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International Marketing Management
Please note that this is an INDIVIDUAL piece of work. You should not confer, collaborate or discuss your work with other students. A fail mark may be awarded if work is undertaken collaboratively.
Your report should aim for 2000 words (plus or minus 10%) INCLUDING INTRODUCTION AND CONCLUSIONS
Please note carefully that tables, diagrams, or additional words contained in text boxes within the body of the report WILL be considered part of the word count.
A maximum 6 sides of A4 is allowed for the Appendices (apart from the list of references). Appendices can include tables, as detailed in the brief.
If you exceed the word count or the 6 sides of Appendices, you will receive a mark of 0 for report writing.
Your report will be based on the real company Generator Hostels. See https://staygenerator.com/ and https://staygenerator.com/information/about The ‘We are Generator’ video on YouTube also provides a good introduction to the company https://www.youtube.com/user/TheGeneratorHostels
Generator Hostels claims to be ‘the fastest growing hostel brand in Europe’, a position established despite the very crowded market in budget accommodation.
In this report you will be exploring Generator Hostels’ expansion, the global trends that have supported this and the nature of its competitive advantage.
Your report should be structured as follows:
1. Introduction (100 words approximately) (An Executive Summary is not required)
2. Generator Hostels’ expansion This section should evaluate which theory or theories of internationalisation best describe Generator Hostels’ expansion and why? You should also comment on the benefits and drawbacks of your chosen theory (theories) – as it (or they) relate to the specific case of Generator Hostels. (500 words approximately)
3. Global Trends Generator Hostels are targeting the millennials’ demographic and an apparent growth in demand for the ‘poshtel’ (posh hostel)* Which other key global trends does Generator Hostels appear to be tapping into – or could it be taking more advantage of? Justify your answers and back them up with supporting research (650 words approximately).
4. Competitive Advantage. An analysis and critical discussion of the competitive advantage of Generator Hostels, in comparison to named competitors. This section requires you to explore the brand’s value proposition and how it is differentiated (650 words approximately) A five forces analysis is not required.
5. Conclusions/Insights. Finally, based on your analysis in sections 2 to 4, suggest three key issues which Generator Hostels should address, in order to continue its successful expansion. Explain clearly why you have selected these particular issues as priorities (250-300 words approximately).
Your analysis and discussion should be supported by appropriate evidence and authoritative sources.
Particular value is placed on the use of relevant BNU library databases, especially Passport, as well as the use of academic journals and books.
Lecture and seminar inputs – and supporting Blackboard materials will be provided to help you develop your work. These will include considering the theories, models and frameworks that you will need for this assignment.
*Poshtel – it is not known who originally used this word – but it seems to be a widely accepted term both in industry reports (e.g. Passport, Mintel) and in newspapers and magazines.
|This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcome:|
|LO1||Assess, analyse and conceptually apply the key concepts of globalisation and international marketing management including the critical evaluation and application of key tools.
Your report should use line and a half spacing.
The list of references will not be included in the word count.
|Referencing and research requirements|
|Please reference your work according to the Harvard Referencing style as defined in Cite Them Right Online (http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields, G. (2016) Cite them right: the essential reference guide. 10th ed. Basingstoke: Palgrave Macmillan. Copies are available via the university library.
The Cite Them Right database can be accessed via the Library – A to Z list of e resources
|How your work will be assessed|
|Your work will be assessed using the separate assessment grid, which takes into account the learning outcomes and the grading descriptors for Level 6.|
|· You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: https://bucks.ac.uk/__data/assets/pdf_file/0024/9546/Academic-Misconduct-Policy.pdf. In submitting your assignment, you are acknowledging that you have read and understood these regulations
· Please also note that work that is submitted up to 10 working days beyond the submission date will be considered a late submission. Late submissions will be marked and the actual mark recorded, but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard. Work submitted after this period will not be marked and will be treated as a non-submission.
|Before you submit|
|Please use the checklist below to make sure you are ‘fit to submit’ your work
We recommend you use this checklist as soon as you get this assignment brief to help you plan your work
|Fit to Submit: Assignment Checklist|
|This brief assignment checklist is designed to help you avoid some of the most common mistakes students make in their coursework.
HAVE YOU READ THE ASSIGNMENT BRIEF?
IF NOT, DO IT NOW!
Students often lose marks by forgetting some of the more straightforward elements of their assignments. We recommend that you “tick off” each of the points below as you prepare your work for submission. If you need any help, ask your tutor and / or visit https://bucks.ac.uk/students/academicadvice/assessment-and-examination
See Assignment Checklist below
Have you read and understood the assessment criteria?
Have you met the learning outcomes? You will lose marks and your work may even be failed if you have not.
Have you demonstrated you can think and write critically in the completed work? This means you have supported your arguments/explanations appropriately e.g. using relevant academic sources and you have offered discussion points which extends your own or others’ viewpoints to make reasoned conclusions/judgements.
Have you maintained an academic tone throughout your work? Is your work formal, focused, developed and clear?
Have you checked that the referencing in your assignment is in line with your programme requirements?
Have you proof-read your work and used spellcheck software to check your spelling and grammar?
Have you checked the presentation of your work is as specified by your tutor, for example, are font size, colour, style, line spacing and margins as the tutor specified?
Have you kept to the word count (or equivalent)? If you are not sure, check with your tutor.
Can you confirm that the work submitted is your own and not plagiarised?