LO1 Analyse how effective marketing contributes to business strategies in an international context
ASSIGNMENT BRIEF
HNBS 350 International Marketing
Unit Number and Title
HNBS 350 International Marketing
Academic Year
2024/25
Spring term (Jan – Apr 2025)
Unit Tutors
Assignment Title
Part 1: Scoping the International Marketplace
Part 2: International Marketing Plan
Issue Date
w/c 03.02.2025
Submission Date
11:59 pm on Wednesday, 30 April 2025 (both part 1 and part 2 of the Assignment)
IV Name & Date
Business Management Department, January 2025
Guideline for Final Submission
The assessment for this module is in 2 parts: ASSIGNMENT PART 1 &
ASSIGNMENT PART 2 .
You should aim to complete ASSIGNMENT PART 1 before WEEK 6 and make sure you get FORMATIVE FEEDBACK from your lecturer during teaching weeks 5 and 6.
It is also recommended that you complete ASSIGNMENT PART 2 before WEEK 9 and get FORMATIVE FEEDBACK from your lecturer for your Assignment 2 during teaching weeks.
Once you complete BOTH PARTS, you need to compile them into a single Microsoft Word document for Final Submission .
Remember, there will be only ONE submission link on Moodle. You cannot submit PART 1 and PART 2 separately.
Assignment Brief - Part 1
Submission Format
The submission is in the form of an individual briefing report . This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate and all work must be supported with research and referenced using the Harvard referencing system. Provide a bibliography using the Harvard referencing system. The recommended word count is about 2000 words, you will not be penalised for exceeding the total word limit.
Learning Outcomes
LO1 Analyse how effective marketing contributes to business strategies in an international context.
LO2 Evaluate entry to a selection of international markets and define the key success factors.
Vocational scenario
You work as an Associate Consultant in the International Expansion Team at Many Pets Ltd., a British unicorn company that sells per insurance. Your team are playing a critical role at this organisation for growing product and service offerings in new international markets.
You have a cross-functional role working closely with different areas of the business to identify business needs and adapt strategic approaches. Currently, you are working closely with the marketing department. You have been asked to prepare a brief document for the marketing team to familiarise them with key aspects they need to consider for their international marketing strategy.
Assignment activity and guidance
You will need to produce a briefing report which includes the following:
Explanation of key concepts of international marketing and analysis of their scope to support international expansion strategies.
Rationale for the potential benefits an organisation would have should they begin to market internationally, and a detailed explanation of the various routes to market they can adopt.
Considering the international market context, produce a critical evaluation of the challenges and opportunities of international marketing and highlight the main differences to local marketing.
Building upon the critically evaluative insight into the international context, discuss best ways for organisations to adapt their marketing strategies for various markets.
Critical analysis of the key criteria and the selection process that the company should use when considering which international market to enter.
Using suitable examples, describe and critically evaluate the different market entry strategies, including the advantages and disadvantages of each one.
Applying the market evaluation criteria and entry strategies, produce recommendations on how the selected organisation should enter the international market and justify why that would be a suitable approach.
Recommended Resources
Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.
Text Books
LOWE, R., KENYON, A. and DOOLE, I. (2019) International Marketing Strategy: Analysis, Development & Implementation. 8th Ed. Cengage.
ALBAUM, G. and DUERR, E. (2016) International Marketing and Export Management. 8th Ed. Harlow: Pearson.
HN Global
Weblinks
Learning Outcomes and Assessment Criteria
Pass
Merit
Distinction
LO1 Analyse how effective marketing contributes to business strategies in an international context
LO1 and LO2
D1 Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets.
P1 Analyse the scope and key concepts of international marketing. P2 Discuss the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt.
M1 Evaluate the opportunities and challenges that marketing internationally presents to an organisation.
LO2 Evaluate entry to a selection of international markets and define the key success factors
P3 Evaluate the key criteria and selection process to use when considering which international market to enter.
P4 Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each one.
M2 Apply the market evaluation criteria and entry strategies, and make recommendations for a selected organisation.
Assignment Brief - Part 2
Submission Format
The submission is in the form of an individual report which presents an international marketing plan for Many Pets Ltd. This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate and all work must be supported with research and referenced using the Harvard referencing system.
Provide a bibliography using the Harvard referencing system. The recommended word limit is 2000 – 2500 words, you will not be penalised for exceeding the total word limit.
Unit Learning Outcomes
LO3 Debate how the elements of the marketing plan can be adapted or standardised across international markets.
LO4 Present different international marketing approaches for multinational, global, transnational or meta-national contexts.
Vocational scenario
Working for the same role and organisation (Many Pets Ltd.) as in Part 1, you are now required to develop an international marketing plan for them, that can be adapted or standardised across international markets to organise and evaluate their overall marketing efforts.
Assignment activity and guidance
Develop an international marketing plan for which you should perform the following tasks:
Provide a critical overview of the key arguments in the ‘global vs local’ debate. Using specific examples, evaluate the context and circumstances in which an organisation should adopt either a global or local approach, and consider the implications of each.
Discuss how the elements of the original marketing mix (i.e. product, pricing, promotional and place /distribution) approaches will differ in the context of international market. If you consider it is relevant, you may you the extended marketing mix (the 7Ps).
Articulate in detail how the company should adapt the marketing mix in a specific international context.
Evaluate which various international marketing approaches the company can adopt by highlighting benefits and limitations. You are advised to use examples from other organisations to support your arguments and enhance your answer.
Compare home and international orientation of businesses, and different ways to assess competitors, outlying the implications of each approach.
Conclude with justified recommendations on how the organisation should be structured to maximise their opportunities in an international context (e.g., multinational, global, transnational or meta-national).
Recommended Resources
Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.
Textbooks
ALBAUM, G. and DUERR, E. (2016) International Marketing and Export Management .8th Ed. Harlow: Pearson.
KEEGAN, W. (2016) Global Marketing Management: International Edition . 9th Ed. Harlow: Pearson.
LOWE, R., KENYON, A. and DOOLE, I. (2019) International Marketing Strategy: Analysis, Development & Implementation . 8th Ed. Cengage.
HN Global
HN Global (2021) Reading Lists . Available at: https://hnglobal.highernationals.com/learningzone/reading-lists
HN Global (2021) Student Resource Library . Available at: https://hnglobal.highernationals. com/subjects/resource-libraries
Explanation of key concepts of international marketing and analysis of their scope to support international expansion strategies.
HN Global (2021) Textbooks . Available at: https://hnglobal.highernationals.com/textbooks https://hnglobal.highernationals.co m/textbooks
Weblinks
Learning Outcomes and Assessment Criteria
Pass
Merit
Distinction
LO3 Debate how the elements of the marketing plan can be adapted or standardised across international markets
P5 Present the key arguments in the global vs local debate.
M3 Challenge the context and
circumstances in which
D2 Justify how the marketing mix can be adapted and applied,
P6 Discuss how the product, pricing, promotional and distribution approach differs in an international context.
an organisation should adopt a global or local approach, highlighting the implications of doing so.
M4 Articulate in detail
how to adapt the
giving a range of international examples.
marketing mix of a
selected organisation in
an international
context.
LO4 Present different international marketing
approaches for multinational, global,
transnational or meta-national contexts.
P7 Present various international marketing approaches for different organisations and contexts.
M5 Present the benefits and limitations of various international marketing approaches
and competitor analysis
D3 Present recommendations for how organisations should be structured to
maximise the
P8 Compare home and
in relation to
opportunity in an
international orientation
organisational purpose
international context.
and ways to assess
and orientation.
competitors, giving
implications of each
approach.
All You Need to Know About HNBS 350 International Marketing Assignment
The HNBS 350 International Marketing Assignment focuses on how businesses expand their operations into foreign markets. It requires students to understand marketing strategies, cultural influences, and economic factors that affect international trade. This assignment is designed to develop analytical skills by assessing real-world business scenarios and applying marketing theories.
One key aspect of this assignment is market research. Students must explore different regions, identify potential customers, and evaluate the competitive landscape. Understanding consumer behaviour in a global context is crucial, as marketing strategies must align with cultural norms, legal requirements, and economic conditions. Companies that fail to consider these factors often struggle to establish a strong international presence.
Another critical component is the role of digital marketing in global expansion. Businesses use social media, search engine optimisation (SEO), and online advertising to reach international customers. The assignment may require an analysis of how companies leverage digital platforms to build brand awareness and drive sales in new markets. Case studies of successful international campaigns can provide valuable insights into effective strategies.
Students should also be prepared to discuss pricing, distribution, and promotional techniques in different markets. Currency fluctuations, taxation policies, and trade regulations can significantly impact pricing strategies. Distribution channels vary widely across countries, requiring companies to adapt their supply chains to local conditions. Similarly, advertising and promotional efforts must be tailored to the cultural expectations of target audiences.
This assignment encourages critical thinking and practical application of marketing principles. Students should use credible sources, real-world examples, and structured arguments to present well-supported conclusions. By completing this task, they gain a deeper understanding of how companies navigate the complexities of international marketing, preparing them for careers in global business.
Sample Answer of HNBS 350
LO1 Analyse how effective marketing contributes to business strategies in an international context. As Many Pets Ltd. embarks on its international expansion journey, an effective marketing strategy will be crucial in navigating new markets, understanding customer needs, and establishing a strong brand presence. This document provides an overview of key international marketing concepts and their role in supporting strategic growth.
Key Concepts of International Marketing
Market Entry Strategies
Selecting the right market entry approach is essential. Many Pets Ltd. can explore direct exporting, joint ventures, franchising, or wholly owned subsidiaries depending on market potential, competition, and regulatory requirements.
For example, a joint venture with an established local insurance provider may facilitate easier regulatory compliance and market penetration.
Standardisation vs. Adaptation
Standardisation involves using a unified marketing strategy across all markets, maintaining brand consistency and cost efficiency.Adaptation , on the other hand, tailors products, messaging, and pricing to local preferences, ensuring higher engagement and customer satisfaction.A hybrid approach could be beneficial—standardising core brand elements while adapting policies, pricing, and customer engagement strategies to fit local expectations.
Cultural and Consumer Behaviour Analysis
Understanding cultural nuances, pet ownership trends, and insurance adoption rates in different countries is crucial.
Hofstede’s Cultural Dimensions Model can help assess factors like uncertainty avoidance, which influences how customers perceive insurance-related risks.
For example, in markets with high uncertainty avoidance, Many Pets Ltd. should emphasise comprehensive coverage and reliability.
Legal and Regulatory Compliance
Each country has specific insurance regulations, data protection laws, and financial compliance requirements .
The company must ensure adherence to GDPR in Europe, the Consumer Financial Protection Bureau (CFPB) regulations in the US, and country-specific insurance licensing laws.
Engaging local legal experts or compliance consultants can mitigate risks and ensure smooth operations.
Brand Positioning and Competitive Analysis
Identifying key competitors in target markets and assessing their strengths and weaknesses helps in crafting a unique value proposition (UVP).
Many Pets Ltd. should position itself as an innovative, customer-centric, and tech-driven pet insurance provider that offers personalised policies, digital claims processing, and exceptional customer service.
Pricing Strategies
Pricing should be aligned with local purchasing power, economic conditions, and competitive benchmarks.
Strategies like penetration pricing (offering lower initial rates to gain market share) or value-based pricing (charging premium rates for exclusive benefits) could be explored depending on market dynamics.
Digital Marketing and Localised Customer Engagement
International marketing success heavily relies on SEO, social media marketing, influencer partnerships, and content localisation.
Continued...
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