This assignment requires you to build on your coursework 1 (group presentation) and produce an expanded, in-depth international marketing strategy for Booja-Booja Ice Cream (refer to case Expanding Booja-Booja Ice Cream Internationally available for download on Blackboard Ultra). The focus of the strategy is on developing an internationally-coherent brand positioning concept for Booja-Booja, to enable it to build brand awareness on an international level, and making tactical recommendations for marketing Booja-Booja across its focal markets of interest. For the purpose of this assignment, you should choose one market as follows: any country in Europe (but not the UK or Germany), Africa, America or Australia and it should be different from the one covered in your group assignment).

You have been employed by Booja-Booja as an international marketing consultant who has been assigned to:

1.                  Produce an in-depth analysis of macro and micro environmental factors that may influence Booja-Booja’s success in the focal market. This analysis should draw from the case study, market/industry reports and academic literature to inform and support your recommendations. Going beyond the recommended (core and optional) literature sources and conducting your own research is strongly encouraged.  As in coursework one, given the focus of the module a key expectation is that your macro-environment analysis will examine cultural environment conditions when analysing sociocultural component of macro-environment.

2.                  Consider different culture-based brand positioning strategies available, discussing their advantages and disadvantages in the context of Booja-Booja, followed by justified recommendations of the optimal strategy for Booja-Booja. In particular, you are encouraged to evaluate GCCP, FCCP, LCCP and hybrid culture-based positioning strategies, and identify which one of these you recommend as optimal. You are encouraged to consider how your recommendations for Booja-Booja’s positioning reflect the brand’s unique selling points and values.

3.                  Produce detailed and justified recommendations for the marketing mix taking into account the positioning strategy you recommend.

You must draw on recent examples and make reference to relevant international marketing/ consumer behaviour theories and concepts, identify and

utilise relevant market/ industry/ consumer data and recent academic research to support your

work.

●       Use the standard Management School cover sheet

●       Have the word count given on the cover sheet

●       Be presented with 2.5cm margins all round

●       Use Times New Roman or Arial, 11 or 12 point for the main body text

●       Use 1.5 line spacing

●       Have all pages numbered except the first

●       Be properly spell checked

●       Use suitable headings, paragraphs and sections

You must reference your work correctly using the Harvard method.

Failure to do so will result in the deduction of marks and possible proceedings under the University’s Academic Integrity Regulations

In combination with the use of the university Star Plus library and standard search engines, you can use AI to assist your search for information. You will not get marks for submitting AI generated content and should not cite anything from a Gen AI tool. If you have used Gen AI for language improvement, you should acknowledge it using this template and you could be cased to submit the draft (pre-Gen AI version of the work alongside with the final version).

Electronic submission only through Blackboard

You can submit your assignment multiple times to the submission link on the module Blackboard site. Each time you submit you will receive a Similarity Report. You can check this and improve your referencing before the final deadline.

After 3 submissions you will need to wait 24hrs before you receive a new report.

Please note: each new submission replaces any previous submission. It is not possible to retrieve a previous submission.

Your final submission must be made before the deadline to avoid late penalties.

You should note that the time of submission is taken from once the document has been successfully uploaded and confirmed – this may take more than five minutes during busy periods. Late penalties will be applied to any work submitted from 12.01pm on 15^th December 2025 onwards. Details of how to calculate a late penalty can be found in your programme Handbook. It is your responsibility to ensure the correct document/file has uploaded successfully.

When submitting students must:

1. Include a completed cover sheet (available from Blackboard)
2. Use ‘Student Number, MGT382-2’ (e.g. 19001100, MGT382-2) as the document’s file name and also as the Assignment Title in Turnitin.

The task will be the same but based on a different case study

• Demonstrate a critical understanding of the processes of managing international marketing activities.
• Identify and evaluate opportunities in international markets.
• Apply relevant knowledge based on an understanding of the subject.
• Demonstrate international marketing research skills.
• Develop and present proposals on a pertinent international marketing topic.