Assignment – INTERNATIONAL MARKETING – 2018 Introduction Following the global recession of 2008, there appear to be some signs of recovery within the international marketplace. What is clear is that growth in emerging markets is significantly higher than those of developed markets including the UK and US. International companies with global products and brands have by necessity had to look at their growth and expansion plans in terms of the shift in emphasis from developed to emerging economies such as China, India and Latin America. The EasyJet case study focuses on the market in the United Kingdom as part of the European market. Role It is Monday 14th May and you are just beginning your course on International Marketing as part of your studies with Edinburgh Napier Business School, Edinburgh. Your tutors, John Thomson and Alessandro Feri, have asked you to critically analyse and evaluate the information in the EasyJet case study with a view to recommending strategic options for EasyJet in Europe and further growth and international expansion in India, one of the world’s largest emerging markets. Task Having analysed and evaluated the case study, you are required to carry out the following tasks: • Critically analyse the EasyJet case study and carry out an external environmental analysis using appropriate international marketing theory and market research evidence retrieved both from the case study and from secondary sources. In particular, focus on the importance of the wider and competitive environments for EasyJet in Europe. • Bearing in mind the current state of the global economy, and your earlier analysis of EasyJet in Europe, research the Indian market using international market research theory. Then, based on your own secondary research of India, segment, target and position EasyJet within the Indian market to allow the company to grow and sustain competitive advantage. Format Please note the following criteria: • Format. Your written assessment is to be in report format. • Length. Your assessment should be between 3,500 and 4,000 words + references + appendices. [Your bibliography and appendices do not count as part of the word count. Please note appendices are to be used to support your written assessment (report) and not to contain unnecessary information / data]. • Submission Date. You are required to submit your completed assessment online by Monday 30th July 2018. • Marks. The Assessment represents 90 per cent of the marks for this module. • Plagiarism. This is an individual assessment and any sources used need to be clearly referenced in your essay or report. You are to read the Notes on Plagiarism on Moodle. Marking Criteria The following framework is a guide to the marks available for the assignment: Report structure, process and presentation 15% Critical evaluation and content of answer 1 30% Critical evaluation and content of answer 2 30% Quality of the report in terms of critical thinking, reflective learning and relevance of the linkages between theory and context. 20% References/bibliography 5% Total 100%
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