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Assessment Outline CW 1: 100% Weighting Learning outcomes to be assessed: 1, 2 Part 1: Group Report Working in groups and using a variety of models and frameworks, you will be asked to develop an international market entry plan for an organisation. You will need to research the product/service and the market, decide on three countries to enter and demonstrate how you would implement those entries. The output must explain your decisions and your reasoning, and must be predominantly visual. It will be either a poster or a video. Part 2: Individual Report Individually, critically evaluate the process you have undertaken in Part 1 and reflect on what you have learnt. The output will be a written report of 1000-1500 words supported by a concept map. Organisation Rober Limited is a small UK manufacturer in the healthcare market and is based in Chesterfield, Derbyshire. The company designs, assembles, tests and sells bariatric pressure mattresses which are used for the prevention and treatment of pressure sores or pressure ulcers. Pressure sores result when patients have been lying in the same position in bed for extended periods and is especially problematic for those who are more confined to bed and/or less able to move. Under these circumstances, the same parts of their bodies are in contact with the mattress and hence the skin will be under continuous pressure. The skin starts to rub, becomes red and irritated, eventually starts to bleed and becomes very painful for the patient. One solution is to use a mattress composed of air chambers which can be inflated and deflated in a set order over a specified cycle. This means that the weight of the patient?s body is not always resting on the same points as alternate chambers will be inflated or deflated. Rober Limited subcontracts the manufacture of the air chamber mattresses to a sister company, Speed Plastics. Electrical power units, air pumps and control equipment are also sourced from various suppliers. All these components are then assembled in Chesterfield into the full bariatric mattress systems which are supplied to customers. The systems are made on an ?as required? basis to fulfill specific orders and are not made to stock. There are 5 models of mattress which range from approx ?800 for the lowest specification to approx ?2,700 for the highest specification. Although each model is a standard design, there are small customizations possible such as mattress dimensions and electrical power connectors. Approx. 800 mattresses are sold per annum. Rober Limited has recently been bought by the parent company of Speed Plastics and relocated from Essex to the Speed Plastics site in Chesterfield. Overseas sales are made through an existing array of distributors in Western Europe and Australia, although only the distributors in Germany, Switzerland, Czech Republic and Australia are active. Orders from the others are intermittent at best. The company website is http://www.roberlimited.com Additional Criteria: ? No direct contact (eg by phone, email, mail etc) with Rober Limited, any of its distributors or any of its competitors is permitted. The only source of information regarding these organisations is that which is available in the public domain. ? Any contravention of this point will result in this part of the assignment being capped at a D-. Detailed Task ? Part 1 of Assignment (worth 50%) Using a variety of models and frameworks, develop an international market entry strategy for Rober Limited which identifies three overseas target markets. These markets should be in the healthcare sector but could be on a country and/or regional basis. You will need to: 1. research the products (eg features, competitors etc) 2. research possible healthcare markets (eg size, customers etc) 3. research possible countries and/or regions (eg financial implications, cultural aspects etc) 4. analyse and evaluate the information produced 5. decide on three target markets to enter 6. demonstrate how you would implement those market entries 7. explain your reasoning and justify your decisions The output for Part 1 of the Assignment will be in the form of either a poster or a video. The output should at least cover the points 1.? 7. above and should be clear and predominantly visual. Output as Poster: If you decide to do a poster, it should be A3 size and can be either portrait or landscape. It should be computer generated and the company directors should be able to follow your decisions and reasoning. One copy of the poster should be uploaded to the Assessment area on Blackboard course resources by the due date. Output as Video(s): If you decide to do a video, the total length should be between 4 and 9 minutes long. It can be either a ?live action? video using a video camera or smartphone, or a screen capture video using software such as Jing or Camtasia for PC/Windows or Screenflow for Mac. The company directors should be able to follow your decisions and reasoning. One copy of the video(s) should be uploaded to the Assessment area on Blackboard course resources by the due date. Detailed Task ? Part 2 of Assignment (worth 50%) Critically evaluate the process you have undertaken in Part 1 and reflect on what you have learnt. Bourner (2003) suggests some questions that might recognised as the tools of the critical thinker and the reflective thinker in the process of interrogating ideas, evidence and assertions. See Appendix 1 ? Critical Thinking. The output for Part 2 of the Assignment will be in the form of a written report of 1,000-1,500 words supported by a concept map or mind map. Output: The concept map or mind map will be A4 size and will show the relationships of the ideas and themes covered by your critical evaluation and reflection. It may be hand drawn or produced using mind map software. If hand drawn, it will need to be scanned so that it can be stored electronically. One copy of the report and mind map should be uploaded to the Blackboard Assessment area by the due date. Harvard referencing to be used throughout the assignment where appropriate. Due Date 22 aprilless
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