Macro-Environmental Case Study Report
o Use the following simplified report structure:
o Title page
-3 Introduction
o Discussion (using appropriate sections and sub-headings)
2 Conclusion & Recommendation
o References (APA style)
o You are required to submit an electronic copy of your assignment to Stream.
Stream will forward your file to Tumitin for “Originality Checking’, and return a
“Similarity” percentage which indicates how much “plagiarised” materials you
have included. I expect your similarity percentage to be no more than 10%.
Please see Assignment Submission and Student Submission of Electronic
Assignments, for some suggestions on how to make use of this function to
improve your assignment grades. In short, planning ahead is the key.
Notes:
0 Observe the 2000 word limit very carefully.
0 Mark deduction is likely to be applied to essays longer than 1650 words
(10% above limit), depending on argument quality. Usually, oversized essays
receive poor grade because it shows the writer is incapable of focusing on key
arguments. Thus, do not submit an extra-long essay, unless all “extra”
arguments are compelling enough to show you know what you are doing.
o On the other extreme, if your essay is less than 1800 words (10% below
limit), it is very likely you have not included sufficient arguments to make a
good essay. You should strengthen the essay in order to get a better grade.
Your brief is to prepare a macro-environmental analysis for a selected New
Zealand company for potential entry into a selected country.
1. Select a New Zealand company that is active in New Zealand and either currently active
offshore or has the potential to be active offshore. Altematively you can select a company
from the best global brands 2013 (http:.«’lwww.interbrand.comlenfbest-global-brandsi‘2013.-’Best-
Global-Brands-2013.asQx )Please note that the same company will be used for Assessment
1 and Assessment 2 so ensure that sufficient publically available information is available.
You will not simply report facts and figures; rather you will offer marketing advice in the
form of marketing insights.
2. Select a country where the selected company is either not currently active or where there
is potential for entry.
3. Prepare a macro-environmentalanalysis for the selected company and county.
Your advice, marketing insights, key Iearning’s and connections must be
organized around the following global marketing themes/principles. Ensure that
your macro-environmental analysis covers:
the economic and financial environment
the cultural and social environment
the political and legal environment
the technology environment
The potential implications of the above is the critical step that gives you the marks
For this assessment you are expected to access materials beyond the text, including
substantive and robust secondary data. Please note Wikipedia entries are NOT acceptable
as references. Please do NOT contact your selected company for further information.
Assignment One: Environment Analysis
Due date: 19th. August. 4pm
Word Limit: 1500 (excluding appendices, tables and references)
Weighting: 25%
Learning outcomes being assessed:
1. Explain how crossecountry differences and trends in the business
environment affect international marketing.
2. Analyse marketing problems faced by firms operating in an international
environment.
Instructions:
0 An assignment brief Will be distributed and discussed and later posted on
Stream for your reference.
0 Prepare a 1500-word case report to
(1) analyse the case/scenario in the context of the international business
environment,
(2) integrate the case With intemational marketing concepts and processes
discussed in the first half of the course, and
(3) address the learning outcomes.
o when writing the report, main ideas must be acknowledged by citing
appropriate references. I expect that the core study material (textbook and
readings) is read and used for crafting the arguments. In addition, appropriate
material sourced from academic joumals or other professional publications
can be used to support your discussion. Please do not use any references
from miscellaneous websites, wikipedia or web-Ieaming sites.
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