Professors comments below :
Marking tutor: Elisa Paz
Introduction 15% 37: Not having references in this section makes it invalid. Academic credibility and task requirements are not met without proper citations. The information is basic and could be valid, but without sources to support claims, it lacks reliability.
Consumer behaviour 25% 30: Not having references in this section makes it invalid. Proper citations are necessary for credibility. Cultural values from CW1 must be explicitly highlighted. Avoid generalizations—explain how these values influence customer behavior in Japan specifically related to Coinmetro’s offering. Avoid vague statements. Clearly define expected consumer preferences, behaviors, and potential challenges.
Market entry strategies 20% 25: Not having references in this section makes it invalid. The discussion must be supported with relevant sources. Use the classification seen in class (e.g., direct exporting, indirect exporting, cooperation, and manufacturing). The current categorization is not complete. Select and justify two or three strategies that align with Coinmetro’s goals in Japan. Evaluate the pros and cons of each before providing a detailed rationale for the final choice. If choosing a JV, specify the partner and justify why they are the right fit.
International marketing mix 20% 35: Not having references in this section makes it invalid. Review whether the 4Ps or 7Ps are more relevant to Coinmetro’s market entry strategy. Use key terms from class when discussing product and communication strategies (e.g.: push, pull, profile, SWAB, etc)
References and presentation 20% 10: The lack of citations is highly concerning and affects the credibility of the entire report.
Overall feedback: The biggest issue in this report is the complete absence of references, which makes the work academically invalid and does not meet the requirements of the task.
Key areas of improvement:
Add references across all sections—this is the most critical issue.
Strengthen CB by linking cultural frameworks from CW1 to customer behavior.
Structure MES using class classification and justify the strategy choice properly.
Ensure all 4Ps or 7Ps elements are covered and integrate key terms from class.
Review formatting, citation style, and overall presentation.