International Marketing Mix Strategies
August 14, 2018730N1 Strategic Management
August 14, 2018Assessment Item 1: Market Entry Analysis (35%)
(Individual Assignment) – 1500 words
The purpose of this assignment is for students to analyse the potential internationalisation of an Australian product to a foreign market. Students must analyse the two foreign markets provided and choose the appropriate country to enter, as well as provide justification for the country selected based on environmental, market, growth and consumer behaviour factors.
Assessment instructions (suggested structure):
You are the international marketing manager for Frosty Boy Australia (http://www.frostyboy.com.au/).
You have been advised by the board of the company that they wish to expand the company’s operations internationally into either South Africa or Turkey. Your task, as the international marketing manager is to recommend which country should be selected and why (based on a market entry analysis, see below for instructions).
- Executive Summary:
- Provide an overview of the main findings of your report, including key recommendation/s.
- Company Background:
- Briefly describe the company’s existing target segment and marketing mix (4Ps for products and 7Ps for services), and identify the product or services main source of competitive advantage in Australia.
- Situation Analysis:
- Analyse the firm using a SWOT analysis framework: Analyse the firm’s internal strengths, weaknesses, and external opportunities and threats.
- Market Analysis:
- Analyse the two countries provided using a CAGE framework. The CAGE framework should assess the cultural, administrative, geographic and economic distance between countries. The CAGE framework allows for the comparison of markets allowing managers to pinpoint key differences across countries that may handicap internationalisation.
- The CAGE framework should be conducted between countries, to allow for a comparison. It is up to you how you choose to present this data; however, the analysis should include comparisons between Australia vs (South Africa and Turkey).
- Also, consider other important characteristics of the host environment, such as market characteristics, consumer behaviour, sustainability, relevant competition, and growth opportunities in the countries.
- Ethical Considerations:
- Identify and evaluate any pertinent environmental and ethical considerations. Consider corporate social responsibility in relation to these issues. The analysis should include comparisons between Australia vs (South Africa and Turkey).
- Recommendation/s:
- Select the country that is the most appropriate fit for the chosen product or service.
- Justify the decision of your chosen country using your previous findings and any relevant international marketing theories.
Professional Communication Notes:
- The market entry analysis preliminary report must be written individually in no more than 1500 words (not including the executive summary, tables – which shouldn’t be more than one page long and the reference list). In-text references are included in the word count.
- This report is an academic piece of work and is expected to comply with an accepted academic referencing convention (APA or Harvard only).
- Ensure your report has been edited and contains no errors with regard to grammar, spelling and/or punctuation.
- Please ensure you provide a cover-page for your assignment, listing your name, student number, and tutor.
- The assignment must be uploaded to Blackboard (please see Blackboard for assessment due date and time).
Databases for the Collation of Industry Data:
You can use several databases to start (see below). These will be your primary information source to help you justify your country selection, profiling your country, identifying competitors and segmenting your market. Appropriate databases include:
- GMID: Global Market Information Database (GMID). This database Provides access to country statistics, market reports, company information, economic information as well as industry information from over 200 countries worldwide.
- EUI: Country data. Produced by The Economist Intelligence Unit (EUI), publishers of The Economist, this service is an analytical database of worldwide economic indicators and forecasts. EIU Country Data gives you access to 317 series on 150 countries and 45 regional aggregates, running from 1980 and forecasting out five years.
- This business intelligence tool furnishes valuable global business information for 2,000 industries, 10,000 companies, and 50 countries, as well as news and commentaries.
Wikipedia and CIA Factbook are not acceptable sources. AMN431 Marketing Internationally
| Grade | 7 | 6 | 5 | 4 | 3-0 |
| KS 1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods | |||||
| Cut off mark | 25.5 | 22.5 | 19.5 | 15 | 0 |
| Executive Summary
Company Background
30 marks |
The executive summary demonstrated a judiciously researched report, providing a thorough overview of the main findings. The report demonstrated a very high level of understanding of the company’s background and marketing strategy in the home market. The report meticulously integrated high-level academic sources, industry statistics and/or data for support. | The executive summary demonstrated a well-researched report, which provided a very good overview of the main findings.
The report demonstrated a high level of understanding of the company’s background including an analysis of the marketing strategy in the home country. The report utilised academic sources, industry statistics and/or data for support. |
The executive summary was outlined however, the discussion included only some of the main findings. The company background provided some analysis of the marketing strategy in the home country, although there were some limitations with the level of analysis. The report somewhat utilised academic sources, industry statistics and/or data for support. | The executive summary was somewhat outlined, however, did not provide an overview of the main findings of the report. The company background described the company’s marketing strategy in the home country, although the discussion was limited in parts. The report sparingly utilised academic sources, industry statistics and/or data for support. | The executive summary did not provide an adequate overview of the main findings of the report. The company background was limited and vaguely described the company’s marketing strategy in the home market. The report was limited and/or lacked integration of academic sources, industry statistics and/or data for support. |
| HO 2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice | |||||
| Situation Analysis
Market Analysis Recommendation/s
30 marks
|
The report provided a critical analysis of the international marketing environment/s relevant to the company. The professional-level analysis, including the use of SWOT and CAGE frameworks were supported meticulously by the use of marketing frameworks and extensive high-level academic and industry research. The overall recommendation/s were thoroughly supported by research. The context was thoroughly embedded throughout. | The report provided an analysis of the international marketing environment/s relevant to the company. The SWOT and CAGE analysis were insightful. Marketing frameworks and a good balance of academic and industry research support were provided. The analysis and overall recommendation/s were mostly well supported by research. The context was very well embedded throughout. | The report discussed the international marketing environment/s relevant to the company. The SWOT and CAGE analysis were informative, yet there were gaps in the information provided. Key marketing frameworks and a mix of academic and industry research supported the analysis and overall recommendation/s. The context was mostly embedded throughout. | The report described the international marketing environment/s relevant to the company. The SWOT and CAGE analysis was clear however, there was a lack of depth in the discussion. Key readings and use of basic marketing frameworks support the analysis and overall recommendation/s. The context was somewhat embedded throughout, however there were sections where the context was not well integrated. | The report provided very limited analysis of the international marketing environment/s relevant to the company. The SWOT and CAGE analysis were missing and/or inadequate/unclear. Support via the use of academic and industry resources was limited or non-existent. The context was limited and/or not addressed throughout. |
| SEU 5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues | |||||
| Ethical Considerations
30 marls |
The report provided a critical analysis of environmental and ethical considerations in each country. The discussion was meticulously supported by high-level academic and industry sources. | The report provided a thorough analysis of environmental and ethical considerations in each country. The discussion was very well supported by academic and industry sources. | The report analysed the main environmental and ethical considerations in each country. The discussion was mostly supported by academic and industry sources; further support could have been provided. | The report identifies some of the main environmental and ethical considerations in each country, however, there is a lack of depth. The discussion was not well supported by academic and industry sources. | The report demonstrated an incomplete understanding of the environmental and ethical considerations in each country. There was little to no integration of academic and industry sources. |
| PC 3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences | |||||
| Cut off mark | 8.5 | 7.5 | 6.5 | 5 | 0 |
| Professional Communication
10 marks |
The report was professionally presented, logically sequenced and accurately followed key structural requirements. The report was technically and grammatically accurate throughout. The report correctly used an appropriate referencing convention, and included a complete and accurate reference list. There were no errors with in-text referencing and/or the reference list. | The report was very well presented and logically sequenced, containing only a few minor technical/grammatical errors; these errors did not detract from the overall coherence of the report. The report correctly used an appropriate referencing convention and provided a mostly complete reference list. There were only minor errors with in-text referencing and/or the reference list. | The report was well presented; however, improvements can be made to ensure the report is of a professional standard. There were some technical/grammatical errors throughout the report. The report used an appropriate referencing convention, there were some errors with in-text referencing and/or the reference list. | The structure and layout of the report attempted to organise the content clearly and guide the reader. There were however, technical/grammatical errors throughout the report. The report used an appropriate referencing convention, however there were frequent errors with in-text referencing and/or the reference list. | The content in the report was unclear and/or did not follow structural requirements. There were frequent technical, grammatical and referencing errors, which detracted from the overall cohesion of the report. The chosen referencing convention was not correctly utilised. The word limit has been exceeded. |
