Global Marketing Strategy Proposal for a Fictional Product Launch You are tasked with developing a comprehensive global marketing strategy proposal for the international launch of a fictional innovative product. This assessment will test

IMA7001 International Marketing Management

ASSESSMENT BRIEF

Assessment Number	Assignment 1
Assessment Type (and weighting)	Report – 4500 word report (Weight 100%)
Assessment Name	A critical analysis of aspects of an organisation’s global strategic marketing planning process
Assessment Submission Date	26^th May 2025- by 23:59 hrs via Turnitin on Canvas platform

Learning Outcomes Assessed:

On successful completion of this Module you will be expected to be able to:

LO1	critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy
L02	understand and apply a range of alternative models and concepts in dealing with complex global marketing planning issues in order to achieve competitive advantage
LO3	critically evaluate the processes and outcomes in the implementation of the global marketing planning process
L04	successfully deploy relevant critical, analytical and academic skills in an extended piece of writing related to global marketing

Use of Generative Artificial Intelligence (GAI) Applications in this Assessment

AI Status

Application

Notes

Category A

No GAI tool is permitted.

While grammar and/or spell checkers may be used to correct individual words and sentences, the use of GAI is not allowed. This is because the learning outcomes require you to produce original assessment work without any GAI assistance

Any GAI generated content which is presented as your own original work and is not acknowledged will be assessed for academic misconduct.

Brief:

Global Marketing Strategy Proposal for a Fictional Product Launch

You are tasked with developing a comprehensive global marketing strategy proposal for the international launch of a fictional innovative product. This assessment will test your ability to apply theoretical knowledge to a practical scenario, critically evaluate global marketing challenges, and propose creative solutions.

Product Information: “EcoGlobe” – A Revolutionary Sustainable Smart Home System

Product Description: EcoGlobe is an integrated smart home system that combines cutting-edge renewable energy technology with AI-driven home management. Key features include:

Advanced solar and wind micro-generation capabilities that can be easily installed on any home.
An AI-powered energy management system that optimizes energy usage and storage.
Smart appliance integration that allows all home devices to be controlled and monitored for maximum energy efficiency.
A user-friendly mobile app that provides real-time energy production, consumption, and savings data.
Modular design allowing for easy customization based on home size and regional energy needs.

Target Market: The product is aimed at environmentally conscious homeowners and property developers who are looking to significantly reduce their carbon footprint and energy costs.

Unique Selling Proposition: EcoGlobe promises to reduce household energy bills by up to 70% and can potentially allow homes to become energy independent in suitable climates.

Current Status: The product has been successfully tested in pilot programs in Western Europe and North America. Your task is to develop a strategy for its global expansion.

Task

Write a 4500-word report that outlines a global marketing strategy for launching this product in two diverse international markets i.e. India and China. Your report should include the following elements:

Market Selection and Analysis

Critically analyse the challenges and opportunities in each chosen market, considering cultural, economic, political, and competitive factors.
Apply appropriate models and concepts to evaluate market attractiveness and entry mode selection.
Justify your choice of two international markets for the product launch.

Global Marketing Strategy Development

Develop a comprehensive global marketing strategy, detailing how you would approach: a) Product adaptation or standardization b) Pricing strategies c) Distribution channel selection d) Promotion and communication strategies
Critically evaluate how your strategies address the specific challenges identified in each market.
Discuss how your proposed strategies aim to achieve competitive advantage in the global marketplace.

Implementation Plan and Performance Metrics

Outline a high-level implementation plan for your global marketing strategy.
Propose key performance indicators and metrics to evaluate the success of your strategy.
Critically assess potential risks and challenges in implementing your strategy and suggest mitigation measures.

Theoretical Underpinning and Innovation

Demonstrate a critical understanding of relevant international marketing theories and concepts.
Show originality and creativity in applying these concepts to your specific product and chosen markets.
Critically evaluate the limitations of existing theories in addressing the unique challenges of your product launch.

Reflection – Critically reflect on assignment outcome and your own responsibility as required by the assignment

Guidelines Only – Your report could contain the following sections:

Title and contents page
Executive summary (250 words)
Brief introduction (200 words)
Market Selection and Analysis (850 words)
Global Marketing Strategy Development (850 words)
Implementation Plan and Performance Metrics (850 words)
Theoretical Underpinning and Innovation (850 words)
Reflection (500 words)
Conclusion (150 words)
References
Declaration Statement for AI

NOTE – FINAL SUBMISSION IS on 26^th May 2025 via Turnitin @23:59hrs

Minimum Secondary Research Source Requirements for both assignments:

Level HE7 – It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include four refereed academic journals and five academic books.

Important and helpful information

Late work will be subject to the penalties:

Up to 7 calendar days late – 10 marks subtracted but if the assignment would normally gain a pass mark, then the final mark to be no lower than the pass mark for the assignment.
More than 7 calendar days late = This will be counted as non-submission and no marks will be recorded.
Late submission of assessments on refers and those which are graded Pass/Fail only, is not permitted. Students may request an extension to the original published deadline date as described below.
Please refer to the Module Guide for information regarding indicative reading, guidelines

for the preparation and submission of assignments, and the assessment criteria.

Submission, Assessment & Feedback

Electronic copies of assignments should be submitted via “Turn-it-in”.
Please ensure you follow the instructions provided by your module tutor and on the assessment brief.
Written feedback in the form of annotations onto your electronic submission and summary
comments will be provided within three working weeks of the submission deadline,
together with your internally moderated grade for the assignment.
This assessment satisfies the learning outcomes as specified in your module guide.
The pass mark for this assignment is 50%.

Declaration: At the end of the assessment you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.

RUBRIC for Written Assessment- Level HE7

Relevance (20%)

Knowledge and Understanding (20%)

Analysis and Evaluation (35%)

Research, Structure and referencing (15%)

Reflection (10%)

DISTINCTION

Exceptional Quality

85-100%

Directly relevant to title/brief.

Expertly addresses the assumptions of the title and/or the requirements of the brief.

For this level, demonstrates remarkable knowledge of theory and practice.

Interprets appropriate concepts and theoretical models with insight.

Displays creativity in conceptual thinking.

Presents an exceptional analysis of essential research materials, leading to conclusions that are distinct, creative, and illuminating.

Exhibits unusual, smart, and inventive approaches to solving complicated challenges.

Produces great work that contributes to the expansion of subject-area knowledge and comprehension.

Provides insightful reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility.

Coherently articulated and logically structured. An appropriate format is used.

Exceptionally well written
answer with standard spelling and grammar.

Style is clear, resourceful and academic.

Sources accurately cited in the text.

An extensive range of contemporary and relevant references cited in the reference list in the correct style.

Clearly articulates what has been learnt whilst critically assessing the marketing models.

Accurately identifies pros and cons and provides constructive reflection.

Offers specific and practical recommendations for how the marketing planning process could be improved.

Excellent Quality

70-84%

Directly relevant to title/brief.

Expertly addresses the assumptions of the title and/or the requirements of the brief.

Demonstrates an excellent knowledge of theory and practice for this level.

Expertly interprets appropriate concepts and theoretical models.

Demonstrates originality in conceptual understanding.

Provides an excellent analysis of essential research materials, resulting in conclusions that are distinct, creative, and illuminating.

Exhibits innovative and perceptive answers to complicated challenges.

Produces exceptional work that contributes to the expansion of subject-area knowledge and comprehension.

Provides excellent reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility

Coherently articulated and logically structured.

An appropriate format is used.

Excellently written
answer with standard spelling and grammar.

Style is clear, resourceful and academic.

Sources accurately cited in the text.

A wide range of contemporary and relevant references cited in the reference list in the correct style.

Articulates what has been learnt critically assessing the marketing models.

Accurately identifies pros and cons and provides but could provide constructive reflection.

MERIT

Good Quality

60-69%

Directly relevant to title/brief.

Addresses the assumptions of the title and/or the requirements of the brief well.

Exhibits a solid understanding of theory and practice at this level.

Interprets pertinent concepts and theoretical models exhaustively.

Manifests originality in conceptual comprehension

Presents a coherent analysis of significant research materials that leads to distinct and original conclusions.

Provides inventive answers to difficult issues.

Produces a very good work that contributes to the expansion of subject-area knowledge and comprehension.

For the most part coherently articulated and logically constructed.

An appropriate format is used.

Well written with
standard spelling and grammar. Style is clear and academic.

Sources accurately cited in the text.

A range of contemporary and relevant references cited in the reference list in the correct style.

Provides very good reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment Articulates some understanding what has been learnt but could provide more details whilst critically assessing the marketing models.

Identifies some pros and cons and could provide more specific constructive reflection.

Offers gener