Assessment 3 Information
Subject Code: MKT303
Subject Name: International Marketing
Assessment Title: International Marketing Plan
Assessment Type: Length: Individual, written report
1500 words (-/+ 10% allowable range)
Weighting: 40%
Total Marks:
Submission: 100
Online
Due Date: Week 13
Your task
Individually, you are required to prepare a 1500-word international marketing plan exploring how the company from the first and second assessment can enter either French or China.
Assessment Description
The purpose of this assessment is to provide students with an opportunity to practice formulating feasible international market entry strategies by developing an appropriate international marketing mix in recognition of global opportunities.
Assessment Instructions
Presume that based on the work you have produced in the second assessment, the company has decided to introduce its business in France. In recognition of your diligent efforts, they have now tasked you to develop an international marketing plan to assist them with their business decision-making to enter this country.
In preparing this plan, you must research the recommended country’s market to determine the basis for market segmentation and propose three suitable target segments. Based on this, you are then required to configure the marketing mix to position the product in the recommended country’s market and explore a suitable market entry strategy.
The proposed plan must consider how best to differentiate the product from its direct/indirect competitors and respected cultural differences. As such, any relevant laws and regulations that should be considered before entering the country’s market must also be included in your plan. The findings presented in your plan must incorporate relevant theories/concepts that you have studied in this subject.
As you are preparing a professional marketing plan, please adhere to the following report structure in presenting your findings to the company:
• Title Page
• Introduction: a brief overview of the country and an outline of what you will cover in the plan (not included in the word count of your submission).
• Segmentation and Target Markets: an analysis of the market in France or China by identifying suitable target markets.
• Positioning: the proposal and justification of the product’s desired positioning within the French market.
• Marketing Mix:
o Product – What modifications are required for this market, and why?
o Price – What pricing strategies should be adopted and why? o Place – How will you get this product/service to customers, and why? o Promotion – What promotional activities will be undertaken, and why?
o Process – What processes are needed to get the product/service to customers? o People – What are the key people required for customer-facing activities?
o Physical Evidence – How do you reinforce the experience and why?
• Market Entry: Identification of the preferred modes of market entry accompanied by explaining why this is the preferred options and an assessment of its advantages and disadvantages.
• Conclusion: a concise summary of the key findings that you’ve presented in the plan (not included in the word count of your submission).
• Reference List (not included in the word count of your submission).
In composing this plan, you are required to have at least 8 sources of information to support your analysis and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your report.
Assessment Submission
This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. MyKBS will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the problem and a screenshot of the MyKBS error message.
You are also encouraged to submit your work well before the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
Number of days Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty
For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties? How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
MKT303 Assessment 3 Marking Rubric – International Marketing Plan 40%
Marking
Criteria (__/100) F (Fail)
0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100%
Segments and markets __/10 marks You have provided incoherent or no analysis of the French market
by demonstrating incoherent or no identification of suitable target markets. You have provided a basic analysis of the French market by
demonstrating limited identification of suitable target markets. You have provided a detailed analysis of the French market by demonstrating an adequate
identification of the target markets. You have provided a detailed analysis of the French market by demonstrating sufficient
identification of the target markets. You have provided a comprehensive analysis of the French market by
demonstrating proficient identification of the target markets.
Positioning
__/15 marks You have provided incoherent or no proposal with incoherent or no justification of the product’s desired positioning within the French market. You have provided a somewhat detailed proposal and justification of the product’s desired positioning within the French market. You have provided a mostly detailed proposal and justification of the product’s desired positioning within the French market. You have provided a detailed proposal and justification of the
product’s desired positioning within the French market. You have provided a comprehensive proposal and justification of the
product’s desired positioning within the French market.
Marketing Mix
__/20 marks You have provided incoherent or no coverage of the marketing
mix elements by demonstrating incoherent or no connection to the products’ recommended position. You have provided somewhat detailed coverage of the marketing mix elements by demonstrating a
limited connection to the products’ recommended position. You have provided mostly detailed coverage of the marketing mix elements by demonstrating a connection to the products’ recommended position. You have provided detailed coverage of all marketing mix elements by demonstrating a connection to the products’ recommended position. You have provided comprehensive coverage of all marketing mix
elements by demonstrating a clear connection to the products’ recommended position.
Market Entry
Mode
__/15 marks You have identified incoherent or no market entry modes with incoherent or no explanation,
incoherent or no assessment of its advantages and disadvantages. You have identified the modes of market entry by providing a vague explanation of why this is the
preferred options and limited
assessment of its advantages and disadvantages. You have identified the preferred modes of market entry by providing a mostly clear explanation of why
this is the preferred options and an adequate assessment of its advantages and disadvantages. You have identified the preferred modes of market entry by providing a clear explanation of why this is
the preferred options and a detailed assessment of its advantages and disadvantages. You have identified the preferred modes of market entry by providing a
comprehensive explanation of why
this is the preferred options and a thorough assessment of its advantages and disadvantages.
Use of
sources/supportive evidence
__/10 marks Your research lacks focus and/or you have chosen
unsuitable or bogus sources,
which do not link to the required assessment task. You have demonstrated a generic level of research by supporting your report with a somewhat reasonable selection of scholarly sources. You have demonstrated substantial
research by supporting your report with a reasonable selection of scholarly sources. You have demonstrated substantial
research by supporting your report with an appropriate selection and range of scholarly sources. You have demonstrated extensive research by supporting your report
with an excellent selection and range of scholarly sources.
Spelling and
Grammar
__/10 marks Spelling and/or grammar is consistently incorrect. It impacts on the flow and readability of your report. Though there are some grammar and spelling errors, these do not detract from your report’s readability and flow. Mostly correct grammar and spelling but any errors do not impact your report’s readability and flow. Errors in grammar and spelling are rare, which enhances the
readability and flow of your report. Perfect grammar and spelling throughout, which enhances the readability and flow of your report.
Format
__/10 marks The format chosen for your report lacks thought and
consideration for the intended audience. The format chosen for your report is satisfactory, but major improvements would enhance its effectiveness. The format chosen for your report is appropriate, but quite a few
improvements would be needed for a professional audience. Your report is professionally presented and has been submitted in a format that, with some tweaks, could be suitable for a professional audience. Your report is professionally presented and has been submitted in an entirely appropriate format.
In-text Citations and Referencing
__/10 marks Neither in-text referencing nor reference list adheres to Kaplan Harvard Referencing Style. In-text referencing or the resultant reference list adheres to Kaplan
Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to
Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to
Kaplan Harvard Referencing Style, with only occasional minor errors. Both, in-text referencing and the resultant reference list adhere strictly
to Kaplan Harvard Referencing Style, with no errors.
Feedback and Grades will be released via MyKBS.
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