MARKET ENTRY STRATEGIES

Market Entry Strategies

Part A
What market entry options do firms have when seeking to develop internationally?

Part B
To what extent should a firms choice of entry mode affect its marketing strategy?
A++ to A- B+ to B- C+ to C- D+ to D- E+ to E- F
1. Understanding of the topic and reviewing relevant literature
(30% weighting)
Clear demonstration of a sophisticated, critical and thorough synthesis of relevant literature, with several key references. Clear demonstration of thorough research and excellent use of available sources. Clear demonstration of a well-developed, critical and comprehensive understanding of relevant literature, with some key references. Clear demonstration of a good research and use of available sources Demonstration of a critical and substantial understanding of relevant literature, with a few key references. Demonstration of an adequate research and use of available sources Evidence of some critical understanding of the chosen topic area, with at least 1 key reference or few relevant references. Evidence of a partial but uncritical understanding of the literature, with no references. Work does not demonstrate understanding of the literature, and there is absence of references.

2 A balanced in-depth analysis (30% weighting)

Excellence in the analysis and synthesis of the relevant literature and the understanding of key concepts and issues. A very high degree of competence in the analysis and synthesis of the relevant literature and the understanding of key concepts and issues. A satisfactory degree of competence in the analysis and synthesis of the relevant literature and the understanding of key concepts and issues. An acceptable degree of competence in the analysis and synthesis of the relevant literature and the understanding of key concepts and issues. A limited competence in the analysis and synthesis of the relevant literature and the understanding of key concepts and issues. Fail to demonstrate achievement of analysis and synthesis of the relevant literature and the understanding of key concept and issues.
3. Application of theories to practical examples or case study
(30% weighting)
An excellent case study or examples with plenty of evidence from reliable secondary sources. A very good case study or examples with some evidence from reliable secondary sources. A good case study or examples with some evidence from reliable secondary sources. An acceptable case study or examples with a few evidence from reliable secondary sources. An incomplete case study or examples with a few evidence from some secondary sources. Fail to provide a case study or examples with no evidence from any secondary sources.
4. Presentation (Organisation, writing, good use of English, Harvard referencing)
(10% weighting)
Excellent structure, professional formatted; a clear logical flow between the sections, making it very easy to follow the arguments. The level of grammar and spelling is excellent. Correct use of Harvard referencing all the time. Very good structure, appropriately formatted; a fairly clear logical flow between the sections, making it quite easy to follow the arguments. The level of grammar and spelling is very good. Correct use of Harvard referencing most of the time. Good structure, appropriately formatted; there maybe a few limitations in the logical flow between the sections, making parts of the argument less easy to follow. The level of grammar and spelling is acceptable. Correct use of Harvard referencing at the majority of the time. Acceptable structure, presented in a basic format; there are limitations in the logical flow between the sections, making several parts of argument less easy to follow. The level of grammar and spelling is compromised. Harvard referencing is used in some cases. Poor structure, presented in a basic format; however, there are strong limitations in the logical flow between the sections, making several parts of argument less easy to follow. The level of grammar and spelling is seriously compromised. Harvard referencing is not used. No structure, inappropriately presented; there are serious flaws in terms of its structure and logical flow between the sections, making it very difficult to follow the arguments. The level of grammar and spelling is unacceptable. Harvard referencing is neglected.
1. Market Entry Strategies

Part A
What market entry options do firms have when seeking to develop internationally?

Part B
To what extent should a firms choice of entry mode affect its marketing strategy?