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Group Project Description

Read the Article ‘Vegan leather is now a thing, and you won’t believe what it is made out of!’ listed
under the Link: http://themindunleashed.com/2016/03/vegan-leather-is-now-a-thing-and-you-wont-
believe-what-it-is-made-out-of.html

You have been hired as the Marketing Manager of Ananas Anam in the UK
(http://www.ananas-anam.com/). Carmen Hijosa, your CEO has decided to market
Piñatex™ to (Southeast Asia, Middle East, Eastern Europe, Southern Europe, South
America, and North America). Select two countries only from a region. She has asked you
to write a report after conducting a strategic analysis of the environmental variables such
as economic, political, social, cultural, technological and any other variables in any ONE of
the above regions of your choice which may influence the marketing of Piñatex™ in that
country.
It is recommended that students read various academic materials before writing this report. You will
be expected to have consulted books, at least 5 relevant academic journal articles, conference
proceedings, theses, dissertations, market reports and so on to write the report (i.e. support your
arguments with theories and market figures). You should start working on the assessment as early as
Week 4.

Students can follow the following report structure to write the report:

- title page with unit name and code, student name, student id and campus and date;

- executive summary (not more than 250 words and it is not included in the word count);

- table of contents;

- introduce the background information necessary to understand the product Piñatex™ and the
country of your choice (not more than max 500 words);

- discuss the environmental variables/trade barriers/trade incentives that may affect your
international marketing campaign in that country (around 2500-3000 words);

- write the conclusion (not more than 250 words) and

- list the references (at least 10 academic references).


Project written report guidelines

A strategic analysis of the environmental variables to identify the marketing


potentials of Pinatex to any of the six regions (Southeast Asia, Middle East, Eastern
Europe, Southern Europe, South America, and North America) (10 marks; 3000-4000
words + /- 10%)

1) Cover page: Title of the assignment, name, id, class time and day, name of the
Lecturer/instructor, word counts

2) Executive Summary: Summarize all sections of the report in a succinct manner (half
page or max. 1 page, 250 words)

3) Table of contents: put contents with page numbers

4) Introduction including background information on product and country chosen:


Purpose, country and product chosen, international trade/marketing theories used if
any, structure of the report etc. You must provide the justification of your chosen
country. The objective of this section is to provide the background information
necessary to understand the product Piñatex™ and the country of your choice (max
500 words);

5) Environmental analysis/Impact of key variables: identify and explain the impact of


key variables ( 3 to 4 macro environmental variables)............................................ discuss
the environmental variables in terms of trade barriers/trade incentives that may affect the
potentiality of marketing Pinatx in that country (around 2500-3000 words);

You may follow the instructions and guidelines shown below:

For example: Economic environment


Scenario: Explain the changes that took place/may take place in that environment. Clearly
identify the key facilitators /barriers of economic environment that have significant impact
on the marketing/business of Pinatex in your chosen country. For example: (, economic
conditions, disposable income/discretionary income, per capita income of the consumers,
trade barriers such as tariffs, taxes, excise duties etc./non-tariff barriers such as quota,
embargo, administrative and bureaucratic delays at the entrance, or financial incentives
such as tax holidays/reduction of VAT, customs excise duties etc.)

Implications: List the implications for your Pinatex in terms of opportunities (positive) and
threats (negative)
List Opportunities Rating* List Threats Rating*

1. 5 1. 5
2. 4 2. 4
3 3 3 3
2 2
1 1
The rating is based on a double-digit, 5-point scale, for the degree of significance and for
probability of occurrence. For the degree of significance 5 = extremely significant, 4 =
quite to highly significant, 3 = significant, 2 = reasonably significant, and 1 = not very
significant. For probability of occurrence 5 = extremely likely, 4 = highly likely, 3 = quite
likely, 2 = moderate, and 1 = low probability.

Example: Competitive environment

Competitive forces

[Identify and list in the table below the competitors in each of the product categories and
sub-product categories. List the products/brands they compete with in the product
categories targeted by your organisation]
Competitors Competing products

Scenario: Explain the changes that took place/may take place in that environment

Implications: List the implications for your chosen company in terms of opportunities
(positive) and threats (negative)

List Opportunities Rating List Threats Rating


* *

1. 5 1. 5
2. 4 2. 4
3 3 3 3
2 2
1 1
The rating is based on a double-digit, 5-point scale, for the degree of significance and for
probability of occurrence. For the degree of significance 5 = extremely significant, 4 =
quite to highly significant, 3 = significant, 2 = reasonably significant, and 1 = not very
significant. For probability of occurrence 5 = extremely likely, 4 = highly likely, 3 = quite
likely, 2 = moderate, and 1 = low probability.

Technological Environment

Scenario: do the same as mentioned above

Implications: do the same as mentioned above

Opportunities Rating Threats Rating


* *

1. 5 1. 5
2. 4 2. 4
3 3 3 3
2 2
1 1

You may apply the same structure for other variables.

6) Conclusions: Highlight the major findings of your study and recommend your CEO
whether it would be feasible to enter into your chosen country or not. Why or why
not? Justify
7) References: at least 10 (5 academic journals). You must follow the APA style of
referencing. Plagiarism issues must be taken care of.

Assessment Criteria

Structure, grammar and presentation 05

Background information on product and 05


country

Discuss any four environmental variables


Economic environment (Barriers/facilities) 05

Political/financial environment 05
(Barriers/facilities)

Social/cultural environment (Barriers/facilities) 05


Technological environment (Barriers/facilities) 05

Competitive /Contemporary environmental 05


variables(Barriers/facilities)

Conclusion 05
Referencing 05

Total 40 (Counted as 10% of


total marks)

Instructions for the presentation (10 PPT slides, maximum 10 minutes video
presentation, 10 marks)

- You are to produce a maximum of 10 PowerPoint slides

- It should be a presentation of a maximum of 10 minutes to discuss the above.

- Use the marking criteria for this assessment as a guide to include what is needed in the
slides.

- Only one PPT presentation per group needs to be uploaded/ presented/played in class.

- Your Powerpoint slides must be in bullet points

- You do not need to read the in text referencing or references at the end of the slides when
recording your voice for the PPT presentation

- As far as possible, as this is a team effort, we would like to hear all voices/videos of the
students involved in the group.
-Please make sure your voice and video is clear, can be heard and understood when playing
the Powerpoint slides.
Further instructions and detailed guidelines about this task will be provided in the class on
week 7.

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