Marketing in a global context- Assessment brief
Overview of Assessment
The assessment is an individual assignment which you will submit as two separate tasks.
Task 1 will contribute 40% to your final module mark and will involve a market analysis into the global market opportunities for an organisation selected by you from the given options. This task will specifically assess learning outcomes 1.
Task 2 will contribute 60% to your final module mark and will comprise an international marketing strategy for the organisation that you have selected in the first task. This task will specifically assess learning outcomes 2 and 3.
Choice of Organisation
You will base your assessment on one of the two organisations listed below.
Marks and Spencer: Marks and Spencer plc is a major British multinational retailer. It was founded in 1884 and is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index. It specialises in the selling of clothing, home products and luxury food products. The company owns 979 stores in UK and 454 international stores operating in Europe, Middle East and Asia. They also have a growing international online business.
Glenfarclas: Glenfarclas is one of the few Scotch whiskey distilleries which is owned and managed by the same family since 1865. Glenfarclas distillery is located in Ballindalloch Scotland. The distillery has a production capacity of around 3.5 million litres of spirit per year. The Glenfarclas portfolio includes the 10 Years Old, 12 Years Old, 15 Years Old, 21 Years Old, 25 Years Old, 30 Years Old and ‘105’ cask strength. Whilst the UK is the core market for Glenfarclas, the Single Highland Malt Scotch Whisky is distributed in over 30 markets around the world. Exports throughout the world represent 90% of the Glenfarclas sales. Key markets include Germany, France, Spain, USA and Taiwan.
The Context
Marks and Spencer, is a major British multinational retailer and Glenfarclas a family owned and run Whisky Company. At the 2016 referendum, the UK voters voted to leave the European Union, and by implication the European Single Market in the near future. The so-called Brexit offers both challenges and potential new opportunities for UK companies. Within this politico-economic context, both Marks and Spencer and Glenfarclas are seeking market expansion opportunities beyond the European Single Market for their products.
You work for a UK medium-sized consultancy company which specialises in international marketing research and strategy development. Your company has just been awarded a contract by (Marks and Spencer or Glenfarclas) to undertake an international marketing project. As well as being financially rewarding, the successful execution of the work as contracted would enhance your company’s reputation in the UK and internationally as a credible consultancy company.
You are been tasked by your company to be the lead consultant. Your remit is to help your client company to first carry out a market analysis to identify a new international market with good potential (Task 1) and then to produce a medium-term international marketing strategy based on the findings of your analysis, for entry into this new international market (Task 2).
