Evaluate the causes and implications of grey markets for brand owners and explain what actions an international marketer can take to eliminate or reduce the likelihood of ‘grey markets’ emerging.When formulating the marketing programme for international markets, it is often decided that an adapted international pricing strategy will be used to reflect differing levels of competition, market maturity and affordability across international markets. Whilst this has many benefits, one unintended consequence is that it can encourage the emergence of parallel imports or ‘grey markets. Essay Question Evaluate the causes and implications of grey markets for brand owners and explain what actions an international marketer can take to eliminate or reduce the likelihood of ‘grey markets’ emerging. 2200-word counts (Academic sources with at least 15 academic journal articles) (Harvard referencing) Structure of essay (estimated word count) 1. Introduction of Grey market (200-word counts) 2. Drivers of grey market (800-word counts) 2.1 How Price adaptation drive grey market (explain in detail using case study) 2.2 What other Factors drive grey market (explain in detail using case study) (at least 2 factors with 2 case studies) 3. Challenges created by grey market (explain in detail using case study) (300-word counts) 4. Opportunities created by grey market (explain in detail using case study) (300-word counts) 5. Recommendations (Things the brand owner or businesses can do to reduce grey markets) (400-word count) 6. Conclusion (200-word count) 7. References Marking criteria • Structure & Presentation (10%): structure and quality of written expression. Includes correct use of Harvard Referencing. • Use of appropriate literature (30%): there needs to be clear evidence of wide & /or depth of reading within the appropriate academic field. • Appropriate application and use of practical examples (20%): this is an academic assignment but also needs to be “grounded” in the context of practical application. The use of examples to support academic arguments is expected, along with the ability to apply key concepts and theory to the organisational/practical context. • Level of critical analysis (40%): clear evidence is expected of engagement and understanding with the academic literature. The content should be coherent and critical in nature where appropriate. Any theoretical arguments should flow logically, culminating in clear and concise evaluation/ recommendations/ conclusions. Things to avoid • Not answering the assignment brief • Irrelevant models/concepts • Long case studies – get to the point quickly • Lack of detail • Description rather than discussion/analysis • Inappropriate references eg not academic
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