design an international marketing plan for bilibili

DETAILED ASSESSMENT BRIEF

Design an international marketing plan for the brand you have chosen (The brand I chose is BiliBili.)

In developing your marketing plan you will need to carry out a number of steps, including:

a) Market choice: Selecting of the country entered for international expansion. Here you should justify your choice.

b) Researching the internal and external environments of the country and company. This research phase is essential since marketing decisions made are only ever as good as the information on which they are based (Tookey, 1964). Here you should identify discuss and evaluate the key environmental issues which will shape your marketing strategy

c) Designing international marketing strategies for your selected company.

At this stage of the assignment realism and precision will be rewarded. The theories, models, and concepts presented in the recommended textbook(s) and in the lectures will have to be applied to justify and analyse international marketing decisions. Indications of how to implement the plan and control for its success should also be included but only briefly (no more than 200 words).

The assignment and marketing plan should follow the P.R. Smith’s SOSTAC approach and be presented to include the following sub sections:

  • Situational analysis/country justification including Market Choice, PESTLE — review of cultural influences by using relevant theory including Hofstede, etc. (20%)
  • Objectives which are SMART. (5%)
  • Strategic options including market entry strategy, segmentation, targeting and positioning (STP). The proposed strategy should be justified from research conducted for the choice of international market. (20%)
  • Tactics: Development of other elements of the marketing mix. Standardization versus adaptation issues for all mix elements should be included. (40%)
  • Actions: Tactical implementation and resource allocation including a budget plan. (10%)
  • Control: Monitoring and evaluation of the success of the marketing plan. (5%)

ADDITIONAL GUIDANCE

The tone (the way in which you write and the words that you use) within your report and the layout of your report should be professional.

Your marketing plan should be presented in Report Format, with a Cover Page, Contents Page and Executive Summary (all excluded from the word count). A Reference List and Bibliography should be included at the end of your work.

Appendices can be used to present supporting information, but any appendix will not be marked; important content must be discussed in detail within the body of the report to gain marks.

Words in tables are excluded from the word count. However, large table containing information in paragraph is NOT acceptable and will not be marked.

In developing your marketing mix for the marketing plan, consider the size and capability of the company.

Support your work with academic or non-academic but reliable references, presenting in Harvard Referencing format.

ASSESSMENT CRITERIA

To achieve a ‘Pass’ grade

In order to achieve a pass grade the students will have demonstrated an understanding of the main theoretical and significant external political, cultural and social, economic and technical issues involved in developing and entering an overseas market. The assignment will include all of the sections itemised above, with occasional minor omission and will be presented in a suitable format. Some elements of the assignment may have weaknesses. Linkages between different sections will have been shown in the marketing plan. Relevant marketing concepts will have been applied into the assignment to show adequate understanding of global marketing. There may be limited evidence of wider reading and research, outside of the recommended textbooks and journal articles. Attempt to show references and citations properly but with some errors.

To achieve a ‘Merit’ grade

In order to achieve a merit grade the students will have demonstrated a clear understanding of the main theoretical and significant political, cultural and social, economic and technical issues involved in developing and entering an overseas market. The assignment will include all of the sections itemized above, with nearly no omission and will be presented in a suitable format. Different sections will have been presented in the marketing plan within reasonable and supportive linkages. Proper application of relevant marketing concepts will have been applied into the assignment to show clear understanding of global marketing. There may be clear evidence of good breadth and depth of reading and research, outside of the recommended textbooks and journal articles. Students will be able to communicate the material in a way that the majority of their message/recommendations are understood and logical. References and citations have been clearly shown on the slides following Harvard Referencing System with few errors.

To achieve a ‘Distinction’ grade

In order to achieve a distinction grade the students will have demonstrated an in depth understanding of the main theoretical and significant political, cultural and social, economic and technical issues involved in developing and entering an overseas market. Different sections will have been strongly linked with logical analysis. Decent understanding of global marketing will have been shown through proper application of relevant marketing concepts. The students will articulate their ideas using their academic voice, utilising and integrating a range of resources, including journals where appropriate. Evaluative and analytical content will be provided, always supported by evidence. In addition there may be evidence of an innovative and creative approach. References and citations have been correctly following the Harvard Referencing System with error free.

Fail

The report does not clearly demonstrate an understanding of the main theoretical and significant external political, cultural and social, economic and technical issues involved in developing and entering an overseas market. Very little referencing or research has been conducted. Linkages among sections can be hardly found. Not all of the sections itemized above have been included. The assignment might be presented in an unsuitable format. The Harvard Referencing System may not have been followed. The report may be well below 2,500 words.

 

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