LO2 Critically analyse and apply information on market structure and segmentation,competitors and buyer behaviour within specific international market scenarios.

Faculty of Business and Law Assignment Brief Mode E and R Regulations

Module Title:

International Marketing


Assignment Number


Module Code:


Assignment Title

Individual Coursework



Assignment Credits



Release Date:

28 February 2023


Submission Date/Time:

04/04/23 18:00

Submission Time and Place:

Submission through Turnitin ONLY

Assessment Information

This assignment is an individual assignment.

You are working as a Marketing Manager for one of the Clothing brands (of your choice) of the UK.Your chosen brand is considering an expansion in an Asian country of your choice. You have been tasked by the Marketing Director to prepare a business report by critically analyzing the following tasks.

1.Critical analysis of the market structure, level of competition and marketing environment (Micro and MACRO) in the chosen Asian market.

2.Segmentation, Targeting and Positioning (STP) Analysis and develop a profile of target customers

3.Analysis of buyer behavior

4.Development of an adapted or standardized marketing communication strategy with justification.

5.Analytical discussion, with justification, which other elements of the marketing mix should be adapted or standardized for the new market focusing on globalisation versus localisation issues.

Please note that this is a Standard business report that must have Cover page, Table of content, Executive Summary, Proper chapters/subchapters heading, Spelling and grammar check, References.

·You can add Appendices, as required.

·The images and tables should be appropriately placed and numbered and referenced, where required.

·You are highly encouraged to include relevant theories, tools and models (where appropriate) while addressing the coursework tasks. Variety of good quality sources, preferably academic journal papers, should be consulted for preparing the coursework.

This assignment is designed to assess learning outcomes:

2.Critically analyse and apply information on market structure and segmentation, competitors and buyer behaviour within specific international market scenarios.

3.Examine and discuss the globalisation versus localisation issues related to the marketing mix.

Word Count

The word count is 2000 words.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

The word limit includes quotations and citations, but excludes the references list.

How to submit your assessment

The assessment must be submitted by 18:00 on 04/04/23. 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.

·Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts only Microsoft Office documents, unless otherwise advised by the module leader.

·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 5 working days, 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 deadline.

You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx

·Students MUST keep a copy and/or an electronic file of their assignment.

·Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

LO2 Critically analyse and apply information on market structure and segmentation,competitors and buyer behaviour within specific international market scenarios.



As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by completing the Good Academic Practice quiz.

Self-plagiarism or reuse of work previously submitted

current course or for another qualification of this and any other university, unless this is specifically provided

for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie. it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.

The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. If you are a business student and joined Coventry University in September 2020 or later please use APA 7th edition referencing, if you joined prior to this date you may use APA or the existing Harvard Reference Style (Coventry version) that you are familiar with. Law students should use OSCOLA. Please be consistent in the referencing style that you use and use it correctly to avoid a case of plagiarism or cheating being brought. If you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.

LO3 Examine and discuss the globalisation versus localisation issues related to the marketing mix.

Return of Marked Work

You can expect to have marked work returned to you 10 working days after the submission date. 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 later in the year once the external examiner has completed his / her review.

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