international marketing report

international marketing report

3.Proposed Structure:
From a structural perspective, this is a business plan and should be written in report format /genre. http://www.latrobe.edu.au/lasesl/assets/downloads/business-report-writing.pdf The plan should include the following sections and sub-sections as a minimum:
1. Executive Summary: should present key findings from your analysis, a summary of your major recommendations and key outcomes (write this last).
2. Table of Contents: including page numbers.
3. Introduction: provides the reader with an understanding of the purpose of the project, its scope and structure.
4. Company and Product Background: provide an analysis of the business and product performance from a domestic perspective. This discussion should provide some information about the competitive advantages that the business might leverage in international markets. You should:
Briefly indicate company objectives and corporate strategies – what are the aims of the company?
Are the company’s business strategies directed towards gaining market share?
How has the company been faring in the last three years or so?
What is the product and what needs does it satisfy?
Who is the target market for the product?
How has the product been performing?
What resources does the company have to go overseas?
5. Country and Product Market Attractiveness: you are required to justify the choice of country and assess the dynamic and competitive nature of the product market within that country. In order to do this you should undertake a macro-environmental analysis of the country in question and then undertake a detailed market analysis of the chosen product market.
Political, cultural, economic, social and technological environments:
Assess the macro environment of the country.
What are the similarities and differences between Australia and your chosen country, in terms of these macro-environmental factors?
How might these similarities and differences influence your marketing strategy in your country and product market?
Product Market Analysis:
What is the size of the market?
Is it growing and if so at what rate?
Are there clear and distinct segments within the market? What are the sizes and relative growth rates of these segments?
At what phase is the market in relation to the product lifecycle?
To what extent is the market supplied by foreign sources?
What are the sources of foreign supply?
What are the major forms of marketing channels (distribution) used within the product market?
Competitive Analysis:
Are there competitors in that market?
What form of competitors are these, company or product-based?
How many competitors are there in the market?
Who are the competitors and how do they operate?
Are the competitors foreign or locally-based?
Where do you see your company compared to those competitors (differentiation strategies and positioning)?
What are you company’s strengths in comparison to the competitor?
Buyer Analysis:
Assess buyer behaviour within the identified market segments through consumer analysis.
Identify and describe your target market segmentation strategies.
6. Opportunity Statement:
Briefly outline the major opportunities, some of them will come from summarizing the above points (for example: competitors may be weak in an area and you may find it necessary to fill in the gap or you could be satisfying latent needs).
7. Marketing Objectives:
Marketing objectives are usually derived from an assessment of the capabilities of the business and market opportunities. These should be specific, measurable, achievable, realistic, and time framed.
What market share do you aim to achieve?
Are there any other marketing objectives you wish to specify?
8. Entry Strategy: What entry mode(s) will you use to enter that country (for example – direct exporting, joint venture, strategic alliance, etc.)? Justify your entry strategy.
You are encouraged to incorporate all aspects of the coursework, text and readings to provide a comprehensive and detailed International Marketing Entry Strategy. It is acknowledged that there will be ‘grey’ areas in the information and uncertainty about certain areas. Much of this can be overcome by intensive use of on-line databases and traditional research. You might, also, consider incorporating an approach that deals with what you should or would do if you had sufficient detailed market information on specific foreign markets and how these operate within your chosen markets.
The assignment must be typed, and professionally presented in a report format. See Section 3.4.4 Format and submission of the group assignment.

 
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