351LON CW1 Assessment Assignment title: International Marketing Strategy – an Analysis of Unilever Assignment Weight: 50% of your overall module mark. Assessment type: Individual Report (2,000-2,500...

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351LON CW1 Assessment Assignment title: International Marketing Strategy – an Analysis of Unilever Assignment Weight: 50% of your overall module mark. Assessment type: Individual Report (2,000-2,500 words) Assessment deadline: See Aula Submission Link Assignment Briefing: You are required to draw up an International Marketing Analysis for a case study brand (please see the brand name below), and critically evaluate the main marketing activities of the brand when offering one of their products in a local market and an international market. More specifically, you are required to select only one of the company's products for the purpose of this assignment, and conduct a thorough analysis. The analysis will include comparisons between the Marketing activities of the case study brand in the UK and those in a country of your choice. You will need to adopt a ‘compare and contrast’ approach, to critically evaluate similarities and differences of the Marketing activities of case study brand when offering the product in the UK versus the country of your choice. The UK will be considered as the ‘local market’ (regardless of the country of origin of the brand) and the country of your choice will be considered as the ‘international market’. In order to present a well-constructed report, you will need to carry out a thorough evaluation of the brand’s International Marketing activities and that of their key competitors. You will also need to investigate the latest trends and developments within the particular sector. The key to success in this assignment is the critical evaluation of the International Marketing activities related to your chosen product, and this can be achieved with the use of theoretical concepts and models along with plenty of examples related to your case study brand. All arguments made should be evidenced and well-justified. Case study Brand: Unilever: https://www.unilever.com/ Indicative Structure:  Non-anonymous Cover Sheet (available on Aula)  Title page with student details and coursework details  Executive summary. No more than one page.  Table of contents  Introduction (a brief synopsis of the report and the case study brand).  Environmental Analysis in the two countries (Macro Analysis) o Critical evaluation of key factors influencing the sector and/or the case study brand. (PESTEL model is optional - to be provided in an appendix)  Industry Analysis in the two countries (Micro Analysis) o Critical evaluation of key industry factors influencing the case study brand/product. (Porter’s 5 Forces model is optional – to be provided in an appendix). Focus should be given on competitor analysis and buyer behaviour.  Marketing Strategy Analysis: STP o Critically evaluation of where the brand stands in both markets (SWOT Analysis is optional). Focus on brand resources and capabilities and brand reputation. o Segmentation – Targeting – Positioning to be provided separately with clarity and detailed justification in the main body of the report.  Marketing Strategy Analysis: Promotional Activities o Critical evaluation of the main activities of the brand when promoting the product of your choice in the local market and the international market (7Ps/Marketing Mix is optional – to be provided in an appendix). Focus should be given on customer acquisition and retention activities.  Conclusion and Recommendations  List of references in APA Format  Appendices (optional) Please note that in the main body of your report you should focus on critically analysing the key (only) aspects of the factors influencing the International Marketing Strategy of the case study brand, instead of providing an exhaustive list of information regarding those factors. Criticality, rather than a lengthy description, is required in this assignment. Please also note that submitted work must be all your own work and should not have been copied in part or in whole from any other source unless correctly quoted using the APA referencing style. Please see your course handbook or the Library website for more information on referencing and University regulations on plagiarism. Assignment Requirements:  Word count: 2,000-2,500 words strictly.  Sections not included in the word count: title page, executive summary, table of contents, reference list and appendices.  Submission on Aula via Turnitin.  Extensive secondary research is required to develop your assignment.  Primary research would be welcome, but not required in this assignment – Ethics approval will be required prior to primary data collection (Ethics form available on Aula).  Analysis must be supported with evidence (citations, quotations and referencing).  Illustrations, graphs, charts, figures, pictures, tables and sketches are properly part of the report and may be placed throughout the text, or included in an appendix, and referenced. These are not included in the word count. NB: tables created to facilitate the presentation of models, when placed within the main body of the report (e.g. PESTEL table, SWOT etc.), will be included in the word count.  Attention! Text saved within images will NOT be marked by your tutor as part of the major criteria for the assignment and will be considered as appendix content only.  All sources of information must be cited throughout the report – In-text citation should be in APA Style of Referencing (Referencing Guide is available on Aula).  A full reference list in the APA format is required.  Application of knowledge gained throughout this module should be emphasised. Layout: Your work should be word processed (e.g. in Microsoft Word document) in accordance with the following:  Font style Times New Roman, font size 12  1.5 line spacing  The page orientation should be ‘portrait’  Margins on both sides of the page should be no less than 2.5 cm  Pages should be numbered.
351LON CW1 Rubric Rubric Template 0 2 (1-29) 3 (30-39) 4 (40-49) 5 (50-59) 6 (60-69) 7 (70-79) 8 (80-89) 9 (90-99) 10 (100) Learning Pillars and Criteria Learning Objectiveweight No attempt, No submission, Absent Poor, unsatisfactory, weak Inadequate, incomplete, limited Basic, satisfactory, acceptable Reasonable, fair, appropriate Competent, commendable, effective Strong, proficient, very good Articulated, highly impressive, excellent Superb, outstanding, original Faultless, publishable, industry standard Knowledge and Understanding of Macro and Micro Environment. Critical evaluation of key factors influencing the sector and/or the case study brand. 10% No attempt Theory mentioned, but not relevant to the assignment. Incorrect understanding of the theory discussed. Mostly descriptive perhaps based on weak sources. Some application of theory, but descriptive in parts. Effective explanation of the theory with some application. Critical explanation based on independent sources. Detailed, critical explanation based on a range of sources. Highly detailed, critical explanation based on a range of quality sources. A faultless piece of work with new insights brought to the study. Knowledge and Understanding of STP. Critical evaluation of the implications of segmentation, targeting and positioning on the marketing strategies of the case study brand. 10% No attempt Theory mentioned, but not relevant to the assignment. Incorrect understanding of the theory discussed. Mostly descriptive perhaps based on weak sources. Some application of theory, but descriptive in parts. Effective explanation of the theory with some application. Critical explanation based on independent sources. Detailed, critical explanation based on a range of sources. Highly detailed, critical explanation based on a range of quality sources. A faultless piece of work with new insights brought to the study. Knowledge and Understanding of Promotional activities. Critical evaluation of the main activities of the brand for customer acquisition and retention. 10% No attempt Theory mentioned, but not relevant to the assignment. Incorrect understanding of the theory discussed. Mostly descriptive perhaps based on weak sources. Some application of theory, but descriptive in parts. Effective explanation of the theory with some application. Critical explanation based on independent sources. Detailed, critical explanation based on a range of sources. Highly detailed, critical explanation based on a range of quality sources. A faultless piece of work with new insights brought to the study. Cognitive (thinking) skills: Level of Critical Analysis – Critical Evaluation and interpretation of data. 10% No attempt A very vague analysis which is difficult to follow. Descriptive but with no connection from one section to the next. Descriptive, draws some conclusions from the analysis presented. Critical analysis of a range of models, with logical conclusion. Thorough analysis with some lack of criticality or independent research Critical analysis based on independent research, well concluded. Highly critical analysis based on independent research with solid conclusions. A well balanced critical analysis using a range of sources for each argument presented. Perfectly balanced debate, highly articulated with definitive conclusions. Cognitive (thinking) skills: Level of Argumentation across sections – Logic of Conclusions and Recommendations 10% No attempt Very vague argumentation which is difficult to follow. Descriptive but with no connection from one section to the next. Descriptive, draws some conclusions from the argumentation presented. Critical argumentation of a range of models, with logical conclusion. Thorough argumentation with some lack of criticality or independent research Critical argumentation based on independent research, well concluded. Highly critical argumentation based on independent research with solid conclusions. A well balanced critical argumentation using a range of sources for each argument presented. Perfectly balanced arguments, highly articulated with definitive conclusions. Practical Skills: Level of Professionalism in the presentation, structure and use of IT. 10% No attempt Unstructured. Some attempt, but difficult to follow A basic but effective presentation. Logical presentation with sub divisions in places. The presentation supports the work well with interesting additions. Detailed presentation with some very strong parts. Detailed presentation that includes a number of quality parts. Highly detailed presentation with all main professional points fully accounted for. Professional presentation with highly impressive use of digital resources. Transferable Skills: (Visual, verbal and written communication of appropriate business information). Demonstration of an ability to synthesise and communicate information in a manner intended for its appropriate audience. 10% No attempt Lacks use of relevant terminology and includes lots of language and/or grammatical errors. Poor use of relevant terminology and lots of language and/or grammatical errors. Some use of relevant terminology and related sources. Some language and/or grammatical errors. Relevant terminology used throughout; includes some language and/or grammatical errors. Good use of English with relevant terminology. Some minor errors with spelling and grammar. Professional use of language throughout using the correct terminology appropriately. A consistent, professional approach throughout using the correct terminology. No spelling errors. A professional writing standard - no spelling or grammatical errors. New insights provided. Flawless use of business terminology with industry standards and excellent information presented. Engagement with the module. Inclass participation and contributions. 10% No attempt Consistent demonstration of lack of interest and occasional Very little evidence of engagement with the module. Very Limited evidence of engagement with the module. Some evidence of engagement with the module. Reasonable Good evidence of engagement with the module. Effective Sound evidence of engagement with the module. Very Clear evidence of engagement with the module. Exemplary Takes a leadership role in class, assists, guides and encourages Sets a very high standard which other students follow and emulate. disruptions to other students’ learning. limited interaction with groups and participation in activities. Limited interaction with groups and participation in activities. interaction with groups and participation in activities. interaction with groups and participation in activities. good interaction with groups and participation in activities. interactions with groups and participation in activities. other students. Referencing and Citations: In APA format. 10% No attempt Inaccurate references and citations; not following APA format. Few citations, but Inaccurate references. Or, present reference list, without in-text citations. Several mistakes in both in-text citations and reference list. Minor mistakes in either in-text citations or reference list. Consistent referencing throughout. Only very minor mistakes. Consistent and accurate referencing; very few, if any, mistakes. Consistent and accurate referencing without mistakes. Consistent and accurate referencing without mistakes. A large number of quality sources used. Consistent and accurate referencing without mistakes. Impressive number of quality sources used. Coverage of all aspects of the assignment requirements. 10% No attempt The assessment requirements have not been addressed. Very limited number of the assessment requirements has been addressed. The majority of the assessment requirements have been addressed at a basic level. The majority of the assessment requirements have been addressed at a reasonable level. All/the majority of the assessment requirements have been addressed at an effective/good level. There is a very well thought out response to all/majority of the assessment requirements. There is a detailed and thorough approach addressing all of the assessment requirements with very well constructed answers. There is an exceptional approach addressing all of the assessment requirements with fully constructed answers. Outstanding fulfilment of the assignment requirements. No mistakes. Work at a publishable level.


Answered Same DayNov 09, 2021

Answer To: 351LON CW1 Assessment Assignment title: International Marketing Strategy – an Analysis of Unilever...

Moumita answered on Nov 11 2021
165 Votes
Running Head: INTERNATIONAL MARKET STRATEGY OF UNILEVER        
INTERNATIONAL MARKET STRATEGY OF UNILEVER                
INTERNATIONAL MARKET STRATEGY OF UNILEVER
Executive Summary
For the success and failure of any organisation, the incessant analysis of the market is very important. In this paper, the details of the two markets of Unilever Organisation have been conducted in detail. Under the analysis of the market, the SWOT of the organisation in the two markets, that is China, and the UK has been conducted in the research. Additionally, the MICRO and MACRO analysis that has been followed by Porter's five forces have also been conducted. Hence from the aspects, it can be claimed that the management of Unilever
in both countries has been immensely benefited because of the market strategies that have been provided. Additionally, it is highly benefici
al for the organisation to work out for the adaptation of the new successful strategies.

Table of Contents
Environmental Analysis of Unilever in the UK and China (Macro Analysis)    4
Critical Evaluation of the Key Factors influencing Unilever    5
Analysis of PESTEL OF UK and CHINA    6
Industry Analysis of Unilever in UK and China    7
Critical Evaluation of the Key Industrial Factors influencing Unilever    8
Critical Evaluation where Unilever stands in both UK and China    9
Resources, Capabilities, and Reputation of Unilever    11
Marketing Strategy Analysis of Unilever    12
Main Activities of Unilever while promoting in UK and China    13
Conclusion and Recommendations    14
References    16
Appendices    19

Introduction
The paper presents the international strategy associated for market expansion and creating sustenance with advanced skill and management technique. For the purpose, Unilever, a British-Dutch multinational consumer has been taken and its operational management process is detailed for projecting its international strategies. The association to business by Unilever is bestowed on a universal thought of developing market image with long-lasting value creation to the stakeholders. The organization accompanies its business operations being a global leader and sets its vision for demonstrating a future-fit business to attain long-term value and higher market proposition. Hence, the external analysis as well as the critical evaluation has been made incorporation of the company to show the key elements of strategic considerations and its impacts in business.
Environmental Analysis of Unilever in the UK and China (Macro Analysis)
    For the growth and the success of any business organisation, the illustration of the external factors is very important. It is one of the most strategic business strategic tools that identify all the external and internal elements of any business organisation. For every organisation, be it profitable or non-profitable, the judgment and the illustration of the environment is very important. If any organisation can carry out the environmental analysis with complete potentiality and excellence, then it may lead to the understanding and identification of the threats as well as the potential factors that are available before the organisation. Now coming to the organisation of Unilever it is important to give a brief introduction of the organisation Unilever. Unilever is one of the most reputed and branded British Dutch international companies that is headquartered in London. In this section, the Macro analysis of the organisation in the market of the UK and China will be illustrated in detail (Jaszczak et al. 2017). The primary aim of the macro analysis of any organisation is to identify the possible threats and the opportunities of any organisation.
Under the macro environment of Unilever in the UK, it is important to illustrate the GDP, inflation, fiscal policy and monetary as well as the economy of the UK. The GDP of the UK at present is 2.86 lakh crores USD that is enough for the organisation to surmise the colossal success of the organisation. The inflation of the UK in the year September 2020 has decreased by 0.5% that illustrates that the economy, as well as customers buying capacity, is up to mark. Hence from this, it can be mentioned that the macro environment of Unilever in the United Kingdom is at a stable condition and it is possible for the potential economic, fiscal and sound monetary policy of the economy and the legislation of the United Kingdom (Perera, 2017).
    The GDP growth of China is at present 6.6% whereas, on the contrary, the GDP of the UK is 6.3% in the UK. Hence from this point of view, it can be mentioned that at present amidst the COVID 19 pandemic, the GDP of China is a little bit stable than that of the UK. However, one macro issue of China that is not at all favourable for Unilever market in China is the inflation rate in China in the year 2020 has been increased by 2.9% that shows the price range of the essential commodities of China is a little bit high that shows the hindrances that the management of Unilever might face. Hence from this angle, it can be said that it will be imperative for the market of Unilever in China to lower down the prices.
Critical Evaluation of the Key Factors influencing Unilever

FIGURE 1: PESTLE VARIABLES
The PESTLE analysis for any organisation is very important as it assists any organisation to bring success in the organisation. PESTLE stands for Political, Economic, Social, technological, environmental and Legal variables analysis.
Analysis of PESTEL OF UK and CHINA
Due to the existence of the democratic government under the leadership of the Queen, the politics of the UK is one of the most prominent and powerful. In addition to this under this factor it is important to mention that the governmental interventions in business promotion has made London as one of the prominent business hubs globally. The inflation as well as the GDP of the UK is strong and the UK has been one of the popular destinations of the FDP that is Foreign Direct Investment. The sports, real estate and the other industries in the UK have provided enormous services to the economy of the UK. Hence economically the UK is strong enough. The society of the UK is sufficiently refined and it is one of the top ten among the most educated population. Hence in this regard it is to mention that being under the rank of best three countries the future of Unilever in the UK is abundantly potential. London is the hub of technology and finance. Hence it is possible for the business organisations of the country to initiate enough development in technology and Unilever is no exception to it. The Weather of the UK is constantly changing and is mostly winter throughout the year. However the fact is due to the awareness drive programs of the government, local bodies and councils, the organisations of the UK are immensely benefited (Shtal et al 2018). Under the legal factor one of the most important implications that is the Employment Protection act of 1996 is important to be mentioned here. It is important for all organisations and Unilever in this case to follow the same.
    Under analysis of China it is to mention that due to the single party structure that is Communist party of China political disturbances are at zero rates. Additionally being member of Security Council of UNO, the terrorism or external intrusion rates are very low and rare. Economy of China is potentially even more than the UK because of improved technology and science (Christodoulou & Cullinane, 2019). Even the technology of China is very strong. Environment of China is too strong to initiate success in business organisations. However there are several trade and legal laws that are important to be followed by management of Unilever. Otherwise problems may take place.
Industry Analysis of Unilever in UK and China
The industry analysis for any organisation is very important as it provides any business organisation to know about the current status and the competitive status of the organisation. The industry analysis of the organisation will be conducted in two sections , one for the United Kingdom and the other for China (Rastogi & Trivedi, 2016).
Unilever primarily sells products to the customers including soft drinks, candy, energy drinks, baby food products etc. However in this regard one issue that is important to mention is that there are several organisations in the UK who have business operations with this same type of product. Among the other organisations it is important to...
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