UMKD6Q-15-3 GMM 2021-2022
FAQs. Market Entry Booklet – Component B.
How do I submit the word document from Component B?
Wechat group
Do I have to use theory?
Yes, we would expect you to use theoretical models to underpin your approach where appropriate. You do not need to describe them but rather apply them to your chosen brand and market and use them to support, structure and justify your approach.
What if I felt that the brand should not be launched in my presentation?
Sometimes in industry you make a recommendation, but the management team want you to go ahead none the less.
Can I use diagrams and pictures?
Yes, we encourage you to use diagrams and pictures. We are looking for you to produce a persuasive piece which is attractive to look at. Please see the examples in the recorded brief for the assessment. All diagrams and figures and tables etc from another source must be correctly cited in text using UWE Harvard referencing.
Does it have to be in word?
Yes please. Word is perfectly acceptable for this submission and we do not expect you to learn new software just to prepare the booklet. We want you to focus on the content of the booklet and in producing something justified and attractive without spending time getting to know new software. Look at the exemplars that you will find in the recorded assessment brief, where we give you examples of interesting and very effective booklets produced using word.
What if I did not hand in Component A – the country and company analysis?
In that case you will need to carry out a country and company analysis of Salcombe Gin entering the Japanese market and use this to help you to write your market entry booklet. Please see your tutor if this is you.
Do I need to use in text citations?
Yes you do when you are introducing factual information / referring to theoretical models and concepts / using images, figures or diagrams which are not your own.
Do the references and the appendix count in the word count?
The in-text citations do, but the reference list and the appendix do not.
What do I do if I failed assessment Component A?
Component A is worth 25% of your overall mark for the module. Provided you achieve 40% overall across both assessment components with a ratio of 25:75 per cent, you will have passed the module.
Do we need to include a contents page?
No contents page needed as this uses up valuable word count, but a short introduction might set the context nicely
Do I need to refer to all 11 Cs when considering distribution?
Not necessarily. It would be up to you to choose the most relevant Cs and to apply those to your justification / argument.
Do we need to include a figures list?
No but the figures, diagrams, and images from other sources will need to be correctly cited (using UWE Harvard) in the body of your work.
If we put images of diagrams or tables into the document, do the words in them count towards the word count?
No, but use them sensibly, don’t overuse tables to get around the word count. Use tables etc. where they clarify information.
The slides briefing in the assessment mention budget (under the promotional section). Do we need to include a budget?
You need to consider budget only in so far as considering what the company might be able to afford and making a pragmatic decision.
If we’re a consultant in this scenario, do we write in the first person or third person?
Write in the third person.
Can I use footnotes as references?
No, we would expect you to use standard UWE Harvard referencing as this is standard UWE policy.
Do we need to correct Component A (country and company analysis) before attaching it as an appendix?
No, you just attach it as it is, however, please take account of your feedback from your Component A submission and add extra information to your market entry booklet if it supports your argument better. For example, you might need to carry out a more robust micro analysis to support your promotional strategy.
Do I need to carry out more research?
If your feedback from Component A (country and company analysis) says so, then yes. If not, you should have what you need and you can gap fill any areas you need more sources for. So, for example, you are likely to need to carry out research looking at media available in the market you are entering and you may need more consumer research to find out about your target market and more information about your competitors so that you can effectively segment the market and ensure that you have a differentiated offer.
What does a promotional strategy cover?
It could be anything that promotes your brand. It might be sampling, social media, a television commercial, a radio campaign, billboards, free gifts etc. It is up to you to consider the budget that a company is likely to have (big or small) and advise them how best to use that to meet their objectives and reach their target audience.
Do we need an introduction and conclusion?
It is not a requirement of the assignment to have an introduction but if it helps you to set a context efficiently and avoids repetition, then you can use one. The same would be true of a conclusion.
Should our booklet be landscape or portrait
This is a matter of personal preference, it is up to you to choose what looks best for your booklet in terms of presentation and layout.
How should we structure our work?
You do not have to follow the three headings if you find that you can cover them in a more effective way. For example, you might choose to start with entry mode and then cover STP because until you have defined your target you are unable to decide on your best distribution route and promotional approach. You must, however, check that you have covered all the areas you have been asked to cover.
Do I need to reference my facts?
Yes absolutely. You will be marked down if you do not reference your evidence with in text citations. Before your appendix you should also have a list of all the references that you have used in your booklet (even if some of them are already mentioned in your appendix). This reference list does not count in your world count.
Can we just copy parts from our presentation slides?
This would not be good practice as you will be using your analysis from the first element of the assessment to help you to justify your approach to the market. As such, you will be applying information that is relevant to your market entry.
Is it okay to recommend the first entry mode and approach and then suggest a further approach (if the first initial entry is successful) for expansion in the market?
Yes, this would be a good approach to take. Look at the Uppsala model.
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