As market researchers, you have been asked by your Director to write a report on Waitrose (a chain of British supermarkets), who is considering further expansions to Singapore. You have been tasked by your Director to present the Waitrose’s international marketing and competitive strategy in Singapore.
Overall, the purpose of the assignment is to assess your ability to understand and apply the international marketing theory in practice. Through this company project, you need demonstrate your practical understanding of the topics covered during the course as well as to develop your skills in preparing an international marketing report. You are advised to read these notes carefully and follow the recommendations. Failure to comply with the guidelines may lead to a reduction in marks. In addition, the extent of research conducted will be crucial to build strong argument, however you need to be selective and only include relevant information. The quality of your report will be assessed based on correct application of marketing theory and tools, as well as the strength of your arguments and solidity of your justifications.
2. Research your project
You are encouraged to conduct enough research to collect the necessary data and finish this project. The focus of this project should be based on secondary research (that is data which is already in the public domain). Please note that do not contact Waitrose in relation to your coursework.
A few clues on the types of reports and publications you may wish to look at are:
Annual reports and accounts, Key Note or Mintel Reports, Euromonitor, Business Ratios (for financial information), Marketing, The Economist, Newspaper articles (e.g. FT supplements), etc..
There are also numerous academic journals (e.g. Journal of Marketing, European Journal of Marketing, International Journal of Research in Marketing, Journal of International Marketing, International Marketing Review, Journal of International Business Studies, etc.) which will have relevant articles to support some aspects of your report. It is essential that you incorporate academic sources, and that they are referenced correctly according to the Harvard system of referencing (Using EBSCO, Pro-Quest, etc.).
A good starting point when planning a project is to consider the structure of your final report. This will help you to decide what information you need to collect and identify any gaps in available information. A suggested outline structure for the project is as follows:
⇒ Executive summary ⇒ Introduction ⇒ The company (e.g. history or background) and targeting country issues (i.e. Singapore) ⇒ Environmental analysis (e.g. PEST/PESTEL and Porter’s 5 forces models, competitors) ⇒ Internal analysis (e.g. organizational, marketing, financial and other factors; SWOT) ⇒ International marketing objectives and strategy (e.g. SMART, STP) ⇒ International marketing mix implementation (i.e. 4Ps) ⇒ Control and recommendations for long-term development ⇒ Conclusion ⇒ References (Harvard style referencing) ⇒ Appendices
You need to apply marketing frameworks/models that you have learned in your lectures. You need to demonstrate your critical evaluation on the basis of the existing information. You need to present your ANALYSIS, but not just the information.
4. Visual impact
The use of diagrams and tables or charts can greatly enhance the presentation of specific material. Diagrams can often provide a good summary of the concepts under discussion. Tables are also a useful means of presenting numerical data though charts (i.e. graphs) sometimes have more impact particularly when demonstrating trends. These techniques can be a useful means of summarising large amounts of data and presenting it in a concise and easily interpretable manner.
It is important that at the end of your report you draw some conclusions. These do not need to be lengthy but you should give them serious consideration. You need to make between 3 and 5 very important points at the end of your report. This makes your work more complete and summarises the key issues.
6. Submission and format
Word limit: 3000 words excluding references and appendices. The number of words in your essay can be 10% less than the total word count allowance. However, to ensure optimal length consistency and therefore marking fairness, submissions exceeding the total word count will be expected to receive penalties. The spacing should be 1.5 or 2. Accepted fonts are either 12, Times New Roman or 11 Ariel.
7. Marking Scheme:
The following sections shall be included in the report and marking will be divided between these sections as follows:
Content is organised and appropriate; coherent; flow of information, arguments, and concepts
Knowledge and Understanding: 20%
Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question
Application of theory or practical examples given appropriate to context
Analysis and Recommendations: 40%
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