International Marketing and Communications

Ethical Standards in Research (331)
February 26, 2020
Read a book and write a report on and analysis of the book using the following framework
February 26, 2020

Module title:
Module Code: INTB30605
Module Leader: Margaret Grzegorczyk
Academic Year
Gummee Goes Global
This case has been compiled from published sources and is intended to offer an example of the complexities of international
marketing issues. It is based on a real life situation, but some details have been altered. Not to be used or reproduced without
permission. Under no circumstances are students allowed to contact the company. © M. Grzegorczyk 2019.
Jodine Boothby always knew she had an entrepreneurial streak. Over the years she had
embarked on many small business ventures but the reality of needing to pay the bills had
kept her confined most of her working life to a job on a factory floor making the traditional
Cornish pasties of her home county.
It was on maternity leave that Jodine had a light bulb moment and joined the ranks of the
parentpreneur with the launch of Gummee Glove.
The idea for Gummee Glove first came about when Jodine noticed that Jimmy, her ten week
old first born was gnawing at his hands. Jimmy had started teething very early but his motor
skills were not developed enough to hold onto a teething toy. By chance, while changing
his nappy, Jodine saw Jimmy happily nibbling on a sock that was covering his hand to stop
him scratching his face (as most parents know, scratch mittens are just too loose to stay in
Jodine searched online for a teething mitten to buy but no such product existed. However,
Jodine uncovered hundreds of other parents asking for advice and recommendations for
teething mittens on parenting forums. This was Jodine’s opportunity! She realised she had
her business idea and after commissioning an intellectual property search, decided to make
the world’s first teething mitten.
Jodine didn’t have any funds to invest so she sold her jewellery, borrowed from friends and
mocked up the original designs and drawings herself. After getting in touch with an
innovation company and being advised that it would cost £50,000 to get the product to
launch stage, Jodine took matters into her own hands and after 12 solid hours of internet
research one night found a respected Chinese manufacturer willing to make samples for
Jodine’s experience of working in a factory proved invaluable. It meant she knew all the
right questions to ask, understood the process and also how to get the best out of her
To test the market, Jodine took her prototype to a local baby show and was overwhelmed
by the number of parents and grandparents trying to buy the product. This gave her the
confidence to move forward with her plans and give the factory the green light to start work
on the first order.
Cutting Teeth
While pregnant with her second child, Jodine held her official launch at a national trade
show in Birmingham. It went well and Jodine continued to attend national baby shows
throughout the next year driving awareness of her product, receiving direct orders and
securing wholesale interest nationally and internationally.
Gummee Glove is now the multi award-winning teething mitten worn by babies too young
to hold other teething products. It eliminates the need to constantly hold toys to a baby’s
mouth, and puts an end to toys being dropped on the floor. Jodine’s team is now 6 strong
and is a family affair, with Jodine’s husband recently joining the company to support the
running of the business. She was nominated Mumpreneur Of The Year by the Daily Mail, in
association with NatWest and continues to receive high profile recognition and product
awards. In 2016 the company will launch 4 new products and has plans to position and
market itself as the leading expert on teething in the baby product category.
Recognising the importance of marketing and public relations, Jodine taught herself the
basics from books and invested a lot of time in social media, building industry contacts and
securing mutually beneficial partnerships. However, Gummee Glove was getting
approached by many international distributors and Jodine had started to think more about
international expansion. She started researching which global markets might be attractive.
She has asked you, the Marketing Intern in Gummee, to conduct more research and prepare
a business report on international growth opportunities and marketing communications
Export for Growth (2015), Gummee Gets its Teeth Into Global Business, [on-line] available
Gummee (2019), Teething guide, [on-line] available at:
Mylittlebabog (2016), Gummee Glove Review, [on-line] available at:
Stephens Scown (2015), Our Client Gummee Glove Features by the UK Intellectual Property
Office, [on-line] available at:
Buttermilk (2018), Win A Bundle of Treats From Buttermilk and Gummee, [on-line] available
Mail on Sunday (2010), A Natural Solution To Your Baby’s Teething Troubles. [on-line]
available at:
Forbes (2018), Six Ways To Identify and Reach A Hot New Market, [on-line] available at:
Your task:
Jodine asked you as a Marketing Intern working for Gummee to prepare individually a business report
for the Gummee team. The report will focus on three areas:

  1. Investigating the market of your choice.
  2. Recommendations on how to enter that market.
  3. Some ideas on how to communicate with the potential customers.

You can select a country of your choice, however the one you target cannot be your own home
The report will be MAX 3000 words (excluding table of contents, executive summary, reference list
and appendices). EVERYTHING in the main body of the report is included in the word count – that
INCLUDES tables, charts and citations.
Please note that the 3,000 word limit for this report is an absolute maximum.
The source of all data, models, concepts and theories are to be given using Harvard Referencing
throughout. You are recommended to consult the Citing References Guide available on NOW at
You are required to submit a PDF copy of your report to the IM&C dropbox by 23:00 on
22nd April 2020.
Your attention is drawn to the Definitions of Assessment Offences in the Student Code of
Behaviour. Offences such as plagiarism, collusion or cheating will not be tolerated.
The assessment represents 100% of the module grade.
This is an individual assessment.
The assignment grading guidelines are attached.
A suggested report format and structure follow. Refer to the marking grid that will be used. By
reading the brief, studying the grid, and reading through your own work carefully, you should be
able to assess whether you are on the right direction.
Suggested Report Structure:
Title page:
Module name, title of report, student number, word count.
Executive summary (excluded from the 3000 word count)
Outline the importance of this report including the key aims, key findings, and key conclusions and
recommended strategies. This is a summary of the contents of the report – not an extended
introduction. An effective executive summary is structured in the same way as the report itself and
tells the reader what the 3000 words contains, including what you have discussed and decided. It
should be no more than 1 page and it does not count towards your word count.
Table of contents (excluded from the 3000 word count)
Include a list of main sections, references and any appendices. Use Word’s ‘Table of Contents’ feature
in MS Word to construct this. Do not forget to include page numbers.
Introduction (approximately 100 words)
The scope and format of the report.
Investigating the market of your choice – Macro / Micro analysis and evaluation
(approximately 800 words)
This section should include:

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  1. Market selection rationale underpinned by MCTs (e.g. CAGE, 12Cs, Yip, Ansoff)
  2. Target country analysis (PESTEL) including cultural issues
  3. Industry analysis (e.g. Porter’s Five Forces)
  4. Use a SWOT as a summary with opportunities identified as markets / segments only.
    These opportunities should be based on conclusions drawn from your macro / micro analysis
    and evaluation.
    Recommendations on how to enter that market (approximately 700 words)
    This section should include:
  5. Target market and positioning strategy (segmentation). Which single segment is going
    to be your target market? A clear segment to target needs to be identified with academic
    justification. Who and where are the new customers going to be and why? Consider the
    position that you want in the target market’s mind – what perception do you want them to
    have of the product? Is there a ‘message’ that you want/need to communicate? All your
    justification must come from conclusions drawn from your market investigation and be
    underpinned by MCTs throughout.
  6. Objectives – Your report will require 2 to 3 marketing communications objectives. These
    should be based on key findings from the marketing analysis and what you want to achieve
    in the new market focusing on communications. The vision of the organisation will need
    to be taken into consideration to formulate appropriate objectives. For example, establishing
    brand awareness, changing perceptions, encouraging website and social media traffic etc.
    Remember these must be SMART.
  7. Briefly consider: How will Gummee research their potential market? In order to gain
    a competitive advantage what primary market research methods would be appropriate and
    why? What issues could they encounter and how could the company deal with them in order
    to get access to suitable market information?
  8. Market entry recommendations. How will Gummee enter the new market and which market
    entry method will be appropriate? A critical evaluation based on academic theory is needed
    to evaluate the methods and options available with conclusions made that are appropriate to
    the context.
    Some ideas on how to communicate with the potential customers (approximately 1300
    This section should include:
  9. A communications mix rationale. What communications methods (promotional mix –
    advertising, sales promotions, personal selling, direct marketing and public relations) should
    be used to announce your presence and reach the market segment identified? All your
    justification must come from conclusions drawn from your market analysis and be
    underpinned by MCTs throughout. Relevant theories must be applied and critically examined
    when proposing what methods should be implemented. Consider MCTs including buyer
    behaviour, branding and communications to justify your recommendations. Are they
    appropriate for the target customer? Consider culture, standardisation vs
    adaptation and country of origin arguments.
  10. Details of the methods of communications recommended. At least 3 tools should be
  11. The outcomes achieved through your communications ideas should relate directly back to the
    SMART objectives set with clear links to the measures demonstrated e.g. 10% increase in
    website traffic, 5% increase in prompted awareness.
    Conclusion (approximately 100 words)
    Summarise the key points and arguments and highlight your recommendations.
    Reference List (excluded from the 3000 word count)
    This should be comprehensive and accurate, from a variety of different types of sources including
    academic journals and marketing and research text books (together with some newspapers, company
    websites, and market research data).
    Make sure that every citation in the report is in the reference list; and that every item in the reference
    list is in the report! Also be consistent in your style.
    Harvard style referencing must be used throughout. Please refer to the Citing References Guide
    available on NOW at
    It is not necessary to include lots of secondary data in the main body of your report, but details
    could appear in suitably cross-referenced appendices.
    Appendix (excluded from the 3000 word count)
    This is where you can put any market data that you refer to, or useful material that is not directly
    relevant to the report. Do not use it as an ‘overflow’ because you have exceeded your word count.
    The appendix material must be limited to three A4 pages = 6 A4 sides.
    Useful pointers:
    Remember to evidence that you have read around the subject outside lectures (see the module
    document for suggested reading and the resource list on NOW) and use Harvard referencing
    Pictures of tables and models in the report do NOT count towards your word count (Ansoff matrix or
    Porter’s 5 Forces model), but they DO count towards your word count if the model is ‘populated’ with
    data (e.g. if you have annotated the diagram).
    Please note that the word count for each section shown above is indicative only. The only word count
    that you have to abide by for the summative assessment is 3000 words. There is no safety margin
    of +10%. So, you need to ensure that your report contains only the most important pieces of
    information. This is very much an exercise in developing your ability to focus on the key
    issues and communicate opinions clearly and succinctly. These are valuable business skills.
    Present your work in a way which would be suitable for an organisation. You are future managers
    and therefore, your business report should be clear, easy to understand, no typos /grammar/spelling
    mistakes. While you are writing the report in the role of a marketing employee, it is an academic
    piece of work so ensure you show a sound academic knowledge of the subject matter (including
    relevant models/theories) as well as the ability to apply this knowledge to identify appropriate
    The module team will grade and moderate your work, so make sure that you listen to what is said in
    the seminars and lectures and note any feedback – both verbal and written and ask for clarity or
    guidance. Use the discussion board on NOW for any questions or queries.
    In the following pages, you will find a breakdown of the assessment criteria that will be used to judge
    your performance. This will give you a very clear idea about how your tutor will approach the task of
    assessing the written reports.
    NBS Feedback Form for UG Coursework
    Module INTB30605 Student Number and Name
    Assessment Element (as stated in
    the assessment brief)
    Business report Tutor name (s)
    Assessment submission date 22nd April 2020 Date Feedback Uploaded Please refer to the Dropbox folder for the
    date on which your feedback was uploaded.
    Knowledge and understanding. After studying this module you should be able
    a) critically evaluate knowledge of the concepts of marketing at the
    various levels of export, international and global marketing,
    b) apply a deep understanding of how culture is an important concept to
    international marketers,
    c) critically evaluate and apply sources of international marketing
    information (secondary and primary),
    d) exhibit and apply knowledge of international marketing principles in order
    to formulate and develop appropriate marketing and communication
    strategies at international and global levels.
    Skills, qualities and attributes. After studying this module you should be able
    a) assimilate and critically assess marketing information from a variety of
    b) show skills in time management and communication.
    Element Grade
    The overall grade for the work is based on a holistic assessment and is determined by how well the criteria have been met overall and not the sum of the
    individual aspects of the work.
    In the matrix below, grades awarded against each criterion indicate that the relevant aspect of the work can be more readily associated with that category
    than any other. Allocation of a grade does not indicate that work exactly matches the associated description.
    Exceptional 1st
    3rd High 2.2 High 2.1 High 1st High
    Mid Fail 3rd Mid 2.2 Mid 2.1 Mid 1st Mid
    Low Fail Marginal Fail 3rd Low 2.2 Low 2.1 Low 1st Low
    Zero If a zero grade, select the appropriate comment below:
    NS – No work submitted or submitted > 5 working days after deadline NK – Work submitted and is in moderation
    NE – Work is not yet submitted, and student has an Extension. NN – Student did not attend for an exam
    Class Fail Marginal Fail Third Lower Second Upper Second First Exceptional First
    Fail Marginal Fail Third Lower Second Upper Second First Exceptional
    Criterion 1
    choice, definition
    and discussion of
    a range of
    suitable Models,
    Concepts &
    Theories (MCTs).
    Lack of MCT and no
    limited choice of
    MCT selected / no
    No description or
    Appropriate choice
    of a selection of
    relevant MCT.
    Limited description
    or discussion.
    Good choice of a
    range of relevant
    description or
    discussion, but not
    Good choice of a
    range of relevant
    MCT including key
    and up-to-date
    models and
    Good description
    and discussion of
    all MCTs which is
    easy to
    Excellent choice of
    relevant MCT with
    detailed description
    and discussion of
    all MCTs.
    The student
    different sources of
    literature to
    consider these
    models and
    theories in a
    inspired and
    original choice of
    Description and
    discussion of MCTs
    woven into the
    Criterion 2
    and effective
    application of the
    chosen MCTs,
    application to the
    context (country
    or industry).
    No MCTs used or
    no understanding
    or application of
    No awareness of
    context (country or
    understanding or
    application of MCTs
    Limited awareness
    of context (country
    or industry).
    assessment or
    application (but not
    both) of MCTs
    awareness of
    context (country or
    industry (but not
    Competent critical
    evaluation and
    application of MCTs
    awareness of
    context (country
    and industry).
    Good critical
    evaluation and
    application of MCTs
    Good awareness of
    context (country
    and industry).
    Very good critical
    understanding and
    application of MCTs
    awareness of
    context (country
    and industry).
    Excellent /
    Exceptional and
    original critical
    understanding and
    application of MCTs
    applied in a
    manner to the
    country and
    Class Fail Marginal Fail Third Lower Second Upper Second First Exceptional First
    Criterion 3 (30%)
    Clear, critical
    assessment of
    based upon the
    evidence and
    discussion. Are
    they fit for
    purpose and
    appropriate to
    the organisation?
    presented at all.
    Limited / not
    that are confused or
    not based upon the
    based upon the
    evidence, but
    confusing or
    critically assessed
    based upon the
    evidence and
    Good, critically
    based solidly upon
    the evidence and
    including from more
    up-to-date sources.
    Very good, critically
    based solidly upon
    the evidence and
    well-justified. The
    student addresses
    the case objectives
    and develops sound
    and convincing
    strategies in an
    innovative, yet
    realistic way.
    Excellent /
    Exceptional and
    inspired critically
    based solidly upon
    the evidence and
    The student
    addresses the case
    objectives and
    develops sound and
    strategies in an
    innovative, yet
    realistic way.
    Criterion 4
    Presentation of
    Poorly presented,
    not in report
    Poorly presented,
    but attempts report
    presented in report
    Well presented in
    report format.
    Very well presented
    in report format.
    presentation in
    report format.
    Professional report
    Choice and
    presentation of
    market data.
    No data presented. Limited data are
    presented, but
    from very few
    Data are
    presented, but in a
    confused/poor way
    (maybe too much).
    The data are wellpresented,
    relevant, useful
    and illuminating
    (but not all four).
    The data are wellpresented,
    relevant, useful
    and illuminating.
    The data are very
    relevant, useful
    and illuminating.
    Data are presented
    in an inspired and
    illuminating way
    and from a range
    of sources.
    English style and
    ability to
    Very poor English
    and grammar
    which makes the
    report hard to
    Poor English: many
    spelling and
    Competent English:
    occasional spelling
    and grammatical
    Good English: very
    few spelling and
    Good English: no
    spelling and
    Excellent style and
    no spelling and
    Excellent style and
    use of English.
    Class Fail Marginal Fail Third Lower Second Upper Second First Exceptional First
    Sources used. None or a very
    basic reference list,
    highly insufficient
    or inappropriate
    range (Wikipedia
    Basic, very limited
    reference list.
    Insufficient range
    of sources.
    Reasonable and
    sufficient range of
    Good range of
    Covers main
    sources relevant to
    the area.
    Very broad range
    of sources.
    Attempts to
    broaden reading
    Extremely broad
    range of sources.
    research beyond
    those sources
    original and
    exceptional range
    of sources.
    and HR ability
    (in Text and
    Reference List
    Not Harvard style
    at all.
    Contains many
    errors in text and
    reference list.
    Contains quite a
    few errors in text
    and reference list.
    Contains only a few
    errors in both text
    and reference list.
    Contains only a few
    errors in either text
    or reference list.
    Contains almost no
    Faultless style.
    Presentation is of a
    standard where the
    report could be
    shown to an
    What you did well in this coursework.

    What you can do to improve your future coursework.

    Below, if applicable, are highlighted some additional online resources that are maintained by the NTU Library, and that you can access via your NOW Student
    Help Learning Room. Engaging with these resources and the feedback provided above can also support you to enhance specific aspects of your work.
    Writing Managing your time
    Referencing Presentation skills

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