Module Code and Name: M019 Retail and Services Marketing CW2: Individual Assignment

Module Code and Name: M019 Retail and Services Marketing
CW2: Individual Assignment (60% of overall module mark)
End of Module Assessment – Retail Marketing Plan (Proposal)
This assessment is the culmination of all your work in this module. You are required
to draw up a marketing plan (which you are to present to them in the form of a
proposal) for a clothing store chain to enter a country of your choice from the
following countries: Belgium, Kuwait or Mongolia.
In order to present a well-constructed plan you must carry out a thorough evaluation
of the client’s current retail marketing strategy and that of their competitors, as well
as investigating the latest trends and developments within their particular retail
sector.
The evaluation and proposed plan should be presented as a ‘report’ for the client’s
senior marketing team, using the standard ‘report format and presented to your tutor
for assessment through the usual channels.
A report consisting of 2500 words will be required to support your answer.
Notes to Candidates:
o The retail marketing plan must focus on one of the following countries:
Belgium, Kuwait or Mongolia.
o The plan should be based on a country where the branded retailer is not
currently present.
o Clear focus should be made on the market entry, marketing objectives,
marketing programmes, implementation, budget and control.
o A country analysis is required (to be included in the appendix) to support
the choice of country (showing that the 3 countries have been analysed).
o Clear references and appendices should be used. Work need to be submitted
in word document format (pdf will not be allowed for this subject)
A report consisting of 2500 words will be required to support your answer.
Assignment 2: Retail and Services Marketing