391DEL – Academic English for International Business

Assignment Brief

Coursework 1: (50% weighting)

Imagine you are working as an independent business consultant and that you

have been asked by a local business investor to provide them with some

advice about setting up a new Starbuck’s outlet in HoChiMinh City.

Write a clear and detailed report of 1000-1200 words. The report must

contain:

1) a title and contents page

2) all other main sections used in a business report, as discussed in class

3) an analysis of the problems (strategic marketing management, SWOT

analysis, culture differences) faced which a new outlet would need to

address

4) recommendations for action including:

- which specific location in HoChiMinh has been chosen and why

- how you will address the problems raised in point 3

 5) a list of references

You should use the article below, as well as two other appropriate sources to

support your analysis. All sources must be referenced according to the

Coventry Harvard guidelines, e.g.

James Hookway, (2013), ‘Starbucks Brings Its Culture to Vietnam’ The Wall
Street Journal [online] May 17. Available from
https://www.wsj.com/articles/SB100014241278873235829045784871925442954
44 > [6 January 2017]

General guidelines

Your work should be 1.5 spaced ;

Use an appropriate font (e.g. Arial/Times New Roman), Size 12;

Use page numbers;

Provide a word count (do not include the title or references)

Marking Criteria:

The marks awarded are based on report content, professional format and

style, referencing and language accuracy (grammar and vocabulary).

Please refer to the separate guide for specific marking criteria.

Submission:

There will be an opportunity to submit a draft version to the DRAFT Turnitin.

You may then view the Turnitin report but you may only

submit ONE draft.

Your essay must be submitted to the FINAL SUBMISSION Turnitin by …..

Please note that you will only be able to submit ONCE and you will NOT

be able to view the report.

Late submissions will be awarded a zero grade.

Your attention is drawn to the University’s regulations on all aspects of

assessment, including submission and extenuating circumstances.

For further information on assessment please refer to the Student Portal:

https://students.coventry.ac.uk/BES/Pages/Home.aspx

PLAGIARISM WARNING – Assignments should not be copied in part or in

whole from any other source, except for any marked up quotations, that

clearly distinguish what has been quoted from your own work. All references

used must be given, and the specific page number used should also be given

for any direct quotations, which should be in inverted commas. Students

found copying from the internet or other sources will get zero marks and may

be excluded from the university. This will also happen if students work with

someone else and share their work with them (disciplinary offence: collusion).

It is very important to submit your own work.

Return of Marked Work

Feedback will be given in Turnitin (see module guide).

You can expect to have marked work returned no later than 2 working weeks

after the submission date.