This coursework will be in REPORT format and is worth 40% of the overall mark. The Harvard referencing style must be used. This is an individual piece of work • • All material such as company information, websites, books, newspaper articles, journals, theory and models MUST be referenced within the report as well as a full reference section at the end of the report. • • Use Appendices where possible to keep to the required word count ( 2500 ) • • Please note the marking criteria and weight this accordingly within your assignment. • • Late submissions will be capped at P1 unless extenuating circumstances have been approved. Marking Criteria The following framework is a guide to the marks available for the assignment: Report structure and presentation 15% Critical evaluation and content of answer 1 35% Critical evaluation and content of answer 2 35% References/bibliography 15% Global Marketing Student Study Guide Assessment Assessment 1 – to be completed individually. This assignment focuses on how a global organisation manages their operations in an increasingly dynamic and changing business environment. There are two questions which are based upon the case study which is found on pages 493 – 496 of the core text, as follows; ‘’ global thirst for bottled soft drinks’Marketing Management, 3rd edition, OU You will also be expected to use the learning from lectures, tutorials and academic sources in your answers to the questions. Question 1 (worth 50%) Effective and sustainable strategies are essential if a global organisation is to survive and grow in a changing environment. Evaluate how the following factors would impact on the global strategies of the market leaders in the soft drinks industry namely Coca Cola, PepsiCo & Cadbury Schweppes. • • The emergence of the new economic powerhouses • • The emergence of the new consumer • • The changing nature of competition • • Technological changes • • The emergence of global media. • Assessment Instructions This coursework will be in REPORT format and is worth 40% of the overall mark. The Harvard referencing style must be used. This is an individual piece of work • • All material such as company information, websites, books, newspaper articles, journals, theory and models MUST be referenced within the report as well as a full reference section at the end of the report. • • Use Appendices where possible to keep to the required word count ( 2500 ) • • Please note the marking criteria and weight this accordingly within your assignment. • • Late submissions will be capped at P1 unless extenuating circumstances have been approved. Marking Criteria The following framework is a guide to the marks available for the assignment: Report structure and presentation 15% Critical evaluation and content of answer 1 35% Critical evaluation and content of answer 2 35% References/bibliography Total 15% 100% 15 Global Marketing Student Study Guide Assessment Assessment 1 – to be completed individually. This assignment focuses on how a global organisation manages their operations in an increasingly dynamic and changing business environment. There are two questions which are based upon the case study which is found on pages 493 – 496 of the core text, as follows; ‘’ The global thirst for bottled soft drinks’’, Lee K & Carter S (2012). Global Marketing Management, 3rd edition, OUP. You will also be expected to use the learning from lectures, tutorials and academic sources in your answers to the questions. Question 1 (worth 50%) Effective and sustainable strategies are essential if a global organisation is to survive and grow in a changing environment. Evaluate how the following factors would impact on the global strategies of the market leaders in the soft drinks industry namely Coca Cola, PepsiCo & Cadbury Schweppes. • • The emergence of the new economic powerhouses • • The emergence of the new consumer • • The changing nature of competition • • Technological changes • • The emergence of global media. Question 2 (worth 50%) Any global player must fully evaluate marketing opportunities before making their choice of which markets to enter. Evaluate how the following activities would impact on the decision making of a global soft drinks organisation in choosing a specific market (refer to the case study) • • The process of international marketing research • • Global market segmentation • • Methods of market entry