Postgraduate Diploma in Marketing

Management
Individual Integrated Assignment - December 2022
Global Marketing Strategy (GMS)

Examination /Assignment Registration 01st October to 30th October 2022

Period

Examination / Assignment Registration 31st October 2022

Grace Period

Assignment Submission Period 10th and 11th December 2022

GUIDELINES

• Assignment Submission:

• You are required to register for examinations/assignments within the above given
period. Assignments will not be accepted if you have not registered for the
exam/assignment.
• Assignments should be submitted to LMS within the Assignment Submission periods
indicated above.
• The assignment should be uploaded to LMS – (Learning Management System) in PDF
format.
• Rename the file: Registration No.- Name with Initials - Programme
Ex. 0000012345 A B Perera SCA
• Assignments will not be accepted after the late submission period under any
circumstances.

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 • Assignment Cover Page:

▪ Cover page format should use the relevant colour

➢ Diploma in Marketing Management - Blue
➢ Higher Diploma in Marketing Management - Yellow
➢ Graduate Diploma in Marketing Management - Green
➢ Postgraduate Diploma in Marketing Management – White

• Assignment checklist/declaration and Assignment Marking Scheme should follow

the cover page.

IMPORTANT NOTES

• If you have not submitted the assignment, your results for the respective module
will appear as “Fail” in the final grading.
• Refer the student deliverables indicated below for specific details about
assignment submissions and presentations.

ASSIGNMENTS WITH VIVA PRESENTATIONS

• VIVA Presentation dates and times will be published on the website after the
submission of the assignment.
• VIVA Presentation time will be 30 minutes.
• The presentation should be saved as a PDF document and saved in a pen drive which
does not contain any viruses.
(Only the relevant presentation should be saved in the pen drive)
• Students should bring two copies of the presentation printed one slide per page.

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Assignment Topic: Will ‘Vkusno & Tochka’ Win the Russian
Market
BACKGROUND

McDonald’s opened its first outlet in Russia in January 1990. Since then, McDonald’s was
catering to millions of Russian customers with its American taste and culture. By 2022,
McDonald’s operated 850 outlets with around 62,000 employees across Russia. However, as a
result of the invasion of Ukraine by Russia, in March 2022 McDonald’s announced that it would
temporarily suspend its operations in Russia and, in May 2022 it declared its permanent
withdrawal from the Russian market. According to McDonald’s, the humanitarian crisis caused
by the war in Ukraine, and the highly volatile and uncertain operating environment in Russia,
have forced McDonald’s to take this decision. Alexander Govor, a Russian businessman, who
already operated 25 McDonald’s outlets in Siberia, was to buy McDonald’s outlets in Russia.
Accordingly, nearly 850 outlets in Russia will operate under a new brand with the existing
62,000 employees of McDonald’s in Russia. As a result, McDonald’s would write off a charge of
up to $1.4bn to cover the exit from its investment in Russia and it was taking down all golden
arches and related branding on its restaurants across Moscow and St Petersburg.

On Sunday, 15th June 2022, former restaurants of McDonald’s in Russia were reopened under
a new brand name called ‘Vkusno & Tochka’ (“Tasty and that’s it”) and its logo comprises of
two chips and a hamburger patty against a green background. Initially, they reopened 15
restaurants in Moscow and they plan to reopen all 850 outlets in the near future, and the
number of restaurants will be increased to 1000. At the grand opening on Moscow’s Pushkin
Square, the restaurant appeared to be an intentional copy of the American chain. Fish burgers,
chicken nuggets and double cheeseburgers were all on the menu. “Our goal is that our guests
do not notice a difference either in quality or ambience,” said Oleg Paroev, Chief Executive of
Vkusno & Tochka. The restaurant served old packets of McDonald’s hot mustard sauce marked
up to erase any reference to the fast-food chain. The new name was an appeal to the nostalgia
of many Russians, who have become accustomed to western goods and brands, even as the
Kremlin has criticized the influence of the west. “The name changes, the love remains,” read
the new restaurant’s slogan. Slogans sewn on the employees’ uniforms said: “The same smiles.”

References

https://corporate.mcdonalds.com/corpmcd/en-us/our-stories/article/ourstories.mcd-
exit-russia.html

https://time.com/6180652/starbucks-mcdonalds-russia-ukraine/

https://www.abc.net.au/news/2022-06-11/mcdonalds-leaving-russia-amid-war-in-
ukraine
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https://www.bbc.com/news/business-61463876

https://www.theguardian.com/world/2022/jun/12/mcdonalds-restaurants-in-russia-
reopen-under-new-brand#

TASK ONE

Critically analyze how the Macro Environmental factors have forced a threat on McDonald’s
operations in Russia and detail how you would rationalize the $ 1.4 billion exit decision
and how McDonald’s management orientation has facilitated the decision.

Guideline Note 01
• Students should perform an environmental audit to identify challenges & exit decision
justifications should be based on the identified challenges.
• Students should identify different management orientations & implications of those
orientations in making business decisions.

TASK TWO

Detail as to how Vkusno Tochka can form its business blueprint using Porter’s Generic
Strategies and how the STP strategies should be aligned to the master business strategy
(Porter’s Generic Strategy)
Suggest the most appropriate entry strategy that Vkusno & Tochka should follow if it decides
to expand globally and detail out possible challenges that Vkusno & Tochka may faces as they
go global.

Guideline Note 02:

• Students should apply Porter’s Generic strategy to the Vkusno Tochka and STP should be
clearly aligned to the strategy that they select.
• Students should detail the pros & cons of the selected entry strategy & justify the decision.
• Students should identify the macro challenges at the global level that Russian products will
have.

TASK THREE

• Based on the STP strategies developed above, suggest a marketing mix blueprint for
Vkusno & Tochka’s.

Guideline Note 03:

• Marketing Mix & Its application in the global context.

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TASK FOUR

Report preparation and presentation.

Guideline Note 04:

• Follow the standard report writing guidelines when preparing the report.
• Additional information can be added under appendixes.
• The report should cover all the areas addressed by tasks 1 to 3.
• The PowerPoint presentation may be developed using key insights/ findings of the
study.
• Limit your presentation to 20 minutes.
• Refer to the presentation guidelines for further information.

IMPORTANT:

Please refrain from copying-and-pasting information from the Internet or other sources.
Add your reference work according to the Harvard referencing format.

Marks Allocation

Assignment Report Task Assessment

Weightage Weightage
(Word count)
Task one – (1750 +/- 10% words) 35%

Task two - (1750 +/- 10% words) 35% 40%

Task three – (1500 +/- 10% words) 30%

VIVA 60%
Total 100%

Note: Please refer to the given assignment marking scheme for the mark allocation criteria.

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Instructions for VIVA Presentation

Presenters are required to perform a PowerPoint presentation based on the key facts/ findings
of the study and you may spend maximum 30 minutes for the presentation.

Presentation Slide Template

Slide 1 Slide 2
The topic of the study Introduce the case and its background
Student’s details

Slide 3 Slide 4
Key findings from the environment Porter’s Generic Strategy & STP Strategy
analysis & Implications on McDonald’s

Slide 5 Slide 6
Global Entry Strategies for Vksuno & Marketing Mix strategies for Vksuno &
Tochaka’s Tochaka’s

Slide 7 Slide 8
Conclusions Summary

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 ASSIGNMENT CHECKLIST & DECLARATION

This document is intended as a guide to check and improve your assignment. Review your
assignment together with the specific guidelines mentioned in the programme handbook and
the assignment marking criteria given in the marking scheme.

You are expected to confirm that your assignment fulfils the below requirements.
Please tick (√) in the cages as necessary.

Student Name

Registration No

Cover page with relevant colour code (Stage 1-Blue/ Stage 2-Yellow /Stage 3-Green)
Assignment checklist, declaration form (This sheet) & lecturer approval for the
assignment
Assignment marking scheme is attached

Table of contents

Body of the assignment

References

Course fee paid in full (coaching/registration/exam and membership)

Exam registration completed

I’m fully aware that any misleading information provided in the above checklist will lead to the
rejection of my assignment.

I, the undersigned, confirm that I have read and understood the statement about plagiarism
which is outlined in the students’ handbook. I confirm that the work that I have submitted
accompanying this report is wholly my own, and that any quotations or sections of text taken
from the published or unpublished work of any other person is duly and fully acknowledged
therein.

Signature: Date:

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 Assignment Marking Scheme
December 2022

Module Global Marketing Strategy (GMS)

Student Registration Number

Marks
Criteria
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1‐5
This has addressed the purpose of the assignment 6‐10
Has addressed the purpose of the assignment coherently 11‐15
This has addressed the purpose of assignment comprehensively 16‐20
Clarity of expression 20
An attempt to organise in a logical manner 1‐5
Satisfactory showing of logical manner and organisation 6‐10
Shows higher level of having carefully and logically organised 11‐15
Shows coherent structure with clearly expressed ideas 16‐20
Using examples/evidences 20
Shows little use of examples 1‐5
Some use of examples. Some evaluation attempted 6‐10
Some use of examples. Well evaluated 11‐15
Shows appropriate examples, fully and reliably evaluated 16‐20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1‐5
Demonstrates some critical analysis of relevant theory 6‐10
Demonstrates application of theory through critical analysis 11‐15
Demonstrates application of critical analysis, well integrated 16‐20
Following assignment guidelines 20
Limited follow‐up of assignment guidelines 1‐5
Some level of follow‐up of assignment guidelines 6‐10
Good display of adherence to assignment guidelines 11‐15
Excellent adherence to assignment guidelines 16‐20

Total
100
Special Remarks

Signature of the Examiner

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COVER PAGE – INDIVIDUAL ASSIGNMENT

REGISTRATION NUMBER:

0 0 0 0 0

MODULE TITLE:

LEVEL:

BUSINESS SCHOOL/ASC:

By submitting this assessment, I confirm that I understand and abide by the examination
rules and regulations of SLIM.

POSTGRADUATE DIPLOMA IN MARKETING MANAGEMENT (PGDIP)

SRI LANKA INSTITUTE OF MARKETING (SLIM)

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LECTURER APPROVAL FOR THE ASSIGNMENT

REGISTRATION NUMBER/S:

0 0 0 0 0

MODULE TITLE:

NAME OF THE LECTURER:

APPROVAL

SIGNATURE: DATE: _

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