Assessment item - Country/Product Opportunity Brief
Task -
Select any one country out of these two -
1. Germany
2. South Africa
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.
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 penalised.
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 toanalyse 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 File.rar