the company for the work is Trader Joe’s entering the uk market
files below with details
6MK509 Marketing Across Cultures
CW2 Fit to Submit
General:
• 2,000 words (+/- 10%) Report format.
• Do you have a good hierarchy of information (cover page, table of contents, headings,
subheadings that have higher rank than your body text.
• Have you included diagrams, tables, images and/or graphs.
• Do all diagrams, tables, images and graphs have a number, title and source (when required).
1. Introduction
• Introduce the business/product including size and capability.
• Why are you internationalizing?
• Where have they internationalised to so far? (If your company has not internationalized yet,
explain why they have not)
• SWOT of the company based on the destination country.
• Why is internationalization a good idea for the company.
2. International Consumer Behaviour
• Factors discovered in CW1 and how it affects consumer behaviour (Use 1 of the 3 models)
• What are the direct and indirect benefits of standardization and adaptation.
• What barriers are there for your product/brand to fully standardize? Use market factors (From
CW1) in relation to the marketing mix.
• Are there competitive forces that will influence the adaptation and standardization decision
References and quality
• Have you used Citations for all facts and theory?
• Do you have more than 20 references (academic and topic references)?
• Have you provided a report format and not an essay?
• Do you have a Hierarchy of information – Headings, subheadings (different to your body text).
• Have you used diagrams, graphs, images, tables.
• Have you adhered to the word count!
4. Internationalisation Marketing Mix
• Have you included all 4 P´s or 7P´s if you have a service brand?
• Have you identified all the parts you will standardise an which you will adapt?
• Have you used the course content strategies for your plan under each?
• Does your Marketing Mix take into consideration the cultural differences, the company
capabilities and the market entry strategy?
3. Market Entry Strategies
• Which types of options are available for market entry strategy (include involvement, control and
risk criteria and why they are appropriate at each stage)?
• Discuss your companies required level of involvement, control and risk appetite.
• What are the criteria used for choosing an entry strategy? (Involvement, control, risk,
opportunity analysis)
• Which market entry strategy is best for your brand and what is the benefit for the company?
• What would the benefits be of the chosen strategy?
- Slide 1
