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Marks Available
200
Marks Earned
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
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Assessment Guidelines