TM6003 – Cross-cultural cultural analysis of the potential international target customer (Taste and Glory, Sentia Spirits, William Wood Watches, Castore)February 10, 2022 2022-02-10 9:22
TM6003 – Cross-cultural cultural analysis of the potential international target customer (Taste and Glory, Sentia Spirits, William Wood Watches, Castore)
TM6003 – Cross-cultural cultural analysis of the potential international target customer (Taste and Glory, Sentia Spirits, William Wood Watches, Castore)
Based on the findings of your earlier research portfolio the organisation is now keen to pursue a more detailed cross-cultural cultural analysis of the potential international target customer. Deeper insight is now needed into the key cultural differences between your UK (home) customer and the new international customer.
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|2A: Assessment Details|
|Module Title||International and Global Marketing|
|Module Leader||Julie Marshall|
|Component Number||2 / 2|
|Assessment Type, Word Count & Weighting||2,000 word Report 50%|
|Submission Instructions||Turnitin (via Moodle space). 1 file named with student assessment number|
|Feedback Return Date||Within 20 working days|
|B: Learning Outcomes|
|2: Analyse critically the differences between the international marketing environments, in particular, the importance of cultural differences and consumer behaviour. |
3: Evaluate a suitable marketing mix strategy for an international/global product or service
|C: Assessment Task 2000 word REPORT (must contain Appendices!)|
| Context: |
In the first assignment you assumed the role of international Brand Manager for one of the four British brands below, as part of a review into potential international market expansion and market entry. You are to continue using that same product.
(British non-alcoholic) https://sentiaspirits.com/
(British vegetarian food) https://tasteandglory.co.uk/
(luxury British watch brand) https://williamwoodwatches.com/
(British sportswear) https://castore.com/
Task: Based on the findings of your earlier research portfolio the organisation is now keen to pursue a more detailed cross-cultural cultural analysis of the potential international target customer. Deeper insight is now needed into the key cultural differences between your UK (home) customer and the new international customer.
You are to produce a 2000 word academic report which critically analyses relevant cross-cultural cultural challenges the company may face in that new market and how such cultural differences might impact on the international marketing mix strategy of your product there.
Focus your discussion on those strategic elements of the marketing mix which would require most adaptation(due to word limit).
Your report should clearly identify a target customer profile [persona] and whether this is similar or different to the UK target customer.
For the purpose of this report you may choose the same or different international market to that chosen in your first assignment, depending on how attractive that market appeared from your initial market screening.
Please read the Specific Guidance provided in Section D below.
PLEASE READ CAREFULLY!!
|D: Specific Guidance/ Criteria|
| NB: Follow a report structure (see specific marking criteria below – ‘professional presentation & communication’) Cultural research and analysis Think like a marketer! Focus on the customer (not the organisation’s staff!) In-depth cultural research into your chosen international target market. Use credible online sources, and correctly reference (APA) within the References section. Apply relevant cultural theory to frame your cultural analysis of your chosen country (eg. Hofstede’s dimensions; Doole & Lowe’s Cultural Web; Hall & Hall’s High/Low Context Language concept). This will demonstrate conceptual and theoretical knowledge and understanding adding credibility to your report. Target customer Consider the ideal target customer for the product using your cultural research. Justify your decision (e.g. if it is the same or different). Impact of culture on International marketing mix You are not required to discuss every Marketing Mix element. Focus on the ‘P’s that are most relevant to your chosen organisation/country. So, focus on just a couple of marketing mix elements which require most adaptation. Do not mechanically go through each ‘P’. Use your researched insights to critically analyse the strategic arguments towards adaptation of international marketing mix strategy, drawing on key academic literature. To show your wider consideration however you may choose to complete the ‘Cultural impacts on the Marketing Mix’ Tables used during class activities to show deeper thinking. Append as evidence.Show the link between cultural differences in the target customer’s behaviour and their impact on the international marketing mix strategy for your product.You must support your ideas with researched examples and suitable academic underpinning. Critically apply relevant marketing mix related theory to demonstrate your conceptual knowledge and understanding.|
Thinking strategically. Consider beyond just tactical suggestions. You may find the following guidance helpful:
International Promotion Strategy –which theory might help frame your analysis? Consider the cultural impacts on the brand message, how it should be positioned in the target country? Should the message be encoded differently? Why? Should the same mix of marcom methods be used? Why?
International Place Strategy – show the link between your cultural findings and specific place strategy decisions. Where should the product be sold, and is this distribution channel different to the UK? How available should it be made? How might this affect the positioning of the product?
International Product Strategy – Think of various ‘layers’ to the product offer (Kotler?) to help frame your analysis of any adaptations needed.
International Pricing strategy – what approach should be taken in how you price the product offer? You may wish to consider for e.g. your target customer’s attitude to prices (price sensitivity); how it should be positioned; product choice; impact on costs, etc. Seek help from Study Skills team email LTIskills@chester.ac.uk if you think you would benefit from help with your academic writing or referencing skills; or English for Academic Purposes (for International students). Specific Marking Criteria: The following shows the specific criteria which the tutor will look for when marking your work. NB: See the RUBRIC which is developed around these criteria.
Knowledge & Understanding (40%) Depth of research and critical theoretical cultural analysis of the proposed international market segment
Cognitive Skills (40%) Critical evaluation of the strategic adaptation requirements of relevant marketing mix element and depth of theoretical underpinning Ability to develop and draw ideas together and avoid descriptive tone. Ability to synthesise relevant academic viewpoints, marketing and cultural concepts, and referenced information;
Professional presentation and communication (10%) Report format – Introduction (background, purpose), Main body (logical & sequential), Conclusion (synthesis of key issues), numbered subheadings, page numbers; Appendices if necessary; *you are expected to follow this guidance!
English Prose – spelling, grammar, punctuation; ability to communicate ideas and construct arguments effectively and professionally; Legibility Referencing Quality (10%) integration & synthesis of in-text sources, quality of list of references, conforms to APA academic style
|E: Key Resources|
| Recommended Academic Texts: can be accessed via the University Library |
Baack, D.W., Czarnecka, B. and Baack, D. (2018) International marketing, (2nd Ed.)
SageBaines, P., Fill, C., Rosengren S. and Antonetti, P. (2019) Marketing (5th Ed.) Oxford University Press
Blythe, J. and Martin, J. (2019) Essentials of Marketing (7th Ed.) Pearson.
Brennan, R. Canning, L. and McDowell, R (2017). Business-to-Business Marketing. (4th ed). Sage Publications
Cateora, P. R., & Graham, J. L. (2019). International marketing (18th ed.). NY; London;: McGraw-Hill Higher Education.
Cavusgil, S. T., Knight, G. A., & Riesenberger, J. R. (2014). International business: The new realities (3rd, Global ed.). Harlow, Essex, England: Pearson Education Limited.
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing (10th, International ed.). Mason, Ohio: South-Western Cengage Learning.
Doole, I., Lowe, R. & Kenyon (2019). International Marketing Strategy. (8th ed.). Cengage Learning
Gillespie, K., & Hennessey, H. D. (2015). Global marketing (4th ed.). London, United Kingdom: Routledge.
Hassan, S. and Kaynak, E. (2016) Globalisation of Consumer Markets: Structures and Strategies, Routledge
Hutchings, K. (2018) Global Ethics, (2nd Ed.) Wiley
Jackson, J. (2020). The Routledge Handbook of Language and Intercultural Communication. (2nd Ed.) Routledge. Keegan W. J. and Green. C. (2019). Global Marketing, (10th Ed.), Pearson
Kotabe & Helson (2016) Global Marketing Mangement, 7e Wiley
Kotler, P. and Armstrong, G. (2019) Principles of Marketing, European Edition, (8th Ed.) Pearson
Lee, K., & Carter, S. (2012). Global marketing management. Oxford University Press
Liu, S., Volcic, Z., & Gallois, C. (2018). Introducing intercultural communication: Global cultures and contexts. (3rd ed).
London: Sage Mooij, M. K. d. (2014). Global marketing and advertising: Understanding cultural paradoxes (Fourth ed.). Los Angeles: SAGE. SAGE Publication website….Cultures and Contexts, Sage (seems good for information on culture !)
Usunier, J., & Lee, J. A. (2012). Marketing across cultures. Harlow: FT Prentice Hall
Relevant journals might include: –
Advances in International Marketing
Direct marketing: An International Journal
European Journal of Marketing International
Journal of Advertising International
Journal of Consumer Studies
International Journal of Research in Marketing International
Journal of Service Industry Management International
Journal of Advertising
Journal of Brand Management
Journal of Consumer Behaviour
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Euromarketing
Journal of Marketing Research
Journal of Retailing
Journal of Services Marketing
Marketing Intelligence & Planning
Psychology and Marketing
Web Resources – Professional – all the following sources are professionally credible sources https://www.britishchambers.org.uk/
Also you may find it useful to access the industry journals available online and through the Library search such as:
Business Week – www.businessweek.com
Business Marketing – http://www.netb2b.com
The Economist – www.economist.com
Marketing Week – The UK’s leading marketing and media news and jobs service
|F: Submission Guidance|
|You must submit assessments in Microsoft Word, Microsoft PowerPoint, or PDF format. |
The file must be no larger than 40MB.
Your writing is expected to conform to Standard English in terms of spelling, syntax and grammar.
You must include your Assessment Number (J Number) in the header or footer.
Include your word count at the end of the assignment or the front cover.Set up your page for A4 paper in portrait style.
The font size must be a minimum of point 12 Calibri (or equivalent) for the body of the assessment and footnotes must be 2 points smaller.
Line spacing in the body of the assessment must be 1.5 lines.
Number the pages consecutively.
Students should submit work before 12 noon (unless otherwise specified) on the deadline date electronically via Moodle. Please follow the ‘Turnitin submission’ link on the module space and follow the on-screen instructions, paying particular attention to any specific instructions for each assignment. You must submit your work with the following details written on the first page:
Title of your work module title and code module Leader and Seminar Tutor (if relevant)
The number of words your student assessment number (J Number)
Student work that does not have this information on will not be identifiable after marking has taken place and risks being recorded as a non-submission.
|G: Academic Integrity and Penalties|
|It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to do this may impact on your achievement. Please refer to the various Assessment Guidance below for detailed information on: Academic Integrity Excess Word Count Penalties (found within 5.15 of the handbook) Cite Them Right Online guidance University Generic Marking Criteria (Found within 5E of the handbook) Late Work Penalties: Unless you have an extension, any work submitted past the assessment deadline will be subject to a penalty as per university regulations (5 marks per day deduction).|
|H: Rubrics and Criteria|
|Please see attached rubric for marking criteria.|
|Module Title:||International and Global Marketing||Level: 6|
|Assessment Title:||Assignment 2 – Individual Report (Cultural Analysis & Market Mix Strategy)||Weighted: 50% – 2,000 words|
|Criteria and weighting||90-100% Exceptional Work 1st class)||80 – 90% Outstanding Work (1st class)||70 – 79% Excellent Work (1st class)||60 – 69% Very Good Quality Work (upper second/||50 – 59% Good Quality (lower second/)||40 – 49% Acceptable, good aspects (third class)||30 – 39% Weak, not quite satisfying assessment criteria (Fail)||20–29% Work fails to meet the assessment criteria (Fail)||10-19% Work fails to meet assessment criteria (Fail)|
|Knowledge & Understanding (40%) Depth of research & critical theoretical cultural analysis; knowledge of proposed int’l market segment||Exceptional depth of research and knowledge; outstanding effort Exceptional insight into target market||Extremely sophisticated depth of research and theoretical cultural knowledge & analysis. Quality insight into target market||Excellent depth of research & theoretical cultural knowledge & analysis Strong insight into target market||Very good depth of research and theoretical cultural knowledge & analysis Very good insight into target market||Sound cultural research; some referenced evidence. Fair theoretical cultural analysis & knowledge. Good insight into target market||Weak level of research, limited & referenced evidence. A basic theoretical cultural analysis & knowledge generally .Weak insight into target market||Promising, but limited referenced evidence. Weak theoretical cultural analysis & knowledge . Weak insight into target market||Weak research effort. Poor theoretical cultural analysis & inadequate knowledge Poor insight into target market||Superficial or no research effort. Inadequate cultural analysis & level of knowledge. inadequate insight into target market|
|Cognitive (40%) Critical evaluation of the strategic adaptation/standardisation of marketing mix & depth of theoretical underpinning||Exceptional critical evaluation & theoretical understanding of key international marketing mix strategy||Extremely sophisticated evaluation & theoretical understanding of key international marketing mix strategy||Excellent evaluation & understanding of key international marketing mix strategy & relevant theoretical viewpoints.||Very good evaluation & understanding of key international marketing mix strategy & many relevant theoretical viewpoints||Generally a good evaluation & understanding of international marketing mix strategy; some relevant theoretical viewpoints||Basic evaluation & limited theoretical understanding of key international marketing mix strategy||Promising but weak evaluation & weak theoretical understanding of international marketing mix strategy||Poor quality evaluation & inadequate understanding of key international marketing mix strategy; inadequate integration of relevant theoretical viewpoints||Inadequate evaluation & understanding of international marketing mix strategy. No integration of relevant theoretical viewpoints|
|Quality & Use of Referencing (10%) Quality of sources & wider reading; integration & synthesis of in-text sources, quality of list of references, conforms to APA academic style||Exceptional referencing skills; perfect APA format throughout. Exceptional range & quality of sources (e.g 30+) Exceptional integration & synthesis of intext sources.||Excellent referencing skills; perfect APA format throughout Excellent integration & synthesis of intext sources. Excellent range & quality of references effectively applied.||Excellent referencing skills; near perfect APA format throughout Very high level integration & synthesis of intext sources. Super range & quality of references effectively applied (e.g. 20+).||Very good referencing skills; May contain some minor errors & need to refer to the APA Guide. May show paraphrasing weaknesses if over-reliance on using quotes. Some very good integration of referenced theory to practice; Room for more synthesis of viewpoints & intext sources. Wide range of references; generally effectively applied||Good referencing skills, but some errors. Should refer to the APA Guide. Ensure you understand the difference between referenced paraphrasing & Quotes. Generally descriptive use of intext references – could be more synthesis of viewpoints.. Could provide greater range &/or quality of references (e.g. more academic journal articles)||Promising referencing skills; perhaps some significant errors. Perhaps over-use of quotations; or poorly referenced quotes. Incorporate more referenced paraphrasing. Check tutor feedback for any risk of breaching Academic Integrity (e.g. plagiarism). Refer to the APA Guide! Generally descriptive use of intext references – could be more synthesis of viewpoints. Potential for greater range &/or quality of references (e.g. use of credible academic journal articles)||Inadequate referencing skills &/or integration of in text sources; some significant errors. Read the tutor feedback – are you at risk of breaching Academic Integrity (e.g. plagiarism)? Likely over-use of poorly referenced quoted.Refer to APA Guide & incorporate more referenced paraphrasing. Needs greater range & quality of refs (e.g. credible academic journal articles)||Poor referencing skills overall with very few (if any) references used at all – which at this level is unacceptable. You must learn how to use APA referencing and apply it to your work. Refer to the APA Guide (Moodle/ library) Avoid over-use of quotations; Learn to incorporate more referenced paraphrasing. Read the tutor feedback – are you at risk of breaching Academic Integrity (e.g. plagiarism).? Lacks range & quality of references (e.g. credible academic journal articles); Over-reliant on websites||Very Poor referencing skills overall with very few (if any) references used at all – which at this level is unacceptable. You must learn how to use APA referencing and apply it to your work. Refer to the APA Guide (Moodle/ library) Avoid over-use of quotations; Learn to incorporate more referenced paraphrasing. Read the tutor feedback – there may be evidence of breaching Academic Integrity (e.g. plagiarism). TAKE CARE! Lacks any quality of references (e.g. credible academic journal articles & texts); may be over-reliant on websites||No evidence of academic referencing or wider reading. May show evidence of breaching Academic Integrity (e.g. plagiarism). You must learn how to use the APA referencing and apply it to your work. You must read and reference credible academic journal articles & texts; avoid over-reliance on websites|
|Presentation & Communication (10%) Quality of report style report format (numbered subheadings/page numbers/ Appendices); logical structure; (Intro/Main body/Conc); Quality of COMMUNICATION- (spelling, grammar, syntax, punctuation; effective communication of ideas & arguments||Exceptionally presented report. Outstanding writing style and observation of academic conventions Exceptional communication of ideas||Professionally presented report throughout. Excellent writing style and observation of academic conventions Excellent communication of ideas||Excellent report presentation and organisation of ideas; coherent structure. Very good writing style; maybe some minor errors. Effective communication of ideas||Very well presented report. Logically structured; Good writing style but contains some very minor errors. Generally effective communication of ideas. Remember that Academic Skills (ASk) can provide quick wins to improve academic writing & communication skills even further! https://portal1.chester.ac.uk/dasa/Pages/study-skills-provision.aspx||Fair presentation; some illogical progression; may benefit from more logical use of subheadings; Good writing style, some weaknesses (spelling/grammar/syntax Reasonable communication of idea Academic Skills (ASk) provide great support https://portal1.chester.ac.uk/dasa/Pages/study-skills-provision.aspx||Basic presentation & structure; issues with layout; could use subheadings more effectively; Fair writing style but deficiencies in spelling and grammar and punctuation Fair communication of ideas Would benefit from contacting Academic Skills (ASk) https://portal1.chester.ac.uk/dasa/Pages/study-skills-provision.aspx||Basic /weak report presentation. Weak structure. Would benefit from more logical use of subheadings. Weak writing style; numerous deficiencies in spelling, grammar, syntax &/or punctuation Communication of ideas not always effective. You must contact Academic Skills (ASk) for further support https://portal1.chester.ac.uk/dasa/Pages/study-skills-provision.aspx||Poor report presentation & ineffective structure. More logical use of subheadings are needed. Weak writing style; multiple deficiencies in spelling, grammar, syntax &/or punctuation. Ineffective communication of ideas. You must contact Academic Skills (ASk) for further support https://portal1.chester.ac.uk/dasa/Pages/study-skills-provision.aspx)||Poor report presentation. Disjointed structure. Would benefit from more logical use of subheadings. Very weak writing style; multiple deficiencies in spelling, grammar, syntax &/or punctuation. Confusing communication of ideas. You must contact Academic Skills (ASk) for further support https://portal1.chester.ac.uk/dasa/Pages/study-skills-provision.aspx)||Poor overall layout and structure. Confused or incomplete; The writing style is exceptionally poor; Repeated deficiencies in spelling and grammar You must contact Academic Skills (ASk) for further support https://portal1.chester.ac.uk/dasa/Pages/study-skills-provision.aspx|