Marketing Across Cultures

Learning Outcome 1: Evaluate and apply models of environmental analysis and in particular cultural analysis
Learning Outcome 2: Evaluate and apply appropriate global marketing strategies
Learning Outcome 3: Formulate and evaluate plans for the implementation of global marketing strategies

Skills and Attributes assessed in this assignment

• Gather, interpret, and evaluate secondary global marketing data
• Explain and critique different global marketing strategies
• Advise on global marketing plans in terms of development implantation and control across cultures
• Develop an understanding of the contemporary marketing challenges in an international context
• Use LinkedIn Learning to lay a fundamental understanding of marketing principles

Detailed Brief for Individual/TeamAssignment

1. Assignment Title:An Across Cultural Marketing Plan for [Company/Brand of your choice]
* Recommend a marketing plan based on an analysis and evaluation of the impact of cultures on a company's global marketing strategy.

Description of the assignment, task, content and structure:

The aim of the assignment is to demonstrate your understanding of how a global corporation strategically designs its marketing operations across global markets and cultures and how this impacts on its activities or proposed activities.To achieve this, you will outline a marketing plan which highlights the impact of cultures.

You are an international business consultant. To complete this assignment, you are required to produce a report which identifies, critically analyses, and evaluate the potential impact of cultures on your client's marketing strategy when entering a new market. Through conducting secondary research, please illustrate and explain through referencing to academic theories, cultural models and frameworks.

You must select a real company/brand for this assignment from ONE of the following sectors:
1) Food and Drink Retail
2) Clothing & Footwear Retail
3) Hotels & Tourism
4) Automotive Industry
5) Entertainment Industry

You are required to submit a marketing plan which includes the following:
1. A cover sheet with the title of your report - not included in the word count, student number [NOT YOUR NAME AS WE OPERATE ANONYMOUS MARKING], your word count for the report only not including your reference list and any appendices.
2. Table of contents (Basic numbering of headings and page numbers)
3. Introduction[Word count begins here: include relevant headings/subheadings within the main body]- background including abrief description of the company and the chosen new market. A clear statement of the aim of the report.
4. Main body:
1) Describe the new market to enter
2) Situation analysis - an analysis of the company, itscurrent context, customers, competition, collaborators. Explain why this market is a good one to enter through environmental analysis such as PESTLE, Porter's Five Forces, SWOT and/or STP (5Cs - choose 2 or 3 Cs to focus on)
3) Explain the impact of culture on the company/brand and the new entry
4) Your recommended objectives and strategy with specific reference to cultural theory including market opportunities and threats that you have identified.
5) A proposed marketing mix (4Ps) or any Four of 7Ps which makes reference to the impact of cultural theory in the market you are recommending that your client should enter.
5. Conclusions- Brief summary of the key points
6. Recommendations for the next three years[Word count ends here]
7. References (in alphabetical order)
8. Appendices (number each Appendix)
o You should follow a report structure using headings and sub-headings. Include appendices if necessary, but these MUST be referred to in the main part of the report.
o You should submit WORD document. Your name should not appear anywhere in the document as it is marked anonymously. Please save your file by the acronym of module name underscore your SRN number, as in MAC_12345678.
Further guidance on the requirements will be provided via lecture content and AEB classes. Formative tasks which support this assignment will be undertaken in tutorials.

Any specific instructions:
The HBS GradingCriteria(rubric) will evidence how marks are awarded for individual parts of
the assignment i.e. Presentation and Structure, Intellectual Curiosity and Referencing, Content, Analysis, Discussion

The aim of the assignment is to demonstrate your understanding of how a global corporation strategically designs its marketing operations across global markets and cultures and how this impacts on its activities or proposed activities.To achieve this, you will outline a marketing plan which highlights the impact of cultures.

This assignment requires you to apply concepts and theories related to the management of marketing across cultures. Your answer should be guided by consideration of the module material and MUST remain focused on issues relevant to marketing. Tutorial activities and support given in your AEB class are designed to help you do well in your assignment. Students should therefore ensure they complete weekly preparation tasks so that they are familiar with the nature of the assignment and able to participate in analysis, evaluation, and presentation of solutions.