BM022-3-3-GLMKT Individual Assignment Page 1 of 6

Assignment Structure, The Scenario and Performance Criteria for Global

Marketing (BM022-3.5-3)

LEARNING OUTCOMES

1. Demonstrate knowledge and understanding of global marketing as a whole,

and to focus on the importance of emerging nations in the global market.
2. Identify and critically evaluate the major environmental influences affecting
global and international markets to justify recommended strategies.
3. Apply appropriate analytical models and frameworks to analyse, assess and
critically appraise global and international marketing situations

SCENARIO

With today’s hectic pace of life, people are more conscious of what they consume daily
and are navigating towards organic food as part of efforts to stay healthier. While making
a commitment to healthy eating is a great start towards a healthier life, beyond eating
more fruits, vegetables, whole grains, and good fats, however, there is the question of
food safety, nutrition, and sustainability.

It was these questions that prompted three brothers, Dr. KB Lee, KF Lee, and Terry Lee
to set up their BMS Organics in 1997 in Subang Jaya in Selangor, Malaysia

Today, BMS Organics has grown into nearly 37 outlets and 9 organic vegetarian
restaurants. All of these originated from a dream the Lee siblings had for an organic and
healthy lifestyle. BMS Organics has grown from a humble family business to the
forefront of healthy organic living.

Source: Healthy eating brings solid growth, MetroBiz, The Star (29 January 2014)
Source: Our History, BMS Organics, available at: http://www.bmsorganics.com/about-us/about-us.php, Date Accessed:
5/10/2015

The Task

You have been called by BMS Organics to look for a suitable country (other than
Malaysia) for the company to expand its business. You are to conduct the relevant
analysis on the chosen country and provide the relevant reasons as to why this country is
being chosen.

Level 3 Asia Pacific University of Technology & Information 2016

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INSTRUCTION

You are required to submit the Investigation and Market Opportunity Evaluation Report
by week 10. The report should be formally written following the guidelines provided in
this assignment brief.

In order to produce a report that is comprehensive and accurate, it is necessary for you to
undertake additional reading and/or further research on BMS Organics and prospective
markets.

ASSIGNMENT DETAILS

MARKET OPPORTUNITY EVALUATION REPORT

The Market Opportunity Evaluation Report should be within 2100-2500 words in length
(excluding tables and/or diagrams, appendices) and should include all of the following:-

Font size Times New Roman, 12

Line Spacing 1.5

Margins Top Margin, Bottom Margin and Right Hand Margin 1”

Left Hand Margin 1.5

Header Left Hand Corner – Global Marketing BM022-3.5-3

Right Hand Corner x of xx pages

Softcopy of the assignment MUST be submitted along with the hardcopy.

There are many different report formats that can be applied. For the purpose of this
assignment the following format is recommended.

1. INTRODUCTION

This section should provide an overview of the product/service as well as a general

description of the country and a brief rationale to justify why this country is a suitable
choice for market entry.

2. COUNTRY INFORMATION (Using MPI, assess the attractiveness of BMS

Organics to the country chosen)

a. Market Potential Index

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Use of Global Edge Market Potential Index: explain the identified country’s ranking on
the index. Feel free to use the secondary sources used in developing the index in your
discussion. Besides the below mentioned link, any other relevant sources could be used.
https://globaledge.msu.edu/mpi/data/2018

b. MICRO AND MACRO ANALYSIS

Review of the micro and macro environment of the identified country. Your
discussion should focus only on those aspects of the environment that can influence the
marketing of the product/service only.

i) Micro environment (competitors, new entrants, substitutes, power of the clients,

power of the suppliers)

ii) Macro Environment ( Political environment, Economic and trade information, Socio-

Cultural and Technological Environment).

Please ensure that you cite and reference any external sources of information correctly
using the Harvard referencing system.

3. MARKET EVALUATION TABLE

Using data/information from sections 2, summarise your findings within a Market

Evaluation Table as shown below. Give a rating for each of the sections and an overall
rating for all sections (Please use the GE McKinsey Matrix to evaluate market
attractiveness versus BMS Organics ability to compete).

Country Information Ranking

1 to 10; 10 being the highest score
Market Potential Index
Competitors Information
(Note: Each individual subsection must be
ranked)
New Entrants Information
(Note: Each individual subsection must be
ranked)
Substitutes Information

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BM022-3-3-GLMKT Individual Assignment Page 4 of 6

(Note: Each individual subsection must be

ranked)
Power of the Clients Information
(Note: Each individual subsection must be
ranked)
Power of the Suppliers Information
(Note: Each individual subsection must be
ranked)
Political Information
(Note: Each individual subsection must be
ranked)
Economic & Trade Information
(Note: Each individual subsection must be
ranked)
Socio-Cultural Information
(Note: Each individual subsection must be
ranked)
Technological Information
(Note: Each individual subsection must be
ranked)
Total score

5. CONCLUSION AND RECOMMENDATION

In this section, you are required to provide the summary of your findings and provide an
evaluation of the suitability of the identified country for market entry.

A final recommendation of whether to enter (or not to enter) this market must be
presented. You should also identify any other information that may be required should a
recommendation is made to enter this market.

6. APPENDICES

7. BIBLIOGRAPHY

8. REFERENCE LIST

You will be assessed as follows:-

1. Individual Assignment, 2500 words – 50%

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For limit excess (excluding executive summary, references and appendices):

11 – 20% 10% reduction in the mark
21 – 30% 25% reduction in the mark
31% + the work will be capped at a pass i.e. 50%
Point to note: maximum penalty for exceeding the word limit will be a reduction to a
pass grade.
MARKING CRITERIA

Marks Allocated
Components
Introduction 10
Country information (Market evaluation (MPI) 20
Macro and Micro Analysis 30
Conclusions & recommendations (GEM) 10
Research, analysis etc 20
Presentation, appendices, referencing etc 10

Total 100

ASSESSMENT CRITERIA

Grade Assessment Guidelines

Pass answers are expected to be legible, tidy, well organized and written in
General clear, understandable English. Students who grossly exceed the word limit
will be penalized.

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Superficial analysis, concepts and language of the subject is absent or

0-39% scant. Irrelevant regurgitation of text book. Ideas are poorly expressed.
Many key issues are ignored. Concepts and language of the subject are
used but are often confused in application and or explanation.
40-49% Some understanding of the relevant models and concepts. Some elements
of an appropriate structure are present. Restricted analysis of some issues.
Evidence of reading and research. Understanding of the application of
50-59% appropriate models and concepts is demonstrated. Key issues are identified
and analysed, although this may be restricted at times. Some sources are
acknowledged.
Evidence of wider reading. The assignment effectively interprets the
information and exhibits the integration of ideas across the subject area.
60-69% The assignment has credible recommendations. A systematic approach to
development and evaluation is used. Most sources are acknowledged and
referenced using Harvard system.
70% Arguments are clear and convincing. Confident integration of theory and
and practices is demonstrated. Consistent referencing to sources using the
above Harvard system.

Level 3 Asia Pacific University of Technology & Information 2016