1. IDENTIFY AND CRITICALLY EVALUATE THE MAJOR ENVIRONMENTAL INFLUENCES AFFECTING GLOBAL AND INTERNATIONAL MARKETS TO JUSTIFY RECOMMENDED STRATEGIES. Knowledge & Understanding 2. APPLY APPROPRIATE ANALYTICAL MODELS AND FRAMEWORKS TO ANALYSE, ASSESS AND CRITICALLY APPRAISE GLOBAL AND INTERNATIONAL MARKETING SITUATIONS. Analysis Application

Assessment Brief:
Working individually, and based on the High House case, you are required to produce a report to:
Recommend to High House one foreign market to enter at the same time as the UK launch. (40% of marks)
Recommend and justify a whole channel market entry mode strategy for High House, into the market you have selected in Task 1 above. (40% of marks)
Recommend a Marketing Communications Mix Plan (including Brand positioning ) for High House in support of the market entry mode strategy (Task 2 above) for the market you have selected (Task 1 above) (20% of marks)
Assessment Criteria
In order to achieve a PASS, you must:
Apply appropriate and explicit models to inform your decision for each task

Take a detailed account of the relevant factors relating to the business environment

Use some academic text AND journal article references to underpin and justify your arguments

In order to achieve a DISTINCTION, you must fulfil the above, plus

Reference extensively, particularly from the most current texts/journals

Discuss and critically evaluate some alternative approaches to each of the 3 tasks.

High House

High House is a wallpaper venture established by X University with the intention of ‘spinning out’, probably in the form of a partnership between the University and private investors. Building on specialist expertise within the Faculty of Arts, Media & Design in surface pattern design and the history of wallpaper, an initial range of wallpapers has been commissioned from current students and recent graduates. These can be seen at www.highhousecollections.co.uk

Manufacturing will be…