Prepare a 2,500 word (+/-10%) document which answers the questions set and:
 Gives a critical discussion and practical advice, underpinned by a good
understanding of theory and practice;
 Includes arguments and where possible supporting evidence for the points that
you make;
 It is expected that you will:
 Use market and country reports from reliable business sources to support your
analysis and decisions;
 Consider general models such as PEST, SWOT, Porter, Ansoff and Marketing
Mix as a base to support your analysis and these may be included as
appendices. You will need to apply these to the case, not just present the models.
The Case Study

The Lush company internationally.
See: separate file for the case study on Blackboard.

The Questions
Research and write an answer to the following questions:

Question 1 Which Countries and When? (20% weight)
Given a critical review of Lush’s country markets internationally. Which of these
countries would you consider for further expansion? What new countries would you
consider to be suitable? Which of all of the above are the most viable and give a critical
evaluation.

Question 2 Cultural Differences (20% weight)
What advice would you give the company in terms of standardisation and adaptation for
its international markets? Give a critical evaluation.

Question 3 Supply and Production (20% weight)
It is expensive to set up production and to move raw material and finished products
around the world. How far can local manufacturing within the country of sale be used to
achieve this? Hygiene and quality control are important. Is it best to manage the
production in-house, or contract out? Give a critical evaluation.
Are there any other factors that should be considered?
In making your decision you might consider:
 the finance;
 the opportunity costs of each scenario relative to the others;.
 how quickly the company needs to expand globally.

Question 4 Distribution (20% weight)
Given that there are many possibilities should Lush concentrate on opening more high
footfall stores of its own in the high street of main conurbations, or should it focus more
on key transport locations at e.g. airports and railway stations, or upon taking up the
franchise space of e.g. department stores like Macey’s in the US?

Question 5 Promotion (20% weight)

What should the future promotion strategy be? Consider: Advertising, Sales Promotion
Public Relations and Digital/Social Media. Should they now introduce more conventional
promotion or stay with in-store and word-of-mouth?
What will your budget be overall? Give some budget breakdown.
Give an outline of specific activities within the promotion campaign that you think will be
effective.
Are there any country differences which will mean adapting the promotion, or can a
standardised promotion be used?

Guidance
 You are to use business sources to support your discussion. Text books and
academic articles in academic journals may also be helpful to underpin this.
 You should use headings and sub-headings in your document and highlight key
words in bold.
 Use the Harvard referencing system.
 For the purposes of this assignment you must use your own words and paraphrase
your sources: quotations should be minimised unless these are very small phrases
and can be justified.
 Make sure that you clearly head each question in your work.
 All questions should be answered and make sure that you answer each of the parts
in a question. If you do not do so you could lose marks rapidly.
 You should give supporting practical evidence and possibly some underpinning from
academic sources