Assessment item 1
Country/Product Opportunity Brief
Length: 2,000 words maximum
Submission method options: Alternative submission method
You are expected to research market opportunities, and develop a ‘Country/Product Opportunity Brief’ highlighting the opportunities and challenges that exist for product/service entry into a country of your choosing in Asia.
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 may 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 the industry, suppliers/channels of entry, and tariffs/taxes.
You will also need to analyse the skills, resources and capabilities of your chosen organisation with respect to entering this new international market.
The brief should be a maximum of 2000 words. It is strongly recommended to use headings/sub-headings to highlight changes in topic. A suggested structure would include:
Explain the specific market opportunity you have identified – what is it, how did you determine?
Business environment – Information on aspects of the macro and microenvironment (PESTLE) relevant to this opportunity
Market Analysis – Customer segments/profiles relevant to your product in that market, size, growth rates
Competitive Analysis – who are the major competitors and what is their competitive advantage
Organisational Analysis – evaluation of the Australian organisation/product you recommend for this opportunity – what is their competitive advantage?
A summary of key points discovered in the Situation Analysis.
All information within the brief should be managerially oriented and directly applicable to the specific opportunity/product you are recommending. Students who simply download country profile data without analysis will be penalised.
Students are expected to identify a company within the first four (4) weeks of class. The company may be large or small, local or international, have existing products/services or considering new products/services. Students must NOT contact these companies, instead of relying solely on secondary data. Students are expected to utilise numerous data sources in compiling their project, such as government (country) and non-government sources (UN, World Bank, IMF, etc.), company records, consulting, legal and advertising firms, country-specific internet sites, trade statistics, and embassy resources. Any use of Wikipedia as a source for the assignment will result in an automatic zero mark, as it is not a reliable source.
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