Situation:

You are hired to work on an "International Market Assessment" project for a Canadian company

1. The business:

Toronto-based Claire's is a small business producing a range of products, including essential oils

and sprays, serums and face and body care. Prices are in the range of $ 30 to $ 65 and products

can be purchased from the company's website or from selected retailers across Canada.

As Claire's is aiming to expand its business into the European market next year, the business

owner wants to know which country (or countries) are the most attractive to introduce its

products.

2. The expected outcome:

The business owner expects a project proposal for assessing potential markets in the European

Union. You are being asked to elaborate a plan for assessing the European Union market to

introduce Claire's products

3. Your assignment:

Your assignment (3-5 pages length) is to elaborate a basic market assessment plan.

Your plan must answer the following key questions:

a) How to narrow the market down from 44 countries to the most five potential markets?

b) What kind of relevant information must be collected to narrow down 44 potential markets

to five?

c) How to assess the five potential markets to identify the best market alternative?

d) What kind of relevant information must be collected/ processed in order to appropriately

assess the potential markets and find the best market alternative?

You are expected to offer clear and consistent recommendations for each question, providing

logical and conceptual support to your claims. You also are being asked to make a 5-minute

presentation during the next team meeting.

Assignment Evaluation Criteria (Rubrics)

Components Scale

Poor Fair Good Excellent

Formatting style

The set of predefined formatting options such as font

size, color, line spacing, alignment, headings,

subheading, graphics, charts and how sources are

cited in-text

0 3 4 5

Assignment content (Main Body)

The way the main ideas are organized, structured,

developed and supported to properly address the

topic's issues

3 6 8 10

Sources of information

The types of information sources used to bolster the

assignment's supporting ideas such as books,

magazines, statistics, reports, newspapers, specialized

catalogs and/or Internet resources

0 3 4 5

Rating scale

Poor: Most of the key concepts/components are missing

Fair: The most relevant key concepts/components are reasonably applied, described and/or

addressed

Good: All key concepts/components are clearly and consistently applied, described and/or

addressed

Excellent: All key concepts/components are accurately applied, defined, interpreted and/or

analyzed