You are working for Waitrose as a Marketing Manager. They are considering further
expansion to USA and Germany. You have been tasked by the Marketing Director to prepare a BUSINESS REPORT. The report should cover the following:
1. Analyse the current situation of Waitrose (including summary of 4Ps)
2. Analyse USA as the potential new market for Waitrose using the PESTEL framework
3. Analyse Germany as the potential new market for Waitrose using the PESTEL
framework.
4. Discuss and recommend which country (USA or Germany) should be selected as the
next target market for Waitrose. Justify your choice.
Research, critically analyse and discuss the dynamics and key aspects of the
international business environment and their effect on marketing performance
Marking Scheme:
Structure 10%
Content is organised and appropriate; coherent; flow of information, arguments, and concepts
Knowledge and Understanding 20%
Identifies, explains, draws on appropriate global marketing theories, models, literature to
demonstrate depth and breadth of research to address the questions
Application 30%
Application of theory or practical examples given appropriate to context
Analysis and Recommendations 30%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate
conclusions, justified recommendations
Presentation 10%
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional.
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