Wildgood and Spain Market

Specific learning outcomes for this assessment, as detailed in the module specification, are to enable you to
1. Critically reflect on the key marketing challenges involved in the development of an organisation’s international activities.
2. Demonstrate through thorough market and company analysis and evaluation why marketing strategies may need to be adapted in order to compete effectively in global markets
3. Critically apply theoretical models to practical international marketing contexts
4. Demonstrate critical awareness of the complexities and nuances presented by the challenge of operating in foreign markets
Specific learning outcomes for this assessment, as detailed in the module specification, are to enable you to
1. Critically reflect on the key marketing challenges involved in the development of an organisation’s international activities.
2. Demonstrate through thorough market and company analysis and evaluation why marketing strategies may need to be adapted in order to compete effectively in global markets
3. Critically apply theoretical models to practical international marketing contexts
4. Demonstrate critical awareness of the complexities and nuances presented by the challenge of operating in foreign markets

Building on your analysis of a company and market carried out as assessment component A, Wildgood ice cream in Spain Market) you are asked to take on the role of a consultant and produce an attractive and persuasive market entry booklet with up to a maximum of 2500 words. We encourage you to include diagrams and images. The booklet should advise the organisation how to enter the market successfully and justify the recommended approach.
Your booklet must include
1. A justification of how you have segmented the market, which segment/segments you are targeting, who your target audience is and how the brand is positioned versus the competition (30%)
2. Your recommended entry mode and distribution channel/channels to the target consumer. (30%)
3. Your promotional strategy i.e. how you will advertise or promote your product to your target audience (30%)
.
The remaining 10% will be awarded for overall creativeness, presentation, structure, spelling and grammar. Please note that this is not a report, and the expectation is that your booklet is visually attractive and includes images in addition to the text. Extracts from good booklets from previous years will be included in the recorded brief to give you examples of what good looks like.

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