MK3016 – Introduction to International Marketing Management
Assessment – Individual written piece of coursework – Eve Fashion Group
The assignment question:
Which marketing principles will Eve Fashion Group need to utilise prior to making the decision to do business in the UK and why?
Some background reading:
Chinese brands coming to and then leaving the British high street
The Chinese Brand Bosideng opened its first UK store in July 2012. Please read this article: https://www.theguardian.com/business/2012/jul/27/chinese-brands-uk-highstreet
However, in February 2017 it closed its UK store citing ‘uncertain future concerning
Brexit as a cause’. Source: https://fashionunited.uk/news/retail/bosideng-to-exit-ukmarket-close-london-store/2017021423537
Eve Fashion Group is a successful brand in China that has announced it intends to
enter the UK market.
Also read:
http://m.chinadaily.com.cn/en/2015-05/08/content_20654345.htm
The Brief
Having read the above, which marketing principles will Eve Fashion Group need to utilise prior to making the decision to do business in the UK and why?
Produce a 2000 (+/-10%) word individual written piece of coursework. The coursework will be in the form of a business report.
Assessment Criteria:
1) Demonstrate with references to suitable academic sources (e.g. books and
journals), a good understanding of why organisations such as Eve Fashion Group
wish to increase exports and do business overseas (30%).
2) Recognise and discuss the key principles behind the decision-making process
providing an awareness of the risks and benefits encountered by organisations
(50%). In this section, you must use the two Mintel Reports provided
for your discussion and analysis.
3) Present discussion and analysis in an appropriate critical report format (10%)
4) Evidence of extensive reading (10%) – this means you must use academic
sources including books and journals.
Notes to students: Although the case study is focused on Eve Fashion Group, to
answer the question fully please use other examples to reinforce your argument. For
example, other companies who have successfully entered a new international market.
These examples are NOT limited to the clothing sector.
Please ensure that you use graphs, charts and models where required – these
are not included in your word count.
