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您申请的老师：
论文题目：Major project
论文语种：英文
您的研究方向：会计
是否有数据处理要求：否
您的国家：澳大利亚
您的学校背景：一般
要求字数：3500
论文用途：本科课程论文 BA Assignment
是否需要盲审（博士或硕士生有这个需要）：
补充要求和说明：
Major Report 30% of Assessment
Assessment: International Marketing Report - Introducing a confectionery brand to a country of your choice.
The report can be completed on either an individual or group basis (maximum of 3 people per group). If you choose to complete the report on an individual basis, the word limit and marking criteria is the same. For students enrolled on campus, groups must be from the same tutorial.
Word Limit: Up to 3500 words
Mark Allocation:
Demonstration of understanding concepts from international marketing – 20 %
Application of concepts from international marketing – 20%
Depth and scope of the research - 30%
Clarity of writing and presentation - 20 %
Correct use of references and citations – 10 %
Background:
You are the newly appointed International Marketing Manager for a manufacturing company that has been successful in its local market. The company enjoys a significant market presence in its current local market, is well structured and positioned, and is expected to maintain its market status in the local market for the foreseeable future.
You are required to investigate the possibility of expanding into an overseas individual consumer or business-to-business market with a view to long-term growth, and where the company has currently no market presence. In this report you will investigate and analyse opportunities that exist in a single overseas market for a single brand where either the country of origin or the destination country must be Australia. Do not select brands that are ‘services’ or ‘retailers’. You must select a brand that is not available in the destination country. Your Marketing Director expects your report within 10 weeks.
Brand and Country Choice:
Please choose an existing confectionery brand from one of the following sub-categories:
Chocolate confectionery (e.g., bars, blocks, family packs, boxed chocolates)
Sugar confectionery (e.g., mints, boiled sweets, pastilles, gums, jellies and chews,http://www.ukassignment.org/ toffees, caramels, nougat, lollipops, liquorice)
Please choose a brand manufactured by a small to medium-sized locally based organisation. Brands manufactured by multi-national or global organisations are not permitted e.g., Cadbury Schweppes, Mars. Lindt, Ferrero, Kraft Foods, PepsiCo
It is strongly recommended that you consult the GMID database (Global market Information Database (packaged food category under ‘industries’– access is available through the Deakin University Library) prior to selecting a brand and country. This database provides product, product category, consumer behaviour and industry-specific information. IBISWorld database also contains industry reports for Australia.#p#分页标题#e#
Group Formation
When you have finalised your group members, please click on a sign-up sheet (under assessment folder) and include the names of all group members. Groups can be up to 3 members. Students who choose to complete their assignment on an individual basis must also complete the sign-up process.
Confirmation of Topics:
A ‘Confirmation of Topics’ thread will be available on DSO by week 1 of semester. Each group or individual will be required to provide the following details in the Subject line.
1. Name(s) of ALL members of the group (Surname and First Name)
2. Name of brand and manufacturer
3. Country of origin
4. Destination country
Prior to posting your topic you must check previous posts to ensure your topic has not already been chosen.
Students are not permitted to do the same brand and country but are permitted to do the same brand to a different country e.g., Group 1 - Newman’s boxed chocolates/Newman’s chocolates (Australia) – Japan; Group 2 – Newman’s boxed chocolates/Newman’s chocolates (Australia) - Germany.
Proposed Format of Report:
1. Executive Summary (Approximately 500 words) (Not included in the word count)
An executive summary is a brief account of all the major points (findings, conclusions and recommendations) related to your investigation. Your executive summary is best prepared after your report is completed.
2. Introduction (Approximately 100 words)
Outline the key areas/issues you intend to discuss in the report
3. Description of the Brand (Approximately 100 words)
Briefly describe your chosen brand
4. External Environmental Analysis (Approximately 700 words)
Justify your choice of country i.e., provide the rationale. The external environment analysis relates to the destination country. Your rationale is likely to include external environmental factors including:
• Economic/Financial
• Political/Legal
• Cultural/Social
• Geography/Infrastructure
• Technological
Only address issues which you believe are relevant to introducing the brand into the new market!!!!
5. Competitor Analysis (Approximately 600 words)
Briefly identify the competitive environment for your brand. Competitive factors include:
• The nature and size of the market
o Market share statistics
o Description of the major competitors (local and international – at least three)
o Structure of the industry
o Growth potential
o Any other distinguishing characteristics of the competitive environment
6. Market Segmentation and Target Marketing (Approximately 300 words)
Identify how you intend to segment the market in order to identify the target market the organisation will focus on to expand its sales. You must choose only ONE target market to enter. Describe the characteristics of your target market (e.g., demographic, geographic, behavioural, and psychographic). This will assist in determining the attractiveness of the target market. The target market can be either consumer of business-to-business.#p#分页标题#e#
7. Market Entry and Expansion Strategies (short and long term) (Approximately 700 words)
Recommend marketing entry strategies for the expansion of your brand into the chosen international market in the short and long term and justify your choice of strategy. You need to identify at least one strategy to initially enter the market and another strategy for future expansion (e.g., within the same country or region). Possible market entry strategies include:
• Exporting
• Licensing
• Joint ventures
• Strategic alliances
• Acquisition
• Greenfield operation
When choosing your market entry strategies, please keep in mind the type of brand, your target market and the external environment of the chosen country. For example, some countries have strict policies regarding joint ventures, acquisitions and greenfield operations.
Please do not confuse market entry with distribution!!!!
8. International Marketing Mix (Approximately 900 words)
The following factors should be discussed and your marketing strategy recommendations should be supported by relevant secondary sources of evidence. Attempt to analyse whether you can standardise the product levels or are you required to adapt to local needs and wants.
1. How would you position the brand in this market?
2. For your target market, what is the country-of-origin attitude likely to be for your brand?
3. Do you need to modify the product/brand in any way for this target market (e.g., labelling, size of chocolate bars etc.)?
4. How would you promote this brand (public relations may also be included) to your target market? Please take into consideration both strategy and tactics.
5. What are your pricing objectives and strategies? What environmental influences are likely to affect your pricing decisions?
6. Are there any physical distribution issues that need to be considered?
7. How would you distribute this brand to your target market?
9. Conclusion (Approximately 100 words)
Outline your major findings and recommendations.
Reference list (Not included in the word count)
References cited in the report only should be included.
Marks are awarded based on depth and scope of research
Appendices (Not included in the word count)
Appendices should include supporting evidence only. Tables and graphs which are important to the discussion should be placed in the body of the report.
If you use appendices please ensure they are numbered and referred to within the report.
Research: Secondary sources of evidence must be used (and referenced) throughout the report. Please attempt to summarise and paraphrase (i.e., use your own words) for the ideas, information, research and arguments of others. You should use direct quotes sparingly.#p#分页标题#e#
Examples of suitable secondary sources include:
• Newspaper, magazine and trade press articles
• Government, industry and company reports. If you cite websites in your report, they must be from credible sources e.g., government bodies, reputable organisations (e.g., World Trade Organization, International Monetary Fund). The contents of the GMID database are considered a ‘report’
• Peer reviewed journal articles
Peer reviewed journal articles are available through the Deakin University library database collection e.g., Business source premier, ABI Inform, Expanded academic ASAP, Emerald Management Xtra. Peer reviewed articles are useful in the following sections:
• Industry structure
• Market segmentation and target marketing
• Marketing entry and expansion strategies (e.g., overview of the different types of market entry strategies including advantages and disadvantages, laws relating to joint ventures and strategic alliances)
• Product positioning (including perceptual maps)
• Country-of-origin effect
• Product modification e.g., standardisation vs. adaptation debate, legal requirements in relation to the labelling
• Marketing mix issues e.g., media access, advertising and promotional laws, government control in relation to distribution, advertising and pricing
Wikipedia, answers.com and other ‘personal opinion’ or social networking websites are NOT permitted. Reports that cite these websites will be returned not assessed.
Referencing style: Please use the Harvard style of referencing:
Submission Procedure:
1. Please submit your final report to the drop box on DSO by Wednesday 20 May, 2009 (23.59 EST). A penalty of 10% per day from the available marks applies unless an extension of time has been granted by the Unit Chair (Allison Ringer). Please submit only one report per group.
2. It is NOT necessary to submit a hard copy of your assignment.
3. A copy of your final report must also be submitted to the Turnitin link entitled ‘International Marketing Project’ available on DSO from week 9. It can take up to 24 hours to receive the originality report. Please do not leave this until the last minute. An originality report of 80% is required i.e., similarity of less than 20% – Refer to DSO regarding the use of Turnitin.
A 20% penalty applies for not achieving 80% originality.
It is recommended that you use the ‘Check your work’ Turnitin link throughout semester to improve your writing skills and ensure you meet the ‘80%’ originality criterion. Please note, the originality report using the ‘Check your work’ link is often up-to 10% lower than the final percentage due to the scope of search used by Turnitin. Further information regarding Turnitin can be found at:#p#分页标题#e#
Report Format:
Please note this is a report not an essay i.e., the use of headings and sub-headings throughout the report are compulsory.
Please use 1.5 paragraph spacing
Please use Microsoft Word (i.e., not PDF or JPG, or other formats) for report submission.
Please do not embed images or documents into the document file because this creates problems with URL links and can cause documents we receive to be incomplete. If you embed images into your documents, you must manually remove all hyper-links from the document before submitting electronically.
Word Count:
The word limit is 3500 and will be strictly adhered to. A 20% penalty (from the available marks) will apply for deviating from this word limit. The following sections are not included in the word count:
• Title Page
• Table of Contents
• Executive Summary
• Reference List
• Appendices
Please use the Microsoft Word count before submitting your report.
Request for extension or special consideration:
Request for an extension of time or special consideration must be applied for in writing to the Unit Chair (Allison Ringer). Documentary evidence must be provided (as per Faculty policy) e.g., doctor’s certificate, statutory declaration etc.
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