Module title:
Module Code: INTB30605
SUMMATIVE ASSESSMENT BRIEF
Module Leader: Margaret Grzegorczyk
Academic Year
2019-2020
2
Gummee Goes Global
This case has been compiled from published sources and is intended to offer an example of the complexities of international
marketing issues. It is based on a real life situation, but some details have been altered. Not to be used or reproduced without
permission. Under no circumstances are students allowed to contact the company. © M. Grzegorczyk 2019.
Jodine Boothby always knew she had an entrepreneurial streak. Over the years she had
embarked on many small business ventures but the reality of needing to pay the bills had
kept her confined most of her working life to a job on a factory floor making the traditional
Cornish pasties of her home county.
It was on maternity leave that Jodine had a light bulb moment and joined the ranks of the
parentpreneur with the launch of Gummee Glove.
The idea for Gummee Glove first came about when Jodine noticed that Jimmy, her ten week
old first born was gnawing at his hands. Jimmy had started teething very early but his motor
skills were not developed enough to hold onto a teething toy. By chance, while changing
his nappy, Jodine saw Jimmy happily nibbling on a sock that was covering his hand to stop
him scratching his face (as most parents know, scratch mittens are just too loose to stay in
place).
Jodine searched online for a teething mitten to buy but no such product existed. However,
Jodine uncovered hundreds of other parents asking for advice and recommendations for
teething mittens on parenting forums. This was Jodine’s opportunity! She realised she had
her business idea and after commissioning an intellectual property search, decided to make
the world’s first teething mitten.
Jodine didn’t have any funds to invest so she sold her jewellery, borrowed from friends and
mocked up the original designs and drawings herself. After getting in touch with an
innovation company and being advised that it would cost £50,000 to get the product to
launch stage, Jodine took matters into her own hands and after 12 solid hours of internet
research one night found a respected Chinese manufacturer willing to make samples for
£130.
Jodine’s experience of working in a factory proved invaluable. It meant she knew all the
right questions to ask, understood the process and also how to get the best out of her
supplier.
To test the market, Jodine took her prototype to a local baby show and was overwhelmed
by the number of parents and grandparents trying to buy the product. This gave her the
confidence to move forward with her plans and give the factory the green light to start work
on the first order.
Cutting Teeth
While pregnant with her second child, Jodine held her official launch at a national trade
show in Birmingham. It went well and Jodine continued to attend national baby shows
throughout the next year driving awareness of her product, receiving direct orders and
securing wholesale interest nationally and internationally.
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Gummee Glove is now the multi award-winning teething mitten worn by babies too young
to hold other teething products. It eliminates the need to constantly hold toys to a baby’s
mouth, and puts an end to toys being dropped on the floor. Jodine’s team is now 6 strong
and is a family affair, with Jodine’s husband recently joining the company to support the
running of the business. She was nominated Mumpreneur Of The Year by the Daily Mail, in
association with NatWest and continues to receive high profile recognition and product
awards. In 2016 the company will launch 4 new products and has plans to position and
market itself as the leading expert on teething in the baby product category.
Recognising the importance of marketing and public relations, Jodine taught herself the
basics from books and invested a lot of time in social media, building industry contacts and
securing mutually beneficial partnerships. However, Gummee Glove was getting
approached by many international distributors and Jodine had started to think more about
international expansion. She started researching which global markets might be attractive.
She has asked you, the Marketing Intern in Gummee, to conduct more research and prepare
a business report on international growth opportunities and marketing communications
ideas.
Bibliography:
Export for Growth (2015), Gummee Gets its Teeth Into Global Business, [on-line] available
at:
https://www.export4growth.co.uk/case-studies/gummee-gets-its-teeth-global-business
Gummee (2019), Teething guide, [on-line] available at:
https://www.gummee.life/content/category/2-teething
Mylittlebabog (2016), Gummee Glove Review, [on-line] available at:
http://mylittlebabog.com/2016/02/gummee-glove-review/
Stephens Scown (2015), Our Client Gummee Glove Features by the UK Intellectual Property
Office, [on-line] available at: https://www.stephens-scown.co.uk/intellectual-property2/stephens-scown-client-gummee-glove-featured-by-the-uk-intellectual-property-office/
Buttermilk (2018), Win A Bundle of Treats From Buttermilk and Gummee, [on-line] available
at:
https://www.buttermilk.co.uk/competition/gummee/
Mail on Sunday (2010), A Natural Solution To Your Baby’s Teething Troubles. [on-line]
available at:
https://ntu.idm.oclc.org/login?url=https://search.proquest.com/docview/329109617?acco
untid=14693
Forbes (2018), Six Ways To Identify and Reach A Hot New Market, [on-line] available at:
https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2018/11/06/six-waysto-identify-and-reach-a-hot-new-market/#2ec3f85f5597
4
Your task:
Jodine asked you as a Marketing Intern working for Gummee to prepare individually a business report
for the Gummee team. The report will focus on three areas:
- Investigating the market of your choice.
- Recommendations on how to enter that market.
- Some ideas on how to communicate with the potential customers.
You can select a country of your choice, however the one you target cannot be your own home
country.
The report will be MAX 3000 words (excluding table of contents, executive summary, reference list
and appendices). EVERYTHING in the main body of the report is included in the word count – that
INCLUDES tables, charts and citations.
Please note that the 3,000 word limit for this report is an absolute maximum.
The source of all data, models, concepts and theories are to be given using Harvard Referencing
throughout. You are recommended to consult the Citing References Guide available on NOW at
https://now.ntu.ac.uk/d2l/lor/viewer/view.d2l?ou=52836&loIdentId=25435&contentTopicId=1019
510
You are required to submit a PDF copy of your report to the IM&C dropbox by 23:00 on
22nd April 2020.
Your attention is drawn to the Definitions of Assessment Offences in the Student Code of
Behaviour. Offences such as plagiarism, collusion or cheating will not be tolerated.
The assessment represents 100% of the module grade.
This is an individual assessment.
The assignment grading guidelines are attached.
A suggested report format and structure follow. Refer to the marking grid that will be used. By
reading the brief, studying the grid, and reading through your own work carefully, you should be
able to assess whether you are on the right direction.
Suggested Report Structure:
Title page:
Module name, title of report, student number, word count.
Executive summary (excluded from the 3000 word count)
Outline the importance of this report including the key aims, key findings, and key conclusions and
recommended strategies. This is a summary of the contents of the report – not an extended
introduction. An effective executive summary is structured in the same way as the report itself and
tells the reader what the 3000 words contains, including what you have discussed and decided. It
should be no more than 1 page and it does not count towards your word count.
Table of contents (excluded from the 3000 word count)
Include a list of main sections, references and any appendices. Use Word’s ‘Table of Contents’ feature
in MS Word to construct this. Do not forget to include page numbers.
5
Introduction (approximately 100 words)
The scope and format of the report.
Investigating the market of your choice – Macro / Micro analysis and evaluation
(approximately 800 words)
This section should include:
- Market selection rationale underpinned by MCTs (e.g. CAGE, 12Cs, Yip, Ansoff)
- Target country analysis (PESTEL) including cultural issues
- Industry analysis (e.g. Porter’s Five Forces)
- Use a SWOT as a summary with opportunities identified as markets / segments only.
These opportunities should be based on conclusions drawn from your macro / micro analysis
and evaluation.
Recommendations on how to enter that market (approximately 700 words)
This section should include: - Target market and positioning strategy (segmentation). Which single segment is going
to be your target market? A clear segment to target needs to be identified with academic
justification. Who and where are the new customers going to be and why? Consider the
position that you want in the target market’s mind – what perception do you want them to
have of the product? Is there a ‘message’ that you want/need to communicate? All your
justification must come from conclusions drawn from your market investigation and be
underpinned by MCTs throughout. - Objectives – Your report will require 2 to 3 marketing communications objectives. These
should be based on key findings from the marketing analysis and what you want to achieve
in the new market focusing on communications. The vision of the organisation will need
to be taken into consideration to formulate appropriate objectives. For example, establishing
brand awareness, changing perceptions, encouraging website and social media traffic etc.
Remember these must be SMART. - Briefly consider: How will Gummee research their potential market? In order to gain
a competitive advantage what primary market research methods would be appropriate and
why? What issues could they encounter and how could the company deal with them in order
to get access to suitable market information? - Market entry recommendations. How will Gummee enter the new market and which market
entry method will be appropriate? A critical evaluation based on academic theory is needed
to evaluate the methods and options available with conclusions made that are appropriate to
the context.
Some ideas on how to communicate with the potential customers (approximately 1300
words)
This section should include: - A communications mix rationale. What communications methods (promotional mix –
advertising, sales promotions, personal selling, direct marketing and public relations) should
be used to announce your presence and reach the market segment identified? All your
justification must come from conclusions drawn from your market analysis and be
underpinned by MCTs throughout. Relevant theories must be applied and critically examined
6
when proposing what methods should be implemented. Consider MCTs including buyer
behaviour, branding and communications to justify your recommendations. Are they
appropriate for the target customer? Consider culture, standardisation vs
adaptation and country of origin arguments. - Details of the methods of communications recommended. At least 3 tools should be
suggested. - The outcomes achieved through your communications ideas should relate directly back to the
SMART objectives set with clear links to the measures demonstrated e.g. 10% increase in
website traffic, 5% increase in prompted awareness.
Conclusion (approximately 100 words)
Summarise the key points and arguments and highlight your recommendations.
Reference List (excluded from the 3000 word count)
This should be comprehensive and accurate, from a variety of different types of sources including
academic journals and marketing and research text books (together with some newspapers, company
websites, and market research data).
Make sure that every citation in the report is in the reference list; and that every item in the reference
list is in the report! Also be consistent in your style.
Harvard style referencing must be used throughout. Please refer to the Citing References Guide
available on NOW at
https://now.ntu.ac.uk/d2l/lor/viewer/view.d2l?ou=52836&loIdentId=25435&contentTopicId=1019
510.
It is not necessary to include lots of secondary data in the main body of your report, but details
could appear in suitably cross-referenced appendices.
Appendix (excluded from the 3000 word count)
This is where you can put any market data that you refer to, or useful material that is not directly
relevant to the report. Do not use it as an ‘overflow’ because you have exceeded your word count.
The appendix material must be limited to three A4 pages = 6 A4 sides.
Useful pointers:
Remember to evidence that you have read around the subject outside lectures (see the module
document for suggested reading and the resource list on NOW) and use Harvard referencing
throughout.
Pictures of tables and models in the report do NOT count towards your word count (Ansoff matrix or
Porter’s 5 Forces model), but they DO count towards your word count if the model is ‘populated’ with
data (e.g. if you have annotated the diagram).
Please note that the word count for each section shown above is indicative only. The only word count
that you have to abide by for the summative assessment is 3000 words. There is no safety margin
of +10%. So, you need to ensure that your report contains only the most important pieces of
information. This is very much an exercise in developing your ability to focus on the key
issues and communicate opinions clearly and succinctly. These are valuable business skills.
Present your work in a way which would be suitable for an organisation. You are future managers
and therefore, your business report should be clear, easy to understand, no typos /grammar/spelling
mistakes. While you are writing the report in the role of a marketing employee, it is an academic
7
piece of work so ensure you show a sound academic knowledge of the subject matter (including
relevant models/theories) as well as the ability to apply this knowledge to identify appropriate
recommendations.
The module team will grade and moderate your work, so make sure that you listen to what is said in
the seminars and lectures and note any feedback – both verbal and written and ask for clarity or
guidance. Use the discussion board on NOW for any questions or queries.
In the following pages, you will find a breakdown of the assessment criteria that will be used to judge
your performance. This will give you a very clear idea about how your tutor will approach the task of
assessing the written reports.
8
NBS Feedback Form for UG Coursework
Module INTB30605 Student Number and Name
Assessment Element (as stated in
the assessment brief)
Business report Tutor name (s)
Assessment submission date 22nd April 2020 Date Feedback Uploaded Please refer to the Dropbox folder for the
date on which your feedback was uploaded.
MODULE LEARNING OUTCOMES ASSESSED
Knowledge and understanding. After studying this module you should be able
to:
a) critically evaluate knowledge of the concepts of marketing at the
various levels of export, international and global marketing,
b) apply a deep understanding of how culture is an important concept to
international marketers,
c) critically evaluate and apply sources of international marketing
information (secondary and primary),
d) exhibit and apply knowledge of international marketing principles in order
to formulate and develop appropriate marketing and communication
strategies at international and global levels.
Skills, qualities and attributes. After studying this module you should be able
to:
a) assimilate and critically assess marketing information from a variety of
sources,
b) show skills in time management and communication.
Element Grade
The overall grade for the work is based on a holistic assessment and is determined by how well the criteria have been met overall and not the sum of the
individual aspects of the work.
In the matrix below, grades awarded against each criterion indicate that the relevant aspect of the work can be more readily associated with that category
than any other. Allocation of a grade does not indicate that work exactly matches the associated description.
Exceptional 1st
3rd High 2.2 High 2.1 High 1st High
Mid Fail 3rd Mid 2.2 Mid 2.1 Mid 1st Mid
Low Fail Marginal Fail 3rd Low 2.2 Low 2.1 Low 1st Low
Zero If a zero grade, select the appropriate comment below:
NS – No work submitted or submitted > 5 working days after deadline NK – Work submitted and is in moderation
NE – Work is not yet submitted, and student has an Extension. NN – Student did not attend for an exam
Class Fail Marginal Fail Third Lower Second Upper Second First Exceptional First
9
Criteria
Fail Marginal Fail Third Lower Second Upper Second First Exceptional
First
Criterion 1
(20%)
Appropriate
choice, definition
and discussion of
a range of
suitable Models,
Concepts &
Theories (MCTs).
Lack of MCT and no
cultural
considerations.
Inappropriate/
limited choice of
MCT selected / no
cultural
considerations.
No description or
discussion.
Appropriate choice
of a selection of
relevant MCT.
Limited description
or discussion.
Good choice of a
range of relevant
MCT.
Reasonable
description or
discussion, but not
both.
Good choice of a
range of relevant
MCT including key
and up-to-date
models and
theories.
Good description
and discussion of
all MCTs which is
easy to
understand.
Excellent choice of
relevant MCT with
detailed description
and discussion of
all MCTs.
The student
synthesises
different sources of
literature to
consider these
models and
theories in a
comprehensive
way.
Exceptional,
inspired and
original choice of
MCT.
Description and
discussion of MCTs
woven into the
narrative.
Criterion 2
(30%)
Clear
understanding
and effective
application of the
chosen MCTs,
demonstrated
through
application to the
context (country
or industry).
No MCTs used or
no understanding
or application of
MCTs
demonstrated.
No awareness of
context (country or
industry).
Limited
understanding or
application of MCTs
demonstrated.
Limited awareness
of context (country
or industry).
Competent
assessment or
application (but not
both) of MCTs
demonstrated.
Competent
awareness of
context (country or
industry (but not
both).
Competent critical
evaluation and
application of MCTs
demonstrated.
Reasonable
awareness of
context (country
and industry).
Good critical
evaluation and
application of MCTs
demonstrated.
Good awareness of
context (country
and industry).
Very good critical
evaluation,
understanding and
application of MCTs
demonstrated.
Excellent
awareness of
context (country
and industry).
Excellent /
Exceptional and
original critical
evaluation,
understanding and
application of MCTs
applied in a
professional
manner to the
country and
industry.
Class Fail Marginal Fail Third Lower Second Upper Second First Exceptional First
10
Criterion 3 (30%)
Clear, critical
assessment of
recommendations
based upon the
evidence and
discussion. Are
they fit for
purpose and
appropriate to
the organisation?
No
recommendations
presented at all.
Limited / not
appropriate
recommendations
that are confused or
not based upon the
evidence.
Basic
recommendations
based upon the
evidence, but
confusing or
contradictory.
Reasonable,
critically assessed
recommendations
based upon the
evidence and
justified.
Good, critically
assessed
recommendations
based solidly upon
the evidence and
well-justified
including from more
up-to-date sources.
Very good, critically
assessed
recommendations,
based solidly upon
the evidence and
well-justified. The
student addresses
the case objectives
and develops sound
and convincing
strategies in an
innovative, yet
realistic way.
Excellent /
Exceptional and
inspired critically
assessed
recommendations,
based solidly upon
the evidence and
well-justified.
The student
addresses the case
objectives and
develops sound and
convincing
strategies in an
innovative, yet
realistic way.
Criterion 4
(20%)
Presentation of
report.
Poorly presented,
not in report
format.
Poorly presented,
but attempts report
format.
Adequately
presented in report
format.
Well presented in
report format.
Very well presented
in report format.
Excellent
presentation in
report format.
Professional report
format.
Choice and
presentation of
market data.
No data presented. Limited data are
presented, but
from very few
sources
Data are
presented, but in a
confused/poor way
(maybe too much).
The data are wellpresented,
relevant, useful
and illuminating
(but not all four).
The data are wellpresented,
relevant, useful
and illuminating.
The data are very
well-presented,
relevant, useful
and illuminating.
Data are presented
in an inspired and
illuminating way
and from a range
of sources.
English style and
ability to
communicate.
Very poor English
and grammar
which makes the
report hard to
follow.
Poor English: many
spelling and
grammatical
mistakes.
Competent English:
occasional spelling
and grammatical
mistakes.
Good English: very
few spelling and
grammatical
mistakes.
Good English: no
spelling and
grammatical
mistakes.
Excellent style and
no spelling and
grammatical
mistakes.
Excellent style and
use of English.
Class Fail Marginal Fail Third Lower Second Upper Second First Exceptional First
11
Sources used. None or a very
basic reference list,
highly insufficient
or inappropriate
range (Wikipedia
etc.).
Basic, very limited
reference list.
Insufficient range
of sources.
Reasonable and
sufficient range of
sources.
Good range of
sources.
Covers main
sources relevant to
the area.
Very broad range
of sources.
Attempts to
broaden reading
beyond
recommended
sources.
Extremely broad
range of sources.
Demonstrates
independent
research beyond
those sources
recommended.
Interesting,
original and
exceptional range
of sources.
and HR ability
(in Text and
Reference List
(RL)).
Not Harvard style
at all.
Contains many
errors in text and
reference list.
Contains quite a
few errors in text
and reference list.
Contains only a few
errors in both text
and reference list.
Contains only a few
errors in either text
or reference list.
Contains almost no
errors.
Faultless style.
Presentation is of a
standard where the
report could be
shown to an
external
organisation.
What you did well in this coursework.
What you can do to improve your future coursework.
Below, if applicable, are highlighted some additional online resources that are maintained by the NTU Library, and that you can access via your NOW Student
Help Learning Room. Engaging with these resources and the feedback provided above can also support you to enhance specific aspects of your work.
Writing Managing your time
Referencing Presentation skills
Solution:
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