This assignment focuses on Loaf Furniture Company and its brand Coco Bed, which aims to build on its international market expansion strategy by expanding further into European markets (both DTC and retail). For this assessment

Background and Scenario for the Assignment

This assignment focuses on Loaf Furniture Company and its brand Coco Bed, which aims to build on its international market expansion strategy by expanding further into European markets (both DTC and retail). For this assessment, the potential countries for expansion are:

AustriaBelgiumDenmarkGermanyFranceThe NetherlandsSwedenSwitzerlandSpainPortugal

Scenario

Loaf seeks to determine which of these countries would be most suitable for further expansion. As International Marketing Consultants to Loaf, you are tasked with completing the following:

The Assignment Task

Stage One: Identify Screening Criteria

Develop a set of SIX screening criteria to evaluate 8 countries. Criteria should be specific conditions ideally present in the chosen country. A maximum of 6 criteria should be used without further breakdown.

Stage Two: Collect Data and Create Criteria Table(s)

Collect relevant secondary data to assess how the chosen countries perform against the criteria. Use measurable and quantifiable data as much as possible, with authoritative evidence. Create a table(s) summarising each criterion and the data/facts obtained to assess each, with sources referenced by author and year. Aim to fit the table(s) on a maximum of TWO slides. Use highlighting, a scoring system, or other methods to clearly identify which four countries come out best from the initial eight.

Stage Three: Conduct Further Research and Argue for the Top Two Countries

It is insufficient to base market selection decisions solely on quantitative information, and often, stages 1 and 2 will reveal that the top countries achieve similar scores or perform variably across different criteria. Therefore, at this stage, your task is not just to evaluate the quantitative data but to incorporate additional insights from Passport and other sources. This will assist Loaf’s leadership team in gaining a deeper understanding of the data, highlighting where the best potential lies and justifying why your top two countries are ultimately the best choices for expansion.

If you are registered with the Disability and Inclusion Services or have a disability, please contact your module leader to discuss how your reasonable adjustments will be applied to this assignment.

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

LO 1 Assess, analyse and conceptually apply the key concepts of international marketing, including the critical evaluation and the application of key tools, models and theories.

LO 3 Devise and critically evaluate market selection options using background research and audit, applying a range of management skills and tools

Practicalities: Referencing, presenting and submitting your work

Please see your programme handbook for information on the required referencing style, any presentational requirements and the process for submitting your work.

Confidentiality

You should maintain and respect confidentiality in relation to the protection of personal, technical and/or commercial information of a sensitive nature in your assessed work. For further information and guidance, please see your programme handbook.

Academic integrity

Academic integrity means taking responsibility for your own work.

When you submit an assignment, you are making a declaration that it is your own work and that you have acknowledged the contribution of others and their ideas in its development (for example, by referencing them appropriately). For further information and guidance, please see the University website: https://www.bnu.ac.uk/current-students/registry-helpdesk-and-academic-advice/academic-integrity-and-misconduct

Please also see the University’s guidance for students on the appropriate use of generative AI as part of assessed work: https://www.bucks.ac.uk/current-students/registry-helpdesk-and-academic-advice/artificial-intelligence-guidance-students