Assignment Remit
Programme Title 5176 International Business M.Sc.
Module Title International Marketing
Module Code 16419
Assignment Title HP entry in South America
Level 7
Weighting 70%
Lecturers Dr Chelsea Harfield
Hand Out Date 04/10/2022
Due Date & Time 10/01/2023 12:00 noon (GMT)
Feedback Post Date 01/02/2023
Assignment Format Report
Assignment Length 1500 words – excl. references and tables
Submission Format Online Individual
Assignment:
The Chief Executive officer of HP Laptop is planning to penetrate the Latin American market. As an International Marketing Consultant, HP requires you to analyse two countries (Argentina and Colombia) and prioritise one of them for market entry within the South America region.
The report should draw on and apply key marketing concepts and reliable data to support your analysis and key suggestions.
You should select the most favourable country for HP based on a clear analysis of the marketing environment of both markets.
You should use the following three frameworks (Business Environment Risk Intelligence (BERI), market attractiveness, competitive strength) to measure the relative risks of the decision and develop a comprehensive profile of both markets.
In your report, prioritise the chosen market you intend to target, justify why, and suggest one market entry strategy for HP.
Last, provide two recommendations in relation to the entry mode that result from your analysis, at the strategic or tactical level for HP’s international marketing planners. This should be presented in a report format.
Tasks
1. Analyse environmental factors that need to be considered prior to market entry for the chosen country; the above factors need to be explained within the context of the case.
2. In your report, prioritise the analysis of the chosen market you intend to target, justify why, and recommend one market entry strategy for HP.
3. Make two clear, well justified recommendations in relation to the entry mode that result from your analysis, at the strategic or tactical level for HP’s international marketing planners.
Important details
Report format, clear layout, 1.5-line spacing, consistent referencing in the main text and the references section. Figures, Tables and References are not part of the word limit.
Within the report you should identify the country that you think present the best opportunity for HP to enter and make clear to HP any issues that they would have to deal with in opening-up in this market.
In compiling your report, you should draw on a range of material including but not limited to: academic articles, news reports, market research reports and industry annual reports. You must make sure that you reference all material that you use accurately to avoid plagiarism.
Submission instructions
The assignment should be submitted by 12:00 noon (UK Time), 10/01/23. A penalty of 5 marks (5%) is applied for every day that the work is late (in 24 hours slots from the due date). Students should adhere to the 1500-word count; a word count should be included on the cover sheet. If the word count is exceeded, a penalty of 5% is applied.
You must download the Cover Sheet and paste it at the front of your assignment. Make sure you complete the details accurately.
For standard essays you should ideally upload a Word or PDF Document as your main assignment (including coversheet) – please do not use Google Docs for this as it will not be possible to mark your assignment.
Module Learning Outcomes:
This element is designed to engage students in the international marketing context by requiring you to present a marketing case that describes current issues affecting practice and makes connections to marketing theory.
Students should draw on module material and additional reading and show evidence of independent research of a variety of sources to present a detailed account of events. Better answers will utilise frameworks drawn from relevant course topics to present information and develop lines of enquiry and rather than showing all of the analysis they have undertaken, the results of this analysis should be presented and supported with valid data/ references.
In this assessment the following learning outcomes will be covered:
LO 1. demonstrate comprehensive knowledge and understanding of marketing and international marketing within the context of international business;
LO 2. critique the theory and application of international marketing management in a diverse global environment;
LO 3. critically evaluate the international marketing concept and the challenge presented by globalisation;
LO 3. demonstrate a systematic understanding of the complexity of cross cultural issues when making international marketing decisions;
LO 4. critically appraise the advantages and disadvantages of alternative market entry strategies;
LO 5. analyse international marketing opportunities and present suitable international marketing strategies.
Grading Criteria:
