You are working for Xiaomi (a Chinese mobile phone manufacturer) as a Marketing Manager. They are planning their expansion into the European market. Their target country is Spain.
You have been tasked to prepare a business report to include the following:
1. Analysis of the macro and micro environment in the European mobile devices market with a focus on the Spanish market.
2. Suggest the market entry strategy with justification.
3. Discuss, with justification, which elements of the marketing mix should be adapted or standardised for the new market. Discuss in detail (with justification) how the product should be promoted in the new market.
Include a list of References and Bibliography
You must include a range of research in all answers; this may include relevant concepts and theories from text books, journal articles, websites, and market research databases such as Mintel, company or industry sources. Research should be referenced using CU Harvard Referencing style.
Learning Outcomes Assessed:
1. Critically analyse and apply information on market structure and segmentation, competitors and buyer behaviour within specific international market scenarios.
2. Examine and discuss the globalisation versus localisation issues related to the marketing mix.
Content is organised and appropriate; coherent; flow of information, arguments, and concepts
Knowledge and Understanding 20%
Identifies, explains, draws on appropriate global marketing theories, models, literature to demonstrate depth and breadth of research to address the questions
Application of theory or practical examples given appropriate to context
Analysis and Recommendations 30%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional
The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.
Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.
Return of Marked Work
PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.
Marking Scheme and Checklist
<40 Poor; 40-49 Satisfactory; 50-59 Good; 60-69 Very Good; 70+ Excellent
Task What to include Marks allocated
Task 1 Analysis of the environment 40%
Task 2 Market entry strategy 15%
Task 3 Marketing Mix 30%
Presentation Is it a business report?
References Strictly in CU Harvard style
List of references
Variety of good quality sources used 5%
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