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7023SSL – International Business and Global Strategy

University

Subject

Module Code

7023SSL
Group report and individual reflective account.

This assignment is a group and individual reflective assignment, designed to assess MLOs 1, 2, 3, 4 and 5.
Your assignment entails utilizing the GMMSO software as a central tool for data collection and report structuring. This task encompasses the criteria, as outlined in the table below. The primary purpose of this software is to facilitate the storage of collected data, which your group will employ in composing the final report for submission. The assignment encompasses five elements, detailed in the table below. The software only accommodates data storage for all criteria. It is important to note that solely submitting a GMMSO download will not suffice for module completion. It is recommended that you utilize the data entered into the software to craft your final report. Criterion 5 involves an individual reflective report. Upon completing the group work, each group member receives a copy of the report with their names and group members names on respective copies. For your individual contribution, write a critical discussion on the limitations in applying the main frameworks, their relevance in the case study, and your experience with the software. Though the main report is assessed as a group effort, the reflective report is evaluated as an individual submission. Both the report and reflective report should be submitted as a single document.
Assignment: This assignment is worth 15 credits and includes a group report assignment of 5,000 words (Component A) and an individual reflection of 300 words (Component B). For Component A, you will be working in groups of 4 members, and for Component B (the reflection) you will be working on your own. You are expected to put yourselves into a group of 4 students to complete this assignment. As a group, you have been hired to provide market research and consultancy services to any one of the following organisations.
 Reliance Retail (India) https://relianceretail.com/index.html
 Innoson Vehicle Manufacturing (Nigeria) https://www.https://www.innosonvehicles.com/
 Anta Sports Products (China) https://ir.anta.com/en/index.php
The board of your selected organization requires your group to prepare a 5,000-word report on
determining the best possible new market to expand any existing product/service of the organisation
and to create an entry strategy plan into the selected country
This assignment (Component A -Group report) requires you:
• To choose one of the companies from the list above.
• Conduct a Company Situational analysis.
• To select ONE product/service of the firm, determine its target market segments and potential for expansion into a new market(s),
• To identify up to a maximum of 2 (Two) new markets to which the company can expand the selected product/service and perform a screening of these markets using a selection of product/market criteria.
• To determine the recommended market for expansion and to critically support the recommendation.
• To analyse how the country profiling of the market can impact on the entry strategy of the company.
• To determine the new market potential for the selected product and service, including the evaluation of international and domestic competition.
• To produce a marketing plan, including a profit forecast and funding plan.
This assignment (Component B – Individual Reflection) a requires you:
• To produce 300 words individual reflection on the relevance and limitations of the analytical tools utilised in the report as applied to the case study.
References: You will need a minimum 12 references for your report. The style as outlined in the following web link; https://libguides.coventry.ac.uk/apa
The word limit includes quotations and citations but excludes the references list. Your work will be assessed by the following five criteria.
Criteria Weight
1 Analysis to determine the selected company’s current position vis-à-vis international markets, including company analysis (internal and external
environments), their current international involvement and global readiness, their target customer profile, and product profile.

2 Identification of the two countries most suitable for expansion of the selected company based on the situation analysis of the company. Use of

internationalisation frameworks, Macro Screening, and Market Accessibility criteria.

20%
3 In-depth Market Analysis of selected 2 countries, including competitive analysis, sales potential, market channel structures, leading to best target market selection 20%
4 Development of an entry strategy programme for the target country. Emphasis on Entry Modes, Market Segmentation, Sales, Profits, & Market Penetration, Pricing Strategy & Plan, Promotion Strategy & Plan, Distribution Strategy & Plan, Budgeting 20%
5 Critical discussion on     the limitations in the application of the main frameworks utilised and their relevance in the case study 20%
  Total 100%

 

 

 

Submission Instructions:

 

The presentation slides must be submitted using module 7023ssl Turnitin submission link on module Aula page by 18:00 UK Time on 27/11/2023@6pm UK Time. No paper copies are required. You can access the submission link through the module web.

 

Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.

 

  • Upload your report and individual reflection as a single document on the module submission portal on Module Aula page
  • All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
  • The University wants you to do your best. However we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the
  • You will find information about the process and what is or is not considered to be an event beyond your control athttps://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and- aspx
  • Students MUST keep a copy and/or an electronic file of their
  • Checks will be made on your work using anti-plagiarism software and approved plagiarism- checking

 

Development of Skills and Attributes:

  • To develop skills that help students to understand academic perspectives and practice of entrepreneurship in a range of global contexts.
  • To encourage students to develop a critical appreciation of current academic debates on ‘entrepreneurship’ as well as research evidence on the application of this and other closely related
  • Develop skills that enables students to identify entrepreneurial characteristics and skills, together with how the use of these can contribute to entrepreneurial success or failure. The module also develops students’ research and communication

 

 
Marking and Feedback
Your assignment will be marked by the module team . Provisional grades will be released once internally moderated . Feedback will be provided

by the module team alongside grades release .

You can expect to have marked work returned to you 15 working days after the submission date by 18-12-2023 6pm UK time. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed upon later in the year once the external examiner has completed his / her review.

Details of the marking criteria for this task can be found at the bottom of this assignment brief.

Module Learning Outcomes:

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

 

1.   Critically evaluate a company situation analysis for international expansion.

2.   Critically identify a potential market for a specific company’s product(s)/service(s).

3.   Understand the Business environment of Global Business and conduct a competitive analysis in order to select the best country market.

4.   Critically identify and determine best entry mode strategy for the target country and develop a market entry strategy.

5.   Develop effective communication skills to be able to present key results and recommendations for the selected company in its international expansion.

Assignment Support and Academic Integrity
If you have any questions about this assignment or require information on Extenuating Circumstances, please see the Student Guidance on Coursework for more information.

 

Spelling, Punctuation, and Grammar:

You are expected to use effective, accurate, and appropriate language within this assessment task.

 

Academic Integrity:

The work you submit must be your own work. We use detection software and make routine checks for evidence of academic misconduct. Definitions of academic misconduct, including plagiarism, self-plagiarism, and collusion can be found on the Student Portal. All cases of suspected academic

 

misconduct are referred for investigation, the outcomes of which can have profound consequences to your studies. For more information on academic integrity please visit the Academic and Research Integrity section of the Student Portal.

 

Support for Students with Disabilities or Additional Needs:

If you have a disability, long-term health condition, specific learning difference, mental health diagnosis or symptoms and have discussed your support needs with health and wellbeing you may be able to access support that will help with your studies.

 

If you feel you may benefit from additional support, but have not disclosed a disability to the University, or have disclosed but are yet to discuss your support needs it is important to let us know so we can provide the right support for your circumstances. Visit the Student Portal to find out more.

Administration of Assessment

 

Module Leader Name Osa-Godwin Osaghae
Module Leader Email [email protected]
Assignment Category Written Component Code Cw1
Attempt Type Standard Assessment Credit 15 Credits

 

 

Assessment Marking Criteria

Criterion Company’s situation Analysis: Analysis to determine the selected company’s current position vis-à-vis international markets, including company analysis (internal and external environments), their current international involvement and global readiness, their target customer profile, and product profile. Market Selection: Identification of the two countries most suitable for expansion of the selected company based on the situation analysis of the company. Use of internationalisation frameworks, Macro Screening, and Market Accessibility criteria Best target market selection: In-depth Market Analysis of selected 2 countries, including competitive analysis, sales potential, market channel structures, leading to best target market selection Development of an entry strategy programme for the target country: Emphasis on Entry Modes, Market Segmentation, Sales, Profits, & Market Penetration, Pricing Strategy & Plan, Promotion Strategy & Plan, Distribution Strategy & Plan, Budgeting Individual Reflection: Critical discussion on the limitations in the application of the main frameworks utilised and their relevance in the case study
 

 

Exceptional First

80 to 100%

As per prior description. but includes insights that are original and are supported by outstanding quality data, presented with professional data visualisation tools As per prior description but includes insights that are original and are supported by excellent quality data, presented with professional data visualisation tools. As per prior description but includes insights that are original and are supported by excellent quality data presented with professional data visualisation tools As per prior description but includes insights that are original and are supported by excellent quality data presented with professional data visualisation tools. The reflection shows great depth and breadth of understanding of the subject and contains elements of original thinking and personal insight.
First

70 to 79%

The analysis is conducted with reference to 5 or more relevant theoretical frameworks. The choice of frameworks is very well justified and critically discussed, The analysis is conducted with reference to several relevant theoretical frameworks. The use of the frameworks is excellent, and all areas covered in this criterion are analysed. The submission contains several The analysis is conducted with reference to multiple relevant theoretical frameworks. The use of the frameworks is excellent, and all areas covered in this criterion are analysed. The The analysis is conducted with reference to multiple relevant theoretical frameworks. The use of the frameworks is excellent, and all areas covered in this criterion are analysed. The analysis The reflection shows excellent understanding of the internationalisation challenges faced by businesses and includes very good critical analysis of the tools and the data available for the analysis, as they

 

 

  including insightful remarks on the application of the frameworks to the industry and company. All areas covered in this criterion are analysed. The analysis is supported by excellent quality data, and the data is well referenced and presented with use of high-quality visualisation tools. The logic is very robust and shows an excellent understanding of how the international strategic position of the company is determined, and its impact on its internationalisation strategic options. items of critical discussion on the selection tools and the decision process, particularly as they relate to the industry and company analysed.

The analysis is supported by relevant/ high quality data, and the data is well referenced and professionally presented. The logic always robust, and the narrative to connect the country selection with the company situation analysis is logic and clear.

discussion shows a high level of critical analysis, with reference to the specifics of the industry and company under review. The analysis is always supported by relevant/high quality data, and the data is well referenced and professionally presented. The logic is robust and shows an excellent understanding of how businesses can conduct an in-depth analysis of a new international market. is always specific to the industry and company selected. Alternative entry strategies and marketing approaches are introduced and critically discussed.

The analysis is always based on relevant/ high quality data, and the data is well referenced professionally presented. The recommended entry strategy is clearly and logically linked with the analysis and findings of the report.

relate to the company and industry investigated.
Upper Second

60 to 69%

The analysis is conducted with reference to 5 or more relevant theoretical frameworks. The choice of frameworks is well justified and critically discussed. The use of the frameworks is correct, and all areas covered in this criterion are analysed. The The analysis is conducted with reference to several relevant theoretical frameworks. The use of the frameworks is correct, and all areas covered in this criterion are analysed. The submission contains several items of critical discussion on the selection tools and how they can be used. The analysis is supported by The analysis is conducted with reference to multiple relevant theoretical frameworks. The use of the frameworks is correct, and all areas covered in this criterion are analysed. The analysis is well supported by relevant/ high quality data, and the data is well referenced and presented. The logic is The analysis is conducted with reference to multiple relevant theoretical frameworks. The use of the frameworks is correct, and all areas covered in this criterion are analysed. The analysis is sometimes generic and unrelated to the industry and company selected. Alternative entry strategies and marketing The reflection shows very good understanding of the internationalisation challenges faced by businesses and includes good critical analysis of the tools and the data used for the report.

 

 

  analysis is supported by relevant/ high quality data, and the data is well referenced and presented with use of quality visualisation tools. The logic is very robust and shows an understanding of how the international strategic position of the company is determined, and its impact on its internationalisation strategic options relevant/ high quality data, and the data is well referenced and presented. The logic is robust, and the narrative to connect the country selection with the company situation analysis is logic and clear mostly robust and shows a good understanding of how businesses can conduct an in-depth analysis of a new international market. approaches are introduced and critically discussed.

The analysis is always based on relevant/ high quality data, and the data is well referenced and well presented.

The recommended entry strategy is mostly linked with the analysis and findings of the report.

 
Lower Second

50 to 59%

The analysis is conducted with reference at least 3 relevant theoretical frameworks. The use of the frameworks is generally correct, and all areas covered in this criterion are analysed. The analysis is supported by relevant/ high quality data, and the data is well referenced and presented. The logic is mostly robust and shows some understanding of how the analysis of the

company’s strategic position will support the

The analysis is conducted with reference to several relevant theoretical frameworks. The use of the frameworks is generally correct, and all areas covered in this criterion are analysed. The analysis is supported by relevant/ high quality data, and the data is well referenced and presented. The logic is generally robust, and there is an attempt in the narrative to connect the country selection with the company situation analysis already conducted. The analysis is conducted with reference to relevant theoretical frameworks. The use of the frameworks is generally correct, and all areas covered in this criterion are analysed. The analysis is generally supported by relevant/ high quality data, and the data is well referenced and presented in an appropriate format. The logic is mostly robust and shows an understanding of how businesses can conduct an in-depth analysis of a new international market. The analysis is conducted with reference to the relevant theoretical frameworks. The use of the frameworks is mostly correct, and all areas covered in this criterion are analysed. The analysis is often generic and unrelated to the industry and company selected.

Alternative entry strategies and marketing approaches are sometimes introduced, but not always discussed and critically analysed. The analysis is sometimes based on irrelevant/ low

The reflection shows good understanding of the internationalisation challenges faced by businesses and includes basic critical analysis of the tools used for the report

 

 

  choice of internationalisation options.     quality data, and the data is sometimes incorrectly referenced and/or poorly presented.

The recommended entry strategy is not always logically linked with the analysis and findings of the report.

 
Third

40 to 49%

The analysis is conducted with reference to less than 3 relevant theoretical frameworks; moreover, the use of the frameworks is sometimes incorrect and not all areas covered in this criterion are analysed. The analysis is generic, unrelated to the industry and company selected. The analysis is often based on irrelevant/ poor quality data, and the data is sometimes poorly referenced and/or poorly presented The analysis is conducted with reference to only one relevant theoretical framework; moreover, the use of the frameworks is sometimes incorrect and not all areas covered in this criterion are analysed. The analysis is generic, unrelated to the industry and company selected. The analysis is often based on irrelevant/ low quality data, and the data is sometimes poorly referenced and/or poorly presented The analysis is conducted with reference to relevant theoretical frameworks; however, the use of the frameworks is sometimes incorrect and not all areas covered in this criterion are analysed. The analysis is generic, unrelated to the industry and company selected. The analysis is often not based on relevant/ high quality data, and the data is poorly referenced and/or poorly presented The analysis is conducted with reference to the relevant theoretical frameworks; however, the use of the frameworks is sometimes incorrect and not all areas covered in this criterion are analysed. The analysis is generic, unrelated to the industry and company selected.

Alternative entry strategies and marketing approaches are not discussed and critically analysed. The analysis is often not based on relevant/ high quality data, and the data is poorly referenced and/or poorly presented.

There is no recommended entry strategy, or the recommendations are

The reflection shows basic understanding of the internationalisation challenges faced by business and of the relevance of the theoretical frameworks used in the module

 

 

        unrelated to the analysis and findings of the report.  
Fail

30 to 39%

The analysis is not conducted with reference to relevant theoretical frameworks, or the use of the frameworks is incorrect. The analysis is not supported by data.

Presents limited or no understanding of the topic.

The analysis is not conducted with reference to any relevant theoretical frameworks, t. The analysis is not supported by data.

 

Presents limited or no understanding of the topic.

The analysis is not conducted with reference to relevant theoretical frameworks, or the use of the frameworks is incorrect. The analysis is not supported by data.

 

Presents limited or no understanding of the topic.

The analysis is not conducted with reference to relevant theoretical frameworks, or the use of the frameworks is incorrect. The analysis is not supported by data.

 

Presents limited or no understanding of the topic.

The reflection shows no understanding of the challenges of this type of research and limited or no understanding of the topic.
Fail

0 to 29%

This analysis is not conducted. This analysis is not conducted. . This analysis is not conducted. This analysis is not conducted. This analysis is not conducted. The content of the reflection fails to comply with the brief.