IMM Academic Writing

Assignment Question: Individual assignment (4,000 words) REPORT FORMAT Assume the role of an international marketing consultant to a client company of your choice in your domiciled country which is planning to enter an overseas market using business format franchising as a market entry method. You are to write a report to the marketing management of your chosen company on the main factors you think they need to address. In particular you must address the following factors:- Franchising is a common method of entering services markets abroad. Critically discuss and appraise the situations in which franchising might be used as a market entry strategy and the advantages and disadvantages of franchising when compared to other forms of market entry strategy. Excellent/ good answer [Excellent/ good students will critically examine and discuss the special attraction of international franchising to both partners i.e. franchisor and franchisee. They will be expected to provide a logical and cogent critical discussion and provide an answer containing academic and conceptual depth. The difference between excellent and good is likely to be in the areas of the extent of criticality provided in the discussion, the degree of focus on the specific question asked, structure, professional presentation and critical evaluation. A good range of sources will be used in the answer and the work will be properly referenced. Students will answer with reference to business format franchising operations.] Average answer [Students may demonstrate an understanding of modern business format franchising and its use as a potential market entry strategy. However they may not adhere completely to the specific question given and answers may lack focus and be rather general in nature. Answers may lack the degree of criticality asked for in the question. The range of sources used will be less good, for example less academic journal sources and the style of referencing may be less constant and professional.] Poor/ inadequate answer [Poor and/ or inadequate answers in both parts are likely to be too generic with the candidate failing to answer the specific question set. There will be little critical examination or discussion and the answer will be more descriptive than analytical. The difference between a poor but marginally successful answer and an inadequate answer that fails to achieve the required standard for a pass grade is like to be one of degree in terms of structure, the level of focus, critical examination and critical discussion provided. Academic and conceptual sources may be limited and generally the use of referencing to support salient points may be superficial and limited in nature. See more attached document