A.  The released assignment question

The assignment questions:

This assignment is divided into two parts (Section A & Section B). You will need to achieve minimum overall mark of 40% in order to successfully complete this module.

Please read all instructions and information carefully. You are required to submit your work in accordance with the University of Sunderland Postgraduate Assessment Regulations. Your assignment must be submitted in conjunction with a Turnitin© report and clearly completed Assignment Cover Sheet.

Mode of Assessment: Individual Report (section A 70% & B 30%) Overall weighting: 100%

Assignment:                               Assignment Brief:

Section A (70%):

Critically evaluate the marketing environments for a consumer electronic tablet-module brand already operating in TWO countries from different continents. What are the key challenges in each country for the brand? You are required to select these countries from separate columns below:

Your target length for this section is 2500words.

A                           B                            C                            D                            E

France                   USA                       UAE                               Thailand               Nigeria Germany              Mexico                  South Korea                               Singapore             South Africa UK                               Brazil                    Japan                               Vietnam                  Kenya

Section B (30%):      

Examine whether strategies of local adaptation or global standardisation should be preferred for the consumer electronic tablet-module brand in your chosen countries. Justify your decisions using evidence from your research. Your target length for this section is 1000words.

The output of this assignment should be a written report of approximately 3500 words +/- 10%.

Your arguments, findings should be supported by theories, facts and figures published within contemporary journal articles, recognised business magazines and market intelligence reports etc. Please justify any tools or models used to evaluate the information you source and reference these. You must provide a list of references using Harvard style referencing. Academic tutors will work with students during the workshops in order to support and monitor individual student’s progress.

This is an individual assessment. You must submit your report on Canvas/Module through the Turnitin©. The work must be original – if there is evidence of any work that is not wholly attributable to you, University’s Cheating, Collusion, and Plagiarism policy will be applied.

N.B. Please note the maximum word count of 3500 words +/- 10% excludes Appendix and References.

B.  The Assignment Brief (HK)

I.        Number of words:

II.       Suggested Framework of the assignment:

• Preparation:

1. Select a tablet brand and a specific module (also known as “Tablet Product Brand/TPB”) ,
   • Example: “IPad Pro” or “IPad Mini”
   • Suggestion: Try to find a less famous brand

2.     Select countries

• Select two countries that the chosen TPB is already operating from separate columns below:

• Example: Nigeria and Japan
• Suggestion: Select ONE developed country and ONE developing country (less developed country).

3.     Get ready.

• • Assuming you are the international marketer of the chosen TPB in these chosen In this report, you are going to identify, critical evaluate and anlayze those internal and external marketing environment challenges and marketing strategies for the chosen TPB in the two chosen countries.

3.2.  The selected TPB.

• Get familiar with the chosen TPB as an international marketer’s point of i.e. what are they doing of its Marketing Mix in their “home” country and in these host countries?

3.3.  The country.

Get to know more about the chosen countries. Take note of those key information for the countries as that may be your evidences/references on your report.

3.3.1.     For example:

• The infrastructure.e. road, railyway, ports & telecommunication. Will it affect your distribution channel and/or the targeted customers to use of a tablet?
• Economy. e. the economy situation in these countries vs. the size of your targeted customers. The trend of the economy situation? Last 5-10 years currency exchange rate between home country/USD and host countries, the inflation rate, Purchase Power Parity etc.
• Political/legal. What is the latest political situation in the countries? Will it affect the consumer behavior?  Any legal/government regulation will affect your products? e. tariff, tax, custom, package and labeling? Doesn’t any latest government development/improvement will affect your Marketing Mix in these countries?
• Language & What is the technology acceptance level in your countries, the education level of the targeted customers?  Are they any culture/language barriers will affect your marketing mix in these countries?

• Please ensure you take a practice All your discussion in this report should be underpinned of marketing theories and evidences, except on the part of ‘Conclusion’.
• Please DO not take a generic/macro If so you will get zero marks, see bad example shown below.

3.3.4.     Source.

You can search any official government and market intelligence websites.

For example:

• https://www.cia.gov/library/publications/resources/the-world-factbook/
• https://data.worldbank.org/data-catalog
• http://www.itu.int/en/ITU-D/Statistics/Pages/default.aspx

4.     The tablet markets.

Get familiar with the tablet marketplace in the chosen countries.

• Ensure the chosen TPB is operating in these chosen
  • Go to the TPB’s official websites in these chosen
• Familiar with the local i.e. how many players in the market places, evaluate your competitors’ marketing mix, are there any competitive advantage of your TPB and your competitors? Any local competitors in these host countries, what are they doing of its Marketing Mix ?

IV.          The content of the Report

1. Introduction (100-200 words)
   • Briefly to introduce the chosen TPB, its market positioning, the targeted segment(s) with evidences/references.
   • State very briefly what are you going to do in Section A &

2.    Section A (2300-2400 words)

2.1.  The question:

“Critically evaluate the marketing environments for a consumer electronic tablet-module brand already operating in TWO countries from different continents. What are the key challenges in each country for the brand? ”

• Firstly, this part is expected the students to provide analytical The analysis includes external and internal analysis, marketing strategies such as:
  • Modes of entry to both chosen countries and identification of points of differences
  • Market segmentation in both chosen markets
  • Brand marketing, Pricing, Distribution, Promotion, Advertising, Target
  • Value chain

•   Identify 2-3 key challenges for the chosen TPB.

Identify the most significant challenges currently facing by the TPB in these two countries. These key challenges may come from the internal, micro or macro environment of any combination of these. It should be supported with evidences, i.e. data, citations etc.  and demonstrate an understanding of their significance.  It is advisable not to provide generic issues too but specific relevance to the organization.

• It is ideal to compare and contrast of this two marketing operation with But should not to simply list challenges.
• What are the key challenges of the chosen TPB in the selected countries?
• Identify the table market players in the market Any local brand there and what are they offering? i.e. the product, the price, the target segment? Will it be a challenge to your TPB?
• These challenges would affect either one or more than one element of the TPB’s Marketing Mix in the host country(ies).

• Secondly, focuses on analyzing the TPB’s marketing activities using the marketing mix to frame part of this You have to do here is to relate theory and practice as the analysis needs to be underpinned by theory
• Example

The challenges of Distribution Channel in Japan and Nigeria for IPad Pro

Apple’s IPad Pro currently is applying standardization distribution strategy in Japan, includes Direct Distribution Channel and Indirect Distribution channels to communicate and sell the product to the targeted customers (reference here)…… On Direct Distribution Channel, it includes Apple Store and website and Indirect Distribution Channel is using authorized re-sellers….. One of the challenges of In-direct Distribution Channel in Japan is the distribution structure of Keirestsu system

(reference here)………(evidence here)  This type of distribution structure would increase the distribution cost due to the complex and the length of distribution channel (reference here)……. However that type of distribution system helps Apple computer to shorten the entry time to expand its market coverage and reach their targeted customers in this nation……. (reference here)

In Nigeria, Apple takes an adaptation approach by using Indirect Distribution Channel of authorized re-seller only.  The challenges in this market are the infrastructure of internet access (figures, statistic and etc is needed and to be placed on the Appendix page plus references) and the road development (evidence & reference here)……… and target customers of Apple is main English speaking customers (reference here)……… This type of distribution strategy offers Apple to gain a market presence and coverage right away in this nation and lower investment cost is required…….. But with the number of the intermediaries, Apple is harder to manage and control their marketing activities (reference here)………

The Apple Nigeria’s website is an information website, mainly to provide the company and product information. …….

The language barriers in Japan and Nigeria

…….

Bad example:

The Nigeria’s economy is improving since 20xx, so the potential sale of the tablet in this country is high. ….

Explanation:

1. the above discussion is too general and it is not a “challenge”
2. it is lack of practice information/knowledge related to the TPB and the market
3. it is lack of academic reference/marketing theory

3.    Section B (750-800 words)

• The question

Examine whether strategies of local adaptation or global standardization should be preferred for the consumer electronic tablet-module brand in your chosen countries. Justify your decisions using evidence from your research.

• You have to justify the decisions using evidence from research and evaluate how the organization is adopting to strategies in their international marketing management when answering this question.
• This part requires research to evidence/illustrate/support your
• Example

In reviewing Apple’s adaptation approach in their distribution strategy in Nigeria by using Indirect Distribution Channel mentioned previously, it is suggested Apple to take a standardization approach by applying a dual distribution channel approach, which it is including the Direct and Indirect Distribution Channels.

For the Direct Distribution Channel, it is included the Apple Store and website to communicate and sell IPad Pro to the targeted customers in Nigeria.

According to the World Bank’s statistic (Appendix X), the GDP of Nigeria is increased 5 folds from 2004 to 2015 (reference here) (Appendix x, p.x), the Internet User is going to increase to 57.7 millions in 2019 (reference here) (Appendix y, p.y) and etc…..It is implicated that the market size in this nation is getting bigger. And………….. Therefore, dual distribution channel is suggested……

The Direct Distribution strategy would offer some advantages to Apple.  It includes Apple would have direct control of its direct distribution channel, lower down the distribution cost. (reference here). …. Apply would have a direct communication with its targeted customers via online website and offline Apple store so to have a better customer services and maintain its branding via its own staff (reference here).  However, it would have some of the disadvantage of this distribution approach, includes higher risk,…..that  may affect Apple’s……. (reference/evidence here.. )

In Japan, …….

4.    Conclusion

Conclude/summarize all key points from Section A and B.  Please ensure there is NO new information in this part.

V.  Points to Remember:

• Section A and Section B must be separated on the report and do not excess the maximum number of words in each
• Ensure to apply the Marketing theories for identify, evaluation and analysis in relation to the chosen two countries with evidence support
• No marks would be rewarded through PESTLE, SWOT, Porter’s 5 For c es, analytical In case you think these theories are relevant, you can be added as appendix
• Discussion on Introduction, Section A and B should have evidence, reference, data, citation for support. It not, it would be classified as ‘descriptive’, no marks would be rewarded.
• Your assignment must be submitted in conjunction with a Turnitin© report and clearly completed Assignment Cover
• Students must provide relevant marketing evidence as Appendices
• Apply Harvard style referencing
• Wikipedia/social media website(s) is NOT suggested.

VI.    Sources:

1.     Textbook used:

• Essential
  • International Marketing (2013) W. Baack E.G. Harris & D. Baack, Sage Publications.
• Supplementary
  • Global Marketing 6th edition, Svend H., Prentice Hall
  • International Marketing (2011) Philip C., Mary & John G., McGraw-Hill Irwin

2.     Books:

• “International Marketing” (2013), Daniel W Baack, Eric Harris, Donald Baack, Sage
• “Global Marketing”, (2012) 7th Edition, keegan, M.Green, Pearson Education

• “Marketing Concepts & Strategies” (2013), 6th Edition, Sally Dibb, Lyndon Simkin, Cengage Learning
• “International Marketing” Ghauri, and Cateora, (2010), 3rd Edition, McGraw-Hill
• “Global Marketing” Hollensen, (2010), 5th Edition, Pearson Education
• “Marketing Across Cultures” Usunier, and Lee, (2005), 4th Edition, Pearson Education
• “The World in 2011?(2010) The Economist

3.     Useful Links

• The selected country’s government website
• Wor http://www.worldbank.org/en/where-we-work
• CI https://www.cia.gov/library/publications/resources/the-world-factbook/geos/ni.html
• https://www.wto.org/english/res_e/res_e.htm
• IMF. http://www.imf.org/en/publications
• http://adage.com/
• International Telecommunication Union (ITU). http://www.itu.int/en/ITU- D/Statistics/Pages/default.aspx

4.     Online Library. http://library.sunderland.ac.uk/

4.1.1.  Textbook, journals, articles are available on the Online library.

5.     My Module Resource.

• https://moduleresources.sunderland.ac.uk/#/
• Key in: “PGBM51’ on the search bar

6.     Useful reading:

• European Journal of Marketing
• Harvard Business Review
• McKinsey Quarterly
• Note: Please submit an inter-library loan request for articles from these journals.
  • Journal of International Consumer Marketing
  • Journal of International Marketing

6.4.3.   Journal of Retailing International Marketing Review

7. • Note: Available in full text on DISCOVER http://www.library.sunderland.ac.uk/discover(log in with your University user name and password)
   • Financial times
   • The Economist
   • Wall Street Journal
   • The Daily Telegraph
   • The BBC

8.     CiteThemRight.

Please referencing all knowledge and information NOT invent by you by applying Harvard Referencing System.

• CityThemRight is an online system to guide you how to do the If you are the first time user, please watch this video for log in and details:

https://www.youtube.com/watch?v=VabETaCXXLY . It guides you how to log in and use of the Cite Them Right for referencing.

• The log in page:
  • http://www.citethemrightonline.com/

9.     Wider Reading folder.

You would find a folder called ‘Wider Reading’ under my Google Drive and also in Canvas. It is mainly to facilitate your knowledge for your assignment/module.