Learning Outcomes Assessed:
- LO1: Critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy
- LO2: Understand and apply a range of alternative models and concepts in dealing with complex global marketing planning issues to achieve competitive advantage
- LO3: Critically evaluate the processes and outcomes in the implementation of the global marketing planning process
- LO4: Successfully deploy relevant critical, analytical, and academic skills in an extended piece of writing related to global marketing
Background and Scenario for the Assignment
Gousto, a UK-based company, was established in 2012 by Timo Boldt and James Carter. After realising how challenging it was for them to prepare healthy meals without wasting food in their hectic lifestyles, they came up with the idea for a recipe kit service. They were motivated to discover a solution to the 2 billion tonnes of food that are wasted globally each year. By providing portion-sized ingredients and a practical substitute for pre-made items from the supermarket, Gousto aims to reduce the amount of food waste. Each week, Gousto offers delivery recipe kits from a menu of roughly 40 dishes, including dairy-free, gluten-free, and vegetarian options. Each kit comes with a recipe card and quality fresh ingredients that have been measured out beforehand (Forbes, 2023). Every element of the meal kits reflects sustainability, one of the core company values. Wherever feasible, British farms’ seasonal, local produce is used in the recipes, and care is made to ensure that the fish and meat are properly sourced. ‘Good Egg Award’ recognition for Gousto’s free-range eggs was given by Compassion in World Farming. The company uses innovative, eco-friendly shipping strategies, including award-winning compostable wool insulation liners to help keep food chilled, and most of the packaging is recyclable or biodegradable (Leighton, 2023).
Here is a summary of the Gousto Marketing Strategy:
- Customer Segments: Gousto targets young professionals and families with working parents who are looking for a convenient and healthy way to meal prep.
- Value Proposition: Gousto provides a meal kit subscription service that delivers pre-measured ingredients and recipes to customers’ homes. This saves customers time and effort and ensures that they have all the ingredients they need to cook healthy meals at home.
- Channels: Gousto sells its meal kits through its website and mobile app. Customers can choose from a variety of plans, including Classic Meal Plan, Veggie Meal Plan, and Family Meal Plan.
- Customer Relationships: Gousto provides a self-service customer experience. Customers can manage their subscriptions, track their deliveries, and contact customer support online or through the app.
- Key Activities: Gousto sources ingredients from local suppliers, packages them into meal kits, and delivers them to customers’ homes. The company also develops recipes and provides customer support.
- Key Partners: Gousto partners with suppliers, delivery companies, and marketing partners to deliver its meal kits to customers.
- Key Resources: Gousto’s key resources are its recipes, suppliers, delivery network, and technology platform.
- Cost Structure: Gousto’s costs include the cost of ingredients, packaging, delivery, marketing, and customer support.
- Revenue Streams: Gousto generates revenue from its meal kit subscription service.
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Gousto is a growing company that has achieved significant success in a short period of time. The company’s business model is well-suited to the needs of its target market, and it has a strong value proposition. Gousto is likely to continue to grow in the coming years (Panchal, 2023).
Assignment tasks:
Gousto has formulated plans to expand its market presence by entering the markets of Australia and Canada.
The organisation has requested your assistance in doing an analysis of environmental risks, assessing the degree of strategic uncertainty in the external market that may impact the company’s future, and aiding the organisation in comprehending its strategic opportunities for growth and profitability. It is advisable to consider the challenges and prospects presented by evolving market trends, advancements in technology, and shifts in consumer preferences. You must develop effective International Marketing Mix strategies for both countries before advising which one the company should select and supporting the best market entry approach.
Hence, as a marketing manager having an MSc International Management qualification, the organisation requires you to:
Task 1:
Diagnose and analyse the challenges Gousto might face in developing and deploying its global marketing strategies/approaches and its implications on both countries. (Weightage: 25%)
Task 2:
Develop and critically implement a global marketing planning process that Gousto can use in each country. (Weightage: 25%)
Task 3:
When analysing and developing Task1 and Task 2 – apply a range of alternative models and concepts in dealing with complex global marketing planning issues to achieve competitive advantage.
You must employ any at least FOUR marketing models from RACE, SOSTAC, AIDA, Blue Ocean Strategy, Hook model, GOST mode, AARRR Pirate Metrics or Drip model, Marketing Funnel model and Sinek’s Golden Circle model or any other model taught in class. Assess and critically appraise the advantages and disadvantages of the models and concepts you have chosen and elucidate these models and concepts to achieve competitive advantage in the global marketplace. (Weightage: 25%)
Task 4:
Reflect on your task 1 and task 2 analysis and justify your selection of ONE country (Australia and Canada) Gusto should enter. Also recommend and critically evaluate an effective market entry strategy.
- Total words for reflection 750 words – Weightage: 20%
- Total words for recommendation & conclusion: 250 words, Weightage: 5%
Your report should contain the following sections:
- Cover page
- Executive summary
- Table of contents
- Brief introduction about the report and background to the organisation (250 words)
- Critical analysis and justification of approaches (task 1, task 2, task 3)
- Reflection and justification for choice of one country and recommended market entry strategy proposed (task 4)
- Conclusion
- References list
- Appendices
Important and helpful information
Please refer to the Module Guide for information regarding indicative reading, guidelines for the preparation and submission of assignments, and the assessment criteria.
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Submission guidelines:
Electronic copies of assignments should be submitted via “Turn-it-in” NO LATER THAN – 22nd December 2024 – Via Turnitin 23:59
Please ensure you follow the instructions provided by your module tutor and on the assessment brief.
Submission of assessments may be done on or before the published submission date. Assignments not available at this time will be considered late unless an extension has been previously agreed.
Students who fail to submit assessments by the specified date (without an extension being granted or without accepted Mitigating Circumstances) will be subject to the following penalties:
- Up to 7 calendar days late = 10 marks subtracted but if the assignment would normally gain a pass mark, then the final mark to be no lower than the pass mark for the assignment.
- More than 7 calendar days late = This will be counted as non-submission and no marks will be recorded.
Please note that it is your responsibility to ensure that the assignment is submitted in the format/s specified in the Module Guide or on the Assessment Brief.
YOU SHOULD ALWAYS ENSURE YOU KEEP A COPY OF ANY ASSIGNMENT SUBMITTED.
In the case of exceptional and unforeseen circumstances, an extension of up to 14 days after the assessment deadline may be granted. This must be agreed by your Programme Leader, following a discussion the Module Tutor. You should complete an Extension Request Form available from Student Services and attach documentary evidence of your circumstances, prior to the published submission deadline.
Extensions over 14 calendar days should be requested using the Mitigating Circumstances procedure.
Some students with registered disabilities will be eligible for revised submission deadlines. Revised submission deadlines do not require the completion extension request paperwork.
Please see the Programme Handbook for further details.
References
Level HE7 – It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include four refereed academic journals and five academic books.
Are You Looking for Answer of This Assignment or Essay
General Assessment Guidelines for Written Assessments Level HE7
| % | Relevance (20%) | Knowledge and Understanding (20%) | Analysis and Evaluation (25%) | Research, Structure and referencing (15%) | Reflection (20%) | |
|---|---|---|---|---|---|---|
| Assessment Criteria | ||||||
| DISTINCTION Exceptional Quality |
85-100% | Directly relevant to title/brief. Expertly addresses the assumptions of the title and/or the requirements of the brief. |
For this level, demonstrates remarkable knowledge of theory and practice. Interprets appropriate concepts and theoretical models with insight. Displays creativity in conceptual thinking. |
Presents an exceptional analysis of essential research materials, leading to conclusions that are distinct, creative, and illuminating. Exhibits unusual, smart, and inventive approaches to solving complicated challenges. Produces great work that contributes to the expansion of subject-area knowledge and comprehension. |
Coherently articulated and logically structured. An appropriate format is used. Exceptionally well written answer with standard spelling and grammar. Style is clear, resourceful and academic. Sources accurately cited in the text. An extensive range of contemporary and relevant references cited in the reference list in the correct style. |
Clearly articulates what has been learnt whilst critically assessing the marketing models. Accurately identifies pros and cons and provides constructive reflection. Offers specific and practical recommendations for how the marketing planning process could be improved. |
| Excellent Quality | 70-84% | Directly relevant to title/brief. Expertly addresses the assumptions of the title and/or the requirements of the brief. |
Demonstrates an excellent knowledge of theory and practice for this level. Expertly interprets appropriate concepts and theoretical models. Demonstrates originality in conceptual understanding. |
Provides an excellent analysis of essential research materials, resulting in conclusions that are distinct, creative, and illuminating. Exhibits innovative and perceptive answers to complicated challenges. Produces exceptional work that contributes to the expansion of subject-area knowledge and comprehension. |
Coherently articulated and logically structured. An appropriate format is used. Excellently written answer with standard spelling and grammar. Style is clear, resourceful and academic. Sources accurately cited in the text. A wide range of contemporary and relevant references cited in the reference list in the correct style. |
Articulates what has been learnt critically assessing the marketing models. Accurately identifies pros and cons and provides but could provide constructive reflection. Offers some but not practical recommendations for how the marketing planning process could be improved. |
| MERIT Good Quality |
60-69% | Directly relevant to title/brief. Addresses the assumptions of the title and/or the requirements of the brief well. |
Exhibits a solid understanding of theory and practice at this level. Interprets pertinent concepts and theoretical models exhaustively. Manifests originality in conceptual comprehension |
Presents a coherent analysis of significant research materials that leads to distinct and original conclusions. Provides inventive answers to difficult issues. Produces a very good work that contributes to the expansion of subject-area knowledge and comprehension. |
For the most part coherently articulated and logically constructed. An appropriate format is used. Well written with standard spelling and grammar. Style is clear and academic. Sources accurately cited in the text. A range of contemporary and relevant references cited in the reference list in the correct style. |
Articulates some understanding what has been learnt but could provide more details whilst critically assessing the marketing models. Identifies some pros and cons and could provide more specific constructive reflection. Offers generic recommendations for how the marketing planning process could be improved. |
| PASS Satisfactory Quality |
50-59% | Generally, addresses the assumptions of the title and/or the requirements of the brief. Minor irrelevance in places. |
Demonstrates an adequate knowledge of theory and practice for this level. Some minor omissions. Satisfactorily interprets some appropriate concepts and theoretical models. Demonstrates some originality in conceptual understanding. |
Contains a critique of essential research materials leading to innovative conclusions. Disorientation in certain places. Exhibits some inventiveness in solving difficult situations. Produces satisfactory work that makes some contribution to the advancement of subject-area knowledge and understanding. |
Adequate attempt at articulation and logical structure. An acceptable format is used. Competently written with minor lapses in spelling and grammar. Style is legible and mainly academic. Key contemporary and relevant academic sources are drawn upon. Most sources are accurately cited in the text and reference list/bibliography. Minor weaknesses evident. |
Does not articulate what has been learnt whilst critically assessing the marketing models. Does not identify pros and cons nor provides constructive reflection. Does not offer any recommendations for how the marketing planning process could be improved. |
| FAIL Borderline Fail |
45-49% | Some implications of issues explored. Some irrelevant and/or superficial arguments. |
There are certain gaps in knowledge of theory and practice at this level. Inadequate knowledge of relevant concepts and theoretical models. In areas, demonstrates some conceptual grasp. |
A small amount of critical analysis of essential study material, with descriptions in spots. Lacks creativity. Some novel conclusions. | Limited attempt at articulation and problems with structure. Some formatting errors. Intermittent lapses in grammar and spelling. Style hinders clarity in places and is not academic throughout. Limited number of contemporary and relevant sources cited. Weaknesses in referencing technique. |
|
| Fail | 30-44% | Significant degree of irrelevance to the title and/or brief. Issues are addressed at a superficial level and in unchallenging terms. |
Demonstrates weaknesses in knowledge of theory and practice for this level. Limited understanding and application of concepts. |
A basic argument is presented, but too descriptive or narrative in style. Limited originality and creativity. Conclusions are not clearly stated. |
Poorly structured. Lack of articulation. Format deficient. Deficiencies in spelling and grammar make reading difficult in places. Simplistic or repetitious style impairs clarity. Inappropriate sources and poor referencing technique. |
|
| <30% | Relevance to the title and/or brief is intermittent or missing. The topic is reduced to its vaguest and least challenging terms. |
Demonstrates a lack of basic knowledge of either theory or practice for this level, with little evidence of conceptual understanding. | Severely limited arguments. Descriptive or narrative in style with no evidence of critique and originality or creativity. Conclusions are sparse. |
Unstructured. Lack of articulation. Format deficient. Poorly written with numerous deficiencies in grammar, spelling, expression and style. An absence of academic sources and poor referencing technique. |
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