Assessment Task: Analyse the positive and negative aspects of five market entry strategies that could be utilised by an international business during the implementation of a global strategy.
Deadline date for submission: 19th April 2013
Format: Report, Group work (4 in a group)
Word limit: 2,500, Turnitin 15%
Learning outcomes to be examined in this assessment Upon successful completion of this module, students should be able to: (a) Identify the various forms of management structure and their relevance to size and technology;
(b) Demonstrate the nature of management culture, why this may vary from one company to another and the impact it has on corporate success;
(c) Identify the relationship between business planning and operations and the problems of ensuring consistency;
(d) Demonstrate the importance of effective communication between managers with different responsibilities.
The coursework will assess learning outcomes (a) (b) and (c) . The examination will assess (a), (c) and (d)
Assessment criteria Explanatory comments on the assessment criteria Maximum marks for each section

Content, style, relevance, originality Clear demonstration of rigorous research from recognised authoritative sources. Audience focus. 50%
Format, referencing, bibliography Harvard 10 %
Constructive critical analysis, introduction, conclusion Demonstration of a clear understanding of the issues. Use of academic models. Clear understanding of a focussed campaign 40%

Indicative content:
Answer:
O global strategy: analysis: 15%
O five market entry strategies / detailed analysis: 40%
O positive / negative aspects: control / cost / culture / structure: 15%
O global strategy: define / relevance/ impact: 20%
O future challenges: 10%

Learning Outcomes:
O To understand the techniques used in building a global strategy.
O To discuss five market entry techniques in detail.
O To link theory to practice effectively.

Good Answer
Students are able to examine five market entry strategies used by global businesses and them to strategic decision making. Students should be able to link the business development strategy to the launch into the global marketplace.

Poor