Thriving in a Competitive Global Environment
Assessment Details
Unit
Title: Thriving in a Competitive Global Environment
Assignment
Title: Individual Report
Task
International
Market Assessment and Market Entry Strategies
Background
to Zalando
Zalando is an internet retailer of
branded clothing and footwear for men, women and children. The company operates
in the standard and premium segments, offering a wide range of products. It is
expanding the number of exclusive brands offered by its Internet shop. Zalando
was established in Germany by Robert Gentz and David Schneider in 2008. The
company is headquartered in Berlin and has operated so far only in e-commerce.
A customer service hotline and free delivery and free return of goods are
offered.
Zalando is the largest online
footwear shop in Europe, offering a high number of international brands.
Besides footwear, Zalando distributes women’s and men’s outerwear, underwear,
hosiery and clothing accessories, as well as bags and a number of other product
types. In March 2010 Zalando expanded its product range by adding children’s
wear. In January 2011, the internet retailer started to sell exclusive perfume
brands.
Zalando is a rapidly growing
company. Its first acquisition took place in May 2010 with the buyout of
MyBrands, an online designer outlet. With the acquisition of MyBrands, Zalando
has broadened its target consumer group and its range of premium products.
Zalando is firmly established in the European
market. To compete in other global markets, top management has decided to
expand Zalando’s products to the Middle Eastern Region and have shortlisted three countries as potential
markets:
Turkey,
Egypt, and UAE.
Assume you are a marketing consultant, and
Zalando has approached you to assess opportunities in the Middle Eastern
Region. The following is the Research Brief you are given by Management:
Considering Zalando being a medium sized firm we
want to expand cautiously and step by step.
While operating in the whole Middle Eastern
Region is a long term objective at first we want to identify the most
prospective market to enter. As we want to know which of the three markets the
firm should enter first, we want you to undertake a market opportunity
assessment.
In your analysis, examine the investment
environment, effects of government interventionist policies, the market
potential, the impact of regional integration initiatives, if any, and related
issues with a clear identification of opportunities and threats in each of
these markets.
Recommend which country the firm should enter
first, explaining why. Also suggest which market entry strategy is more
appropriate, with justification. Resource wise, we are confident that we will
have no problem to undertake the opportunities identified and recommendations
proposed in your report.
While marking your assignment we will be looking
for evidence for how well you have addressed the question / issues. The
following part explains the key points you should consider in preparing your
assignment. It is also important to review the specifications and guidelines
outlined in your unit handbook, such as ‘Learning outcomes’ along with the ‘Assessment
Criteria’, ‘the Assignment Strategy’, etc.
1. Introduction:
A brief introduction that provides the
background and purpose of the report
or its objectives, and how the report is structured. Interpreting the question -
this ideally should be clear within the introduction along with background / context.
2. Addressing
the question / topic: The main body of the report where the question is
addressed. (This part
may have a few sections / sub-sections). The key criteria here include:
a. Research
– evidence
of systematic research approach, depth and breadth of research undertaken; application of appropriate conceptual
(theoretical / empirical) framework(s), etc.
b. Analysis
– well
focussed on answering the question, depth and clarity of argument, evidence of critical engagement, organising /
summarising collected information (e.g. in Tables, Graphs, trends, etc.);
answering the questions/tasks fully.
3. Conclusion
and recommendations: A clear,
concise, and relevant conclusion (and
recommendations where appropriate). A conclusion where the key points that have
emerged from the discussion are summarised, implications and where further
investigation may be appropriate, are stated. Clear and practical
recommendations that emerge from the findings and the conclusion.
4. Scholarly
practice – a proper referencing within the report (citations), employing appropriate International Business/
Global Marketing vocabulary, etc., the quality of the Reference section.
(Harvard style of referencing).
5. Presentation: Neat layout, and headings / sub-headings where
appropriate. Pages should be
numbered; and also Tables and Figures numbered and labelled sequentially and
appropriately. Sources of Tables and Figures should be indicated for each Table
and Figure. Clarity of expression (appropriate language, grammar, spelling,
etc.). Length of the report should be
3,500 (+/-10%) without including the reference section. Word-count at
the end of the report. No attachments / appendices allowed.
Please note that the above does not necessarily
provide you with the headings / subheadings to be used in your report. While
generic headings such as ‘Introduction’, ‘Conclusion’, and ‘Recommendations’
would be appropriate and could be used in your report, other headings /
subheadings would emerge from the issues you are researching. Headings / subheadings
give a logical, sequential, and meaningful structure for your report.
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