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Part B Global Marketing Plan – Instructions for summative assessment

Short, clear, concise, decision and action oriented applied marketing reports attract high marks.

Format: Global Marketing Plan (Structured Professional Report) with full Harvard references

Word Limit: 1000 words + 10% (for main report text) i.e. the primary/secondary data and budgets in the appendices and your references do not count towards the word limit.

Font: Arial font size 11 or 12 point, (this font). In business organisations will have a compulsory ‘house style’ and font.

The plan must include two appendices: (not included in the word count).

Appendix I) Primary and Secondary Market Research

Country Screening data and other summary data regarding market size, market growth, customer preferences, segments, segment size, cultural and legal requirements, competitors, promotion and distribution channels, tariffs, shipping costs, etc.)

Appendix II) Marketing Promotion Plan and Budget (Promotion Costs Only, including foreign marketing agency costs) and Cost Allocation and Margin Analysis (Word Tables or Spreadsheets)

Task

Global Marketing Plan written for the CMO or CEO of your chosen British Small-Medium Enterprise company completely new to the market in one of the following countries:

a) Brazil b) Nigeria c) Turkey d) Vietnam e) Czech Republic

Your SME will be: J ROTHERHAM

The global marketing plan must contain a clear business objective namely a sales and marketing objective for the first year a minimum of £50,000 in gross sales and a costed promotional budget and a projection of any surplus or deficit at the end of year one.

The plan must state and explain how these business objectives will be achieved by the global marketing function.

• What is to be achieved for the SME? – Business objectives.
• Which country market and why? – Country screening. Detailed screening of top two countries from the five screened in the formative? NB: All five countries are to be screened in Part A and the results carried forward from the formative poster into Part B.

Here is an overview:

J Rotherham Masonry Ltd. is a British private limited company with share capital based in Yorkshire, whose main line of business activity revolves around masonry including but not limited to cutting, shaping and finishing of stone and marble. J Rotherham combines advanced stone working technologies with traditional craftsmanship to create luxury stone products.

1. Which market segments? – STP
2. How marketing will help achieve the business objectives? – Detailed Marketing and Sales Objectives.
3. How will you bring the product to the new market? – Entry Mode Selection.
4. How will you compete and generate customer value? – Detailed Global (New Country)
5. Marketing Mix++ (at least 600 words)
6. How much will the promotional element of the mix cost? Will the SME make or lose money in year 1? – Global (New Country) Marketing Promotion Plan and Budget

Appendix I and II.

Students are advised not to include a PESTLE or SWOT or Porters 5 forces analysis. These are not part of the syllabus. These strategy techniques are too high level and use too many words of the word count. You have MACS instead (MARKET ACTIVATED CORPORATE STRATEGY). The marketing plan is to be action orientated and detailed, not a general report i.e. statements such as “it is very important to set a price” but not actually decide the actual price are not sufficient in a Level 5/6 assignment where business readiness must be demonstrated.

Students are advised to use diagrams, tables and spreadsheets to support their plan (it also saves on word count). Do not cut and paste from lecture notes and websites etc., it doesn’t demonstrate understanding. All references will be checked during the marking process and should be from or directly related to the taught syllabus. Students not actively using Hollensen and the module case studies are likely to fail.

Marking Scheme (100%) divided as follows:

1. Application of accurately referenced decision orientated principles of Global Marketing drawn from the module syllabus. (30%) Students should review, list and reference the main principles covered in the syllabus e.g. the Hollensen, Keegan and MacDonald texts, the journal papers and the several seminar cases studies.
2. Use of primary and secondary data to support your decisions. (30%) Your decisions should be supported by primary and/or secondary data marketing research. Many students lose marks here by not providing data to support their plan. The university provides access to several professional market research databases e.g. Mintel. A quick Google search will not suffice for a CMO or CEO expecting a business ready report recommending a major decision for a small company.
3. Critical evaluation of your decisions. (30%) You must reflect upon (think about) and assess your options (e.g. the mode of entry, your price, the promotional mix, brand, positioning, etc.) your decisions and judgements.
4. Logical structure (a marketing plan), clear use of English, accurate referencing of books and journal articles and use of word limit and correct clear font. (10%)

Reference your secondary data sources carefully not just ‘cut and pasted’ browser web links.

See the assessment rubric at the end of this briefing and the in-class lecture/seminar sessions including the review of assessment examples and the lecture on how to achieve a good mark