This coursework assignment is based on a full case study of Starbucks enclosed.
The report should cover only two questions from the discussion questions of the case study of Starbucks. You
should provide an in-depth analysis to answer the questions successfully. You are expected to demonstrate
thorough research skills, capabilities of using relevant theoretical concept, academic resources and secondary
data to provide strong arguments and depth analysis in answering the questions and useful
recommendations/solutions for the case study.
Please note 100% of report word count should split 50/50 within report (50% covering first question and 50%
covering second question) approximately.
Must follow formal format below;
- Title Page
- Table of contents
- Discussion & Recommendation
Individual Report Marking Criteria:
• General quality and depth of analysis in answering questions (analytical competence & strength of arguments).
• Thorough research into the case study (e.g. the company, international markets, Mintel, Euro monitor, press
articles, etc.). Weighing 20%
• Use of relevant academic theory/concepts to support analysis. Weighing 20%
• Applicability & appropriateness of recommendations/solutions. Weighing 15%
• Writing skills and references (style, lucid writing, attention to details, correct spelling & grammar). Weighing
Refer to LEARNING RESOURCES below for in-text and as references list using (Harvard referencing);
- Hollensen, S (2017), Global Marketing, 7th edition, Harlow; Pearson Education.
- Chaffey D., Ellis‐Chadwick F (2016), Digital Marketing, 6th edition, Harlow: Pearson
- Marr, B. (2015), Big data: using smart big data, analytics and metrics to make better decisions and improve
performance, Oxford: John Wiley & Sons
- DooleI. & Lowe R. (2019), International Marketing Strategy, 8th edition, London: Cengage Learning
- Warren, J. Keegan & Green, M.C. (2018), Global Marketing, 9th edition, Harlow: Pearson. 3. Forte, Rosa &
Carvalho, Joao (2013)‘Internationalisation through franchising: TheParfois Case Study’; International Journal of
Retail &Distribution Management 41 (5)
- Isar, Shaista et al. (2012) ‘Understanding the motives for SMEs entry choice of international entry mode’;
Marketing Intelligence & Planning,30(7)
- Omar, Maktoba & Porter, Marc (2011); ‘Reducing risk in foreign market entrystrategies: standardization
versus modification’; Competitiveness Review21 (4)
Other Information Sources
‐ Marketing Week (monthly marketing oriented magazine)
‐ Journal of International Marketing
‐ International Marketing Review
‐ International Journal of Research and Marketing
‐ European Journal of Marketing
Websites The specific websites will depend upon the companies chosen within the case study assessment.
Useful websites:Marketing Week: www.marketing‐ week.co.uk
Euromonitor International: www.euromonitor.com