Global Strategy Marketing Task

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Overview
The key focus include:
 undertaking a thorough search of the literature (on the
consumption of whisky, adaption and standardisation of product,
Latvia and market entry)
 evaluating the key points from that research
 providing well evidenced justifications for both your key points and
recommendations.
Part 1 (1000 words)
This is the most theoretical part where you need to show you understand
the debate about standardisation and adaption of product.
In order to answer this you will need to know:
(i) the differences between Latvia and Scotland, particularly any
similarities or differences in culture,
(ii) but also there may be different laws or differences in the way the
product is used, which will influence whether to standardise the product
strategy or not.
You only need to discuss Latvia in terms of the product strategy here as
this country is the focus of part 2.
Part 2 (2000 words)
An in depth analysis of Latvia is required here, bearing in mind the
product.
You must discuss the Four Risk Matrix and the BERI index as possible
ways of undertaking a preliminary market screening.
As the BERI index includes subjective judgments, then as much as
possible you need to justify your scores with supporting information in
the appendices.
You must discuss Porters 5 Forces analysis to look at competition in the
industry. You will also need to know about individual competitors, both
direct ie other whisky companies and indirect ie providers of substitute
products such as wine.
You must also discuss the competitive forces with discussion on the
market share of competitors.
SWOT – A market attractiveness/ competitive strength analysis must be
used as a fine screening tool, although you do not know much about the
company, so it will not be possible to complete the competitive strength
part.
The decision on market entry could be ‘yes’, ‘no’ or ‘not yet’. Whichever
one you decide on needs to be fully justified based on your previous
analysis. If your answer is ‘yes’ the next step is to decide on an entry
mode. This means you have to know the advantages and disadvantages of
the various methods (Hollensen provides good summaries of these), but
you need to consider the product and target market again in order to
choose an appropriate strategy. You also need to bear in mind that the
entry mode often determines the method of distribution as well.
If your answer is ‘no’, you need to go on and suggest a possible alternative
country, based on you work in part 2 and some further limited research
eg four risk matrix. (This is to make up for the fact that you are not
doing the entry mode part of the question). You do not need to undertake
a full analysis like the one you did for Latvia.
If your answer is ‘not yet’, then we need some timescales to indicate when
you do think that it would be a good idea to attempt market entry. You
also need to propose an entry method (but the situation would need to be
monitored of course).
If your suggestion for an entry mode is one which will involve partners
you need to research who this might be and include it in your
recommendations.
Generally
You are not required to discuss the implementation of the launch of the
whisky, therefore do not include anything on the marketing mix.
Remember that you only have time for headlines and highlights in order
to stay within the word limits, but you should use the appendices for
supporting material, however these should not be used to get around the
word count.
You are expected to evaluate, from the material contained in the
appendices, what the key material is that needs to be included on the
slides and the speakers’ notes.
You will need a writing style for the speakers notes which is not too
academic (but slides and notes must be referenced), as it isn’t an essay or
report, but also not too chatty.
You may make an assumption about the type of whisky that the company
produces.
NOTE:
You should use:
5 slides for part 1 and
10 slides for part 2.
You can include 2 extra slides at the start of each part, one for the cover
slide and one for the agenda ie 19 in total, Neither of these extra slides
should have any content on them that answers the questions.
Please ensure you make it clear which speakers notes refer to which
slide.
You may make an assumptions about the whisky company, but both the
company and the marketing agency are fictious. You can use colour,
images, a logo etc on the slides to ‘live the role’.

 
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Strategic Report for Global Expansion.

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Research on contemporary issues and trends concerning global strategy.
Word limit: 3,500 words.
Everything you state must be supported in the form of a reference or a citation!
1. Through an analysis devise and sustain arguments to explain why some approaches are more or less able
to solve strategic problems.
2. Critically evaluate arguments, assumptions, abstract concepts, such as institutions and culture, as they
affect implementation of strategies for globally active organisations.
“On the basis of the strategic analysis and market selection carried out in previous task (Strategic Planning
Report_ McKesson Corporation), select and formulate market entry strategies for your chosen markets for
the organisation you submitted, consisting of recommendations for:
a) Selection of appropriate of potential international market(s) (country selection). Select appropriate of
potential international markets by constructing a country attractiveness/competitive strength matrix for the
organisation you chose previously – Strategic Planning Report_ McKesson Corporation using country
markets of your choice (here, you should explain the criteria and information, as well as steps taken to
construct the matrix).
b) Entry-mode strategies and exit strategies for selected country market(s) (foreign market entry mode and
management).
 Develop, analyse and evaluate the organisation’s entry-modes (or operational modes) used in the new
markets.
 Assess these entry-mode (or operations mode) strategies in light the corporate objectives of your
organisation
 Analyse and evaluate how global synergies work in light of what the organisation should implement by
making considerations when selecting entry-mode strategies for the organisation in the chosen markets?
c) An organisational structure for the implementation of the above strategies (should include strategic
control system for managing the implementation of the above strategies).
 Identify and describe the corporate structure of the organisation, and how the structure used to
implement its international strategy (if available).
 What are the implications of using various entry-mode strategies for the organisational structure of the
organisation in the chosen markets?
 What kind of control challenges are foreign firms facing in the chosen markets?
 How could the organisation use information technology to support its strategic control system? Here you
must identify what kind of information could be collected, processed and presented electronically, and
what kind of systems and infrastructure would need to be in place for their entry into the chosen
markets?
d) A clear summary of the 5 year plan of the organisation in the new market(s).”
Please see attached sample previous work for support and also ensure you make use of the forms and
resources in page 3 and 13
Resources Reading list
 International Business Global Edition (e-book)
Page 2 of 13
 Exploring Corporate Strategy (e-book)
 Financial Times (online source)
 Wall Street Journal (online source)
 Harvard Business Review (online source)
Company resources:
 Official website
 Annual reports
Report Guideline – Structure
• First/cover page
• Executive summary (brief summary of your report);
• Selection of potential market (s) (underline the new markets) (700 words)
• Entry-mode strategies and exit strategies for selected country market (s) (How you will enter in the
foreign market and manage it) (1,100 words)
• An organisational structure for the implementation of the above strategies, (indicate the new
strategic control systems) (700 words)
• A clear Summary of the 5 year plan (500 words)
• Conclusion (500 words)
• References (only those used in the text);
• Appendices (only if necessary to add key information for the reader)

 
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Supply, demand and elasticity

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Assignment B: Supply, demand and elasticity
Economics argues that consumers and suppliers will change their behaviours in predictable ways in
response to price incentives. How does the demand for electric cars respond to prices in the electric
vehicle market, the market for electric vehicle charging, and the market for unleaded fuel?
First, explain these three markets and present diagrams of each. Pay attention to the price elasticity
of demand (approximated by the slope of the demand curve) and the units on the price axis. The
equilibrium price in each market should be realistic. Provide references for the values you choose.
[Hint: Draw your diagrams in Powerpoint and copy and paste as images into your Word document.]
(650 words)
Next, present ONE government policy that could be implemented in one of these three markets to
increase electric car usage. Discuss why the government would want to implement this policy. (650
words)
Note: Your Introduction and Conclusions should be about 100 words each.
Format: Write your assignment as a business essay (use headings) with an introduction, body
including sections related to the parts of the question, and conclusion. Use in-text references when
you include information from sources. Add a reference list (one textbook [I WILL DO THIS]and at
least four scholarly references – ei journal articles) after the conclusion. The word count (1200 to
1500 words) is measured from the introduction heading to the end of the conclusion. Ensure you
write academically using precise vocabulary, spelling and grammar.
For this assignment, you are required to follow the instructions in the questions for your chosen
topic and keep within the suggested word limit.
Have I ..
– Checked my word count? 1,200 (minimum) to 1,500 words (maximum)
– Checked my formatting? Line spacing (double) and font size (12)
– Provided informative headings?
– Answered all parts of the question?
– Ensured my referencing is compliant with APA style?
– Have I included my textbook? [I WILL DO THIS]
– Have a referenced at least four academic references (journal articles)?
– Checked that all of my in-text references have full details in my Reference list?
– Checked that all of the references in my Reference list are cited in text?
– Checked my spelling and grammar?
– Checked the marking criteria for how I can achieve the best marks? Used MS Word (not
pdf)?
– Added quotation marks and in text referencing, and used more paraphrasing and less
quotations to reduce my similarity score?

 
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Strategic Analysis; Tools & Techniques – Coursework 2

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Strategic Analysis; Tools & Techniques – Coursework 2
This assessment is 50% of the overall grade
Task
Present a current critical strategic analysis of ONE Business Unit
within General Electric
You are required to cover the following topics covered in the module:
 Resource Audit
 Value Systems
 Product/Service portfolio (BCG Matrix)
 Potential future strategic growth
o Identification of options
o Evaluation of options
You may want to focus the analysis on a specific product. This is fine but you will need to
make the focus of the analysis clear to the reader.
News & Web Links
The links below provide some starting points but students MUST add their own detailed
research to develop the analysis:
https://www.gepower.com/
http://www.marketwatch.com/investing/stock/ge/news
https://www.theguardian.com/business/generalelectric
https://www.bloomberg.com/quote/GE:US
The following structure is required for the submitted report:
1 Introduction to the report
2 Brief strategic position of the company
3 A critical evaluation of the resources and value systems of the company
4 A critical evaluation of the product/portfolio mix within the SBU
5 A critical analysis and evaluation of KEY future directions for strategic growth
6 Recommendations
The coursework is an individual piece of work. It will be 3,000 words, inclusive of
appendices (+/- 10%). Please note that text in diagrams or tables will count towards the
word count.
Hand in date: tbc
University of South Wales (USW)
It is important that attention be focused on a strategic appraisal of the company as opposed
to providing lots of interesting facts over what interests you or what you find on the
internet. Assessment will focus on students’ abilities in applying strategic models and
frameworks in a coherent manner that enables them to develop a clear strategic view of the
strategic position being studied. You do not need to reference many academic sources in
this element of the assessment, but you must reference sources of company or market
information. Furthermore, you must reference sources for any theoretical background
that you decide to include.
Marking Criteria
(The marks for each criterion are to illustrate where the main effort should be spent and are
not meant to be a strict marking scheme)
Indicative
Percentage
Criteria
30% Application of Frameworks and models
The required frameworks and models introduced in the assignment task
should be applied correctly to identify the key issues emerging relevant
to the business example selected.
60% Depth of Strategic Evaluation.
Key strategic factors should be critically evaluated to develop the
required depth of analysis of the business example selected. A strong
analysis needs to be evidence based rather than appear to be personal
opinion so must draw on relevant sources e.g. news & media, industry
publications, company web pages and documentation
10% Clarity of Structure and Presentation
The report is well organised and logically constructed, following the
layout indicated in the assignment task. The quality of writing, spell
checking, grammar and referencing need to demonstrate accuracy to
ensure the reader can focus on the analysis provided
(The marks for each criterion are to illustrate where the main effort should be spent)
Please remember that an assignment is not meant to DESCRIBE what you have found.
Analysis means commenting on your findings and EXPLAINING what the evidence suggests
about the company.
Marking Criteria
(The marks for each criterion are to illustrate where the main effort should be spent and are
not meant to be a strict marking scheme)
Presentation
 Use of front page to set out important details i.e. title of work, student number, etc.
University of South Wales (USW)
 Well laid out text that is easy to follow
Analysis
 Strategic Position
o Sets out the Differentiation position of GE
o Provide some clear examples to illustrate the strategic position
o Identify the SBU being examined in relation to others within the company
 Resource/Competences
o Identify the main resources and skills within the company
o The section should act as an introduction to the Value Systems
o Use of Resource/Competence model helps to identify the balance related to
the strategic position so that you can discuss the way the balance is relevant
to the aims of the SBU
o Avoid just describing the resources that have been identified
 Value System
o Identify the activities that enable the strategic position of the company
o Use the Value Chain model to critically examine key activities and the links
between them
o Look to evaluate relevant external links that create value for the company
o Develop an analysis of the activities rather than just a list of examples of
company activity
 BCG
o Use the model to identify the portfolio of SBUs or product ranges
o Develop a critical explanation of positions that have been identified
 Future Directions
o Use the Product/Matrix model to identify potential areas of future
development
o Critically explore the relevant differences of each section of the model e.g.
Market development and product offer different challenges
 Conclusions & Recommendations
o Draw the main aspects of the analysis together
o Set out key points that can be considered for strategic development
Structure
 Clear balance of the report
 Effective use of headings, sub-headings
Use of supporting evidence
 Clear use of relevant sources to support the analysis, particularly current news and
media material
 Awareness of the balance of sources
 The evidence is developed into the analysis to provide the depth of explanation
Style of writing
 Clear writing style
 Avoid a personal, descriptive style in the analysis
University of South Wales (USW)
General Guidance to students
Structure
 The introduction should be brief. It is not meant to provide a history of Sainsbury’s
 The Conclusion needs to draw the analysis to a close and comment on the
sustainability of Sainsbury’s strategic position. Remember you do not introduce new
findings into the Conclusion
 If you include Appendices you must refer to them in the relevant section of the
report findings
 References should clearly list all the material that has been referred to in the report
and set out using Harvard style:
Models/Content
 Remember to use the models in a ‘dynamic’ way i.e. place relevant examples onto
the models. Do not simply copy and paste ‘generic’ examples from the lecture slides
 Words in the models are included in the word limit. The models lose their value if
they are full of text. They should aid understanding not confuse the reader because
too much has been stuffed into them
 Models should be included in the main body of the report. Only place them in the
appendices if they are close to a full page
 You may well refer to points made in earlier parts of the report to show the
connections in the analysis. This shows an awareness of the links between themes
 You will struggle to stay within the word limit so focus on the KEY DRIVERS in your
analysis
 You will not be able to use all of the examples if you have done the level of reading
required so ‘cherry pick’ those that best illustrate the key drivers
 Facts and figures need to be supported with sources clearly referenced.
Presentation
 Be your own independent work and free from plagiarism by ensuring that work that
is not your own is clearly referenced
 Use Harvard style citation and referencing using the Drop-in centre published
guidelines
 Be written in appropriate academic style
 Be professionally presented
 Be word processed using font size 12 for the main text and 1.5 line spacing
 Have numbered pages
 Have been spell checked and proof-read
 Be anonymous and have your Student Enrolment number on every page
 Have a clearly labelled front page detailing the module code and title, title of the
assignment, tutors name, your enrolment number and the date of submission
 Be submitted via the Turnitin link on the module VLE

 
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