University University of Birmingham (UoB)
Subject International Marketing

Assignment brief:

Choose a company (other than any firm which you have mentioned or studied in a previous assignment) that you believe has achieved superior performance in at least TWO separate countries. Collect data/information regarding this company from published material (online or otherwise).

Notes for guidance:

Use relevant concepts and models to:

  • detail and defend the extent to which this company has achieved superior performance in BOTH countries;
  • describe and critically analyze the marketing environment of this company;
  • identify and critically evaluate the factors in their marketing activities that have contributed to their superior performance
  • Use secondary data, DO NOT do any primary research
  • Ensure that you do not exceed the word count limit; any text going beyond this word-count allowance will not be marked
  • Provide a word count at the start of your document.
  • Assignments should be submitted in size 12 font, with double line spacing.
  • Ensure that your discussions flow coherently, use, and number subheadings; all diagrams/tables used must also be numbered, labeled, and referenced.

In this assessment the following learning outcomes will be covered:

LO 1. Understand the concepts and theories in international marketing for consumer and business products and services;

LO 2. Apply these concepts and theories in the analysis of case examples;

LO 3. Apply these concepts and theories for developing a marketing strategy for a company of their choice.

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