Present an overview of key argument in global v local debate


Purpose of this assignment

To develop knowledge and understanding to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so.

This assignment will help them to examine the marketing efforts which are able to transcend international borders. They will explore various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation.

This Assignment covers the Learning outcomes.

Preparation guidelines

• The report should be grammatically correct and word processed.

• The written report must be presented in a professional manner, with FORM 1, front page, contents page, page numbering, bibliography and annexes.

• Use the Font as Arial size 11 and 1.5 line spacing.

• Identify any references and Use the Harvard referencing system.

• Complete the Form 1 page and sign the statement of authenticity.

• You will pass the assignment only if you achieve all Pass criteria. Student must provide evidence that learning outcomes of the subject have been met.

• Assignment will be checked for Plagiarism. Appropriate Actions may be taken as per College / Edexcel Plagiarism Policy.

Good practice

• Make backup of your work in different media (hard disk, memory stick etc) to avoid distress for loss or damage of your original copy.

• Make an extra hardcopy of your work submitted for your own reference or later use.


You have been hired by [UAE based organization] as a marketing consultant and they are currently thinking about expanding internationally but don't have the international marketing knowledge. They would therefore like you to write a report for the owners, focusing on how marketing contributes to business strategies in an international context and how they can enter into international markets and be successful in these.

You will need to produce a report which includes the following:

• An introduction to the organisation.

• Use a range of sources to define international marketing and highlight the main differences to local marketing.

• Assess the scope and key concepts of international marketing.

• Explain the rationale for an organisation to want to market internationally.

• Describe the various routes to market an organisation can adopt and which route the company should adopt and why?

• There are many international markets that an organisation can enter, so evaluate the key criteria and selection process that the company should use when considering which international market to enter.

• Define and explain what a market entry strategy is, using examples of the different strategies that are available to an organisation, and include the advantages and disadvantages of each.

• Conclusions and recommendations on how and why the company should enter the international market.

Submission Format for Task 1:

The submission is in the form of an individual written report. This should be written in a concise, formal business style. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2,000-2,500 words, although you will not be penalised for exceeding the total word limit.


(To be presented in Last class i.e. 25th June 2018)

Owners of the [the organization from Task 1] were very impressed with the report you wrote for them and they would now like you to give a presentation to them and the general management team on how the marketing plan can be adapted or standardized across international markets and how to organise and evaluate marketing efforts.

You will conduct a presentation which should contain the following:

• An introduction to the organisation and their current market.

• Explain the difference between global and local marketing, using examples where appropriate.

• Present an overview of the key arguments in the global v local debate.

• How does the product, pricing, promotional and distribution approach differ when using a variety of international markets?

• Explain and analyse in detail the various international marketing approaches the company can adopt. Use examples from other organisations to further enhance your answer.

• Compare home and international orientation and ways to assess competitors, outlying the implications of each approach.

• Conclusions and recommendations for the company.

Submission Format for Task 2:

1. The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions on the given date. This will be recorded for evidence of submission.

2. Students have to be in Business formals for the presentation

3. The recommended word limit is 1,000 - 1,500 words, including speaker notes, although you will not be penalised for exceeding the total word limit. All work must be supported with research and referenced using the Harvard referencing system.

4. Students can choose to RECORD a video presentation. Attire remains business formals. But, will lose marks as they wouldn't have the Q&A from the teacher and fellow students. That's why in class presentation is recommended.

5. The PPT file will be submitted on Edmodo by everybody.

6. Video files recorded should be in MP3 /MP4 format only.

Format your assignment according to the following formatting requirements:

1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.

2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.

3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.

Request for Solution File

Ask an Expert for Answer!!
Marketing Management: Present an overview of key argument in global v local debate
Reference No:- TGS02089422

Expected delivery within 24 Hours