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.
They will also need to analyse the skills, resources and capabilities of their chosen organisation with respect to entering this new international market.
The brief should be a maximum of 1500 words. It is strongly recommended to use headings/sub-headings to highlight changes in topic. A suggested structure would include:
â—¦ Introduction
â–ª Explain the specific market opportunity you have identified – what is it, how did you determine
â—¦ Situation Analysis
â–ª Business environment – Information on aspects of the macro and micro environment (PESTLE) relevant to this opportunity
â–ª Market Analysis – Customer segments/profiles relevant to your product in that market, size, growth rates
â–ª Competitive Analysis – who are the major competitors and what is their competitive advantage
â–ª Organisational Analysis – evaluation of the Australian organisation/product you recommend for this opportunity – what is their competitive advantage?
â—¦ SWOT Analysis – a summary of key points discovered in the Situation Analysis.
Detail on the suggested content of each section can be found in the Project Guide in the Resources folder.