MKT6035: International Marketing Plan for UK Market Entry - BCBS

This report provides a comprehensive international marketing plan for a foreign brand seeking to enter the UK market. It includes an analysis of the UK market's attractiveness, the development of suitable international marketing objectives and strategies, and recommendations for segmentation, targeting, and positioning. The report also details market entry recommendations and a suitable marketing mix, all justified with scholarly literature. The assessment follows the guidelines provided by Birmingham City Business School for the MKT6035 International Marketing Planning module, emphasizing the application of international marketing concepts and techniques to solve real-world problems. The plan considers distribution via supermarkets, department stores, or similar outlets, excluding online-only distribution, and is designed to be completed using publicly available information.

BIRMINGHAM CITY BUSINESS SCHOOL
ASSESSMENT BRIEF
MODULE TITLE: International Marketing Planning
MODULE CODE: MKT6035
MODULE LEADER: Jayan Samaranayake/Mihiri Pandithage
ISSUE DATE: February 2023
HAND IN DATE: 28th May 2023 before 2359 IST
Learning Outcomes and assessment criteria specific to this assignment:
LO1 Prepare solutions for international marketing problems through the application of knowledge
and understanding of relevant theory and practices.

Transferable skills
This assessment will assist in development of the following transferable skills:
• Commercial awareness
• Communication and structured writing
• Research and data interpretation
• Critical thinking
Number of attempts
At time of publication under the university regulations students have a first attempt and a re-
sit opportunity to pass this module. Please refer to the above regulations for full details about
assessment rules or the student summary guide.
Penalties for late submission
At time of publication the rules regarding late submission of work are:
• Assessments submitted up to 1 hour after the published deadline will receive no
penalty.
• Assessments submitted between one and 24 hours after the published deadline will
be reduced by 5% of the actual mark.
• Assessments submitted between 24 hours and five working days after the published
deadline will be reduced by 10% of the actual mark.
• Work submitted more than five working days after the published deadline will not be
marked and the student will be deemed to have failed an attempt at the assessment.
If a student has a support statement specifying additional time to complete coursework, the
penalties will only apply from the alternative deadline provided by the statement.
Importance of Taking Assessments
It is really important that you complete your assessment as if you don’t this counts as a failed
attempt, unless you’ve made a successful EC claim about Exceptional Circumstances you’re
experiencing.
If you fail any of your modules you will have to re-take it and there are limits on the number of
times that you can re-take, you may even have to re-study a module you have previously
failed. Having to re-sit or re-study modules means that your workload will be increased and
you will be putting yourself under more pressure. You may even be liable to incur more fees
if you are required to restudy a module.
The university does appreciate that there are times when you may be unable to take an
assessment due to circumstances outside your control such as illness. If this is the case you
need to make a formal claim for an extension or deferral, as without this you are expected to
submit within the standard guidelines. No lecturer or course director can grant any form of
extension to the published deadlines, this is done by a separate team within the university to
ensure consistency and fairness for all. If you find yourself needing to make a claim please
visit iCity for full guidance on how to do it and for what constitutes an exceptional circumstance.
You can also contact the Ask Desk for help.

1. Assessment Overview
1.1) Method of assessment
This module will be assessed through a 3,000 words individual assignment in report
format that covers the learning outcomes. The assessment method helps to develop
your capacity to be an independent and autonomous learner. Specifically, the
assessment is designed to expand your knowledge and expertise relating to the theory
and practice of international marketing.
On successful completion of the module, you are required to produce an international
marketing plan for a foreign brand entering the UK market.
Formative feedback will be provided to you during seminar and tutorial sessions by the
tutors.
Summative feedback will be provided within 20 working days of submission and in line
with Faculty policy.
To pass this module, you must achieve a final overall mark of at least 40%.
1.2) Deadlines & submission
The deadline for submissions is:
Students are required to submit the assessment to respective submission point in the
NEXT Moodle in the following format;
1. Assessment is submitted in both PDF and MS Word formats (two files in total).
2. BCU assessment cover sheet is attached to submissions and NOT submitted as a
separate file.
3. Maximum size per file- 10 MB
Please follow the University policy regarding online submission and submitting assignments
on time (see Page 2).
1.3) Word count
This individual assignment has a word limit of 3,000 words for the main report. Up to
4 pages of appendices may be attached. Such appendices must contain
supplementary information only and should not be used to circumvent the word limit.
The 10% leeway rule on words applies to the main report only and not the appendices.
1.4) Assignment format

Your report should be presented professionally, include a contents page, be numbered
and make full and accurate use of the Harvard referencing style to present all of your
sources that support your claims.
1.5) Tutor support
Support is available at any time throughout this module; simply contact your tutor if you
need help. Feedforward sessions will be scheduled to help you plan your work and an
audio assessment brief will be made available on the module’s Moodle site to provide
further guidance.
Specific feedback on individual assessments will only be available via scheduled, face-
to-face meetings, not via email. To make the most of these sessions, it is expected
that you will have already begun work on your assessment and have a list of questions
for your tutor prepared in advance.
Detailed feedback will not be possible via email and lecturers can only comment
in detail on one draft only. Comments on multiple drafts are not possible as there is
a danger your work actually becomes your lecturer’s work. However, if you have any
specific queries, or need additional support, you can still book a tutorial at any time.
1.6) Plagiarism and Academic Misconduct
Any work you submit must be your own original work. Any work that is plagiarised -
this means submitting any item of assessment which contains work produced by
someone else in a way which makes it look as though it is your own work – will be
subject to an academic misconduct review. This includes 'self-plagiarism' - you are not
allowed to re-use work, or significant sections from work, which you have already
submitted for an assessment.
You are also not allowed to collude with others to produce work unless your
assessment brief specifically outlines group work.
Collusion means working with at least one other person to produce a piece of work
which you then pass off as your own. You can discuss ideas for the work with other
students, but you must not work with them to produce a piece of work together, you
must not copy or share another student's work, and you must not lend your work
(including drafts) to another student to allow them to copy your work. If your piece of
work is very similar to that of another student, you are likely to be accused of collusion.
If you are found to have made your work available for another student to copy all or
part of it, you may be referred for disciplinary action even after you have completed
your award and are no longer a student at the University. You must not also falsify
information, resources or data in any way.
These and any other types of academic misconduct which are likely to give you an
unfair advantage in an assessment, will be referred for investigation. Academic
misconduct threatens the standards of awards we make so we take this matter
extremely seriously indeed and any student found guilty of this will have penalties
applied and in the most serious of cases students with be withdrawn from the course.

2) Assessment Brief
Drawing on your understanding of international marketing topics, you are required to produce
a report of no more than 3000 words (excluding content list, appendices, and reference list)
to fulfil the following brief.
In the first instance, you are required to select a foreign brand. Based on your chosen brand
prepare an international marketing plan for entry to the UK market.
The plan will include a brief analysis of the UK to assess its level of attractiveness for your
chosen brand. The plan should include a detailed discussion on the relevant areas of the
international marketing mix and a comprehensive justification on your recommended
marketing strategy and method of entry/operations. Please find the Assessment Guidelines
below.
Assessment Guidelines
1 Justification and evaluation of country attractiveness 20%
2 Suitability of international marketing objectives and strategy 10%
3 Suitability of international segmentation, targeting and positioning 20%
4 Suitability of market entry recommendations 10%
5 Suitability of marketing mix recommendations 20%
6 Presentation, structure and referencing 10%
7 Overall impression of understanding of international marketing concepts and
techniques gained from engagement with scholarly literature
10%
3) Guidance notes
1. The foreign brand MUST NOT be currently available in the UK market.
2. The choice of brand MUST be agreed in advance with the module leader. Any such
agreement does not absolve students of the responsibility to ensure that the brand is not
available in the UK market.
3. Your selected brand must be from a company not currently operating in the UK
4. The selected brand must be suitable for distribution via a supermarket, department store
or similar outlet and NOT via online outlets only.
5. It is anticipated that the assignment can be completed from public sources of information
(e.g. databases, annual reports, press reports, websites, and promotional literature). If you
wish to contact any organisation, then the explicit prior permission of the module co-
ordinator MUST be obtained.
6. It can be a large or small multinational, global or multi-regional company.
7. A suggested outline international market entry plan is available on Moodle. Alternatively,
you may refer to the more comprehensive Country Notebook – a Guide for Developing an
International Marketing Plan (Ghauri & Cateora, 2014; Doole, Lowe, & Kenyon, 2016) as
guidance. The library contains a number of copies of each of these textbooks.

Table of Assessment Criteria and Associated Grading Criteria – Individual Report (100%)
LO1 - Prepare solutions for international marketing problems through the application of knowledge and understanding of
relevant theory and practices.
Justification and evaluation of country attractiveness (20%)
0 – 39%
Fail
40 – 49%
Fail
50 – 59%
Pass
60 – 69%
Strong Pass
(merit)
70 – 79%
Very Strong
Pass
(distinction)
80 – 100%
Exceptionally
Strong Pass
(distinction)
Insufficient
evaluation and
justification or
unable to analyse
country
attractiveness.
Limited use of
concepts to
evaluate and/or
justify country
attractiveness.
Satisfactory
evaluation and/or
justification of
country
attractiveness.
There may be
some gaps in
discussion.
Good evaluation
and justification
of country
attractiveness.
Some key
information may
be missing.
Excellent
evaluation and
justification of
country
attractiveness
clearly based on
research.
Exceptional
subject
knowledge and
outstanding
comprehension
and evaluation of
country
attractiveness
based on strong
research
evidence.
Suitability of international marketing objectives and strategy (10%)
0 – 39%
Fail
40 – 49%
Fail
50 – 59%
Pass
60 – 69%
Strong Pass
(merit)
70 – 79%
Very Strong
Pass
(distinction)
80 – 100%
Exceptionally
Strong Pass
(distinction)
Unable to develop
international
marketing
objectives and
strategy.
Limited ability to
develop
international
marketing
objectives and
strategy.
Satisfactory ability
to develop
international
marketing
objectives and
strategy.
Good ability to
develop
international
marketing
objectives and
strategy.
Excellent ability
to develop
international
marketing
objectives and
strategy.
Exceptional
ability to develop
international
marketing
objectives and
strategy.
Suitability of international segmentation, targeting and positioning (20%)
0 – 39%
Fail
40 – 49%
Fail
50 – 59%
Pass
60 – 69%
Strong Pass
(merit)
70 – 79%
Very Strong
Pass
(distinction)
80 – 100%
Exceptionally
Strong Pass
(distinction)
Unable to develop
international
segmentation,
targeting and
positioning.
Limited ability to
develop
international
segmentation,
targeting and
positioning.
Satisfactory ability
to develop
international
segmentation,
targeting and
positioning.
Good ability to
develop
international
segmentation,
targeting and
positioning.
Excellent ability
to develop
international
segmentation,
targeting and
positioning.
Exceptional
ability to develop
international
segmentation,
targeting and
positioning.
Suitability of market entry recommendations (10%)
0 – 39%
Fail
40 – 49%
Fail
50 – 59%
Pass
60 – 69%
Strong Pass
(merit)
70 – 79%
Very Strong
Pass
(distinction)
80 – 100%
Exceptionally
Strong Pass
(distinction)
Insufficient
evidence to
support
recommendations.
Limited or weak
recommendations
for market entry
which are not
supported well
with research and
analysis.
Satisfactory
recommendations
for market entry.
Reasonable level
of detail and
research to support
recommendations.
Good
recommendations
for market entry
based on detailed
and well-
researched
analysis.
Excellent and
well-thought out
recommendations
for market entry
based on detailed
and very well-
researched
analysis.
Exceptional and
well-thought out
recommendations
for market entry
based on detailed
and insightful
research
analysis.
Suitability of marketing mix recommendations (20%)
0 – 39%
Fail
40 – 49%
Fail
50 – 59%
Pass
60 – 69%
Strong Pass
(merit)
70 – 79%
Very Strong
Pass
(distinction)
80 – 100%
Exceptionally
Strong Pass
(distinction)
Unable to
evaluate and
apply the
Some attempt at
coming up with
marketing mix
Satisfactory ability
to evaluate and
apply marketing
Good ability to
evaluate and
apply the
An insightful and
well balanced
international
An exceptional
and
comprehensive

marketing mix.
Unrealistic plan
and little or weak
justification.
recommendation.
May not be
detailed and/or
realistic enough.
Work is likely to
be descriptive
and superficial.
mix. Some
recommendations
may not be
realistic. Some
aspects of the
marketing mix may
be descriptive.
marketing mix.
Effective level of
detail and
realistic
marketing mix
mostly based on
findings.
marketing plan
developed.
Excellent level of
detail and realism
in
recommendations
that are very
clearly based on
findings.
international
marketing plan
developed.
Distinguished
level of detail and
realism in
recommendations
that are very
clearly based on
findings.
Presentation, structure and referencing (10%)
0 – 39%
Fail
40 – 49%
Fail
50 – 59%
Pass
60 – 69%
Strong Pass
(merit)
70 – 79%
Very Strong
Pass
(distinction)
80 – 100%
Exceptionally
Strong Pass
(distinction)
Work is
incoherent,
disjointed and
poorly referenced.
The report is not
presented in an
acceptable
manner.
Unprofessional
use of vocabulary
and grammar.
Weak attempt to
structure and
reference the
work. Little
attention paid to
the presentation
of the report.
Weak standards
of vocabulary and
grammar making
comprehension
difficult.
Some attempt to
structure and
reference work.
Report layout may
not be very
professional.
Acceptable
standards of
vocabulary and
grammar to
communicate
ideas.
Work is well
structured in a
logical manner
and presented
well. Good
standards of
vocabulary and
grammar leading
to effective
communication.
Referencing in
line with Harvard
style though there
may be
exceptions.
The report is very
well structured,
clearly logical,
has a clear
agenda and is
written and
presented
professionally.
Referencing in
accordance with
Harvard style.
An outstanding
report structure.
Lively and
articulate writing
style with very
strong control of
arguments.
Referencing in
accordance with
Harvard style.
Overall impression of understanding of international marketing concepts and techniques gained from engagement with scholarly
literature (10%)
0 – 39%
Fail
40 – 49%
Fail
50 – 59%
Pass
60 – 69%
Strong Pass
(merit)
70 – 79%
Very Strong
Pass
(distinction)
80 – 100%
Exceptionally
Strong Pass
(distinction)
Unable to
demonstrate
engagement. Not
much evidence of
understanding of
theories.
Basic knowledge
and
understanding of
theories. Limited
research that
supports some of
the analysis of
information.
Acceptable but
limited level of
knowledge and
understanding.
Research supports
analysis of
information.
Good level of
knowledge and
critical
understanding
evident.
Research
supports the
critical analysis of
information.
Advanced
knowledge and
critical
understanding
evident. Excellent
evidence of wider
reading and
research that
supports critical
analysis of
information.
Distinguished
knowledge and
critical
understanding
evident. Excellent
evidence of wider
reading and
research that
supports critical
analysis of
information.
Report Justification and evaluation of country attractiveness /20
Suitability of international marketing objectives and strategy /10
Suitability of international segmentation, targeting and positioning /20
Suitability of market entry recommendations /10
Suitability of marketing mix recommendations /20
Presentation, structure and referencing /10
Overall impression of understanding of international marketing concepts and techniques gained from engagement with
scholarly literature /10
TOTAL MARKS AWARDED /100