What am I required to do in this assignment?
Your task is to report to the board of Ocado regarding their planned expansion into Romania.
You will have to write a global marketing strategy plan, outlining your proposed objectives and what you intend to achieve. You
will need to provide a rationale for why this plan would be successful and provide a summary of your recommendations. You will
need to provide full references to pass this assignment*.
You have been specifically asked to address the following elements:
Your rationale for expanding into the country of entry (Romania), the likely risks and how to minimise those
How you propose ‘Ocado’ (online supermarket) should be positioned in the country of entry in a way that differentiates
against the competition
The provision of an integrated Marcomms plan specifically for the county of entry with costs and a Gantt chart, and justify
why this plan would work
To prepare for the task you will need to analyse the case study which is provided in a separate document on the unit BREO site.
You will need to prepare for your assignment based on in-class discussions in the classroom, online sessions, online materials
and private study. Throughout the unit and before the online submission, you will discuss during the lectures all the elements
given above and the specific market conditions of the country of market entry.
*You must reference your work using the Harvard referencing system. Apply marketing concepts and theories for higher grades.
Please note that should you fail to pass or submit this assessment you will need to either attend an in-class test, or
submit your plan online, whichever methods will be chosen, during the relevant referral period.
What do I need to do to pass? (Threshold Expectations from UIF)
In order to pass Assessment 1 you will need to:
• Demonstrate an understanding of global marketing concepts, theories and frameworks.
• Apply marketing theories to specific global marketing issues and examples.
• Produce an informed response to a current global or cross-cultural marketing issue
How do I produce high quality work that merits a good grade?
See the marking grid below. You will have an opportunity to discuss your submission online at the start of your individual study
week so you can be sure you have fully understood the Assignment, the Assignment Brief and the elements that should be
included in your plan; this supplements discussions already held in class in preparation for the original in-class test.
How does assignment relate to what we are doing in scheduled sessions?
2 The assignment task draws on and explores your understanding of various aspects of global marketing strategy that we explore
in class.
