Part A - Research International Marketing Opportunities The current/future state of the economy

1. Conduct some initial research to identify viable international marketing opportunities for your selected product or service. Your research must cover the following topics:

Consumer needs and preferences

Competition

Culture, both social and business

Risk factors

Whether the market is emerging or developed

Technology factors.

Once the research is done, complete the following

a. Provide a general overview of how you conducted the research. You must list at least 5 specific sources of information that you used to support your research. You must provide the source of this information (example web links or references).

b. Describe the results of your research.

The current/future state of the economy:

Consumer needs and preferences:

Competition:

Cultural changes (both social and business):

Risk factors:

Whether the market is emerging or developed:

Technology factors:

2. Identify 3 international markets that represent the best opportunities. Describe the advantages and / or disadvantages of each one and explain why you have chosen these markets.

Market Analysis

Market

Advantages

Disadvantages

1. China

2. USA

3. Brazil

3. Select 1 opportunity and complete a SWOT analysis for that market. List at least 3 strengths, weaknesses, opportunities and threats

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Part B - Plan International Marketing

4. List 3 measurable international marketing goals consistent with organisation's strategic direction and 3 key performance indicators for your selected product and market.

Goals and KPI's

Goals:

Key Performance Indicators:

5. Identify 3 risks to the achievement of these goals and complete the following risk management plan. Rank each risk with a low, medium or high likelihood and impact and describe one strategy to overcome each risk.

Risk Analysis

Risk

Likelihood

L / M / H

Impact

L / M / H

Strategy to Overcome

6. Describe the advantages and disadvantages of global and customised approaches to promotion?

Promotional Approaches

Approach

Advantages

Disadvantages

Global:

Customized:

7. Select 3 marketing approaches relevant to your identified opportunity and list the advantages and disadvantages of each one.

Marketing Approach Analysis (1)

Marketing Approach

Advantages

Disadvantages

8. From your marketing approach analysis, select one approach that you will utilise. Describe how your marketing approach meets marketing objectives, international market conditions and consumer preferences?

Marketing Approach Analysis (2)

Selected Marketing Approach:

Marketing objectives

International market conditions

Consumer preference

9. Refer to your initial research and conduct any further research if necessary. Describe the characteristics of your chosen international market in relation to the following:

Business culture

Consumer preference

10. Select 3 operational structures from the list below that are suited to your chosen market. Describe the strengths and weaknesses of each one.

Export operation

Global organisation

Joint venture

Licensing

Multi-national organisation

Online business operation

Overseas branch

Strategic alliance

Subsidiary company

Operational Structures

Operational Structure

Strengths

Weaknesses

11. Select the operational structure that best fits your market and product or service, and describe why it is the best fit.

Part C - Managing and Monitoring Marketing Performance

12. Describe the roles and responsibilities of staff and contractors involved in all elements of the marketing mix.

Roles and Responsibilities

Role

Responsibility

(add more rows if necessary)

13. Write an email to the team members welcoming them to the team and outlining the goals and objectives of the international marketing project for your selected product or service, and market.

To:

Cc:

Subject:

14. Describe 5 approaches you can apply to ensure personnel responsible for each element of marketing mix work together to meet the organisation's marketing objective

15. What steps might you need to take to manage the marketing program to ensure it is directed towards areas of greatest potential for the organisation?

16. Answer the following questions:

a) Give 3 examples of promotional and sales activities that you will use in the marketing of your product or service to your selected market

b) Describe how these activities will be integrated and work together to achieve the goals and objectives.

17. What monitoring processes can you use to keep track of the product, pricing and distribution policies in relation to market changes, objectives and organisational requirements?

18. Describe the 4 marketing metrics and how they can be used to monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met.

19. Describe how to conduct an analysis of the marketing outcomes. How you would then review and revise the marketing goals and objectives.

20. What is performance gap analysis and how can it be used to improve international marketing performance?

21. Describe 3 market factors that can impact on your chosen international markets and the impact they can have on marketing activities. (

Part D - Executive Presentation

22. Prepare a summary of your International Marketing Plan in a professional PowerPoint presentation that can be presented to the executive team. Your presentation needs to include the following:

a. A title slide

b. A description of the opportunity, product and selected mart (s)

c. International marketing objectives

d. Selected marketing approach

e. Propose operational structure

f. Team Roles and responsibilities

g. Managing the marketing program

h. A summary slide

Your presentation needs to also be professionally presented with charts, graphs and/or diagrams. Ensure the grammar and spelling are correct. Upload your presentation with this assessment. (note: there is no requirement to deliver the presentation)

23. Prepare a 100 -word introduction that you can use at the start of your presentation.

24. Describe how you can use active listening and questioning skills to clarify your understanding of any issues or questions that may be raised in the presentation.