Ritically evaluate the primary cause of failure in entering an international market by a company of your choice.

Individual written assessment 70 %
Individual Written Assessment i?? International Marketing Report (70%)
Critically evaluate the primary cause of failure in entering an international
market by a company of your choice.
Your analysis MUST reveal the theoretical base (es) of the market entry method
and the marketing programme/mix strategies, what triggered the failure and
recommendations to overcome the failure.
Consider in your analysis:
the market choice by examining the fit between the organisation and the market
environment including competitive analysis;
the market entry mode;
the STP, segmentation, targeting and brand positioning;
the marketing mix strategies, which includes (4Ps or 7Ps and the decisions of
adapting or standardising the marketing mix strategies applied in the home
market to fit the new marketi??s culture and environment)
Recommended Structure of the Report:
Executive summary of 100 words (not included in the word count), to summarise the
report purpose and main result and main recommendation
Introduction of 200 words, to introduce the purpose of the report and the structure with
brief background of the companyi??s activities in the international markets: the countries
the company has entered with indications of their performances there such as revenue,
profit, market share, and since when in terms of indication to the length of experience
the company has in international markets
The critical evaluation of 2500 words, to include the following:
the market choice by examining the fit between the organisation and the
market environment including competitive analysis; 500 words
the market entry mode; 500 words
the STP, segmentation, targeting and brand positioning; 700 words
the marketing mix strategies, which includes (4Ps or 7Ps and the decisions of
adapting or standardising the marketing mix strategies applied in the home
market to fit the new marketi??s culture and environment), 800 words

. Academic references should be
the main source of your materials
Your research should cover at least 15 academic articles 60% of which is published in the last 5
years. You should always reference your sources according to Harvard Referencing Style

Individual Written Report Marking Scheme
Individual Written Report will be evaluated on the basis of the following criteria:
Component Marks %
Demonstrated understanding of theoretical content 40
Level of analysis and critical evaluation 40
Level of research, and accurate referencing 10
The clarity and adequacy of the writing, structure & presentation 5
Creativity and problem solving skills 5

Ritically evaluate the primary cause of failure in entering an international market by a company of your choice.

Individual written assessment 70 %
Individual Written Assessment yii?? 0.5 International Marketing Report (70%)
Critically evaluate the primary cause of failure in entering an international
market by a company of your choice.
Your analysis MUST reveal the theoretical base (es) of the market entry method
and the marketing programme/mix strategies, what triggered the failure and
recommendations to overcome the failure.
Consider in your analysis:
the market choice by examining the fit between the organisation and the market
environment including competitive analysis;
the market entry mode;
the STP, segmentation, targeting and brand positioning;
the marketing mix strategies, which includes (4Ps or 7Ps and the decisions of
adapting or standardising the marketing mix strategies applied in the home
market to fit the new marketyii?? 0.5 s culture and environment)
Recommended Structure of the Report:
Executive summary of 100 words (not included in the word count), to summarise the
report purpose and main result and main recommendation
Introduction of 200 words, to introduce the purpose of the report and the structure with
brief background of the companyyii?? 0.5 s activities in the international markets: the countries
the company has entered with indications of their performances there such as revenue,
profit, market share, and since when in terms of indication to the length of experience
the company has in international markets
The critical evaluation of 2500 words, to include the following:
the market choice by examining the fit between the organisation and the
market environment including competitive analysis; 500 words
the market entry mode; 500 words
the STP, segmentation, targeting and brand positioning; 700 words
the marketing mix strategies, which includes (4Ps or 7Ps and the decisions of
adapting or standardising the marketing mix strategies applied in the home
market to fit the new marketyii?? 0.5 s culture and environment), 800 words

. Academic references should be
the main source of your materials
Your research should cover at least 15 academic articles 60% of which is published in the last 5
years. You should always reference your sources according to Harvard Referencing Style

Individual Written Report Marking Scheme
Individual Written Report will be evaluated on the basis of the following criteria:
Component Marks %
Demonstrated understanding of theoretical content 40
Level of analysis and critical evaluation 40
Level of research, and accurate referencing 10
The clarity and adequacy of the writing, structure & presentation 5
Creativity and problem solving skills 5