SUMMATIVE ASSESSMENT (3)
This document contains all details for the third summative assessment: Group Coursework, including the assessment brief, marking guidelines and grading criteria. Please read through the whole document carefully.
ASSESSMENT 3: Group coursework (35%):
ESSAY (2):
You are given a case study for Grupo Bimbo in Mexico and your task is to decide on the most suitable market-entry strategies for Grupo Bimbo’s entry into a new Emerging Market (EM).
In your discussion, you need to justify your (i) selection of targeted consumer segment(s);
(ii) choice of the EM for entry; and (iii) of the most suitable market-entry strategies. Your answer need to be supported by an institutional analysis of the political, economic and socio-cultural environments of the selected EM.
Note:
Group work: 4-5 members per group.
Grade: 35% on the essay and 15% on the presentation.
3.1. Assessment brief:
You have recently established a start-up business consulting firm with a group of business professionals and you are currently interested in attracting new clients. In the coming few months, you are planning to identify a multinational enterprise (MNE) that can potentially become your client, and arrange a meeting with its senior management to promote your services. To differentiate yourself from competitors, you will provide the prospective MNE client with a report in which you identify a key challenge, of a strategic and international nature, the MNE is experiencing at the moment and you will offer recommendations for addressing this problem.
To prepare the report, your team needs to undertake extensive research to do the following:
1. Identify a multinational enterprise with operations in different countries.
2. Identify a strategic challenge the MNE is experiencing either regionally or globally.
3. Undertake a comprehensive analysis of relevant aspects of the external business environment.
4. Undertake comprehensive analysis of the internal firm environment.
5. Offer recommendations to the company on how to address the challenges encountered.
The report needs to be presented in a professional manner (please see section 3.2) and should be at least 2,500 words (excluding references and excluding 250 words on individual contributions). Each group should have 3 members only.