International Marketing

International Marketing    2014-15

Coursework Number or Title:    Coursework 2 – Individual

Word Length: 3000 words (+/- 10%)

Submission: 24 April 2015 @ 23:55 online only via Turn It In

Contributes 50% to total module mark

Answer all parts of the question:

“BYD Co., Ltd is a globally leading-edge provider of green energy technologies that specializes in the IT, automotive and new energy fields. Emerging from battery manufacturing, BYD has grown into the world’s biggest rechargeable battery manufacturer, and taken the largest global market share for cell-phone chargers and keypads. In 2003, BYD branched into auto business, and has kept a robust yearly growth rate successively. Today, BYD is the fastest-growing Chinese auto company and a global pioneer in the field of new energy vehicles including Dual Mode electric models and pure electric models. BYD has also focused on the Research & Development and manufacturing of a wide range of new energy products, including energy storage system, solar energy products and LED lighting.” (BYD, 2015) []

You are working for BYD Company as Marketing Manager. They are planning their expansion into European car market with their hybrid car e6. Their target country is Germany.

You have been tasked to prepare a business report to include the following:
1.    Analysis of macro and micro environment in European hybrid cars industry with emphasis on German market (you may want to include PESTEL and Porters 5 forces analysis)
2.    Suggest the market entry strategy with justification
3.    Discuss with justification which elements of marketing mix should be adapted or standardised for the new market. Discuss in detail (with justification) how the product should be promoted in the new market

Include a list of References and Bibliography
You must include a range of research in all answers; this may include relevant concepts and theories from text books, journal articles, websites, and market research databases such as Mintel, company or industry sources.  Research should be referenced using CU Harvard Referencing style.

Learning Outcomes Assessed:

1. Critically analyse and apply information on market structure and segmentation, competitors and buyer behaviour within specific international market scenarios.

2. Examine and discuss the globalisation versus localisation issues related to the marketing mix.

Marking Scheme:

Structure 10%
Content is organised and appropriate; coherent; flow of information, arguments, and concepts

Knowledge and Understanding 20%
Identifies, explains, draws on appropriate global marketing theories, models, literature to demonstrate depth and breadth of research to address the questions

Application 30%
Application of theory or practical examples given appropriate to context

Analysis and Recommendations 30%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations

Presentation 10%
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional

This assignment must be submitted as an electronic copy of your assignment via the module web using the Turnitin icon. (See instructions on module web) by 23:55 on the above deadline day.

The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.

Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.

Return of Marked Work
Marked work will be returned in class. You can expect to have marked work returned to you by 2 teaching weeks after the submission date.

PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.

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