The Assessment Instructions Read the case study of IKEA in Russia in the module’s textbook pages 477-483. Update the case data by conducting your own research online and answer the following questions: 1- What are the various external factors which a company must take into account while devising a market entry strategy for a new country? Discuss these factors in the Russian context, and in the actions taken by IKEA in Russia. Apply PEST to analyse the market environment and identify the risks IKEA faced in Russia. 2- How do you establish a strong market presence in an underserved market? Discuss IKEA’s strategy of establishing large shopping complexes instead of standalone shopping centres. Assess the implications to the company and the society of the hosting country. a) Assessment criteria for each task The same criteria apply for presentation and report. Individual marks are awarded on your report submission and your presentation to capture differences between students’ performance where appropriate. Assessment criteria Items Criteria Grade % 1. Relevant research, use of Market Research

academic journal articles, business sites and press Sufficient research conducted from reliable sources, Identification of the relevant concepts, Demonstration of good understanding of main academic theories 30 2. Quality of discussion Ability to express ideas and present an argument with evidence Clarity Professionalism in presenting the work 30 3. Depth of the discussion Ability to identify environmental factors and their challenges to businesses Evidence of a problem solving approach in determining strategy, management and marketing solutions for the challenges the company is facing 30 4 Structuring, citation and referencing technique Consistency with the prescribed presentation format Correct in-text citation Harvard referencing as per ‘Cite them Right’ Writing quality in submitting edited and proofread work (Group Presentation) Teamwork and professional code of conduct – 5% 10 TOTAL 100 We strongly suggest that you try to submit all coursework by the deadline set as meeting deadlines will be expected in employment. However, in our regulations, UEL has permitted students to be able to submit their coursework up to 24 hours after the deadline. The deadline is published in this module guide. Coursework which is submitted late, but within 24 hours of the deadline, will be assessed but subjected to a fixed penalty of 5% of the total marks available (as opposed to marks obtained). If you submit twice, once before the deadline and once during the 24 hour late period, then the second submission will be marked and 5% deducted. This rule only applies to coursework. It does not apply to examinations, presentations, performances, practical assessments or viva voce examinations. If you miss these for a genuine reason, then you will need to apply for extenuating circumstances, or accept that you will receive a zero mark. Further information is available in the Assessment & Feedback Policy at (click on other policies) b) Guidance on referencing As a student you will be taught how to write correctly referenced essays using UEL’s standard Harvard referencing system from Cite Them Right . Cite them Right is the standard Harvard referencing style at UEL for all Schools apart from the School of Psychology which uses the APA system. This book will teach you all you need to know about Harvard referencing, plagiarism and collusion. The electronic version of “Cite Them Right: the essential referencing guide” 9th edition, can be accessed whilst on or off campus, via UEL Direct. The book can only be read online and no part of it can be printed nor downloaded. Further information is available at c) Details of submission procedures: Your written assessment should be word processed in accordance with the following key guidelines: Font style, Lucida Sans, font size 12 1.5 line spacing.  The page orientation should be ‘portrait’ The page orientation should be ‘portrait’  Margins on both sides of the page should be no less than 2.5 cm Pages should be numbered Your name should not appear on the paper.  Your student number should be included on every page.  Please use the front sheet providedIndicate the word count on the front sheet Margins on both sides of the page should be no less than 2.5 cm Pages should be numbered Your name should not appear on the paper.  Your student number should be included on every page. Please use the front sheet providedIndicate the word count on the front shee
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