LEEDS METROPOLITAN UNIVERSITYFACULTY OF BUSINESS & LAW

COURSEWORK

MODULE TITLE: INTERNATIONAL DIMENSIONS OF MARKETING

TITLE OF ASSESSMENT:RE-SIT ASSIGNMENT; Semester 1 12/13COURSE (S):MAITF; MAITE; MAIZU

DEADLINE DATE FOR SUBMISSION BY STUDENTS: Thursday, 2nd January 2014

SUBMISSION LOCATION: to yourcourse administrator.

ASSESSORS: Jon James; Gareth Williams; Pinelopi Troullinou--------------------------------------------------------------------------------------------------------------NaturaCosméticos

You work as an analyst for a specialist consultancy and have been tasked with producing an assessment of certain aspects of the Naturaorganisation’s international development, as set out in the circulated case study.

In your answers to the FOUR tasks set out below you are required to:

a) evaluate the information contained within the case study provided; andb) make reference to relevant theoretical concepts/models derived from the lecture programme

and/or your reading of recommended academic texts. You are expected to cite at least two appropriate academic sources in your answer.

Task 1: Perlmutter (1995) identified nine sources of failure in companies which were trying to develop their international markets. You are asked to consider the following THREE:

a) a vacillating (inconsistent) commitment to one or more markets;b) an inability to manage local stakeholders;c) an inability to leverage (exploit) ideas developed in one country to other countries

worldwide.

Using examples from the case study assess to what extentNatura exhibits one or more of these three characteristics. (25 marks)

Task 2: Using information from the case studyand your reading of academic texts ONLY, assess to what extent the Uppsala framework might be used to explain the company’s internationalisation strategy to date.(30 marks)

Task 3: Identify and evaluate the advantages and disadvantages of Natura distributing its products through independent retailers in its non-domestic markets as compared with the company’s direct sales/distribution model. (25 marks)

Task 4: Using information from the case study, together with appropriate theory taken from the lecture programme and directed reading, assess to what extent you consider Naturahas established itself as a regional – as opposed to – a global brand. (15 marks)

Your answers to each of the tasks should be set out as separate sections of the same report.

The report format requires the use of:

An executive summary

Numbered and titled sections and sub-sections Clear referencing to models/concepts employed. Professionally presented work that is grammatical and correctly spelled. Explicit referencing of/to information sources used Inclusion of appendices, where/if needed.

An additional 5 markswill be given for use of the correct format and quality of presentation of the assignment

This is an individual assignment to be completed in no more than 4500 words (excluding appendices) andmust be submitted in typed hard copy and in electronic form using MS Word.

Assessment criteria

The answers to the tasks set will be judged on the quality of the analysis provided, understanding and application of relevant marketing concepts and the extent to which students can demonstrate an ability to support proposals made.

In line with UK QAA benchmarks for Masters degrees in Business & Management, students’ scripts will be evaluated against the following:

an understanding of appropriate techniques sufficient to allow detailed investigation into relevant business and management issues;

creativity in the application of knowledge, together with a practical understanding of how established techniques of research and enquiry are used to develop and interpret knowledge in business and management;

ability to acquire and analyse data and information, to evaluate their relevance and validity, and to synthesise a range of information in the context of new situations;

ability to conduct research into business and management issues that requires familiarity with a range of business data, research sources and appropriate methodologies, and for such to inform the overall learning process;

ability to communicate effectively.

With respect to marking the following broadcriteria apply:

Fail (0-19)

There will be major errors or inaccuracies in the assignment. Significant aspects of the theories, concepts, models and frameworks will be missing or misunderstood. There will be little evidence that the theory/concepts have been applied to the case study that is being analysed. The script will fail to adequately address key themes in the marking scheme. The arguments that are presented will lack detail and the use of supporting theory. The structure, language, grammar and referencing used will be of a poor standard.

Fail (20-39)

There will be serious errors or inaccuracies in the assignment. There will be little evidence that the theory/concepts have been applied in an adequate, relevant or meaningful way. Analysis will be superficial with major issues being missed. The script will only partly and briefly address key themes in the marking scheme. Conclusions will be vague, general and based on “common sense”. The structure, language, grammar, referencing and report format will be weak.

40-49%

The assignment will have no major factual errors. The student will have demonstrated some understanding of relevant theories and concepts. There will be some evidence of the ability to relate the theories and concepts to the case study. The Conclusions/recommendations made will be practical. The structure, language, grammar, and referencing used throughout will be adequate only.

50-59%

All of the major issues will be identified. The student will demonstrate a good grasp of the concepts/theories. Conclusions or recommendations made will clearly derive from analysis, concepts and theories. Sound arguments will be presented for and against the adoption of particular strategies & approaches. The assignment will be well structured with a good level of language, grammar and referencing.

60-69%

All of the major issues and some less obvious ones will have been identified. There will be evidence of wide reading around the issues. The student will demonstrate a very good grasp of the theories and concepts. Conclusions will be comprehensive. The arguments presented for and against the adoption of particular strategies & approaches and the recommendations made will be sound and well justified. The correct format will have been used with a good underpinning structure. The level of language, grammar and referencing will be very good.

70+%

All of the major issues and some less obvious ones will have been identified. There will be evidence of wide reading around the issues. The student will demonstrate an excellent grasp of the theories and concepts. The analysis will be thorough and comprehensive, and there will be a good integration of theory and practice. Conclusions and/or recommendations will be comprehensive and insightful. The arguments presented for and against the adoption of particular strategies & approaches will be valid and very well justified. Valid sources of data/information will have been used throughout the piece of work. The structure, format and level of grammar, language and referencing will be of excellent quality.