Assignment Two (80% of final mark)

Submission Date: 1pm Tuesday 9th May 2016 by 12 noon via Turnitin and submitted anonymously.

Feedback Date: 24th May 2016

Individual written piece of coursework- Case study based report

Learning Outcomes:

This assignment addresses learning outcomes 1, 2 and 3 for the module and will be assessed on your ability to demonstrate the achievement of these outcomes in relation to Bosideng

Which marketing principles will Bosideng need to utilise prior to making the decision to do business in the UK market and why?

Please read the following case study carefully
Source:

From its conception in the People’s Republic of China, Bosideng’s unwavering commitment to quality and innovation has made it become the leading down apparel brand in China, with its clothing sought the world over. Building upon this solid foundation Bosideng London creates clothing and down wear that is elegantly designed and beautifully crafted whilst exuding innovation and sophistication. Classic. Inventive. Understated. Excellent.

The collections from Bosideng London offer everything from a seamless look for formal occasions to casual styles for leisure time. Whether exploring an urban landscape, kicking back in the country or hanging out with friends Bosideng London epitomises outstanding craftsmanship imbued with inventiveness and style.
The collections from Bosideng London offer everything from a seamless look for formal occasions to casual styles for leisure time. Whether exploring an urban landscape, kicking back in the country or hanging out with friends Bosideng London epitomises outstanding craftsmanship imbued with inventiveness and style.

When you’re transported into the world of Bosideng London online, you can shop for jackets, coats, suits, tailoring, shoes, shirts, trousers, T-shirts and knitwear. All of Bosideng’s products have been made with the utmost of care to create clothing and accessories that are both timeless and enduring.
Source:

Bosideng is a successful brand in China that has recently entered the UK market. In this assignment students are asked to consider what organisation such as this would consider prior to entering a new market and why they do it.
Assessment Criteria:

Demonstrate with reference to suitable academic sources for example the books and journals listed in the MK3016 reading list a good understanding of why organisations such as Bosideng export and do business overseas (30%) In this section you must include a selection of market entry strategies, models such as PESTLE and an awareness of key marketing principles.

Recognise and discuss the key issues behind the decision making process providing an awareness of the risks and benefits encountered by organisations (50%). In this section you must provide evidence of market research into the UK clothing sector. This should include some datas or sources from Mintel, Passport and Keynote.

Present discussion and analysis in an appropriate critical report format (see ‘How to write a report: General guideline’ below) which is well typed and referenced (10%)

Evidence of extensive reading (10%) This means you must use academic sources. Including the books and journals listed in the MK3016 reading list.

Some keys parts should be analyzed
PESTEL & SWOT
Entry Strategy
Competitors analysis
Clothing retailing
Physical Environment
Supply Chain
International distribution channel
Cultural difference

Notes to students: Although the case study is about Bosideng in order to answer the question fully please use other examples to reinforce your argument for example other Chinese companies who have successfully entered a new market. These examples are NOT limited to the clothing sector.

Your report should be 2500 words (+/- 10%)

Please ensure that you use graphs, charts and models where required – these are not included in your word count.
How to write a report: General guideline
This is not meant to be anything more than a very general guideline on how to put a report together. It is neither exhaustive nor prescriptive.
1 Title Page
Title of the report
Who is by?
Who is it for?
Date
2 Contents page
List contents with page numbers
3, Introduction
Paragraph to explain the report
What is it about?
What are you aiming to do?
4, Findings
This is the main part of your report
Use numbered subheadings
5, Conclusion
Ensure that you draw all the threads of your argument together
6, Recommendations
What do you recommend from your findings?
7, References
8, Appendix
Submission Details:
Assessment to submitted via Turnitin on blackboard .

Late Submissions and Extenuating Circumstances:

See Guidelines in your MIP.
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