Assessment Task
Derlon (DL) is a family-owned SME that employs 50 people, has a turnover of £10m.
It manufactures and sells mid-range tractors for the dairy industry. They currently sell these via independent retail outlets at a mid-range price in Ireland & the UK only. They have a team of 2 in-house sales managers who liaise with retail owners.
The owners have recently decided to expand their operations, beyond Ireland & the UK, and are currently exploring new international markets.
You will be allocated a country that has already been identified as viable option for DL expansion.
The list of country allocations and guidance on answer structure can be found separately under the assessment tab of Blackboard where extensive guidance/ approximate word counts are provided.
Required:
As an International Marketing & Sales consultant you have been asked to assist DL in its expansion into your allocated country*.
The work should include:
Discussion: A brief discussion on the rationale for expansion, what could be the reasons for Derlon to choose the target country/market (profit seeking, market seeking or efficiency seeking). Supported by market/country specific facts and data.
Analysis: Analysis of market complexities (social, political/legal and economic) supported by evidence and data. This discussion should focus on market/country specific opportunities and challenges in line with the industry that Derlon operates.
Evaluation: Linking to the analysis of the market complexities, the work should evaluate 2-3 entry mode and discuss the suitability. How, does each mode addresses the opportunities and challenges of the market/country.
Justify: The most suitable entry mode should be proposed to Derlon. Justification should include strong argument as to how this proposed mode addresses market complexities, also an application of Country Attractiveness and Competitive Strengths Matrix to further support the argument is needed.
Strategy Formulation: Linking to the analysis of market complexities and proposed entry mode, provide marketing strategies (Product, Price, Positioning and Promotion) for Derlon Ltd. Application of appropriate models and theories is needed.
Further Guidance:
Please find a detailed guidance on each section of the assignment in the assignment guidance document and file named Derlon Ltd, on the Blackboard.
Coursework Feedback:
Written feedback on the assessment will be provided via Blackboard within 20 working days of submission.
PLAGIARISM, AI & REFERENCING
- you must include a full list of references used in your work.
- you must always acknowledge your source every time you refer to someone else’s work. failure to do so counts as plagiarism which is against university regulations and is treated as a serious offence.
http://www.ulster.ac.uk/academicoffice/download/policies/plagiarismpolicy&procedures.docx - all references must adhere to the ulster harvard referencing guide 2024
https://guides.library.ulster.ac.uk/ld.php?content_id=35197722 - you must always acknowledge your source every time you refer to someone else’s work. failure to do so counts as plagiarism which is against university regulations and is treated as a serious offence
http://www.ulster.ac.uk/academicoffice/download/policies/plagiarismpolicy&procedures.docx - it is strongly recommended that you do not use generative AI (e.g., chatgpt, google bard, midjourney, copilot). this does not help with this assessment. as with any source used in a piece of work, generative ai must be acknowledged and referenced in the usual way with a citation and reference list entry. full details can be found @
https://guides.library.ulster.ac.uk/harvard/ai/generativeai
ASSESSMENT RUBRIC/MARKING PROFORMA
| Criteria | Excellent 70 – 100 | Very Good 60 – 69 | Good 50 – 59 | Poor (fail) 45-49 | Fail 0-44 |
|---|---|---|---|---|---|
| Knowledge Knowledge and understanding 20% | Exceptional knowledge and understanding of relevant, complex principles and concepts and the development and advancement of ideas and practice | Wide knowledge and depth of understanding of importance principles and concepts and the development of ideas and practice. | Appropriate knowledge and depth of understanding of key principles and concepts with some understanding of their relevance to and development in practice. | Basic knowledge and depth of understanding of key principles and concepts with only a very basic understanding of their relevance to and/or development in practice. | Very limited/superficial knowledge and depth of understanding of key principles and concepts with very basic understanding of their relevance to and/or development in practice displayed |
| Application Evidence of application of theoretical models/concepts 30% | Excellent identification and advanced application of theoretical concepts or models informed and critically analysed extensively by current research and practice in this area. | Very good identification and application of theoretical concepts or models informed and analysed by current research and practice in this area. | Good identification and application of theoretical concepts or models with some link to research in this area. | Occasional identification and application of theoretical concepts or models. | Limited identification and application of theoretical concepts or models |
| Analysis Analysis and interpretation 25% | Critical insightful evaluation and synthesis of a wide range of views, issues and complex information which demonstrates a highly original and reflective approach. | Critical evaluation and synthesis of a wide range of views, issues and complex information which demonstrates an original and reflective approach. | Some critical evaluation and synthesis of key issues and material. | Some basic evaluation and synthesis of pertinent issues and information. Lacks originality and/or reflection. | Very limited evaluation. Mainly description of key issues and information. Lacks originality and reflection. |
| Reading Reading, referencing, bibliography/reference list 15% | Extensive evidence of integrating high quality and relevant supplementary sources. Outstanding citations, referencing and bibliography in accordance with Harvard guidelines. | Evidence of extensive reading of supplementary sources. Comprehensive citations, referencing and bibliography in adherence to the Harvard guidelines. | Evidence of reading of supplementary sources. Adequate citations, referencing and bibliography mainly in accordance with the Harvard guidelines | Limited evidence of supplementary reading. Citations, referencing and bibliography limited and not in adherence to the Harvard guidelines. | Minimal/limited evidence of additional reading. Inadequate citation, referencing and bibliography. |
| Structure Presentation, structure, grammar, and spelling 10% | Outstanding well-directed presentation, logically and coherently structured, sophisticated style adopted. Correct grammar and spelling throughout. | Excellent presentation, logically structured and a coherent style adopted. Mainly correct grammar and spelling. | Acceptable presentation, clear orderly structure and coherent style used. Acceptable grammar and spelling. | Adequate presentation and structure, very basic style. Errors in grammar and spelling. |
