Assessment - Country/Product Opportunity Brief

Task

You are expected to research market opportunities, develop a 'Country/Product Opportunity Brief' highlighting the opportunities and challenges that exist for product entry into a given country. Countries will be allocated to each student in Week 1, on a list posted under Resources on our Interact site.

The objective of developing a country/product brief is to identify international marketing opportunities in your focus market for an existing Australian organisation and complete the early sections of a comprehensive international marketing plan. The selected company should be considering (a) entering a new country, or (b) considering the entry of a new product/service to an existing international market, or (c) both. You may NOT contact the organisation during the completion of this assessment.

You will need to conduct research on products/services with which they plan on entering the market, as well as research the most current issues that their company 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.

You will also need to analyse the skills, resources and capabilities of your chosen organisation with respect to entering this new international market.

The brief should be a maximum of 2000 words. It is strongly recommended to use headings/sub-headings to highlight changes in topic. A suggested structure would include:

Introduction -

• Explain the specific market opportunity you have identified - what is it, how did you determine

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 organisation/product you recommend for this opportunity - what is their competitive advantage?

SWOT Analysis - a summary of key points discovered in the Situation Analysis.

You are expected to identify a company within the first three (3) weeks of class. The company may be large or small, local or international, have existing products/services or considering new products/services. You must NOT contact these companies, instead relying solely on secondary data. You are expected to utilise numerous data sources in compiling your  project, such as government (country) and non-government sources (UN, World Bank, IMF, etc.), 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.

Rationale

The country/product opportunity brief is designed to encourage you to engage in independent and reflective learning, as well as develop the skills to locate, evaluate and use relevant information for a specific international marketing problem.

This assessment has been designed in order to:

• assist you to develop and demonstrate your learning about the nature of international marketing and the importance of macro-environmental scanning and research, focusing on Topics 1-5; and
• allow you to develop your information searching and critical thinking skills.

On successful completion of this assessment, you should:

• be able to analyse the elements of the global marketplace;
• be able to critically evaluate global marketing opportunities;
• be able to interpret and assess the impact of marketplace variables on marketing practice in the global marketplace;

Attachment:- Assignment Files.rar