International Marketing Country Cultural Analysis


Assessment 2 Information
Subject Code: MKT303
Subject Name: International Marketing
Assessment Title: Country Cultural Analysis
Assessment Type: Length: Individual, Video Recording 7 to 8-minute video (no more)
Weighting: 30%
Total Marks:
Submission: 100
Online
Due Date: Week 10
Your task
Individually, you are required to record a 7 to 8-minute video in which you are to critically evaluate and compare two countries that would be suitable for international expansion based on the provided scenario in the assessment description section. Please note that the work you produce in this assessment will serve as the basis for your final assessment submission in this subject.
Assessment Description
The purpose of this assessment is to assess students’ ability to identify and critically evaluate the significance of factors in international external environments by linking in relevant marketing concepts, theories and notions to international market situations.
Assessment Instructions
The Bundaberg Brewed Drinks Company which is located in Bundaberg, Queensland, just recently had a successful entry into the US, South Korea, Germany and China soft drinks markets. Based on this success, the Flemings family are now planning to introduce their iconic ginger beer product in Saudi Arabia and Russia.
Presume that the company has recently hired you as an international marketing consultant. In taking on this role, you were tasked to analyse both countries by using the framework of Hofstede Cultural Dimensions. In conducting this analysis, you must identify which of the countries mentioned above is the most suitable option for further international expansion by considering the similarities and differences, as well as any other competitors servicing these countries. Based on your analysis, you are then required to formulate recommendations on how the Bundaberg Brewed Drinks Company should adjust its marketing mix, including any modifications to the ginger beer product to suit the market.
To deliver your findings, you are required to record a 7 to 8-minute video in which you will present the Flemings family with the results of your analysis. In preparing to record your video, you are to design a set of PowerPoint slides that will serve as visual aids to help you deliver your findings constructively and efficiently.
You must use at least 8 sources of information to support your analysis and recommendations. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These sources should be presented as in-text citations and a reference list at the end of your video – using the Kaplan Harvard Referencing Style. Likewise, you are required to include appendices section at the end of your video that contains photos or screenshots of the Hofstede Cultural Dimensions and screenshots of the competitors that you have found.
Assessment Submission
Students are encouraged to submit their work well in advance of the deadline to avoid any possible technical difficulties. For those students who have limited experience in video assessment submissions, it is recommended to read video FAQs document that is available to you under the assessments tab in MyKBS.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School
“late assignment submission penalties” policy.
Number of days Penalty
1* – 9 days 5% per day for each calendar day late deducted from the total marks available
10 – 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty
For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties? How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Time Limits for Video Assessments
Submissions that exceed the word or time limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
MKT303 Assessment 2 Marking Rubric – Country Cultural Analysis 30%
Marking
Criteria (__/100) F (Fail)
0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100%
Cultural Dimensions
__/30 marks You have provided incoherent or no analysis of the countries
with limited or no comparison and/or evaluation of the
Hofstede Cultural Dimensions
– supporting appendices are not provided. You have analysed both of the countries by comparing and/or
evaluating some of the Hofstede
Cultural Dimensions – supporting appendices provided. You have analysed both of the countries by comparing and
evaluating most of the Hofstede
Cultural Dimensions – supporting appendices provided. You have analysed both of the countries by comparing and
evaluating each of the Hofstede
Cultural Dimensions – supporting appendices provided. You have critically analysed both of the countries by expertly comparing
and evaluating each of the Hofstede
Cultural Dimensions – supporting appendices provided.
Competitors
__/20 marks You have identified incorrect, or no competitors with
incoherent or no discussion of how they adapted to the
cultural values – supporting appendices are not provided. You have identified competitors in both of the countries with limited or
no separation between direct and indirect competition – a limited
discussion of how they adapted to the cultural values – supporting appendices provided. You have identified the direct and indirect competitors in both of the countries supported by an
adequate discussion of how they adapted to the cultural values – supporting appendices provided. You have identified the direct and indirect competitors in both of the countries supported by a detailed analysis of how they
adapted to the cultural values – supporting appendices provided. You have identified the direct and indirect competitors in both of the countries supported by a
comprehensive analysis of how they adapted to the cultural values – supporting appendices provided.
Recommendations
__/20 marks You have provided incoherent or no recommendations that demonstrate an inadequate
understanding of the required marketing mix adjustments and/or product modifications. You have provided basic recommendations that demonstrate an adequate understanding of the
required marketing mix adjustments and/or product modifications. You have provided detailed recommendations that
demonstrate a suitable
understanding of the required
marketing mix adjustments and/or product modifications. You have provided detailed recommendations that
demonstrate an advanced
understanding of the required
marketing mix adjustments and product modifications. You have provided comprehensive recommendations that demonstrate an expert understanding of the
required marketing mix adjustments and product modifications.
Use of supporting evidence
__/10 marks Your research lacks focus and/or you have chosen
unsuitable or bogus sources, which do not link to the required assessment task. You have demonstrated a basic level of research, which is
supported by a reasonable selection of sources. You have demonstrated substantial research, which is supported by a reasonable selection of sources. You have demonstrated substantial research, which is supported by an appropriate selection and range of sources. You have demonstrated extensive research, which is supported by an appropriate selection and range of sources.
Presentation Audio and Visuals
__/10 marks Your presentation was inaudible and/or it lacked visual slides. Your presentation was audible with slides but lacked a professional
image, contained spelling/grammar mistakes and/or presenter read directly from slides. Your presentation was audible with slides with only minor
spelling or grammar mistakes.
Your visual and audio elements were engaging throughout the video. Your presentation was audible with slides that had no spelling or grammar mistakes. Your
visual and audio elements were well designed and engaging throughout the video. Your presentation was audible with slides that had no spelling or
grammar mistakes. Your visual and audio elements were excellently
designed, reinforced key points and engaging throughout the video.
In-text citations and
Reference List
__/10 marks
Neither in-text referencing and/or reference list adheres to Kaplan Harvard
Referencing Style. In-text referencing or the resultant reference list adheres to Kaplan
Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard
Referencing Style, with only occasional minor errors. Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors.
Feedback and Grades will be released via MyKBS.
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