SHARJAH HIGHER COLLEGES OF TECHNOLOGY

PROJECT COVER SHEET - Assessment 3: Market Entry Report [30%]

Course Code and BUS 3103 International Faculty Name
Name
Business and Globalization
Assessment 3: International
Project Title Due Date Week 14
Business Project Market
Entry Report
Individual report worth 30% of
final grade
Company name: Date Submitted

Section

This assessment will assess the Learning outcomes:

CLO3- Discuss the business activities applied in an international context.
CLO4- Evaluate strategies for entry into the global market.
CLO5- Recommend strategies for international business operations.

Declaration; Individual (or Group):

No part of this assignment has been copied from another source, (not from another group or student, an internet
source or a book)
When another persons words are used, this is shown in the text with and referenced.
I (We) have submitted my (our) assignment to SafeAssign and checked for plagiarism prior to submitting for grading
No part of this assignment has been written by anyone other than me (or the members of the group named below).
I (We) have a copy of this assignment that we can produce if the first copy is lost or damaged.
Names and Signatures :

Name 1 Signature ID:

N.B. The marker may choose not to mark this assignment if the above declaration is not signed.
If the declaration is found to be false, appropriate action will be taken.

Academic Honesty Statement

Cheating is deliberately attempting to gain marks or academic credit dishonestly. Plagiarism is deliberately presenting another
persons work as ones own without acknowledgment, and includes sub mitting work specifically commissioned from another for
the purpose.
I understand that cheating and plagiarism are serious offences an d that if I am found guilty of either of these offences I may be
subject to dismissal from the Higher Colleges of Technology.

For Examiners Use Only

TOTAL

Marks Available
200
Marks Earned

Marker Name Date

 Page 1 of4

INTERNATIONAL BUSINESS PROJECT: Assessment 3: Market Entry Report (30%)

The International Business Project aims to engage students in learning activities where they will apply knowledge gained
during the course, and in so doing, work to achieve the learning outcomes. Students must identify and work with a local
company (agreed with lecturer) that could expand outside the UAE in terms of globalisation of markets and potential
globalisation of production.
Each student must choose ONE local company (each student must work with a different company).
Each student must choose ONE country for potential expansion (either from Assessment 1, or any other country).
Students should view themselves as International Business Consultants, preparing a report for the company.
Students should interview company representatives where possible, or otherwise secure accurate company facts.
Students must produce an Individual report of minimum 1,500 words, including the following:
Cover Page
Table of Contents
1. Executive summary & Company Background
o The purpose of the report (explain the context of the report, why it has been written)
o The main contents of the report (a clear summary of the report findings)
o Brief overview of the company
o Brief description of current products/services, geographic markets, and production/service facilities.
2. Country and Market Analysis: (LO 1, LO4). Analyse the suitability of your chosen country into which the company
might expand. The analysis should include 10 factors, of most relevance to the business type and the country, across
the following factors:
o External factors that make the market attractive (e.g. political stability, free market systems, inflation rates, private sector
debt, corruption levels)
o Customer/Competitor based factors that make the market attractive (e.g. Product/service availability to meet consumer
needs, level of existing competition, efficiency and value of existing competitors)
o Industry and Business related factors (e.g. Trade barriers, suitable labour force availability, Business core competences, Rate of
expansion required/company strategy, Transport costs, Costs of establishment/EoS, Level of centralised control required )
- Justify why each chosen factor is relevant to the company. A weighting of relevance of each factor for the chosen
company should be included, with justification.
- Determine the suitability/attractiveness of each factor (e.g. 7/10, unsuitable-very suitable) and include a written
justification with references for each factor score.
(The information gathered for Assignment 1 may be used here, or students may use a different country.)
3. Marketing mix & Staffing policy
o Formulate a brief marketing mix for the company in the new market noting the need for Standardisation vs.
Local Responsiveness (refer to Product features, Place/Distribution strategy (including where production should be located),
Promotion strategy; Pricing strategy) (LO3.1 & 3.2).
o Identify and justify, which HRM staffing policy the company should use (LO3.3).
4. Market Entry Strategy (LO4)
o Evaluate the potential suitability (advantages/disadvantages) of each of the six Entry Modes applied specifically
for this company.
o Recommend & justify the best entry mode(s) for this company.
5. Strategy for international business operations (LO5)
o Select and briefly justify the most appropriate of the 4 Strategies that the company could use to compete
internationally: (Global Standardisation, Transnational, International, or Localisation).
References
The report must be uploaded via SafeAssign as a single document and in full, including cover page, table of contents,
main report body, references, and any appendices. Marking will be based on the uploaded document. File name must
be Section Number_Student Name_Student_Id_Company Name.docx.
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BUS 3103 Assessment 3: Market Entry Report: Rubric and Feedback Sheet:
ID: Student Name:

Report Contents Unacceptable Minimum Satisfactory Significantly above Outstanding Marks Awarded
requirements requirements
F D C/C+ B/B+ A/A+
Achievement that Achievement that Achievement that Achievement that is Achievement that is
does not meet minimally meets satisfactorily meets significantly above outstanding
requirements for the course the course and GPA the course and GPA relative to the
course with normal requirements but requirements requirements course and GPA
grading mode. may not meet the requirements
GPA requirement.
1. Introduction & Company background
- Purpose of the report
- Summarise main contents of the report & includes results
/10
Company overview: ownership, size, history, other relevant facts.
- Markets & Products: clearly stated, expansion limitation/potential
2. Country and Market Analysis
Relevance justified & appropriate; Suitability/attractiveness analysed.
- External factors /30
- Customer based factors
- Industry and Business related factors
3. Marketing mix & Staffing policy
- Marketing Mix incorporates relevant requirements related to:
- Product/Service (culture, economic development, technical standards) /40
- Distribution (Location of production; Retail Concentration/Channel length, etc.)
- Promotions (Cultural barriers, Noise levels, Push vs Pull)
- Pricing strategy (incl. Elasticity of demand, with justification)
- Justification of selected Staffing Policy /10
4. Market Entry Strategy
- Evaluation of the Six Entry Modes with pros and cons applied to the
company and country. /70
- Appropriateness of preferred Entry mode(s), aptness of
justification.
5. Strategy for international business operations
- Justification of the most appropriate strategy: /20
Note references to expanding the market, location economies; experience effects;
leveraging subsidiary skills; 2 competing pressures; and evolution of strategy.
Language & Formatting
- overall quality of structure and approach to preparing final report. /20
- refer to Written English and Formatting Marking Criteria
Total
/200

Assessment Guidelines
CATEGORY
From Course Guide
General Guidance
Organisation of information
Breadth of Information
Quality of Information
Page 3 of4
Unacceptable Minimum requirements Satisfactory Significantly above Outstanding
requirements
F D C/C+ B/B+ A/A+
Achievement that does not Achievement that Achievement that Achievement that is Achievement that is outstanding
meet requirements for minimally meets the course satisfactorily meets the significantly above the course relative to the course and GPA
course with normal grading requirements but may not course and GPA and GPA requirements requirements
mode. meet the GPA requirement. requirements
Errors so significant Significant errors, Most information is Largely free of errors, Clear, well-explained,
that the work is not information is unclear correct and well- demonstrates critical error-free work
passing quality or incorrect presented, with few thought with well- demonstrating critical
errors explained coverage of thinking, with clear
all topics. evidence of independent
work and authentic
research.
Information is poorly Information is Information is Information is organised Information is very
organised, lacks unorganised and organised in places with many well- organised with well-
structure formatting, poorly structured; with adequate constructed sections; constructed sections;
and presented out of many paragraphs structure; some many paragraphs paragraphs are presented
order. presented out of paragraphs presented presented in a logical in a logical order.
order. out of order. order.
Covers none of the Covers few of the Covers some of the Covers all of the areas Covers all areas that
areas that should be areas that should be areas that should be required to be required to be addressed
addressed. addressed. addressed. addressed. along with additional
independent analyses.
Includes irrelevant Basic and has Basic but has some Advanced and has some Insightful and thorough
explanations or insufficient details. detail to support the detail to support project analysis. Advanced and
details, or has little to projects goals. goals. detailed enough to
no detail. support project goals.
 Page 4 of4

Written English and Formatting Marking Criteria for Project

WRITTEN Unacceptable Minimum Satisfactory Significantly above Outstanding Score

LANGUAGE requirements requirements
F D C/C+ B/B+ A/A+
Grammar Accuracy in Good accuracy in Good accuracy in both Strong range of Excellent range of
some simple simple sentences simple and complex sentences errors sentences No
GRM sentences, complex sentences though infrequent errors
though errors sentences limited errors sometimes occur
occur and and with errors
complex
sentences
rare
Vocabulary Vocab. Vocab. choice Vocab. choice shows Good range of Excellent range of
limited and generally more flexibility vocab. errors vocab. No
errors appropriate and though errors infrequent infrequent
VOC frequent accurate
although errors
Spelling / Errors Errors occur Occasional errors Largely error free No errors
punctuation frequent, but regularly (occasional lapse)
not affecting
SP meaning

FORMATTING F D C/C+ B/B+ A/A+ Score

Following HCT Little attempt to Formatting is Formatted correctly in Formatted Correct
formatting follow formatting attempted but most respects (2 correctly in all formatting
requirements conventions (4 or often incorrect (3 problem areas) areas (only 1 throughout (No
for reports more problem problem areas) problem areas) problem areas)
areas)

1. title page 2. contents page 3. margins 4. page 5. font consistency

numbers
6. line spacing 7. sections & paragraph 8. level 1&2 9. bullets and 10. separate
spacing headings numbering appendix page
REFERENCING F D C/C+ B/B+ A/A+ Score
Following HCT MLA Little attempt Referencing Generally appropriate Referenced well Referenced
referencing to follow attempted, but number and use of with minor fully and
conventions referencing often inaccurate citations although omissions/errors accurately
(use 1-4 for reports conventions (3 problem areas repeated errors may (ie incorrect use of (No problem
without charts/pics or (problems in all or 4-5 problem occur in 1 or 2 areas in-text reference) areas)
1-6 with charts/pics) areas) areas if using below (2 problem areas (only 1 problem
REF charts/pictures) or 2-3 problem areas if area)
using charts/pictures)

1. in text sources in brackets 2. work cited 3. quotations 4. paraphrasing

5. chart /pictures captions 6. chart/pictures in-text
bracketed refs
Comments: Total %