Description
Module code: MKT5054
Module name: International Marketing
5.2 Assessment 2- Individual Report – 60%
The second part of the assessment consists of an individual report. This report will be based on the case study material presented by your group, to which all members of that group should have equal access.
The focus of this report should be a considered reflection on the outcomes of the presentation in the light of feedback. It should explain and critically assess your group’s rationale for the strategies followed in the presentation, and your personal reflections on the process and effectiveness of the selected approaches. You may decide that further input from the academic literature (i.e. additional theoretical concepts, frameworks) may be helpful to explain your own further proposals for strategies and ideas. These can be amended and/or alternative strategies.
Solution
1.0 Introduction
One of the activities that we engaged in the course of our international marketing (MKT 5054) was the group activity. The group activity entailed choosing a real company that has been successful in the local market and one that have more potential for growth if it expanded in a foreign market. We were therefore tasked with choosing a potential country for the expansion as well as developing various strategies that the firm should adopt in order to be successful with its global expansion programme. Our group comprised of five people who carried out the activity and presented it to the group within the laid down guidelines. In our presentation we choose Maryland Chicken, a company in the UK and identified China as our main target country for its expansion programme. Furthermore, the group agreed that the entry strategy to be used would be the joint venture where localisation strategies would be used in order to appeal to the local Chinese people. In addition, we made other decisions regarding target market and marketing mix strategies.
This report therefore offers a reflection of our rationale behind adopting various strategies as we did in the group work. According to Pedler et al, (2006) reflection on group activities is important as it acts as an eye opener both to the individual and the group as a whole on our strengths and weaknesses in terms of the ability to work together, offer diverse opinions and be able to deliver good performance. Accordingly, reflection enhances in depth understanding of subject matter and promotes persona development through self awareness. In addition to the group reflection, I will offer my personal views on the strategies that we agreed upon as a group which I personally thought would have been done differently.
2.0 Critical assessment of the group’s rationale for strategies followed in the presentation.
2.1 Choice of organisation
In deciding which organisation to choose for our expansion programme, various factors were considered. First, the company had to be real and in operation and second it needed to be a relatively small company which have not expanded its operations in foreign countries. Our group identified Maryland chicken as our ideal company. Maryland chicken is a fast food restaurant which was started in Leicester, UK (Maryland Chicken, 2014). Although it has been in the UK market for slightly over ten years, it has expanded its operations to twelve branches in UK and has become one of the fastest growing fast food brands in United Kingdom. Therefore, the company shows high potential for growth. Through the decade of its operations, Maryland Chicken has shown the urge to grow and develop itself through positioning itself as one of the highest quality chicken retailers in UK amidst stiff competition from McDonalds, Kentucky Fried Chicken and other established fast food outlets. Similarly, it has been broadening its menu with new offerings and ensures quality through sourcing its products from reliable sources. With the success that Maryland had achieved in the UK market, our group agreed that this company would become more successful if it expanded its operations globally. This is also in line with their aim of becoming “the most-loved and best fast food service restaurant brands in the UK and in our target markets across the world (Maryland Chicken, 2014).This would enable it to diversify geographically and improve its chances of making more profits…………………………
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