College of Businesswww.derby.ac.ukbusinessSensitivity

College of Business
www.derby.ac.uk/business
Sensitivity: Internal
Marketing across Cultures
Week 4
College of Business
WHY DO WE TRADE
INTERNATIONALLY?
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• Cost-Benefit exchange
• Today’s links were formed
in the 18th/19th centuries
• Key reasons for

international trade:
• - the theory of
comparative advantage
• - the international
product life cycle
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Suggests trade takes place between countries because one
country can
produce at lower price than elsewhere.
Example:
Japan (e.g. Hitachi, Sony) – domination of the European TV
market due
to a strategy of:
• Better product quality and design
• Lower prices due to economies of scale and superior
manufacturing technology
Reasons Countries Trade – the theory
of comparative advantage (Ricardo)
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• Sustained period of investment in the organisation may lead to
lower operating costs
• Lower labour costs – by locating operations in a newly
industrialised economy (NIE)
• Proximity to raw materials –low inventory and logistics costs
• Subsidies to help native industries
How to Achieve Comparative Advantage?
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College of Business
College of Business
PRODUCT LIFE CYCLE

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INTERNATIONAL PRODUCT LIFE CYCLE
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1. US firms manufacture for home market and start to export
2. Foreign companies begin to manufacture
3. US exports decline
4. Foreign company begins exporting to USA; directly
competing.
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If a country exports a greater value than it imports, it has a
trade surplus or
positive trade balance, and conversely, if a country imports a
greater value
than it exports, it has a trade deficit or negative trade balance.
BALANCE OF TRADE

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Balance of Import vs Exports
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Overt Barriers:
• Direct taxes and charges imposed on imports
• Traditionally used by poorer nations to collect revenue
• Also used to protect the home producer from import
competition
Covert Barriers:
• Local subsidy = penalty for importers
• Customs entry procedures and delays in granting permission to
produce/import (Law, Compliance)
• Quotas: restrictions placed on the volume of a product that
may be
imported
Barriers to World Trade and Marketing
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Four Tests for a Successful Trading Bloc
• Similar per capita income
• Geographical proximity
• Compatible trading
regimes
• Political commitment
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College of Business
North
American
Free
Trade
Area
Central American
Integration
System

Union of South
American Nations
European
Union
African
Union
Arab
League
South Asian
Association
for Regional
Cooperation
Pacific
Islands Forum
Association
of Southeast
Asian
Nations
Shanghai
Cooperation
Organisation
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World
Population
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Potential new Markets
Developing
Countries
Developed
Total World
Population
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GDP
To look at a country’s potential we look at the GDP or GDP per
capita.
GDP (Gross Domestic Product) is the total market value of all
final goods and

services produced in a country in a given period. Each country
reports its data in
its own currency. To compare the data, each country's statistics
must be
converted into a common currency. The two most common
methods to convert
GDP into a common currency are nominal and purchasing power
parity (PPP).
GDP per capita is the total output divided by the number of
people in the
population, so you can get a figure of the average output of each
person.
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GDP
capita.
final goods and
reports its data in
must be

methods to convert
parity (PPP).
people in the
person.
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NOMINAL GDP AND PPP
Nominal GDP estimates are commonly used to determine the
economic
performance of a whole country or region, and to make
international comparisons.
It is the original concept of GDP. In Nominal method, market
exchange rates are
used for conversion. It does not take into account differences in
the cost of living
in different countries.
PPP stands for Purchasing Power Parity, which means it adjusts

for costs within
the country. It varies from Nominal GDP in the sense that it
takes into
consideration the costs of each country. PPP basis arguably
more useful when
comparing differences in living standards between nations.
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Largest economies by PPP GDP in 2019 Largest economies by
Nominal GDP in 2019
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College of Business
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THE THREE SECTOR MODEL
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INTERNATIONAL APPROACH
TO BUSSINESS AND MARKETING

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What has led to International markets?
- Emergence of a more open world economy
- Globalisation of consumer tastes
- Greater inter-dependence and inter-connection of national
economies
across the world: the butterfly effect
The International Business scenario:
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What can the Marketing professional do?
- Understand the concept of international marketing
- Appreciate the complexities of marketing internationally
- Develop skills to respond to the changes

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Most companies can be divided into one of these categories
when it
comes to International Marketing operations:
- INTERNATIONAL
- MULTINATIONAL
- GLOBAL
- TRANSNATIONAL
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INTERNATIONAL
An International organization does business in international
markets but keeps
its headquarters and offices in domestic territory.
These companies rely on export management companies (ECM)
to have their

products sold internationally. ECMs provide legal advise and
are specialized in
each country’s policies and compliance in order to facilitate the
entrance of the
product to the destination country. However ECMs rarely take
care of
communications – this would still fall on the side of the
domestic officers.
Companies choosing to do Export through ECM partners rarely
adapt products.
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MULTINATIONAL
A Multinational organization does business in international
markets and does
have some kind of investment in the target country: a lease
contract on a building
to house service operations, a plant on foreign soil, or a foreign
marketing agency.
The term multinational implies a limited number of countries
(as opposed to
Global or Transnational companies) which also allows the

company to be more
sensible to the local preferences (traditions, likings, etcetera),
and therefore, they
are more prone to product adaption rather than standardisation.
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GLOBAL
A Global organization has FDI (foreign direct investments) in
over a dozen
countries – more countries than the Multinational companies.
They focus on economy of scale: They standardise their
products to keep
production costs as low as possible.
Their marketing campaigns usually have the same message
globally as a
clear indication that they are following a smooth type of
business, treating each
country like; not prone to particularities of each country.
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TRANSNATIONAL
Transnational companies operate in many countries, like Global
companies, but
they that do take into account the local preferences.
They might have a corporate headquarters located in their
country of origin but
they would be organized with international division and
business units to facilitate
the adaption of their products. Because of this reason, these
companies usually
have R&D in each country they work in.
These companies are harder to manage as there are a lot of
interests involved
(both locally (domestic) and internationally).
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when it

- INTERNATIONAL
- MULTINATIONAL
- GLOBAL
- TRANSNATIONAL
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Regardless of their category – these businesses would follow
different structures
and ways of organizing when going international.
- The company has its own offices abroad: run from local
headquarters
- The company has its own offices abroad: run from each
country
- Subsidiary (daughter company): same company, different
name
- Joint venture: domestic company + target country company
- Franchise: same company, different management (pays a fee)
- Distribution: the products are sold through an associated

retailer.
- ...
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The same marketing principles that you know of apply whether
from a
domestic or international perspective. The difference is that in
International Marketing you add new ways of doing.
Standardisation vs Adaptation
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Standardisation means to use the same Marketing Mix (4Ps)
here and there.
Your market entry strategy will not vary in terms of product,
place, price and
promotion. Your aim is to have an homogenised production

everywhere.
You effort here is to entice consumers everywhere by making
them believe that
their wants and needs are the same in every country. If you are
going with
Standardisation it usually means you are pursuing cost
efficiency.
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Adaptation involves modifying a product so as to meet the local
requirements
and customs such as the primary resources that you use or your
marketing
efforts. It also means to meet the foreign laws and regulations.
You effort here is to adapt your product to the type of product
and consumer
behaviour that the foreign people are used to. If you are going
with Adaptation it
usually means you can afford extra costs because you’re
expecting extra returns

as well.
College of Business
requirements
marketing
There are four main types of Adaption:
Intangible: Change your positioning or your brand name
Tangible: Change physical aspects: packaging
Price adaption: Change either price or your product’s size and
quantity
Promotional adaption: Change your advertising: message and
channels…
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Aspects to remember then choosing one or the other:
CULTURE
- Often diverse (Cultural framework)
MARKETS
- Widespread and often fragmented
DATA (MARKET SENSING)
- Difficult to obtain and most likely very expensive
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POLICIES / GOVERNMENTS
- Very unstable. Prone to change. Could be business-friendly or
not.
POLITICS
- Different interests between right and left wing. Conservative

vs liberal.
ECONOMICS AND FINANCE
- Regulatory bodies (bureaucracy, compliance), taxes,
methodologies…
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STAKEHOLDERS
- Two types: Home country stakeholders and Target country
stakeholders
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What can go wrong – will make the International effort useless:
– Inability to find right market niche
– Unwilling to adapt products

– Products not perceived as sufficiently unique
– Vacillating commitment
– Delegate in the wrong people
– Picking the wrong partners
– Inability to manage local stakeholders
– Mutual distrust/lack of respect between HQ & Management
– Inability to leverage ideas to all countries
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How to succeed – if applied correctly:
– Ability to find right market niche
– Willingness to adapt products
– Products are perceived as sufficiently unique
– Consistent commitment
– Delegate in the right people
– Picking the right partners
– Ability to manage local stakeholders
– Mutual trust/respect between HQ & management
– Ability to leverage ideas to all countries
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CULTURAL FRAMEWORK
RE-VISITED
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CULTURE
RELIGION
VALUES
ATTITUDES
EDUCATION
SOCIAL
ORGANISATIONS
TECHNOLOGY &
MATERIAL CULTURE
LAW & POLITICS
AESTHETICS
LANGUAGE
C U L T U R A L F R A M E W O R K
(Terpstra, Foley and Sarathy, 2012)

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LANGUAGE
Things to consider:
- Spoken language: tone, speed, volume
- How many languages?
- English literacy?
- Non-verbal communication
- Behaviour at work
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VALUES AND ATTITUDES
Things to consider:
- How do they look at Time
- Individual or group achievements
- Work-Life balance
- Encourage/Discourage risk-taking
- Capacity of adapting to new offerings
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RELIGION
Things to consider:
- Types of food to eat
- When is it possible to eat them
- Local (religious) holidays
- Views on alcohol and other questionable products (cigarettes)
- Views on unlawful / permissible / discouraged behaviour
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EDUCATION
Things to consider:
- How many people is educated
- How many of educational levels do they have
- Implications of literacy
- Will these affect the comprehension of my message
(campaign)?
- Will these affect the ability to buy my product?
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LAWS AND POLITICS
Things to consider:
- Who is in charge?
- Left and right preferences
- Business-friendly or strongly regulated
- Can I influence regulation?
- Can I control Compliance?
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SOCIAL ORGANISATIONS
Things to consider:
- Are there any?
- Literacy-wise, salary-wise (status)
- Are men and women kept apart?
- What is everyone’s role? What is expected of each gender?
- Are they prone to individual ownership or to group sharing?
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TECHNOLOGY
Things to consider:
- Technology is everyday's choice or an extra
- Is it equal for everyone?
- Does a digital divide exist?
- Behaviour towards technology: trust or distrust
- Is technology diffusion fast enough?
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AESTHETICS
Things to consider:
- Branding
- The meaning of the colours
- Will they pay more for State-of-the-art design?
- Importance of music in communication (as a language)
- Packaging: beautiful or pragmatic
Description:
Total Possible Score: 18.00
Distinguished - Clearly and accurately identifies the topic of the
paper with a fully developed thesis statement.

Proficient - Identifies the topic of the paper with a thesis
statement. Minor details are missing, slightly unclear, or
inaccurate.
Basic - Vaguely identifies the topic of the paper with a
minimally developed thesis statement. Relevant details are
missing,
unclear, and/or inaccurate.
Below Expectations - Attempts to identify the topic of the
paper; however, does not include a thesis statement, and/or
significant
details are missing, unclear, and inaccurate.
Non-Performance - The identification of the topic of the paper
with a thesis statement is either nonexistent or lacks the
components described in the assignment instructions.
Distinguished - Comprehensively, clearly, and accurately
summarizes the chosen topic.
Proficient - Summarizes the chosen topic. Minor details are
missing, slightly unclear, or inaccurate.
Basic - Minimally summarizes the chosen topic. Relevant
details are missing, unclear, and/or inaccurate.
Below Expectations - Attempts to summarize the chosen topic;
however, significant details are missing, unclear, and
inaccurate.
Non-Performance - The summary of the chosen topic is either
nonexistent or lacks the components described in the assignment
instructions.

Distinguished - Comprehensively analyzes the empirical
research on the chosen topic.
Proficient - Analyzes the empirical research on the chosen
topic. The analysis is slightly underdeveloped.
Basic - Minimally analyzes the empirical research on the chosen
topic. The analysis is underdeveloped.
Below Expectations - Attempts to analyze the empirical
research on the chosen topic; however, the analysis is
significantly
underdeveloped.
Non-Performance - The analysis of the empirical research on
the chosen topic is either nonexistent or lacks the components
described in the assignment instructions.
Distinguished - Displays meticulous comprehension and
organization of syntax and mechanics, such as spelling and
grammar.
Written work contains no errors and is very easy to understand.
Proficient - Displays comprehension and organization of syntax
and mechanics, such as spelling and grammar. Written work
contains only a few minor errors and is mostly easy to
understand.
Basic - Displays basic comprehension of syntax and mechanics,
such as spelling and grammar. Written work contains a few
errors which may slightly distract the reader.
Below Expectations - Fails to display basic comprehension of
syntax or mechanics, such as spelling and grammar. Written
work
contains major errors which distract the reader.

Non-Performance - The assignment is either nonexistent or
lacks the components described in the instructions.
Distinguished - Accurately uses APA formatting consistently
throughout the paper, title page, and reference page.
CRJ301.W3A1.03.2019
Identifies the Topic of the Paper with a Thesis Statement Total:
5.00
Summarizes the Chosen Topic Total: 5.00
Analyzes the Empirical Research on the Chosen Topic Total:
6.00
Written Communication: Control of Syntax and Mechanics
Total: 0.50
Written Communication: APA Formatting Total: 0.50
Proficient - Exhibits APA formatting throughout the paper.
However, layout contains a few minor errors.
Basic - Exhibits limited knowledge of APA formatting
throughout the paper. However, layout does not meet all APA
requirements.
Below Expectations - Fails to exhibit basic knowledge of APA
formatting. There are frequent errors, making the layout
difficult to
distinguish as APA.

Distinguished - The length of the paper is equivalent to the
required number of words.
Proficient - The length of the paper is nearly equivalent to the
required number of words.
Basic - The length of the paper is equivalent to at least three
quarters of the required number of words.
Below Expectations - The length of the paper is equivalent to at
least one half of the required number of words.
Distinguished - Uses more than the required number of
scholarly sources, providing compelling evidence to support
ideas. All
sources on the reference page are used and cited correctly
within the body of the assignment.
Proficient - Uses the required number of scholarly sources to
support ideas. All sources on the reference page are used and
cited correctly within the body of the assignment.
Basic - Uses less than the required number of sources to support
ideas. Some sources may not be scholarly. Most sources on
the reference page are used within the body of the assignment.
Citations may not be formatted correctly.
Below Expectations - Uses an inadequate number of sources
that provide little or no support for ideas. Sources used may not
be

scholarly. Most sources on the reference page are not used
within the body of the assignment. Citations are not formatted
correctly.
Written Communication: Word Requirement Total: 0.50
Written Communication: Resource Requirement Total: 0.50
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Week 3 - Assignment
Final Paper Outline
[WLOs: 2, 3, 4] [CLOs: 1, 2, 3, 4, 5, 6]
Prior to beginning work on this assignment, review all of the
Week 3 Required Resources. Looking ahead at
your Week 5 Final Paper, provide an outline highlighting the
major points of your paper. In your outline, include
all major ideas your Final Paper will address, with two to three
sentence explanations for each.
In your paper, outline the following:
• Provide your thesis statement, which identifies the topic of
your paper.

• Summarize your chosen topic.
◦ Describe your topic including whether you are focusing on
treatment or punishment.
◦ Provide data to show how treatment or punishment has an
impact on juveniles, the community, and the
juvenile justice system.
◦ List the cultural and diversity issues present in your chosen
juvenile justice problem.
◦ Describe how addressing your chosen perspective (treatment
or punishment) contributes to the goal of a
more just society.
• Analyze the empirical research on your chosen topic.
◦ You may use your Week 2 Annotated Bibliography to
complete this section of the paper.
As with all well-researched and organized writing, your topic
(first) sentences of your paragraphs contain the
major ideas of your paper. Therefore, this outline can be used in
the construction of the body of your Final Paper
in Week 5. Please visit the Ashford Writing Center to access
information on how to develop your Outlining
(http://writingcenter.ashford.edu/outlining) .
The Final Paper Outline

• Must be 900 to 1,200 words in length (not including title and
references pages) and formatted according to
APA style as outlined in the Ashford Writing Center’s APA
Style (http://writingcenter.ashford.edu/apa-style)
• Must include a separate title page with the following:
◦ Title of paper
◦ Student’s name
◦ Course name and number
◦ Instructor’s name
◦ Date submitted
For further assistance with the formatti ng and the title page,
refer to APA Formatting for Word 2013
(http://writingcenter.ashford.edu/apa-formatting-word-2013) .
• Must utilize academic voice. See the Academic Voice
(http://writingcenter.ashford.edu/academic-voice)
resource for additional guidance.
• Must include an introduction and conclusion paragraph. Your
introduction paragraph needs to end with a
clear thesis statement that indicates the purpose of your paper.
◦ For assistance on writing Introductions & Conclusions

(http://writingcenter.ashford.edu/introductions-
conclusions) as well as Writing a Thesis Statement
(http://writingcenter.ashford.edu/writing-a-thesis) ,
refer to the Ashford Writing Center resources.
• Must use at least five scholarly and/or credible sources in
addition to the course text.
◦ The Scholarly, Peer-Reviewed, and Other Credible Sources
(https://content.bridgepointeducation.com/curriculum/file/e5359
309-7d3c-4a21-a410-
44d59303ccef/1/Scholarly%20Peer-
Reviewed%20and%20Other%20Credible%20Sources.pdf) table
offers
additional guidance on appropriate source types. If you have
questions about whether a specific source is
appropriate for this assignment, please contact your instructor.
Your instructor has the final say about the
appropriateness of a specific source for a particular assignment.
◦ To assist you in completing the research required for this
assignment, view this Ashford University
Library Quick ‘n’ Dirty
(https://ashford.mediaspace.kaltura.com/media/Ashford+Univer
sity+Library+Quick+%27n%27+Dirty/0_bcsbcjee)
tutorial, which introduces the Ashford University Library and

the research process, and provides some
library search tips.
• Must document any information used from sources in APA
style as outlined in the Ashford Writing Center’s
Citing Within Your Paper
(http://writingcenter.ashford.edu/citing-within-your-paper)
• Must include a separate references page that is formatted
according to APA style as outlined in the Ashford
Writing Center. See the Formatting Your References List
(http://writingcenter.ashford.edu/format-your-
reference-list) resource in the Ashford Writing Center for
specifications.
Carefully review the Grading Rubric
(http://au.waypointoutcomes.com/assessment/25817/preview)
for the
criteria that will be used to evaluate your assignment.
Waypoint Assignment
Submission
The assignments in this course will be submitted to Waypoint.
Please refer to the instructions below to submit
your assignment.
1. Click on the Assignment Submission button below. The
Waypoint "Student Dashboard" will open in a new

browser window.
2. Browse for your assignment.
3. Click Upload.
4. Confirm that your assignment was successfully submitted by
viewing the appropriate week's assignment tab
in Waypoint.
For more detailed instructions, refer to the Waypoint Tutorial
(https://content.bridgepointeducation.com/curriculum/file/dc358
708-3d2b-41a6-a000-
ff53b3cc3794/1/Waypoint%20Tutorial.pdf)
708-
3d2b-41a6-a000-ff53b3cc3794/1/Waypoint%20Tutorial.pdf) .
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Week 5 - Final Paper
Treatment Versus Punishment: That Is the Question!

[WLOs: 1, 2, 3, 4] [CLOs: 1, 2, 3, 4, 5, 6]
When looking at the relationship between social justice and
juvenile justice, there are two overarching concepts
when addressing juvenile delinquency: treatment and
punishment. These two concepts have driven a cycle of
changes in the juvenile justice system over the years. Your task
is to support your premise that your state or city
should implement a philosophy of treatment for juvenile
offenders, punishment, or a combination of the two (i.e.,
treatment and punishment) for a specific crime or criminal
justice issue identified in your paper. In your paper,
• Explain the differences between the treatment and punishment
concepts.
• Examine types of treatment versus types of punishment for
juvenile crimes.
• Build the case for which one (i.e., treatment, punishment, or
combination of both) you believe has the
stronger position based on your research and the specific
juvenile crime to which you will apply the concepts
of treatment and punishment. The crime you choose can be
violent (e.g., homicide, sexual assault, etc.) or
non-violent (e.g., drug possession or sales, theft, etc.).
• Select your city (or state) and one other jurisdiction in the
United States.

◦ Identify the prevailing thought in your city (or state) as well
as the other jurisdiction you chose (i.e.,
treatment, punishment, or a combination).
• Analyze which of the two jurisdictions has lower recidivism
rates.
◦ Identify whether the recidivism rate is the best indicator of
success or failure of treatment versus
punishment philosophy.
◦ Explain why or why not.
• Examine scholarly research on the most effective strategies
for reducing juvenile crime rates.
◦ Identify which strategy or combination of strategies the
research appears to support.
◦ Identify whether it is based on type of crime.
◦ Explain whether a given strategy works best depending upon
the nature of the crime (i.e., violent vs. non-
violent).
• Support which juvenile justice intervention strategy would be
most effective to counter the crime or criminal
justice issue based on your research.
• Summarize which concept (i.e., treatment, punishment, or
combination) best supports the overarching

concept of social justice.
The Treatment Versus Punishment: That Is the Question! Final
Paper
• Must be 2,000 to 2,500 words in length (approximately 10 to
12 double-spaced pages) and formatted
according to APA style as outlined in the Ashford Writing
Center’s APA Style
(http://writingcenter.ashford.edu/apa-style)
• Must include a separate title page with the following:
◦ Title of page
◦ Student’s name
◦ Course name and number
◦ Instructor’s name
◦ Date submitted
For further assistance with the formatting and the title page,
refer to APA Formatting for Word 2013
(http://writingcenter.ashford.edu/apa-formatting-word-2013) .
• Must utilize academic voice. See the Academic Voice
(http://writingcenter.ashford.edu/academic-voice)

resource for additional guidance.
• Must include an introduction and conclusion paragraph. Your
introduction paragraph needs to end with a
clear thesis statement that indicates the purpose of your paper.
◦ For assistance on writing Introductions & Conclusions
(http://writingcenter.ashford.edu/introductions-
conclusions) as well as Writing a Thesis Statement
(http://writingcenter.ashford.edu/writing-a-thesis) ,
refer to the Ashford Writing Center resources.
• Must use at least six scholarly and/or credible (at least four of
which must be found in the Ashford Online
Library) in addition to the course text.
◦ The Scholarly, Peer-Reviewed, and Other Credible Sources
(https://content.bridgepointeducation.com/curriculum/file/e5359
309-7d3c-4a21-a410-
44d59303ccef/1/Scholarly%20Peer-
Reviewed%20and%20Other%20Credible%20Sources.pdf) table
offers
additional guidance on appropriate source types. If you have
questions about whether a specific source is
appropriate for this assignment, please contact your instructor.
Your instructor has the final say about the
appropriateness of a specific source for a particul ar assignment.

◦ To assist you in completing the research required for this
assignment, view this Ashford University
Library Quick ‘n’ Dirty
(https://ashford.mediaspace.kaltura.com/media/Ashford+Univer
sity+Library+Quick+%27n%27+Dirty/0_bcsbcjee)
tutorial, which introduces the Ashford University Library and
the research process, and provides some
library search tips.
• Must document any information used from sources in APA
style as outlined in the Ashford Writing Center’s
Citing Within Your Paper
(http://writingcenter.ashford.edu/citing-within-your-paper)
• Must include a separate references page that is formatted
according to APA style as outlined in the Ashford
Writing Center. See the Formatting Your References List
(http://writingcenter.ashford.edu/format-your-
reference-list) resource in the Ashford Writing Center for
specifications.
Carefully review the Grading Rubric
(https://au.waypointoutcomes.com/assessment/25818/preview)
for the
criteria that will be used to evaluate your assignment.
Waypoint Assignment

Submission
The assignments in this course will be submitted to Waypoint.
Please refer to the instructions below to submit
your assignment.
1. Click on the Assignment Submission button below. The
Waypoint "Student Dashboard" will open in a new
browser window.
2. Browse for your assignment.
3. Click Upload.
4. Confirm that your assignment was successfully submitted by
viewing the appropriate week's assignment tab
in Waypoint.
For more detailed instructions, refer to the Waypoint Tutorial
708-3d2b-41a6-a000-
This tool needs to be loaded in a new browser window
ff53b3cc3794/1/Waypoint%20Tutorial.pdf)
708-
3d2b-41a6-a000-ff53b3cc3794/1/Waypoint%20Tutorial.pdf) .

Load Week 5 - Final Paper in a new window
Required Resources
Text
Listwan, S. J. (2013). Introduction to juvenile justice
(https://ashford.instructure.com/courses/50846/exter nal_tools/re
trieve?
display=borderless&url=https%3A%2F%2Fcontent.ashford.
edu%2Flti%3Fbookcode%3DJohns
on.5439.18.1%20) (2nd ed.). Retrieved from
https://content.ashford.edu/
• Chapter 6: The Juvenile Court Model
• Chapter 7: Juveniles and Community Corrections
Articles
Branson, C. E., Baetz, C. L., Horwitz, S. M., & Hoagwood, K.
E. (2017). Trauma-informed juvenile
justice systems: A systematic review of definitions and core
components
(https://ashford.instructure.com/courses/50846/external_tools/re
trieve?
display=borderless&url=https%3A%2F%2Flibrary.ashford.edu%
2FAccount%2FLtiLogin.aspx%3Fcu
stom_redirectresource%3Dhttps%3A%2F%2Flibrary.ashford.ed
u%2Fezproxy.aspx%3Furl%3Dhttp%
253A%2F%2Fsearch.ebscohost.com%2Flogin.aspx%3Fdirect%3
Dtrue%252526db%3Dpdh%252526A
N%3D2017-05281-001%252526site%3Deds-

live%26scope%3Dsite) . Psychological Trauma: Theory,
Research, Practice & Policy, 9(6), 635–646.
https://dx.doi.org/10.1037/tra000025
• The full-text version of this article is available through the
EBSCOhost database in the
Ashford University Library. This article provides information
on trauma-informed
approaches to juvenile justice and examines published
definitions of a trauma-informed
juvenile justice system in an effort to identify the most
commonly named core elements
and specific interventions or policies. This will assist you in
your Role of the Juvenile
Court discussion forum and Final Paper Outline assignment this
week.
Forgays, D. K. (2008). Three years of teen court offender
outcomes
trieve?
Dtrue%252526db%3Dccm%252526A
N%3D105582978%252526site%3Deds-live%26scope%3Dsite) .
Adolescence, 43(171), 473-484.
Retrieved from
https://www.worldcat.org/title/adolescence/oclc/1788916
Ashford University Library. This article reviews the results of
three years of data from

Whatcom Count Teen Court. It provides a good overview of the
Restorative Justice
Approach and will assist you with your Role of the Juvenile
Court discussion forum and
Final Paper Outline assignment this week.
Roberts, J. V., & Stalans, L. J. (2004). Restorative sentencing:
Exploring the views of the public
trieve?
Dtrue%252526db%3Da9h%252526A
N%3D14410904%252526site%3Deds-live%26scope%3Dsite) .
Social Justice Research, 17(3), 315-
334. https://dx.doi.org/10.1023/B:SORE.0000041296.99271.52
Ashford University Library. This source provides information
on restorative sentencing
emphasizes the importance of compensation and reconciliation
between victims and
offenders. It will assist you in your Role of the Juvenile Court
discussion forum and your
Final Paper Outline assignment this week.
Multimedia
Calamari Productions (Producer). (2013). Juvenile prison:

Interview and court hearing
trieve?
253A%2F%2Fdigital.films.com%2FPortalPlaylists.aspx%3FwID
%3D100753%252526xtid%3D150956)
[Streaming video]. Retrieved from Films on Demand database.
• The full version of this video is available through the Films on
Demand database in the
Ashford University Library. This video provides information on
juvenile hearings and will
assist you in your Role of the Juvenile Court discussion forum
and your Final Paper
Outline assignment this week. This video has closed captioning
and a transcript.
Accessibility Statement
(http://support.infobaselearning.com/index.php?/Tech_Support/
Knowledgebase/Article/View
/1318/332/ada-usability-statement)
Privacy Policy (http://fod.infobase.com/PrivacyPolicy.aspx)
Recommended Resources
Articles
Mogulescu, S., & Caro, G. (2011). Making court the last resort:
A new focus for supporting
families in crisis
trieve?

253A%2F%2Fsearch.proquest.com%2Fdocview%2F897046905
%3Faccountid%3D32521) . Federal
Sentencing Reporter, 24(1), 30-33.
https://dx.doi.org/0.1525/fsr.2011.24.1.30
ProQuest database in the
Ashford University Library. This source explores ideas on how
to address chronically
disobedient youth and may assist you in your Role of the
Juvenile Court discussion forum
and your Final Paper Outline assignment this week.
Schwalbe, C. S., & Maschi, T. (2009). Investigating probati on
strategies with juvenile offenders:
The influence of officers’ attitudes and youth characteristics
trieve?
Dtrue%252526db%3Dedsjsr%25252
6AN%3Dedsjsr.40540130%252526site%3Deds-
live%26scope%3Dsite) . Law and Human Behavior,
33(5), 357-367. https://dx.doi.org/10.1007/s10979-008-9158-4
Ashford University Library. This article looks at a variety of
situations and high risk youths

and may assist you in your Role of the Juvenile Court
discussion forum and your Final
Paper Outline assignment this week.
Go to top of page
(https://ashford.instructure.com/courses/27059/pages/week-3-
resources)
College of Business
Marketing across Cultures
Week 4
College of Business
WHY DO WE TRADE
INTERNATIONALLY?
College of Business

• Cost-Benefit exchange
• Today’s links were formed
in the 18th/19th centuries
• Key reasons for
international trade:
• - the theory of
comparative advantage
• - the international
product life cycle
College of Business
Suggests trade takes place between countries because one
country can
produce at lower price than elsewhere.
Example:
Japan (e.g. Hitachi, Sony) – domination of the European TV
market due
to a strategy of:
• Better product quality and design
• Lower prices due to economies of scale and superior
manufacturing technology
Reasons Countries Trade – the theory
of comparative advantage (Ricardo)

College of Business
• Sustained period of investment in the organisation may lead to
lower operating costs
• Lower labour costs – by locating operations in a newly
industrialised economy (NIE)
• Proximity to raw materials –low inventory and logistics costs
• Subsidies to help native industries
How to Achieve Comparative Advantage?
College of Business
College of Business
College of Business

PRODUCT LIFE CYCLE
College of Business
INTERNATIONAL PRODUCT LIFE CYCLE
College of Business
1. US firms manufacture for home market and start to export
2. Foreign companies begin to manufacture
3. US exports decline
4. Foreign company begins exporting to USA; directly
competing.
College of Business
If a country exports a greater value than it imports, it has a

trade surplus or
positive trade balance, and conversely, if a country imports a
greater value
than it exports, it has a trade deficit or negative trade balance.
BALANCE OF TRADE
College of Business
Balance of Import vs Exports
College of Business
Overt Barriers:
• Direct taxes and charges imposed on imports
• Traditionally used by poorer nations to collect revenue
• Also used to protect the home producer from import
competition
Covert Barriers:
• Local subsidy = penalty for importers
• Customs entry procedures and delays in granting permission to
produce/import (Law, Compliance)
• Quotas: restrictions placed on the volume of a product that
may be

imported
Barriers to World Trade and Marketing
College of Business
Four Tests for a Successful Trading Bloc
• Similar per capita income
• Geographical proximity
• Compatible trading
regimes
• Political commitment
College of Business
College of Business
North
American

Free
Trade
Area
Central American
Integration
System
Union of South
American Nations
European
Union
African
Union
Arab
League
South Asian
Association
for Regional
Cooperation
Pacific
Islands Forum
Association
of Southeast
Asian
Nations
Shanghai
Cooperation
Organisation

College of Business
World
Population
College of Business
Potential new Markets
Developing
Countries
Developed
Total World
Population
College of Business
GDP

capita.
final goods and
reports its data in
must be
methods to convert
parity (PPP).
people in the
person.
College of Business
GDP
capita.

final goods and
reports its data in
must be
methods to convert
parity (PPP).
people in the
person.
College of Business
NOMINAL GDP AND PPP
Nominal GDP estimates are commonly used to determine the
economic
performance of a whole country or region, and to make
international comparisons.
It is the original concept of GDP. In Nominal method, market
exchange rates are

used for conversion. It does not take into account differences in
the cost of living
in different countries.
PPP stands for Purchasing Power Parity, which means it adjusts
for costs within
the country. It varies from Nominal GDP in the sense that it
takes into
consideration the costs of each country. PPP basis arguably
more useful when
comparing differences in living standards between nations.
College of Business
Largest economies by PPP GDP in 2019 Largest economies by
Nominal GDP in 2019
College of Business
College of Business

College of Business
THE THREE SECTOR MODEL
College of Business
College of Business
College of Business

College of Business
INTERNATIONAL APPROACH
TO BUSSINESS AND MARKETING
College of Business
What has led to International markets?
- Emergence of a more open world economy
- Globalisation of consumer tastes
- Greater inter-dependence and inter-connection of national
economies
across the world: the butterfly effect
College of Business
What can the Marketing professional do?

- Understand the concept of international marketing
- Appreciate the complexities of marketi ng internationally
- Develop skills to respond to the changes
College of Business
when it
- INTERNATIONAL
- MULTINATIONAL
- GLOBAL
- TRANSNATIONAL
College of Business
INTERNATIONAL

An International organization does business in international
markets but keeps
its headquarters and offices in domestic territory.
These companies rely on export management companies (ECM)
to have their
products sold internationally. ECMs provide legal advise and
are specialized in
each country’s policies and compliance in order to facilitate the
entrance of the
product to the destination country. However ECMs rarely take
care of
communications – this would still fall on the side of the
domestic officers.
Companies choosing to do Export through ECM partners rarely
adapt products.
College of Business
MULTINATIONAL
A Multinational organization does business in international
markets and does
have some kind of investment in the target country: a lease
contract on a building

to house service operations, a plant on foreign soil, or a foreign
marketing agency.
The term multinational implies a limited number of countries
(as opposed to
Global or Transnational companies) which also allows the
company to be more
sensible to the local preferences (traditions, likings, etcetera),
and therefore, they
are more prone to product adaption rather than standardisation.
College of Business
GLOBAL
A Global organization has FDI (foreign direct investments) in
over a dozen
countries – more countries than the Multinational companies.
They focus on economy of scale: They standardise their
products to keep
production costs as low as possible.
Their marketing campaigns usually have the same message
globally as a
clear indication that they are following a smooth type of
business, treating each

country like; not prone to particularities of each country.
College of Business
TRANSNATIONAL
Transnational companies operate in many countries, like Global
companies, but
they that do take into account the local preferences.
They might have a corporate headquarters located in their
country of origin but
they would be organized with international division and
business units to facilitate
the adaption of their products. Because of this reason, these
companies usually
have R&D in each country they work in.
These companies are harder to manage as there are a lot of
interests involved
(both locally (domestic) and internationally).
College of Business

when it
- INTERNATIONAL
- MULTINATIONAL
- GLOBAL
- TRANSNATIONAL
College of Business
Regardless of their category – these businesses would follow
different structures
and ways of organizing when going international.
- The company has its own offices abroad: run from local
headquarters
- The company has its own offices abroad: run from each
country
- Subsidiary (daughter company): same company, different

name
- Joint venture: domestic company + target country company
- Franchise: same company, different management (pays a fee)
- Distribution: the products are sold through an associated
retailer.
- ...
College of Business
The same marketing principles that you know of apply whether
from a
domestic or international perspective. The difference is that in
International Marketing you add new ways of doing.
College of Business

Standardisation means to use the same Marketing Mix (4Ps)
here and there.
Your market entry strategy will not vary in terms of product,
place, price and
promotion. Your aim is to have an homogenised production
everywhere.
You effort here is to entice consumers everywhere by making
them believe that
their wants and needs are the same in every country. If you are
going with
Standardisation it usually means you are pursuing cost
efficiency.
College of Business
requirements
marketing
You effort here is to adapt your product to the type of product
and consumer

behaviour that the foreign people are used to. If you are going
with Adaptation it
usually means you can afford extra costs because you’re
expecting extra returns
as well.
College of Business
requirements
marketing
There are four main types of Adaption:
Intangible: Change your positioning or your brand name
Tangible: Change physical aspects: packaging
Price adaption: Change either price or your product’s size and
quantity
Promotional adaption: Change your advertising: message and
channels…

College of Business
CULTURE
- Often diverse (Cultural framework)
MARKETS
- Widespread and often fragmented
DATA (MARKET SENSING)
- Difficult to obtain and most likely very expensive
College of Business
POLICIES / GOVERNMENTS

- Very unstable. Prone to change. Could be business-friendly or
not.
POLITICS
- Different interests between right and left wing. Conservative
vs liberal.
ECONOMICS AND FINANCE
- Regulatory bodies (bureaucracy, compliance), taxes,
methodologies…
College of Business
STAKEHOLDERS
- Two types: Home country stakeholders and Target country
stakeholders
College of Business

What can go wrong – will make the International effort useless:
– Inability to find right market niche
– Unwilling to adapt products
– Products not perceived as sufficiently unique
– Vacillating commitment
– Delegate in the wrong people
– Picking the wrong partners
– Inability to manage local stakeholders
– Mutual distrust/lack of respect between HQ & Management
– Inability to leverage ideas to all countries
College of Business
How to succeed – if applied correctly:
– Ability to find right market niche
– Willingness to adapt products
– Products are perceived as sufficiently unique
– Consistent commitment
– Delegate in the right people
– Picking the right partners
– Ability to manage local stakeholders
– Mutual trust/respect between HQ & management
– Ability to leverage ideas to all countries

College of Business
CULTURAL FRAMEWORK
RE-VISITED
College of Business
CULTURE
RELIGION
VALUES
ATTITUDES
EDUCATION
SOCIAL
ORGANISATIONS
TECHNOLOGY &
MATERIAL CULTURE
LAW & POLITICS
AESTHETICS

LANGUAGE
C U L T U R A L F R A M E W O R K
(Terpstra, Foley and Sarathy, 2012)
College of Business
LANGUAGE
Things to consider:
- Spoken language: tone, speed, volume
- How many languages?
- English literacy?
- Non-verbal communication
- Behaviour at work
College of Business
VALUES AND ATTITUDES
Things to consider:
- How do they look at Time
- Individual or group achievements
- Work-Life balance

- Encourage/Discourage risk-taking
- Capacity of adapting to new offerings
College of Business
RELIGION
Things to consider:
- Types of food to eat
- When is it possible to eat them
- Local (religious) holidays
- Views on alcohol and other questionable products (cigarettes)
- Views on unlawful / permissible / discouraged behaviour
College of Business
EDUCATION
Things to consider:
- How many people is educated
- How many of educational levels do they have
- Implications of literacy
- Will these affect the comprehension of my message
(campaign)?

- Will these affect the ability to buy my product?
College of Business
LAWS AND POLITICS
Things to consider:
- Who is in charge?
- Left and right preferences
- Business-friendly or strongly regulated
- Can I influence regulation?
- Can I control Compliance?
College of Business
SOCIAL ORGANISATIONS
Things to consider:
- Are there any?
- Literacy-wise, salary-wise (status)
- Are men and women kept apart?
- What is everyone’s role? What is expected of each gender?
- Are they prone to individual ownership or to group sharing?

College of Business
TECHNOLOGY
Things to consider:
- Technology is everyday's choice or an extra
- Is it equal for everyone?
- Does a digital divide exist?
- Behaviour towards technology: trust or distrust
- Is technology diffusion fast enough?
College of Business
AESTHETICS
Things to consider:
- Branding
- The meaning of the colours
- Will they pay more for State-of-the-art design?
- Importance of music in communication (as a language)
- Packaging: beautiful or pragmatic

1
Marketing across Cultures: CW2 Assignment Brief
Submission deadline Thursday 13th January 2022 by 23.59 hrs.
Assignment CW2 (70%) – Individual assignment brief
An individual 3000 word (+/- 10%) critical, structured business
report is required on the key issues contained
within the module, based on an organisation of the student’s
choice (Note: such choice must be agreed in
advance with module leader).
The assignment is detailed as follows: Taking the role of an
international marketing consultant,
commissioned by a company (marketing an organisation’s
product or service of your choice), prepare a
further business report, based on the findings of the first report,
aimed at the organisation’s marketing
director with a recommendation for the company’s market entry
and marketing strategy in the new
international market (of your choice).
As this may be the first time your company will be targeting
and entering a culturally very different
country, your (second) report must include the following:
• Introduction (not included in word count): introduce the
project objectives (using the brief above),
the organisation and its product or service, the home and host

countries/cultures. You need to
justify why you have chosen a certain destination country, using
the information gathered through
the opportunity analysis.
1 Social and Cultural Factors and the Marketing Mix (25%):
examine and explain how the social and
cultural factors of your target internationalisation country could
influence consumer behaviour
towards your product or service, together with an evaluation of
the strategic implications this may
have on the marketing mix.
Note: It is imperative that you also consider the elements raised
in the cross-cultural analysis of
report 1.
Further details:
An understanding of the different social-cultural factors that
will be encountered in different geographical
locations/cultures needs to be identified. This should include
social factors such as social class, the role of
family etc., and an understanding of the cultural factors that are
the “norm” in the particular location
selected.
Beliefs, values and customs should be explored and their
influence on the construction of the marketing
mix should be identified, e.g. Bikes in UK and China! Issues of
language (spoken and silent), motivation,
buying behaviour, the decision making process and acceptable

methods of promotion should be highlighted
as areas where the mix may need adaptation. The “cultural
framework” (Tepestra Sarathy et al 2006)
should prove very useful in this section; do take into
consideration the elements raised in report 1.
The relevance (or not) of Maslow, linked with the buying
process and distribution channels, is also
important. The principles of standardisation v adaptation
require consideration here also.
It is important to clearly define the direct benefits of
standardisation for firms, such as economies of scale
and efficiencies from the learning curve effect, but also to
consider the indirect benefits that come from
2
consumer perceptions of the consistency of company image of
the firm and the effect of this on the
perceived brand value. The obvious barriers to implementation
include market led factors, such as the legal
and cultural differences between countries, but also company
factors, such as the integration (or

independence) of the strategies pursued by individual SBUs and
competitor led factors, for example, where
a firm is weak in different markets and has to follow different
market leaders. In Saudi Arabia, for example,
all advertising is subject to censorship, and regulations prohibit
a long list of subject matter.
The good student will seek to identify and recommend
differences required in the marketing mix for
successful market entry into the host country.
Again, if “re-entry” is selected, previous marketing mix and
consumer behaviour issues that denied or
restricted success should be discussed.
2 Market Entry Strategies (30%): conduct an evaluation of the
various international market entry
strategy options available to the company, and present a
justified recommendation to the company
for the market entry strategy that the company should adopt.
The recommendation could include
brief details of the new marketing mix.
Marking Scheme:
A brief assessment of the different types of market entry
strategies is needed with an explanation of which
(and why) each is appropriate at a particular stage. As a firm

reaches globalisation it will require a
combination of entry strategies in order to respond to the
market, company and environmental factors.
Some understanding is needed of the firm’s required level of
involvement in each market as this will be
linked to the level of control the firm might wish to exert over
its activities and the level of risk the
organisation is prepared to take. Where it has high levels of
investment it must ensure that it is able to
maximise its impact and not be reliant on third parties. High
levels of involvement have implications in
terms of a variety of associated risks.
An explanation of the criteria for choosing a market entry
strategy must be the starting point and this will
inevitably focus on the need for different levels of market
involvement, investment and control over
marketing operations in the target market needed to deliver the
firm’s objectives. It is worth considering in
detail the benefits of certain strategies, such as strategic
alliances and joint ventures which are attempts to
achieve a balance between control and exposure in challenging
market situations where neither partner
has all the necessary capability.
Again, if the “re-entry” approach is taken, previous market

entry strategies should be discussed, with
analysis of the failings/limitations that ensued.
3) A marketing strategy for the new country (20%), including
considerations regarding
product/branding strategy, communication strategy; the
candidate could also discuss pricing and
distribution strategy, in cases where the complexity of the MES
choice grants this discussion.
The choice here should be based on the findings of section 1,
starting the discussion from the potential
strategic implications identified in section 1. The strategies
proposed should be chosen in relation to the
choices emerged from Section 2 related to the debate
standardisation versus adaptation; usually there is
some degree of adaptation which are due to the socio-cultural
differences highlighted in Section 1. The
other factor to consider is the level of control, for example
where there is more control from the HQ (i.e.
direct export), means a marketing strategy that mirrors the
strategy of HQ, on the other extent where there
is less control (for ex. in a strategic alliance), more changes are
expected in choices of pricing strategy and
choices of distribution.

3
Further Notes:
A) Please discuss your product/service, market and organisation
selection with your tutor, as you are
required to stay away from products or services that are already
well-established in your chosen
target country, e.g. Coke to Canada! because making an
inappropriate selection/pairing may
ultimately affect your grade! Alternatively your choice of
destination market may be selected on
the basis that international market entry has previously been
affected but with little or no success.
B) The two international markets you choose must be culturally
very different – pairings such as
UK/US, UK/Australia, UK/Ireland, Germany/Austria,
Malaysia/Singapore – are NOT acceptable!
C) This assessment CW2 specifically relates to Learning
Outcomes 2 and 3, where Learning Outcomes
2 and 3 are: “on successful completion of the module, students
will be able to:
• (Learning Outcome 2) Critically examine how the social and
cultural factors of a selected foreign
country could influence consumer behaviour towards a
particular product or service, and evaluate

the strategic implications this may have on the marketing mix.
• (Learning Outcome 3) Critically evaluate the various
international market entry strategy options
available to the company seeking international expansion to a
culturally-different destination,
and make justified recommendations for the market entry
strategy that the company should
adopt.”
D) Further marks are given for:
• Quality and sufficiency of referencing also carries 10% of the
available marks
• Finally Presentation quality of your report also carries 10% of
the available marks
• See below the marking grid
4
MaC CW2 90-100% 80-89% 70-79% 60-69% 50-59% 40-49%
35-39% 5-34% 0-4%
Introduction (not included in
word count): to the project
(objectives), the organisation and

its product or service, the home
and host countries/cultures. (5%)
Exception
al
standard.
No errors
Outstanding
standard.
Trivial errors
only
Extremely
good
standard.
Trivial or
very minor
errors
Very good
standard.
Minor
errors
only
A good
standard.
Some
evidence of
misunderstan
dings
A sound standard.
Some significant
misunderstandings

and errors but
satisfactory overall
Marginally unsatisfactory.
Not well researched.
Ideas unclear and
incoherent. Some
significant
misunderstandings and
errors. Marginal fail.
Well below the pass
standard.
Poorly researched.
Ideas confused and
incoherent. Serious
misunderstandings
and errors. Clear fail.
Nothing or
hardly anything
of merit. NS
notation
applies if no
work
submitted
Social and Cultural Factors
and the Marketing Mix:
examine how the social and
cultural factors of your target
country could influence
consumer behaviour towards
your product or service; this
should be then integrated with
report 1 findings’ to evaluate the

strategic implications this may
have on the marketing mix (25%)
Exception
al
standard
almost at
profession
al level.
No errors
Outstanding
standard.
Trivial errors
only
Extremely
good
standard.
Trivial or
very minor
errors
Very good
standard.
Minor
errors
only
A good
standard.
Some
evidence of
misunderstan
dings

A sound standard.
Some significant
misunderstandings
and errors but
Ideas unclear and
incoherent. Some
significant
Well below the pass
standard.
Poorly researched.
Ideas confused and
incoherent. Serious
misunderstandings
and errors. A clear
fail.
Nothing or
hardly anything
of merit. NS
notation
applies if no
work
submitted
Market Entry Strategies: an
evaluation of the various
international market entry
strategy options available to the
company, and a justified

recommendation to the company
for the market entry strategy that
the company should adopt (30%)
Exception
al
standard
almost at
profession
al level.
No errors
Outstanding
standard.
Trivial errors
only
Extremely
good
standard.
Trivial or
very minor
errors
Very good
standard.
Minor
errors
only
A good
standard.
Some
evidence of
misunderstan
dings

A sound standard.
Some significant
misunderstandings
and errors but
Ideas unclear and
incoherent. Some
significant
Well below the pass
standard.
Poorly researched.
Ideas confused and
incoherent. Serious
misunderstandings
and errors. A clear
fail.
Nothing or
hardly anything
of merit. NS
notation
applies if no
work
submitted
Marketing Strategy for the New
country: including considerations
regarding product/branding
strategy, communication

strategy; pricing and distribution
strategy if applicable (20%)
Exception
al
standard
almost at
profession
al level.
No errors
Outstanding
standard.
Trivial errors
only
Extremely
good
standard.
Trivial or
very minor
errors
Very good
standard.
Minor
errors
only
A good
standard.
Some
evidence of
misunderstan
dings

A sound standard.
Some significant
misunderstandings
and errors but
Ideas unclear and
incoherent. Some
significant
Well below the pass
standard.
Poorly researched.
Ideas confused and
incoherent. Serious
misunderstandings
and errors. A clear
fail.
Nothing or
hardly anything
of merit. NS
notation
applies if no
work
submitted
References and Presentation
quality
(20%)

Exception
al
standard
almost at
profession
al level.
No errors
Outstanding
standard.
Trivial errors
only
Extremely
good
standard.
Trivial or
very minor
errors
Very good
standard.
Minor
errors
only
A good
standard.
Some
evidence of
misunderstan
dings
A sound standard.
Some significant

misunderstandings
and errors but
Ideas unclear and
incoherent.
Well below the pass
standard.
Poorly researched.
Ideas confused and
incoherent.
Nothing or
hardly anything
of merit.
5
Global Business and Strategy
6EC513
Component 2 Assessment Brief
Global Business and Strategy – 6EC513
Contents

Key Dates and Details 3
Description of the Assessment 3
Assessment Content 3
Assessment Rubric 7
Assessment Regulations 14
Key Dates and Details
Assessment Type:
Individual
Report
Assessment weighting:
50%
Word count/Length:
2500 words +/- 10%
Learning Outcomes:
2: Apply appropriate and relevant theories to complex business
situations to determine future strategic direction and provide
recommendations for implementation.
Submission Method:
Turnitin
Submission Date:
23:59 UK time, 14/01/2022
Provisional Feedback Release Date:
13:00 UK time, 04/02/2022
Description of the Assessment
This assessment asks you to consider the long-term
sustainability of a business in the ever-changing, and often
hostile, global business environment. You should weigh up a
range of complex issues, such as the business environment,
culture, leadership, corporate governance and others when
developing a strategy for an international business. Assessment
Content

You will be given a choice of five organisations and given some
basic information to introduce you to each business’
fundamentals. You will be asked to choose your case study
organisation in the first seminar of the Strategy part of this
module, and you are encouraged to work in groups in your
seminars to apply the strategic management concepts and
frameworks discussed in lectures to your chosen case study
organisation. This sharing of information and discussion will
help you in the appropriate application of the concepts and
frameworks.
Discussion in groups will support you, but you will then write
an individual management report analysing the situation of the
business and making strategic recommendations for the future
direction of the business. You should use a variety of
theoretical materials as well as company/market/sector data to
complete the report.
The suggested structure of your report is as follows:
Title Page (title should be specific to the report)
Contents Page
Introduction to the Report (50 words)
Here you should explain to the reader what will be covered in
the report.
Brief Background to Case Study Organisation (50 words)
This should be a short section on the fundamentals of the
business. Do not go into too much detail here, as it is likely
that information on the business’s successes (and failures) can
be better used in the following analysis sections.
External Analysis using one external analysis tool (15%) (375
words)

Here you will give a brief explanation, using support from
academic texts, as to which external analysis tool you have
chosen and its suitability. You will apply that analysis tool to
your organisation, and use company, market or sector
information to support your points (so each claim needs to be
supported by a citation).
Internal Analysis using one internal analysis tool (15%) (375
words)
Here you will give a brief explanation, using support from
academic texts, as to which internal analysis tool you have
chosen and its suitability. You will apply that analysis tool to
your organisation and use company information to support your
points (so each claim needs to be supported by a citation).
From the Analysis, write a Summary of the organisation’s key
Strengths and Weaknesses, Opportunities and Threats using a
SWOT (15%) (375 words)
Plan a Strategic Approach using a TOWS (15%) (375 words)
Make two Strategic Recommendations Based on your Analysis.
For each, apply the SAF tool to decide which would be most
appropriate for implementation (30%) (750 words)
Here we will want to see the use of strategic management
vocabulary, and the use of academic texts, to explain the type of
strategic recommendation you are making, and to debate its pros
and cons.
Conclusion (50 words)
Summarise what has been covered in the report.
Reference List
Appendices

10% of the mark is for the overall presentation and structure of
a coherent argument from analysis through to recommendations.
Tables and diagrams represent 150 words for half a page and
300 words for a whole page. You will want to put more
complex diagrams and tables in appendices.
Organisations:
ASDA
Asda is the UK arm of an international group: Walmart. It
comprises different sizes of stores across the UK from
supercentres to convenience stores. It sells food and non-food
items and has fashion line, ‘George’. It operates home delivery
options and ‘click and collect’.
NETFLIX
Netflix is a subscription-based entertainment streaming service,
operating virtually everywhere except in China. Members can
watch and download TV shows and movies without
commercials. It has a number of pricing plans based around the
number of screens/devices used. Netflix also produces its own
original content. Recommendations are made to viewers based
on their viewing history.
TESLA
Tesla builds all-electric vehicles, solutions for renewable
energy generation and energy storage products. It manufactures
its products in the US and China and a factory is under
construction in Germany. They are developing autonomous
driving solutions, vehicle software and there is also a used
vehicle market.

TIKTOK
TikTok is a Chinese owed, global social media platform on
which users create and share videos. Douyin is the Chinese
version, owned by the same parent company. Revenue comes
from advertisements and in-app purchases.
ZARA
Zara is part of the Inditex group and specialises in ‘fast fashion’
(which includes clothing, accessories, perfumes and beauty
products) which it sells online and through physical stores.
5
Assessment Rubric
Section
Exceptional - 90 - 100%
Excellent - 80 - 89%
Extremely Good - 70 - 79%
Very good - 60 - 69%
Good - 50 - 59%
Satisfactory - 40 - 49%
Limited - 35 - 39%
Extremely Poor - 5 - 34%
Fail
External Analysis – 15% - Use one external analysis tool. Give
a brief explanation, using support from academic texts, as to
which external analysis tool you have chosen and its suitability.

Apply that analysis tool to your organisation, and use company,
market or sector information to support your points (so each
claim needs to be supported by a citation).
The work is creative and illustrates a thoroughly in-depth
understanding of content as well as issues and problems. The
work shows an exceptional, critical engagement with complex
ideas and concepts. There is an outstanding appreciation of all
of the relevant competing perspectives. The work shows an
exceptional level of evaluation and illustrates incisive
conclusions based on that evaluation.
The work illustrates an in-depth understanding of content as
well as issues and problems. The work shows an excellent,
critical engagement with complex ideas and concepts. There is
an excellent appreciation of almost all of the relevant competing
perspectives. The work shows an advanced level of evaluati on
and illustrates some solution-focused conclusions based on that
evaluation.
The work illustrates an advanced understanding of content as
well as issues and problems. The work shows an extremely
good, critical engagement with complex ideas and concepts.
There is an extremely good appreciation of almost all of the
relevant competing perspectives. The work shows an extremely
good level of evaluation and illustrates a few solution-focused
The work illustrates a good understanding of content as well as
issues and problems. The work shows a very good, critical
engagement with complex ideas and concepts. There is a very
good appreciation of some of the relevant competing
perspectives. The work shows a very good level of evaluation
and, perhaps, illustrates a few solution-focused conclusions
based on that evaluation. The work reflects an attempt at
applying knowledge in unusual and/or novel circumstances as
well as to more typical work-based scenarios.
The work illustrates a good understanding of content as well as
issues and problems. The work has a fairly good level of
critical engagement with complex ideas and concepts. There is a

fair appreciation of some of the relevant competing
perspectives. The work shows a fairly good level of evaluation
and, perhaps, illustrates a few solution-focused conclusions
based on that evaluation.
Demonstrates a satisfactory level of knowledge. The work has a
fair level of critical engagement with complex ideas and
concepts, and there is a little appreciation of the relevant
competing perspectives. The work shows a fair level of
evaluation but rarely illustrates any solution-focused
The work illustrates little understanding of content as well as
issues and problems. The work lacks much critical engagement
with any ideas and concepts. There may be virtually no
appreciation of the relevant competing perspectives. The work
shows inadequate evaluation and does not refer to any solution-
focused conclusions based on that evaluation.
The work illustrates no understanding of content or of issues
and problems. The work lacks any critical engagement with
ideas and concepts. There is no appreciation of the relevant
competing perspectives. The work shows no evaluation and
does not refer to any conclusions based around an evaluation.
Nothing of merit in submitted work, or designates work where
an academic offence has occurred. Where no work has been
submitted the NS notation will apply.
Internal Analysis – 15% - Use one internal analysis tool. Here
you will give a brief explanation, using support from academic
texts, as to which internal analysis tool you have chosen and its
suitability. You will apply that analysis tool to your
organisation and use company information to support your
points (so each claim needs to be supported by a citation).
Summary – 15% - From the Analysis, write a Summary of the
organisation’s key Strengths and Weaknesses, Opportunities and
Threats using a SWOT.
As above
Strategic Approach – 15% - Plan a Strategic Approach using a

TOWS
As above
Strategic Recommendations – 30% - Make two Strategic
Recommendations Based on your Analysis. For each, apply the
SAF tool to decide which would be most appropriate.
Here we will want to see the use of strategic management
vocabulary, and the use of academic texts, to explain the type of
strategic recommendation you are making, and to debate its pros
and cons.
As above
Presentation – 10% - This refers to your writing style and
incorporates the Introduction, the Background to the
Organisation, the Conclusion, and your use of References and
Appendices. Spelling and grammar should be accurate and
presentation should be clear. Most importantly, the report
should have structure, with a coherent argument from analysis
through to recommendations.
The work is exceptional in that it is logically presented and
error-free. The work is communicated with an exceptional
degree of authority that comes close to that expected of a
professional in the discipline.
The work is excellent in that it is logically presented and almost
error-free. The work is communicated with an excellent degree
of authority that comes reasonably close to that expected of a
professional in the discipline.
The work is extremely good in that it is logically presented and
reasonably error-free. The work is communicated with an
extremely good degree of authority that sometimes comes
reasonably close to that expected of a professional in the
discipline.
The work is very good in that it is mainly logically presented
and reasonably error-free. The work is communicated with an
occasional glimpse of authority that comes reasonably close to
that expected of a professional in the discipline.
The work is of a good standard in that there is an attempt to
present it logically and it is reasonably error-free. The work is

communicated without very much authority. It requires
development to come close to that expected of a professional in
the discipline.
Although soundly presented, the work lacks authority. Due to
some weaknesses in style, it does not come at all close to that
expected of a professional in the discipline.
The work is limited in that it is not logically presented and has
errors.
The work is extremely poor in that it is poorly presented and
has errors.
Nothing of merit in submitted work, or designates work where
an academic offence has occurred. Where no work has been
submitted the NS notation will apply.
Assessment Regulations
The University’s regulations, policies and procedures for
students define the framework within which teaching and
assessment are conducted. Please make sure you are familiar
with these regulations, policies and procedures.

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