Assessment Task 2 Part A: Project - Mt Romance: The Sandalwood factory Part B: Develop an International Marketing Management Plan Task Instructions: Part A: Read the given business scenario and propose an international marketing proposal Part B: Based on Part A, develop an international marketing management plan for the company Brief description: This is a scenario-based case study in which you are being given a sample/case to analyse and use to develop the required solutions. Case Scenario/Company: Mt Romance is the world's leading grower of Sandalwood and holds a strong position in the global Sandalwood industry. Based in Western Australian, Mt Romance (parent company TFS Corporation) is listed on the Australian Securities Exchange and currently manages over 5,000 hectares of sandalwood plantations in the Kimberley region of Western Australia The plantations have 150 accreditation (Environment, Quality and Health & Safety) and has also won awards for water recycling initiative. Together TFS and Mount Romance have over 10 years of experience in cultivating Sandalwood and procuring the oil, making them global leaders in the industry. Recognising its wide range of applications, Mt Romance introduced Australian Sandalwood oil to the cosmetics, aromatherapy, fragrance and therapeutic markets globally, carving out a niche position for Australian Sandalwood oil as natural, sustainable and healing ingredient. For more information on company's history and products, visit their website: http://www.mtromance.com.au/ For this task, you will assume the role of an International Marketing Manager working for Mt Romance. With the growing international demand, the management has decided to expand its international marketing activities. You have been asked to develop an international marketing proposal that recommends an international marketing structure and the approach. Task details: Part A - Using the company information from the website and other public sources, prepare a proposal consisting of the following points and present your proposal to the class: Identify international marketing opportunities and develop international marketing objectives Selecting a few products from the company's product range, identify and list some of the target markets with justification (why those markets will best server company's interests) Describe International marketing scope (what can be achieved with company's products and resources) Develop Key Performance Indicators for each of the objectives Suggest an appropriate international marketing approach (e.g. product or promotion adaptation, standardisation or segmentation) that meets marketing objectives Suggest appropriate operational marketing structures (e.g. Licensing, joint venture, online etc.) based on business culture and consumer preferences in the target market
