GLOBAL MARKETING ASSESSMENT INFORMATION

You will be expected to apply relevant unit concepts when analysing the case study. It is strongly recommended that you start your preparation as early as possible, thinking about how you can apply the knowledge gained to this marketing situation. Completing the self-assessment questions will allow you to gain the necessary experience in case study analysis.

Case Study Analysis -

This assessment accounts for 90% of your final grade and is based on the Nairns Oatcakes case study which deals with a small niche firm who plan to become a global player.

Read the case study, the questions that follow and the guidelines below:

1. You are required to critically analyse and evaluate the challenges facing Nairn's Oatcakes as they consider global expansion of the brand.

2. Nairns has now decided to expand and develop the brand in China. Explain how you would research the Chinese market using global marketing research theory.

3. Evaluate how a small firm such as Nairns could use digital communications to build its global business.

4. Discuss and evaluate the factors that would determine a standardised or adapted global marketing strategy for Nairns.

All the information you need is contained in this case study so please do not provide any references to Nairn's Oatcakes found on the internet or other sources.

Length of answer - about 5000 words. This excludes appendices and bibliography

Considerations -

Your approach to each question should be influenced by the specific challenges facing a niche player who wishes to become a strong force in a narrow specialized market.

Question 1 - The challenges can be categorised as either internal or external. External forces such as technology, changing demographics, competition, the emergence of the global consumer are some to consider. Internally, stakeholder value is critical and new ways increasing and retaining customers should be explored.

Question 2 - Researching a market such as China should be underpinned by a marketing information system within the firm that can supply data to key decision makers about the general marketing environment such as socio - economic, demographic and country specific data. This should influence the research approach.

Question 3 - A firm such as Nairns can take advantage of new digital technologies to promote the brand to worldwide customers who would have been unaware of their existence before. Niche brands are arguably winning the consumer over from the multinationals whose communications are treated with scepticism.

Question 4 - It could be argued that a niche player such as Nairns with clearly differentiated markets can be more flexible and therefore willing and able to adapt aspects of their marketing mix to suit particular markets. However they need to consider the effects of adaptation on their strategic objectives.

NAIRNS OATCAKES

Your work should be in report format and APA referencing style should be used. (Please let me know if you are not familiar with APA referencing). Late submissions will be capped at P1. Please let us know if you have extenuating circumstances that may delay your submission.

Appendices

Use appendices where possible to keep to the required word count (5000 words)

Materials

All material such as, websites, books, journal articles, theory and models should be referenced in the report as well as a full reference section at the end. This should only apply to marketing theory or relevant information. No extra information should be provided about Nairns as a company.

Weightings.

Please note the marking criteria and weight this accordingly within your assignment.

Nairn's Oatcakes company exists - http://www.nairns-oatcakes.com/