Background Information
Andrew Ramroop arrived in UK from Trinidad in 1970 with a burning ambition of becoming a Savile Row tailor. He worked ferociously hard to fulfil that dream. Today, he owns and runs Maurice Sedwell on 19 Savile Row, making bespoke suits for customers around the world.
He is also training a new generation of high quality bespoke tailors to ensure that Savile Row, one of London’s most famous streets, continues to epitomise the very best.
His remarkable career has been defined by fastidious attention to quality, uncompromisingly high personal standards, a willingness to take bold steps and preparedness to listen to advice and seek out help.
He lectured part time at the London College of Fashion and worked tirelessly at Maurice Sedwell to save the capital needed to buy the firm from its founder, the late Maurice Sedwell. This effort was achieved through sheer determination, single-minded focus on his goal and tremendous personal sacrifice.
Andrew Ramroop made his first export trip in 1992. He was supported by UKTIto help ensure business success in international markets.
“”The focus was on the export market ,” he recalls. “At that time, there was very little business in the UK due to the recession. I wrote to sixty persons abroad who had been customers over the years to let them know I would be coming to New York. At that time I was venturing into unchartered territory as I hadn’t a clue what to expect. I simply wrote asking whether they would be interested in seeing me or in giving me referrals.”
The trip paid off handsomely: the firm’s US earnings soared and helped the firm survive to become, as he puts it, “a very brisk business.”
Today, the world doesn’t just come to Maurice Sedwell; Maurice Sedwell goes to the world. The company has made suits for customers in some 58 countries. “It’s a truly global brand,” says Ramroop.
Scenario
You have established a new business creating, making and selling luxury fashion accessories in the UK e.g. handbags, scarves, gloves. This business is growing well within the UK. You have recently met Andrew Ramroop and been inspired to develop your business overseas.
To support in your business expansion your bank has asked for an international marketing plan to include:
- Strengths, weaknesses, opportunities and threats (SWOT) analysis for your business with a particular focus on overseas growth
- An evaluation of market potential, to include an identified shortlist of markets with potential. Then using a clear and identified screening criteria, select one recommended market where the business will begin its international growth
- A researched and proposed segmentation, targeting and positioning strategy for your company in this market
- A recommended and justified market entry strategy
- Arecommended marketing mix for the proposed market, ensuring its relevance to the target audience.
For additional information see:
Summary of Mintel Luxury retail report 2014
Please see over for grading criteria. Marks will be distributed as indicated in the assessment criteria. To understand the requirements for each grade level please see over.
Generic CriteriaforAssessmentatLevel6(Bachelors DegreewithHonours)
| Marks | 0-25(Fail) | 26-39(Fail) | 40-49(3rd) | 50-59(2.2) | 60-69(2.1) | 70-85(1st) | 86-100(1st) | ||||||||
| Assessment categories | |||||||||||||||
|
Knowledge& Understanding of Subject |
Major gapsin knowledgeand
understanding of materialatthis level.Substantial inaccuracies. |
Gapsin knowledge, with onlysuperficial
understanding. Somesignificant inaccuracies. |
Thresholdlevel.
Understandingof keyaspectsoffield of study; coherent knowledge, atleast in part informed by currentresearchin thesubject discipline. |
Systematic understanding of
field(s) of study,as indicated by relevantQAA subjectbenchmark statementsfor the degreeprogramme. |
Good understanding ofthefield(s)of
study;coherent knowledge, inline with subject benchmark,atleastin partinformedby currentresearchin thesubjectdiscipline. |
Excellent knowledge andunderstanding of
themainconcepts andkeytheories/ conceptsofthe discipline(s).Clear awarenessofthe limitationsofthe knowledgebase. |
Highlydetailed knowledgeand
understanding ofthe maintheories/concepts ofthediscipline(s), and an awarenessofthe ambiguitiesand limitationsof knowledge. |
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|
Cognitive/ Intellectual Skills (e.g.analysis andsynthesis; logicand argument; analytical reflection; organisationand communication of ideasand evidence) |
Unsubstantiated generalizations, madewithoutuse
of anycredible evidence.Lackof logic,leadingto unsupportable/ missing conclusions. Lackofany attemptto analyse, synthesise or evaluate.Poor communication of ideas. |
Someevidenceof analytical intellectualskills,
butforthemost part descriptive. Ideas/findings sometimesillogical andcontradictory. Generalized statementsmade with scant evidence. Conclusionslack relevance. |
Thresholdlevel.
Evidenceofsome logical, analytical thinkingandsome attemptsto synthesise,albeit with some weaknesses. Someevidenceto supportfindings/ views, but evidence notconsistently interpreted. Somerelevant conclusions |
Evidenceofsome logical, analytical thinkingand
synthesis.Can analysenewand/or abstractdataand situationswithout guidance. An emerging awarenessof differentstances andabilitytouse evidencetosupport the argument. Validconclusions |
Sound,logical, analyticalthinking; synthesisand
evaluation.Abilityto deviseandsustain persuasive arguments,andto reviewthereliability, validity&significance of evidence.Abilityto communicateideas and evidence accuratelyand convincingly. Sound,convincing conclusions. |
Thoroughlylogical work, supportedby judiciouslyselected
and evaluated evidence.Highquality analysis,developed independentlyor through effective collaboration.. Abilityto investigate contradictory informationand identifyreasonsfor contradictions. Strongconclusions. |
Exceptionalwork; judiciouslyselected and evaluated
evidence.Veryhigh qualityanalysis, developed independentlyor through effective collaboration. Abilityto investigate contradictory informationandidentify reasonsfor contradictions. Highlypersuasive conclusions. |
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|
Useof Research- informed Literature (including referencing, appropriate academic conventionsand academic honesty) |
Little evidenceof reading.
Viewsand findings unsupportedand non-authoritative. Academic conventions largelyignored. |
Evidenceoflittle readingand/orof relianceon
inappropriate sources, and/or indiscriminateuse of sources. Academic conventionsused inconsistently. |
Thresholdlevel.
Referencestoa rangeofrelevant sources.Some omissionsand minorerrors. Academic conventions evidentandlargely consistent,with minorlapses. |
Knowledge, analysisand evaluationofa
rangeofresearch- informedliterature, includingsources retrieved,analysed independently. Academicskills consistently applied. |
Knowledge,analysis and evaluationofa rangeofresearch-
informedliterature, includingsources retrieved,analysed independentlywith accuracyand assurance. Good academicskills, consistentlyapplied. |
Excellent knowledge of research informed literatureembedded
inthework. Consistent analysis and evaluationof sources.High-level academicskills consistentlyapplied. |
Outstanding knowledge ofresearch-informed literatureembeddedin thework.Consistent analysisand evaluation of sources.High-level academicskills consistentlyand professionallyapplied. | ||||||||
| LEVEL6 cont…
GraduateSkills forLifeand Employment (e.g. research- relatedskills; written, graphical and oral communication skills; groupworking; problem-solving; practical and professionalskills) |
Little or no evidence ofthe
requiredskillsin anyofthe graduateskills identifiedinthe programme specificationat thislevel. |
Limitedevidenceof the graduateskills
identifiedinthe programme specification. Significant weaknesses evident,which suggestthatthe candidate hasnot gainedtheskills necessaryfor graduate-level employment. |
Researchskills:
Can competently undertake reasonably straightforward researchtaskswith minimumguidance, butwithminor weaknesses. Cancommunicate inarangeof formats,including orally,atastandard appropriatefor graduate-level employment, and with limited weaknesses. Can generallywork effectivelywithin ateam,negotiating inaprofessional manner and managingconflict. Islargelyconfident and effective in identifying and definingcomplex problemsand applyingknowledge andmethodsto theirsolution. Abletorecognise own strengths andweaknesses inrelationto graduate employment,with minorareasof weakness. |
Researchskills:
Can competently undertake reasonably straightforward researchtaskswith minimumguidance Cancommunicate effectivelyina rangeofformats, including orally,at a standard appropriatefor graduate-level employment, and with limited weaknesses. Can consistently work effectively withinateam, negotiatingina professional manner and managingconflict. Isconfidentand flexible in identifying and definingcomplex problemsand applyingknowledge andmethodsto theirsolution. Abletoevaluate own strengths andweaknesses inrelationto graduate employment. |
Researchskills:
Can successfully completearangeof research-liketasks, including evaluation, withverylimited external guidance. Cancommunicate well, confidentlyand consistentlyina rangeofformats, including orally,ata standardappropriate for graduate-level employment. Can consistently workverywell withinateam, leading&negotiating inaprofessional manner and managingconflict. Isconfidentand flexible inidentifying anddefiningarange of complex problemsand applyingknowledge andmethodstotheir solution. Abletotakeinitiative inevaluatingown strengthsand weaknessesin relationto graduate- level professionaland practicalskills, and actautonomouslyto developnewareasof skillsasnecessary. |
Researchskills:
Canverysuccessfully completearangeof research-liketasks, including evaluation, witha significant degreeofautonomy. Cancommunicate professionallyand confidentlyinarange offormats, atahigh standardappropriate for graduate-level employment. Canwork professionally withinateam, showingleadership skillsasappropriate, managingconflictand meetingobligations. Isprofessionaland flexible in autonomously identifying and definingarangeof complexproblems andapplying knowledgeand methodstotheir solution. Abletoshowinsight andautonomyin evaluatingown strengthsand weaknessesand developing professional and practicalskillsneeded for graduate-level employment. |
Researchskills:
Exceptionally successfulinawide rangeofresearch-like tasks,including evaluation,withahigh degreeofautonomy Cancommunicate with an exceptionally highlevelof professionalism,ina rangeofformats, including orally, appropriatefor graduate-level employment. Canwork exceptionallywell andprofessionally withinateam, showingleadership skillsasappropriate, managingconflict,and meetingallobligations. Isexceptionally professional and flexible in autonomously definingandsolving arangeof complex problemsandapplying knowledgeand methodstotheir solution. Outstanding abilityto evaluateown strengthsand weaknesses,showing outstandingattributes for graduate-level employment. |
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| Marksfor Level6 | 0-25(Fail) | 26-39(Fail) | 40-49(3rd) | 50-59(2.2) | 60-69(2.1) | 70-85(1st) | 86-100(1st) | ||||||||
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