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Assessment Item No.1
Assessment Item No.1
Assessment type: Analysis
Length: 1750 words
Links to unit objectives: 1, 3
Brief description: Students will select an Australian-made good or service and identify an appropriate country (out of two countries) to enter and launch the product.
Weight: 35%
Internal or External: both
Due date: Week 6
What do I have to do?: Review the CRA sheet and guidelines provided in the links above for more detailed information.
Me: I have just selected an Australian baby food which is called Karicare Aptamil for my assignment. I decided to export this to India and China.
Tutor: Dear Yahya,
Please go ahead with the product you have chosen. Please include a copy of this email at the end of your report. Hopefully you’re saying that you have exported, or have decided to export, the chosen product to India or China as a personal business effort (the assignment requires you to evaluate Vanuatu and Kiribati only). Best wishes with the research.
Regards,
Dear Yahya,
I’ve included all the information you might need to have proper direction in your writing. As discussed, you don’t need to write an executive summary in terms of the CRA; you might write the beginning of the paper as an executive summary/background/scope statement/introduction. You do not need to include a mode of entry discussion; your paper will conclude with the Country Choice Decision (and justification using the findings in the prior analyses).
You have been advised by the board of your company that they wish to expand the company’s operations internationally into either Vanuatu or Kiribati and you need to recommend which country should be selected and why (based on a market entry analysis).
- Describe your chosen company’s existing target segment and marketing mix (4P/7P), and identify the good or service’s main source of competitive advantage in Australia.
- Analyse the two countries in terms of the characteristics of the host environment (consumer behaviour, market environment, competitors), and growth opportunities in that country.
- Select the country that has the most appropriate fit for your chosen company’s good/service. Justify the decision of your chosen country using the following:
- a) Firm analysis done through SWOT framework. Analyse firm strengths and weaknesses and match them with external opportunities and threats.
- b) Country market analyses done through CAGE framework. Suggestions drawn from analysis in terms of foreign market opportunities and threats.
Suggested Report Format (1750 words, including tables and excluding appendices):
- Company background and brief description of good or service’s target segment and marketing mix in home country (450-500 words).
- Analysis of the two potential countries (market environment, consumer behaviour, competitors and growth opportunities for your good or service) (750-800 words)
- Decision of which is the most appropriate country for your good or service (justify using theoretical frameworks). (450-500 words)
Questions to think about as you do the assignment:
- What is the good or service in question?
- What does the new market look like? Who are you competing against?
- What sorts of consumers are likely to buy your good or service?
- What is your competitive advantage in the domestic market? Can it be transferred to the new market?
- Of the two markets, which one is more suitable for your good or service based on your market research? Why?
A possible structure as per the Research Question (you can economise this structure)
- Executive Summary/Background/Scope Statement/Introduction
- Company
- Target segment – Australia
- Marketing Mix – Australia
- Product
- Price
iii. Place
- Promotion
- Company Strengths – Weaknesses
- Competitive advantage – Australia
- Competitive environment
- CAGE distance analysis – Australia vs Country A and Country B
- Cultural
- Administrative
- Geographic
- Economic
- Analysis of potential export markets
- Country A
- Market Analysis
- Competitor Analysis
iii. Growth Opportunities
- Potential Threats
- Country B
- Market Analysis
- Competitor Analysis
iii. Growth Opportunities
- Potential Threats
- Decision framework – Country of choice
- Appendices
The many aspects of market research you may consider incorporating in the above framework to help form your answers (not all relate but you should include those that do)…
Market characteristics
- target market size
- market growth rate
o demographics
o market segments
o consumption capacity
o expenditure on similar products
o competitiveness
o optimal market type
o product modification
o local customer demand
o market trends
o future market outlook
o market receptiveness
o after-sales service
Competitive conditions
- major competitors
- minor competitors
o market share and level of sales
o quality
o price
o packaging/presentation
o advertising
o promotion
o delivery
o performance
o level of customer loyalty
o credit terms
o customer service
o potential threats
- substitute products
- new competitors
Economic /business conditions
- macroeconomic environment
- growth, inflation and interest rates
- stability
- population size
- average disposable income
- demographic trends emerging
- currency and banking regulations
- tariffs and taxes
- transport and communications
- barriers
Political environment
- political issues
- role of government
- political stability
- trade policy
Legal implications
- laws and regulations
- legal issues
- local industry protection
- foreign ownership/capital restrictions
- pricing and competition regulations
- standards, specifications and requirements
Cultural and social environment
- language, religion and ethics
- COO Effect
- relevant cultural skills, knowledge or language capabilities
Technological environment
- changes
- Implications
Distribution systems
- distribution channels
- special requirements
To work towards the highest mark possible, you’d consider all of the following:
(30) Company background and brief description of marketing strategy in home market – demonstrates:
ð a high level of understanding of the company’s background and product or services marketing strategy in the home market
ð a good synthesis of marketing information
ð depth and breadth of research in the use of Industry statistics and data
(30) International market information for the analysis of both countries – demonstrates:
ð a high level of understanding of the international marketing environment relevant to your company’s product
ð a good synthesis of marketing information
ð depth and breadth of research in the use of Industry statistics and data
(30) Use of international marketing frameworks for selecting the chosen country– demonstrates:
ð a high level of application of international marketing frameworks relevant to the topic
ð a synthesis of theories to explain marketing outcomes in an insightful manner
(10) Written presentation – structure and format
ð you have organised content clearly and logically and make no technical errors
ð included page numbers, citations, headings, sub-headings, professional formatting; ensured correctness of spelling, grammar and syntax; labelled tables and figures appropriately
ð you have followed the structural requirements closely
Best wishes with your research.
Regards,
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