MKT3130/3132

Abercrombie and Fitch: Expanding into the European Market. (45%) 2014/15.

Learning outcomes: Students in undertaking this assessment will be able to

• Analyse international markets and assess the risk elements, including political, economic and socio-cultural factors.
• Assess standardisation and adaptation strategies.
• Evaluate and assess the international marketing strategy, including segmentation, targeting and positioning and international marketing decisions and activities.

Each student is required to analyse and write a report on the following case study:

“Case 2.1 Abercrombie and Fitch:Expanding into the European Market.” Pages 468-472.  of your main text Ghauri and Cateora text book  4^th Edition.(2014)

Answer  all questions 1-5 on page 471 of your main text Ghauri and Cateora 4^th Edition (2014)

Q1 – 20%

Q2 –  20%

Q3( –20%

Q4  – 20%

Q5 –  10%

Structure – 10%

Each question must demonstrate your ability to

• Identify the key concepts, issues and models
• apply these concepts into the  relevant contexts
• demonstrate content relevance
• research and cite sources from peer reviewed journals and texts (avoid on-line sources that cannot be sourced through hard copies)
• argue the points clearly and supported by facts, evidence and examples
• Structure your essay and use appropriate headings
• Write clearly and without typographical and grammatical errors
• Reference effectively using the Harvard system of referencing (in context and in the bibliography at the end of your report

Course Work Submission Guidelines

You need to submit 2 copies of your work – electronically and hard copy

• The front cover must clearly state
• your name
• student number;
• module title and number;
• seminar tutor,
• time and day of seminar; and
• word count.

• You must use the “Assessment Format” as explained below.
• Report must be word-processed in font size 12 and double-line spaced.
• Copy of the “written assessment criteria” must be submitted with your report.
• The Assessment must be circa 3,000 words.
• Evidence of reading is important and therefore sources (Reference) must be correctly cited and fully referenced.
• A receipt form available from the student office must be attached to your coursework.
• Students must retain a copy of their coursework. The marked copy will not normally be returned, so retention of a copy is important so that you can relate feedback to your work.

Completed work must be handed in at UNIHELP (in the library)by 16^th February 2015.  Any submission after this date will NOT be graded. For any extenuating circumstances and extensions please contact the student office. A turnitin copy must also be submitted on line as well.