CW1 Report: company marketing analysis in the UK market.

You need to select a company based or operating in the UK (please note this company should not operate in the BICS (Brazil, India, China and South Africa) countries and then conduct a full internal analysis.
You will highlight their current key marketing activities.

Present a justification as to why the firm should expand overseas.
WESTMINSTER BUSINESS SCHOOL
SCHOOL OF MANAGEMENT AND MARKETING
Module title: Global Marketing Management (UG)
Module code: 6MARK014W
Assessment title: CW1 Report: company marketing analysis in the UK
market.
Assessment weighting: 50% weighting.
Assessment deadline: CW1 deadline is by the 19th of March (please
note, the assessment should be submitted by 1pm, at the latest).
Submission method: MS Word on Turnitin.
Date and form of feedback: CW1 written feedback will be provided
from the 11th of April.
Assessment format: CW1 is an individual report with a 2,000-word
limit.
Semester 2, 2023/2024
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CW 1: ASSESSMENT BRIEFING
When: 19th March 2024 13:00 UK time.
Contributes: 50% to total module mark.
Assessment format and design: 2,000 word report +/- 10% (excluding references).
Marks will be reduced if the wordcount guidelines are not followed.
The report should be concise and professionally written and presented in report
style – it is not an essay.
Bullet point lists are acceptable and, indeed, useful provided that each point made
is supported by evidence or a reference. Data can be usefully put into the
appendices.
Assessment summary:
1. You need to select a company based or operating in the UK (please note
this company should not operate in the BICS (Brazil, India, China and South
Africa) countries and then conduct a full internal analysis.
2. You will highlight their current key marketing activities.
3. Present a justification as to why the firm should expand overseas.
Proposed structure of the assessment:
Company background Introduction to the company/brand and logo, how the
company fits into the brand architecture.
Operating results (by product, customer, geographic region), Sales, Market share,
Profit margins, Costs (it is recommended that you focus on operating results within
the UK).
Strategic issues analysis, e.g. Marketing objectives, Market segmentation, targeting
and positioning, Competitive advantage, Core competences, Portfolio analysis.
Marketing mix effectiveness (4P’s or 7P’s) how the company utilises the 4P’s or 7P’s
to appeal to the target market(s) and company/brand positioning.
Justification of the reasons why the company wishes or needs to expand
internationally Justified reasons of the need/wish to expand beyond the home market
and/or the appeal of emerging markets.
Please note: further guidance will be provided by a video assessment brief added to
the Blackboard site, under assessments.
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LEARNING OUTCOMES ADDRESSED:
Assessment name Weighting % LOs
Assessment type
Report 1
50
1&2
Report 2
50
3, 4 & 5 Individual report (2,000 words)
Individual report (2,000 words)
ASSESSMENT CRITERIA:
The assessment criteria and weightings show you what is important in the
assessment and how marks are shared across each criterion. When you are
completing your assessment remember you need to fulfil the brief and the
assessment criteria below. At the end of this document, we have provided you a
more detailed marking grid, which describes both the expectation for each criterion
and how marks would be awarded based upon performance.
Criterion
Weighting
Company background.
10%
Operating results
20%
Strategic issues analysis
20%
Marketing mix effectiveness
20%
Justification of the reasons why the company wishes or needs to
expand internationally
20%
Conclusion and referencing
10%
Total
100%
The University has arrangements for marking, internal moderation and external
scrutiny. Further information can be found in Section 12 of the Handbook of
Academic Regulations, westminster.ac.uk/study/currentstudents/resources/academic-regulations
The pass mark for the module is 40%. To pass overall, the mark is calculated from
adding the weighted marks for each assessment. If your mark for the module is
between 0 – 39 you will be required to complete one or more referral assessments
(and your mark for these will be capped at 40%).
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GMM CW1 Rubric
80-100: An
outstanding piece of
work.
70-79: excellent piece
of work.
60-69: A very good
piece of work.
50-59: A sound piece of
work.
40-49: An adequate piece
of work.
30-39 FAIL: An
inadequate piece of
work.
0-29 FAIL: A poor
piece of work.
Company background
(10%)
Outstanding
understanding of the
Company background,
brand, logo, and fit with
the brand architecture.
Excellent understanding
of the Company
background, brand, logo,
and fit with the brand
architecture.
Very good understanding
of the Company
background, brand, logo,
and fit with the brand
architecture.
Sound understanding of the
Company background,
brand, logo, and fit with the
brand architecture.
Adequate understanding of
the Company background,
brand, logo, and fit with the
brand architecture.
Inadequate understanding
of the Company
background, limited
information on the brand,
logo, and fit with the brand
architecture.
Inadequate
understanding of the
Company background,
inadequate information
on the brand, logo, and
fit with the brand
architecture.
Operating results (20%)
Outstanding analysis and
presentation of the key
metrics relevant to the
company and market
sector. The focus is
within the UK or
European market.
Excellent analysis and
presentation of the key
metrics relevant to the
company and market
sector. The focus is
within the UK or
European market.
Very good analysis and
presentation of the key
metrics relevant to the
company and market
sector. The focus is
within the UK or
European market.
Sound analysis and
presentation of the key
metrics relevant to the
company and market
sector. The focus is within
the UK or European
market.
Adequate analysis and
presentation of the company
and market sector metrics.
The focus is within the UK or
European market.
Inadequate analysis and
presentation of the
company and market sector
metrics. The focus is not
clearly on the UK or
European market.
Inadequate analysis and
presentation of the
company and market
sector metrics. The focus
is not on the UK or
European market.
Strategic issues
analysis (20%)
Outstanding analysis of
the marketing objectives
and bases for
segmenting, targeting,
and positioning the
company/brand.
Excellent analysis of the
marketing objectives and
bases for segmenting,
targeting, and positioning
the company/brand.
Very good analysis of the
marketing objectives and
bases for segmenting,
targeting, and positioning
the company/brand.
Sound analysis of the
marketing objectives and
bases for segmenting,
targeting, and positioning
the company/brand.
Adequate analysis of the
marketing objectives and
bases for segmenting,
targeting, and positioning the
company/brand.
Inadequate analysis of the
marketing objectives and
bases for segmenting,
targeting, and positioning
the company/brand.
Inadequate or limited
analysis of the marketing
objectives and bases for
segmenting, targeting,
and positioning the
company/brand.
Excellent discussion of
the company’s core
competencies and
source(s) of competitive
advantage.
Good discussion of the
company’s core
competencies and
source(s) of competitive
advantage.
Sound discussion of the
company’s core
competencies and
source(s) of competitive
advantage.
Adequate discussion of the
company’s core competencies
and source(s) of competitive
advantage.
Inadequate discussion of
the company’s core
competencies and
source(s) of competitive
advantage.
Excellent analysis of how
effectively the company
Very good analysis of
how effectively the
Sound analysis of how
effectively the company
Adequate analysis of how the
company utilises the
Inadequate analysis of how
the company utilises the
Outstanding discussion
of the company’s core
competencies and
source(s) of competitive
advantage.
Marketing mix
effectiveness (4P’s or
Outstanding analysis of
how effectively the
Inadequate or limited
discussion of the
company’s core
competencies and
source(s) of competitive
advantage.
Inadequate analysis of
how the company utilises
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7P’s) (20%)
company utilises the
marketing mix to appeal
to the target market(s)
and positioning.
utilises the marketing mix
to appeal to the target
market(s) and
positioning.
company utilises the
marketing mix to appeal
to the target market(s)
and positioning.
utilises the marketing mix to
appeal to the target
market(s) and positioning.
marketing mix to appeal to the
target market(s) and
positioning.
marketing mix and the
appeal to the target
market(s) and positioning is
unclear.
the marketing mix and
the appeal to the target
market(s) and positioning
is not or is poorly
addressed.
Justification of the
reasons why the
company wishes or
needs to expand
internationally (20%)
Outstanding justification
of the reasons why the
company wishes or
needs to expand
internationally.
Excellent justification of
the reasons why the
company wishes or
needs to expand
internationally.
Very good quality
justification of the
reasons why the
company wishes or
needs to expand
internationally.
Sound quality justification of
the reasons why the
company wishes or needs
to expand internationally.
Adequate quality of
justification of the reasons
why the company wishes or
needs to expand
internationally.
Inadequate justification and
unclear reasons why the
company wishes or needs
to expand internationally.
Inadequate justification
and unclear or weak
reasons why the
company wishes or
needs to expand
internationally.
Conclusion and
referencing (10%)
The outstanding
conclusion which
highlights and effectively
summarises the key
points addressed in the
report.
Excellent conclusion
which effectively
highlights and
summarises the key
points addressed in the
report.
Very good conclusion
which highlights and
summarises effectively
the key points addressed
in the report.
A sound conclusion
highlights and summarises
the key points addressed in
the report.
Adequate conclusion which
highlights and summarises
the key points addressed in
the report.
Inadequate conclusion,
which highlights and
summarises only some of
the key points addressed in
the report.
Inadequate conclusion,
which highlights and
summarises few of the
key points addressed in
the report.
Outstanding academic
writing with coherent and
consistent structure and
no grammatical or
spelling errors.
Excellent academic
writing with coherent and
consistent structure and
no grammatical or
spelling errors.
Sound academic writing
with some structure and
few grammatical or spelling
errors.
Adequate academic writing
with limited or poor structure
and some grammatical or
spelling errors.
Excellent referencing
practice meeting Cite
them in the right style,
including in-text citations
and an extensive
reference list.
Adequate referencing practice
attempting to Cite them
correctly, including in-text
citations and limited sources
in the reference list.
Inadequate academic
writing with inconsistent
or no structure and
various grammatical or
spelling errors.
Outstanding referencing
practice meeting: Cite
them in the right style,
including in-text citations
and an extensive
reference list.
Sound referencing practice
generally meets Cite them
right, including in-text
citations and reference lists.
Inadequate academic
writing with mostly
inconsistent structure and
various grammatical or
spelling errors.
Inadequate referencing
practice not meeting Cite
them right, including in-text
citations and minimum
sources in the reference
list.
Inadequate referencing
practice not meeting Cite
them right, including intext citations and a
poorly developed
reference list.
Very good academic
writing with coherent and
consistent structure and
no grammatical or
spelling errors.
Very good referencing
practice meeting. Cite
them correctly, including
in-text citations and an
extensive reference list.
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DEFER / REFER ARRANGEMENTS IF THE STUDENT DOES
NOT PASS THE ASSESSMENT AND THE MODULE
As per the University Calendar, the refer / defer period for this module will be in July
2024. More detailed information will be available on Blackboard site by the 21 st June
2024.
ANONYMOUS MARKING
Do NOT include your name or student number within the file name or anywhere
within your submission. The submission will be subject to anonymous marking.
Having logged into blackboard the system will record your details anonymously and
tutors will only see your name after the entire submission has been assessed and
provisional marks have been released to all students at the same time.
REFERENCING REQUIREMENTS FOR THE ASSESSMENT
Statements, assertions and ideas made in coursework should be supported by
citing relevant sources. Sources cited in the text should be listed at the end of the
assignment in a reference list. Any material that you read but do not cite in the
report should go into a separate bibliography. Unless explicitly stated otherwise by
the module teaching team, all referencing should be in Cite Them Right
referencing format. If you are not sure about this, the library provides guidance
(available via the library website pages):
https://libguides.westminster.ac.uk/referencing
THE DEADLINE AND SUBMITTING YOUR COURSEWORK CHECKS
Unless indicated otherwise, coursework is submitted via Blackboard.
The deadline for this assessment is the 19th March 2024 at 13:00 UK time. This
means that your work should be fully uploaded before 13:00. The University would
treat your submission as late, if your work has not been fully uploaded and stored on
the server before 13:00. In order to avoid your submission being marked as late, you
should upload your work as soon as possible before the deadline and must not wait
until or just before the deadline to start uploading your work.
At busy times the coursework submission process may run slowly. To ensure
that your submission is not recorded as a late submission, avoid submitting very
close to the deadline.
To submit your assignment:
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1. Log on to Blackboard at http://learning.westminster.ac.uk;
2. Go to the Blackboard site for this module;
3. Click on the ‘Assessment’ area for the module;
4. Click on the link ‘CW1 Report’ for the assignment to submit.
5. Follow the instructions, ensuring that you have selected the correct file to
upload.
PENALTIES FOR LATE SUBMISSION AND ADVICE ABOUT
MITIGATING CIRCUMSTANCES
Any assessment submitted late online will be penalised unless you submit a claim for
Mitigating Circumstances (MC) and the claim is accepted by the Registry. Check this
page
for
more
information
about
mitigating
circumstances:
https://www.westminster.ac.uk/current-students/guides-and-policies/assessmentguidelines/mitigating-circumstances-claims
If you do not submit an MC claim or if your MC claim is rejected, then your work will be
penalised. If you submit your assessment late but within 24 hours or one ‘working’ day
of the specified deadline, 10% of the overall marks available for that assessment will
be deducted as a penalty for late submission, except for work which is marked in the
marginal pass rate range 40-49%. In this case the mark will be capped at the pass
mark 40%.
If you submit your coursework more than 24 hours late after the specified deadline you
will be given a mark of zero for the work in question, unless the Mitigating
Circumstances claim has been accepted officially by the Registry.
DIFFICULTIES IN SUBMITTING ASSIGNMENTS ON TIME
If you are having technical difficulties with submission, please email the module leader
Paul Carless on [email protected] and ask for advice.
If you have difficulties for reasons beyond your control (e.g. serious illness, family
problems etc.) that prevent you from submitting the assessment, make sure you
apply to the Mitigating Circumstances board with evidence to support your claim as
soon as possible. Further details can be found on the following URL:
https://www.westminster.ac.uk/current-students/guides-and-policies/assessmentguidelines/mitigating-circumstances-claims
If you do not submit the coursework on time log a call via the IT Service Desk that can
be found on this webpage: https://servicedesk.westminster.ac.uk/support/home
Please make sure that your message is very specific. The Service Desk will then email
you confirmation that you will be able to use as supporting written evidence for your
MC claim. You should take screenshots or make short videos that capture the issue,
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such as the error messages on the screen, as you may use them as supporting written
evidence for your MC claim.
ACADEMIC SUPPORT & FEEDBACK ARRANGEMENTS
You have primary responsibility for your own learning. You will have a schedule of
formal study where you will be working with academic staff and this is outlined later
in this handbook.
For this assessment (report) there will be an opportunity for an academic support &
feedback drop-in session, during the seminars, where you will receive support and
feedback on your assessment prior to submission. Further details are provided in the
module handbook. There will also be opportunities to receive academic support
during lectures through allocated questions and answers sessions and through the
discussion board on the module blackboard site.
After submission, summative feedback will be provided online via blackboard, where
feedback takes the form of an indication of performance on the provided making grid.
You will also receive a number on key points of strength, weakness and
academic skills you can improve upon. We aim to provide you this feedback
within 15 working days and after the feedback has been released online there will
also be an opportunity to meet with marker for oral feedback [from the 11th of April]. If
you are unsure about how to see your provisional marks and feedback, the following
LINK will explain how you cand do this https://blog.westminster.ac.uk/blackboardhelp/marks-and-feedback/
General feedback for the entire module will also be made via blackboard to the
module, which will discuss the key areas of shared strengths, weaknesses and
academic skills improvements. This general feedback is likely to be issued before
your specific summative feedback and we would strongly encourage you to read this
feedback to improve your understanding of the module and potentially areas of
weaknesses in your academic skills which you could develop before your next
submission within your course.
ACADEMIC INTEGRITY
What you submit for assessment must be your own current work. It will
automatically be scanned through a text matching system to check for
possible plagiarism.
Do not reuse material from other assessments that you may have completed on
other modules. Collusion with other students (except when working in groups),
recycling previous assignments (unless this is explicitly allowed by the module
leader) and/or plagiarism (copying) of other sources all are offences and are dealt
with accordingly. If you are not sure about this, then speak to your class leader.
University of Westminster Quality & Standards statement
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Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs
and students who break the rules, however innocently, will be penalized. It is your
responsibility to ensure that you understand correct referencing practices. As a
University level student, you are expected to use appropriate references and keep
carefully detailed notes of all your sources of material, including any material
downloaded from the www.
Plagiarism is defined as submission for assessment of material (written, visual or
oral) originally produced by another person or persons, without acknowledgement,
in such a way that the work could be assumed to be your own. Plagiarism may
involve the unattributed use of another person’s work, ideas, opinions, theory, facts,
statistics, graphs, models, paintings, performance, computer code, drawings,
quotations of another person’s actual spoken or written words, or paraphrases of
another person’s spoken or written words.
Plagiarism covers both direct copying and copying or paraphrasing with only minor
adjustments:
•
•
a direct quotation from a text must be indicated by the use of quotation marks
(or an indented paragraph in italics for a substantive section) and the source of
the quote (title, author, page number and date of publication) provided;
a paraphrased summary must be indicated by attribution of the author, date and
source of the material including page numbers for the section(s) which have
been summarized.
Generative AI in your Studies
The University insists on original work from students, requiring independent thought
and proper source citation. Outsourcing assignments to machines or third parties
constitutes cheating, undermines critical thinking skills, hinders student
development, and diminishes their potential contributions in both the academic and
professional world.
The University recognizes that students may legitimately use GenAI in a number of
ways including for example: Assisting with grammar and spelling, utilizing it as a
search tool for researching assignment topics, helping with planning and
developing the outline structure of a written assessment, generating ideas for
graphics, images, and visuals, obtaining explanations of concepts, debugging code,
overcoming writer’s block. These specific applications of GenAI can support
students in their academic endeavours. However, it’s important to note that while
these uses are permissible, students must still adhere to the principles of academic
integrity and properly cite any sources or references derived from the assistance
provided by GenAI. For more information on the University’s position on the use of
AI, please check the Student Hub.
Please note that some subject areas/specific taught modules will potentially have
other legitimate ways for you to use GenAI and that details of this will be
communicated to you by module leaders where necessary.
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