. The requirements for the assessment Coursework: standard written: 2500 words You should assume that you are employed in the marketing department of a UK company that has recently moved into several overseas markets. Your task is: 1. To write a 1,200 word report on the cultural characteristics of two of the new markets; 2. The two new market are New Zealand and China and product category is Chocolate 3. In addition, to explain how that data will be relevant for the marketing mix decisions the company will have to make within these new environments. Your report will be based on secondary data. Your report should focus on the cultural similarities and differences of the two markets and explain how a full understanding of these cultural issues will be relevant for current and future marketing decisions. You should focus on cultural issues and only refer to other environmental factors if these are relevant to the arguments you wish to make. It is NOT your task to write an international marketing plan. You are NOT expected to provide a full marketing environment audit of your two markets. Your assignment will be based on two specific markets New Zealand and China and a specific product category which is Chocolate. Assessment guideline to follow: Provide a description of relevant cultural models and concepts 20% Explain the significance and importance of these cultural elements to the countries you have been allocated 25% Outline key similarities and differences between your markets 20% Suggest how your company may best manage their international marketing decisions given the specific cultural information you have found out about your allocated markets. 25% Sufficient, up to date and relevant references, good level of presentation and structure 10% Your report should include a mix of both academic and country based references. Internet references must not exceed the number of references from academic texts and journal papers.
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