issues that you identified and discussed. You should be sure that the concepts are integrated into the ensuring discussion and not just standing ‘all on their own’.

As a guide, the following information should be clearly presented and strongly supported and justified:

Structure:

Segmentation – partitioning the total market into alternative segments, identification and justification of the choice of target segment(s).

Product Strategy – identification and description of the full range of goods or services being launched, product benefits, description of packaging, comparisons with competitors, and especially what product adaptations will need to be made to make your product acceptable to buyers in your overseas market.

Pricing strategy – price is the only revenue-generating element of the marketing mix. Details of pricing and costing, clearly showing domestic prices and international pricing arithmetic, foreign currency conversion, comparisons with competitors etc.

Place Strategy – Specific channel choices, channel management strategies, costs associated with establishing and maintaining channels etc.

Promotion Strategy – Communication strategy, media selection and strategy, other promotion activities, and costs etc.

The key to a high mark in Part 2 is to (1) research well – widely and deeply – so that you understand what you’re writing about; and (2) apply it directly to your company and product, so that what you write and recommend is realistic and relevant to your chosen subject company.

Observe the marking criteria and standards for the assignment. Pay special attention to the requirements in presentation, editing, formatting, and referencing, in addition to the content of the report.

Here are some general suggestions for Part 2 for your reference. Not all of these issues may apply to your report but it is a good reference when you review and revise your report against the marking criteria and standards.

Content:

Introduction
You should start your Part 2 with a very brief introduction (say a few sentences) reminding the reader of your company, product and country, linking your Part 2 to your Part 1 and giving an overview on what the reader will be expecting to find in the rest of the report.

Segmentation
Justify why you are concentrating on the segment(s) that you have chosen. A good starting point is to work out how many segments you can identify in the chosen market/country and then evaluate the relative importance of alternative segments (according to the decision criteria you define and justify, eg sales potential, growth potential, profit potential or whatever) before you conclude which segment you want to concentrate on for Part 2. Concentrate on one segment (maximum two segments) in Part 2. One of the key criteria in segmentation is responsiveness, ie how likely the target segment will respond to your marketing stimuli (the 4Ps).

International Marketing Mix Strategies
Your marketing mix strategies for business segments will be slightly different from those for consumer segments, eg when you market to government organisations, the pricing strategy reflects long term commercial relationships and extended negotiations common to industrial products (consult some B2B textbook for reference). Apply B2B marketing principles to your product marketing. Use your knowledge from the unit B2B Marketing, and consult books on this specialised form of marketing, there are plenty in the Library.

Your marketing mix strategies for the marketing of a service will also be different from those for the marketing of a good due to the unique properties of services: intangibility, simultaneity, heterogeneity and perishability. Use your knowledge from the unit Marketing of Services, and consult books on this specialised form of marketing also in the Library.

When you trade-off alternative strategies in each P, your decision making should be specific to the situation you are researching in Part 2. Any general description on the pros and cons of alternative strategies can be put in the Appendix; in the body of the report concentrate on your original insights in justifying why you recommend a particular strategy but not the other. For example, if you recommend a price skimming strategy for your product, you need to justify why you knock out other alternative pricing strategies like penetration pricing. Also, remember that the 4Ps should be integrated together to achieve your marketing objectives in light of the target segment you want to market your product to.

The reasons why you recommend particular international marketing mix strategies (the 4Ps) are just as important as what you recommend. Your claims and assertions must be supported by evidence and logical arguments demonstrating a sound understanding of the issues. Do not be afraid to give your original thinking as and when appropriate.

Presentation:

Observe the formatting and presentation requirements. The fact that you run over 1,800 words by a large margin but still put down 1,800 on the assignment cover paper does not mean that this will not be noticed. Try to rewrite your essay to make it precise and concise and put supporting material in the Appendix instead. Your Appendices should be clearly indexed and with proper titles and labelling.

Observe the Harvard Referencing Style for both in-text citation (author, date) and the reference list. Consult the library’s website for resources on Harvard Referencing Style. Include weblinks in your references where you used information found on the internet.

The use of headings and subheadings to break your long essay into sub-sessions will help you organise the report into a cohesive and logical framework. However, merely putting a heading or subheading in bold or underline does not mean that the report is a cohesive and logical one. You need to look at the skeleton of your report and ask yourself: is the flow of the ‘story line’ consistent and logical and lead to your final recommendation? Or, are the different sections more or less standing alone in the report with no logical relationship between them. Some people prefer to summarise their marketing mix recommendations in one section, others prefer to give their recommendation for each P along with their discussions in each P. There is no right or wrong answer to different alternative presentation styles.

Note the simple style requirements for your report: Arial font, 12pt font size, 1.15 line spacing, 2.5cm margins.

Marks will be awarded by your tutor based on the criteria below accurately reflecting the merit and contribution of your work:
Research Exercise Project Part 2 marking criteria

CRITERIA FAIL PASS CREDIT DISTINCTION HIGH DISTINCTION
Evaluation of alternative international marketing strategies
(10%) Very poor and unbalanced evaluation. There are too many unsubstantiated claims or assertions which are not supported using evidence from the situation analysis. There is no or little attempt to evaluate the strengths and weaknesses of alternative strategies. The evaluation is fair with some unsubstantiated claims or assertions. There are some occasions where claims or assertions are supported by evidence from the situation analysis. There is some attempt to evaluate the strengths and weaknesses of alternative strategies. The evaluation is good with few unsubstantiated claims or assertions. There are only few occasions where claims or assertions are not supported by evidence from the situation analysis. There is good attempt to evaluate the strengths and weaknesses of alternative strategies. The evaluation is very good with very few unsubstantiated claims or assertions. There are only very few occasions where claims or assertions are not supported by evidence from the situation analysis. There is a very good attempt to evaluate the strengths and weaknesses of alternative strategies. The evaluation is excellent with no unsubstantiated claims or assertions. That is, there are no occasions where claims or assertions are not supported by evidence from the situation analysis. There is an excellent attempt to evaluate the strengths and weaknesses of alternative strategies.
0 – 4.9 5 – 6.4 6.5 – 7.4 7.5 – 8.4 8.5 –10
Coherence of analysis, insights and recommendations that are logical and easy to follow
(20%) Analysis, insights and recommendations are all over the place, illogical and very difficult to follow, recommendations are mere assertions with very limited understanding of the issues. Analysis, insights and recommendations are somewhat coherent and logical, at times difficult to read and follow, major gaps in recommendations although some understanding of the issues. Analysis, insights and recommendations are coherent and logical, easy to read and follow but could be better structured; recommendations are consistent with some understanding of the issues with some gaps. Very good coherent analysis, insights and recommendations, systematically and logically presented and easy to follow, recommendations are consistent with good understanding of the issues with some minor gaps. Excellent coherent analysis, insights and recommendations, systematically and logically presented and very easy to follow, recommendations are consistent with sound understanding of the issues.
0 – 9.9 10 – 12.9 13 – 14.9 15 – 16.9 17 – 20
Clarity and logical structure of report. This includes written expression, appropriate use of headings/ subheadings, correctly formatted table of contents, in-text referencing and reference list, lack of typing error and comply with formatting instructions and word limit (use of 1.15 line spacing, 2.5cm margins and Arial 12pt font, 1,800 words excluding appendices).
(10%) Hard to follow and poorly structured. Written expression is poor. Several errors in formatting table of contents, referencing and/or reference list. Several typing errors and inadequate attention to detail. Does not comply with all formatting instructions and word limit. A lack of clarity and logical structure. Together with written expression there is substantial variability in quality or quality is low. Several errors in formatting table of contents, referencing and/or reference list. Several typing errors and inadequate attention to detail. Does not comply with all formatting instructions and word limit. A reasonable level of clarity and logical structure. Together with written expression there is some variability in quality. Some errors in formatting table of contents, referencing and/or reference list. Some typing errors and adequate attention to detail. Complies with formatting instructions and word limit. A good level of clarity and logical structure. Good written expression provides evidence of quality editing. Minimal errors in formatting table of contents, referencing and/or reference list. Few typing errors and good attention to detail. Complies with formatting instructions and word limit A high level of clarity and logical structure. Exceptionally good written expression provides evidence of high quality editing. No errors in formatting table of contents, referencing and reference list. No typing errors and excellent attention to detail. Complies with formatting instructions and word limit
0 – 4.9 5 – 6.4 6.5 – 7.4 7.5 – 8.4 8.5 –10
Total mark /20

? Warning: Except where an extension has been approved for the submission of an assessment task by the unit coordinator, or in line with the University’s Special Consideration Policy, the following penalties will apply to the late submission of an assessment task:
? A student who submits an assessment task after the due date for submission will be penalised by 10 per cent per calendar day up to 10 days, i.e. marks equal to 10 per cent of the assignment’s worth will be deducted as a ‘flat rate’ from the mark awarded for each calendar day the assignment is late up to 10 calendar days. Saturday and Sunday each count as one calendar day; and
? The assessment will not be accepted after the marked assessment task has been returned to students who submitted the assessment task by the due date.

? Your assignments are to be submitted via Turnitin on vUWS and hard copies (with your Turnitin originality report) handed in personally to your tutor at the beginning of the tutorial in which they are due. You can submit drafts via Turnitin as many times as you want before the deadline. Submission date and time will be based on your Turnitin record. Include the duly signed UWS Assignment Cover Sheet with your hard copy only (do not include the assignment cover sheet with your Turnitin file).
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