LO1: Critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy

Learning Outcomes Assessed:

Background and Scenario for the Assignment

Gousto, a UK-based company, was established in 2012 by Timo Boldt and James Carter. After realising how challenging it was for them to prepare healthy meals without wasting food in their hectic lifestyles, they came up with the idea for a recipe kit service. They were motivated to discover a solution to the 2 billion tonnes of food that are wasted globally each year. By providing portion-sized ingredients and a practical substitute for pre-made items from the supermarket, Gousto aims to reduce the amount of food waste. Each week, Gousto offers delivery recipe kits from a menu of roughly 40 dishes, including dairy-free, gluten-free, and vegetarian options. Each kit comes with a recipe card and quality fresh ingredients that have been measured out beforehand (Forbes, 2023). Every element of the meal kits reflects sustainability, one of the core company values. Wherever feasible, British farms` seasonal, local produce is used in the recipes, and care is made to ensure that the fish and meat are properly sourced. `Good Egg Award` recognition for Gousto`s free-range eggs was given by Compassion in World Farming. The company uses innovative, eco-friendly shipping strategies, including award-winning compostable wool insulation liners to help keep food chilled, and most of the packaging is recyclable or biodegradable (Leighton, 2023).

Here is a summary of the Gousto Marketing Strategy:

• Customer Segments: Gousto targets young professionals and families with working parents who are looking for a convenient and healthy way to meal prep.
• Value Proposition: Gousto provides a meal kit subscription service that delivers pre-measured ingredients and recipes to customers` homes. This saves customers time and effort and ensures that they have all the ingredients they need to cook healthy meals at home.
• Channels: Gousto sells its meal kits through its website and mobile app. Customers can choose from a variety of plans, including Classic Meal Plan, Veggie Meal Plan, and Family Meal Plan.
• Customer Relationships: Gousto provides a self-service customer experience. Customers can manage their subscriptions, track their deliveries, and contact customer support online or through the app.
• Key Activities: Gousto sources ingredients from local suppliers, packages them into meal kits, and delivers them to customers` homes. The company also develops recipes and provides customer support.
• Key Partners: Gousto partners with suppliers, delivery companies, and marketing partners to deliver its meal kits to customers.
• Key Resources: Gousto`s key resources are its recipes, suppliers, delivery network, and technology platform.
• Cost Structure: Gousto`s costs include the cost of ingredients, packaging, delivery, marketing, and customer support.
• Revenue Streams: Gousto generates revenue from its meal kit subscription service.

Gousto is a growing company that has achieved significant success in a short period of time. The company`s business model is well-suited to the needs of its target market, and it has a strong value proposition. Gousto is likely to continue to grow in the coming years (Panchal, 2023).

Assignment tasks:

Gousto has formulated plans to expand its market presence by entering the markets of Australia and Canada.

The organisation has requested your assistance in doing an analysis of environmental risks, assessing the degree of strategic uncertainty in the external market that may impact the company`s future, and aiding the organisation in comprehending its strategic opportunities for growth and profitability. It is advisable to consider the challenges and prospects presented by evolving market trends, advancements in technology, and shifts in consumer preferences. You must develop effective International Marketing Mix strategies for both countries before advising which one the company should select and supporting the best market entry approach.

Hence, as a marketing manager having an MSc International Management qualification,  the organisation  requires you  to:

Task 1: Diagnose and analyse  the challenges Gousto might face in developing and deploying its global marketing strategies/ approaches and its implications on both countries. (Weightage: 25%)

Task 2: Develop and critically implement a  global marketing planning process that Gousto can use  in each  country (Weightage: 25%)

Task 3: When analysing and developing Task1 and Task 2 - apply a range of alternative models and concepts in dealing with complex global marketing planning issues to achieve competitive advantage

You must employ any at least FOUR marketing models from RACE, SOSTAC, AIDA, Blue Ocean Strategy, Hook model, GOST mode, AARRR Pirate Metrics or Drip model,  Marketing Funnel model and Sinek’s Golden Circle model or any other model taught in class. Assess and critically appraise the advantages and disadvantages of the models and concepts you have chosen and elucidate these models and concepts to achieve competitive advantage in the global marketplace. (Weightage: 25%)

Task 4:  Reflect on your task 1 and task 2 analysis and justify your selection of ONE country ( Australia and Canada) Gusto should enter. Also recommend and critically evaluate an effective market entry strategy.

• Total words for reflection 750 words - Weightage: 20%
• Total words for recommendation & conclusion: 250 words , Weightage: 5%

Your report should contain the following sections:

1. Cover page
2. Executive summary
3. Table of contents
4. Brief introduction about the report and background to the organisation (250 words)
5. Critical analysis and justification of approaches (task 1, task 2, task 3)
6. Reflection and justification for choice of one country and recommended market entry strategy proposed ( task 4)
7. Conclusion
8. References list
9. Appendices

Important and helpful information

Please refer to the Module Guide for information regarding indicative reading, guidelines for the preparation and submission of assignments, and the assessment criteria.  

Submission guidelines:

Please ensure you follow the instructions provided by your module tutor and on the assessment brief.

Submission of assessments may be done on or before the published submission date. Assignments not available at this time will be considered late unless an extension has been previously agreed.

Students who fail to submit assessments by the specified date (without an extension being granted or without accepted Mitigating Circumstances) will be subject to the following penalties:

• Up to 7 calendar days late = 10 marks subtracted but if the assignment would normally gain a pass mark, then the final mark to be no lower than the pass mark for the assignment.
• More than 7 calendar days late = This will be counted as non-submission and no marks will be recorded.

Please note that it is your responsibility to ensure that the assignment is submitted in the format/s specified in the Module Guide or on the Assessment Brief.

YOU SHOULD ALWAYS ENSURE YOU KEEP A COPY OF ANY ASSIGNMENT SUBMITTED.

In the case of exceptional and unforeseen circumstances, an extension of up to 14 days after the assessment deadline may be granted. This must be agreed by your Programme Leader, following a discussion the Module Tutor. You should complete an Extension Request Form available from Student Services and attach documentary evidence of your circumstances, prior to the published submission deadline.

Extensions over 14 calendar days should be requested using the Mitigating Circumstances procedure.

Some students with registered disabilities will be eligible for revised submission deadlines. Revised submission deadlines do not require the completion extension request paperwork.

Please see the Programme Handbook for further details.

References

Level HE7 - It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include four refereed academic journals and five academic books.

Sample Answer - Order New Assignment to Get Plagiarism-free Work

LO1: Critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy

Diagnose and analyse  the challenges Gousto might face in developing and deploying its global marketing strategies/ approaches and its implications on both countries.

To effectively diagnose and analyse the challenges Gousto might face in developing and deploying global marketing strategies for Australia and Canada, it is essential to consider factors such as cultural differences, regulatory environments, logistical complexities, competition, and consumer preferences. These challenges have implications for Gousto’s operational success and strategic growth in both markets.

1. Cultural Differences

• Australia: Australians value convenience, outdoor lifestyles, and health-conscious living, which aligns well with Gousto’s value proposition. However, their preference for fresh, locally sourced food might pose a challenge if Gousto cannot sufficiently localise its offerings. The cultural emphasis on sustainability is an opportunity but requires a thorough understanding of local expectations around eco-friendly practices.
• Canada: As a multicultural society, Canada presents diverse food preferences and dietary needs, necessitating a tailored menu. Canadians highly regard environmental consciousness, but regional disparities in cultural norms and eating habits could complicate standardisation.

Implication: A one-size-fits-all marketing strategy will not suffice, and Gousto must adapt its product offerings and communication to suit the unique cultural nuances of each market.

2. Regulatory Environments

• Australia: Strict biosecurity laws pose challenges for importing ingredients, necessitating reliance on local suppliers. Packaging and labelling requirements are stringent and must comply with Australian food standards.
• Canada: Canadian food regulations, particularly regarding nutrition labelling and allergen declarations, are comprehensive. Additionally, compliance with bilingual labelling laws (English and French) is mandatory in Quebec, which could increase costs and complexity.

Implication: Failure to meet regulatory requirements in either market could result in operational delays, reputational damage, or legal repercussions.

3. Logistical Complexities

• Australia: Its vast geography and dispersed population centres can complicate delivery logistics, particularly in rural and remote areas.

Useful Information About IMA7001 International Marketing Management

IMA7001 International Marketing Management is a course designed to provide students with a comprehensive understanding of the strategic frameworks and tools required to manage marketing activities in an international context. The course focuses on the complexities involved in expanding and managing marketing efforts across diverse global markets. Students explore key topics such as market entry strategies, global consumer behaviour, international marketing research, and the development of competitive strategies on an international scale. A significant aspect of the course is the examination of cultural, economic, political, and legal differences that impact international marketing decisions. By applying theoretical concepts to real-world case studies, students gain the skills necessary to analyse and navigate the challenges companies face when entering new international markets. The course encourages critical thinking about how to tailor marketing strategies to meet the needs of various global customer segments, ensuring that businesses can compete successfully in different geographical regions. In addition, students are introduced to global marketing tactics such as the adaptation vs. standardisation debate, pricing strategies, and international branding, which are essential for businesses looking to achieve long-term growth and profitability in international markets.