Assessment: An international marketing plan for any one of the following Australian product/service to an international market:
- Australian dairy product to China
- Australian made natural cosmetics (e.g. soap, shampoo, lotion, etc.) to Japan
- Australian beef in a European country of your choice
The marketing plan will have two major sections:
- Section 1: Country/Product Opportunity Brief
- Section 2: Marketing plan
Section 1: Country/Product Opportunity Brief (maximum 1000 words):
In this section, you are expected to research market opportunities, develop a ‘Country/Product Opportunity Brief’ highlighting the opportunities and challenges that exist for your chosen product/service entry into the given country.
The objective of developing a country/product brief is to identify international marketing opportunities in your focus market for your chosen product/service and this will form the first few sections of a comprehensive international marketing plan. You will need to conduct research on products/service with which you plan on entering the market, as well as research the most current issues that you may face in entering a specific country. Issues include, but are not limited to legal/regulatory concerns, political risk, cultural nuances that require adaptation, entry/importation procedures/policies, competitive nature of industry, suppliers/channels of entry, and tariffs/taxes.
This section should be a maximum of 1000 words. It is strongly recommended to use headings/sub-headings in this section. This section must include:
- Situation Analysis
- Business environment – Information on aspects of the macro and micro environment (PESTLE) relevant to this opportunity
- Market Analysis – Customer segments/profiles relevant to your product in that market, size, growth rates
- Competitive Analysis – who are the major competitors and what is their competitive advantage
- Organisational Analysis – evaluation of the Australian product/service you recommend for this opportunity – what is your product’s/service’s competitive advantage?
- SWOT Analysis – a summary of key points discovered in the Situation Analysis (present in a matrix format).
You are expected to utilise numerous data sources in compiling data, such as government (country) and non-government sources (UN, World Bank, IMF, etc.), Australian Government sites, company records, consulting, legal and advertising firms, country-specific internet sites, trade statistics, and embassy resources. Any use of Wikipedia as a source for the assignment will result in an automatic zero mark, as it is not a reliable source.
Section 2: Marketing Plan (maximum 2000 words):
This section involves the development of the remaining sections of the international marketing plan. In this section, you will build on what you have developed in Section 1 and complete the remaining sections of a comprehensive international marketing plan. You are expected to develop a detailed market entry plan that will involve making decisions on issues such as:
- mode of entry;
- segmentation, targeting, positioning; and
- strategic options for the 4Ps, including the extent of standardisation vs. adaptation needed.
This section should be a maximum of 2000 words. It is strongly recommended to use headings/sub-headings in this section. This section must include:
- Mode of Entry
- Locations: city, region, etc.
- Exclusive marketing or joint venture, etc. for marketing of the product/
- Segmentation, Target, Positioning (STP should be consistent with and driven by overall competitive strategy)
- Segmentation options and final basis and analysis for segmentation
- Target group selected, size, sales potential
- Positioning options and final analysis and basis for positioning
- Marketing Mix (4 P’s should be integrated among themselves and consistent with STP)
- Product (degree of standardization/customization, why appropriate, what needs products meets, what their advantages would be over local and global competitors’ products/services, etc.)
- Promotion (what media, other promotional efforts, what kind of reach expected, how promotion would be culturally appropriate or tailored, degree of standardization, etc.)
- Pricing (what pricing strategy used (financial analyses not required)
- Place or Distribution (what channels to be used, what channels available, expected ease or difficulty of channel access, measures used to overcome difficulties, direct distribution or using partners or agents, sales force management, etc.)
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