Task back to top You are expected to research market opportunities and develop a ‘Country/Product Opportunity Brief’ highlighting the opportunities and challenges that exist for product/service entry into a country of your choosing in Asia. The objective of developing a country/product brief is to identify international marketing opportunities in your focus market for an existing Australian organization and complete the first of three sections (the other two sections will comprise Assessments 2 & 3) of a comprehensive international marketing plan.
The selected company may 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 organization during the completion of this assessment. You will need to conduct research on products/services with which they plan to enter the specified Asian market, as well as research the most current issues that their company may face in entering a specific country. Issues may include but are not limited to legal/regulatory concerns, political risk, cultural nuances that require adaptation, entry/importation procedures/policies, competitive nature of the industry, suppliers/channels of entry, and tariffs/taxes. You will also need to analyze the skills, resources, and capabilities of your chosen organization 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 structure your document. 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 microenvironment (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.
Conclusion From your analyses, Identify the main opportunities and challenges and the conclusions that may be drawn from these regarding the possibility of a successful attempt to launch the product/service into this market. All information within the brief should be managerially oriented and directly applicable to the specific opportunity/product you are recommending. Students who simply download country profile data without analysis will be penalized. Students 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. Students must NOT contact these companies, instead of relying solely on secondary data. Students are expected to utilize numerous data sources in compiling their projects, 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. Online submission via Turnitin is required for this assignment. Details will be provided by your subject lecturer. Rationale back to top Subject learning outcomes This assessment task will assess the following learning outcome/s: be able to analyze the elements of the global marketplace. be able to critically evaluate global marketing opportunities. be able to select markets and justify market entry options. 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; and · allow you to develop your information searching and critical thinking skills. On successful completion of this assessment, you should: · be able to analyze the elements of the global marketplace; be able to critically evaluate global marketing opportunities, and · be able to interpret and assess the impact of marketplace variables on marketing practice in the global marketplace. Graduate learning outcomes This task also contributes to the assessment of the following CSU Graduate Learning Outcome/s: Information and Research Literacies (Knowledge) – CSU Graduates demonstrate that disciplinary knowledge is developed through research and evidence. Professional Practice (Knowledge) – CSU Graduates possess the knowledge and understanding of the discipline and the nature of professionalism required for the given profession or discipline in contemporary societies. Professional Practice (Skill) – CSU Graduates demonstrate discipline-specific technical capabilities and self-appraisal required for a beginning practitioner or professional. Marking criteria and standards back to top Criteria HD DI CR PS FL Critical evaluation of international marketing opportunities – Student applies and integrates critical analysis when researching the country context Value 30% Strong evidence of independent investigation, original questioning and analysis. Independently takes and understands multiple perspectives and through these can provide an insightful critical discussion of the relevant issues. Evidence of independent investigation, and original questioning and analysis. Independently takes and understands multiple perspectives and through these can provide an insightful critical discussion of the relevant issues. Some evidence of the independent investigation, original questioning, and analysis. Takes and understands multiple perspectives and through these can provide a critical discussion of the relevant issues. Little evidence of the independent investigation, original questioning, and analysis. Attempts to take and understand multiple perspectives. No evidence of the independent investigation, original questioning, and analysis. No attempt to take and understand multiple perspectives. Application skills – This criterion is about linking theory to a specific context Value 30% The context is connected to theory with exceptional, logical and meaningful links. Strategy recommendations flow logically from conclusions drawn from the SWOT analysis as well as the PESTLE, Market, Competitor and Organisational (Company and its products) analyses. The case study or context was connected to theory with clear, logical and explicit connections. Strategy recommendations mostly flow logically from conclusions drawn from the SWOT analysis as well as the PESTLE, Market, Competitor and Organisational (Company and its products) analyses The case study or context was connected to theory with clear links. Strategy recommendations have some relationship to the conclusions drawn from the SWOT analysis as well as the PESTLE, Market, Competitor and Organisational (Company and its products) analyses The case study or context was connected briefly to theory. Strategy recommendations are partly based on the consclusions drawn from SWOT analysis as well as the PESTLE, Market, Competitor, and Organisational (Company and its products) analyses. There is no or limited application of theory to the context or case study. Strategy recommendations, if any, are not linked to the conclusions drawn from SWOT analysis as well as the PESTLE, Market, Competitor, and Organisational (Company and its products) analyses. Realism – This is about practicality/realism in the country context Value 15% Realistic and supported with explicit connections to the real-world context. Well supported with explicit connections to the real world context Well supported by connections to the real world context Supported by real-world information Is not supported or linked to country context Communication – This is about the presentation of the work including Structure, Format, Grammar Value 20% Free of grammatical errors. Structure and format were clear, logical and consistent. Sentences were well constructed. Exceptional use of clearly relevant graphics. Obvious consistency in style and content, with relevant links between sections. Adheres to word limit. Free of grammatical errors. The structure and format were clear. Sentences were well constructed. The language was concise. Excellent use of relevant graphics Clear consistency in style and content. Adheres to word limit. Minor grammatical errors, sentences were clear and complete, structure and format were used to aid the audience including relevant graphics, style and content are mostly consistent. Adheres to word limit. Some grammatical errors, sentences were a clear and complete, clear structure and formatting, some diagrams, but not explained and only decorative, some inconsistencies in style and content. Adheres to word limit. Poor grammar, spelling, punctuation, concepts were not clear, materials difficult to read – no tables or figures, inconsistency in style and content between sections. Word count is >10% over or under the limit. Referencing Skills – This criterion is about the application of APA referencing Value 5% Both in-text and reference list were consistent in terms of style and application of APA referencing The style is consistent throughout the text and end reference list. The application was still inconsistent with some points remaining unreferenced. There was consistent style, but the application was not consistent, with some errors There was an attempt to apply to reference, but style and application were inconsistent There was limited or no attempt at in text or end of text referencing Presentation back to top The brief should be a maximum of 2000 words.Get Marketing homework help
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