INDIVIDUAL INTERNATIONAL MARKETING WRITTEN REPORT
Details of task:
In you are required to prepare an International Market Entry report for an Australian company, whose product is listed in in ‘Australian Made’ website (http://australianmade.com.au/products/), to introduce the chosen product to one of the markets in the Asia. You are expected to describe the company and its product background, conduct situation analysis of the targeted market, evaluate the attractiveness of the market, describe the targeted customers, and propose appropriate entry mode(s) to enter that market.
Suggested structure and format of the report:
1. Title page
2. Executive summary (1 page maximum)
3. Table of contents
4. Introduction – purpose of writing the document and any other background information that would help the reader understand the context and the content.
5. Company and product background:
Briefly introduce the selected company (what are its main objectives, SWOT – strengths, weaknesses, opportunities and threats, what resources are available for the company to enter overseas markets?)
Briefly describe the product (what is the product, what needs does it satisfy, what are the innovative/differentiating features of the product, who are the current targeted customers, how has the product been performing in the current markets?)
6. Market selection
What market in Asia is most suitable for the selected product? Justify your choice.
How attractive is the selected market for the product? (e.g. market size, growth rate, major market segments, relative phase of the product life cycle etc).
How competitive is the selected market for the product? (e.g. major competitors, their performance and market shares, their major strengths in the market)
Analyse the targeted customers and their buying patterns
Analyse the relevant market conditions (i.e. political-legal, socio-cultural, economic and technological environments) in the selected Asian market.
Besides library databases, some useful resources for country/market and industry-specific information can be found at Austrade website (www.austrade.gov.au) or Country Insights (at http://globaledge.msu.edu/), or Oxford Analytica Country Profiles (accessible via ProQuest).
7. Entry Strategy
What entry strategy is recommended to enter the selected market? (e.g. exporting, licensing, franchising, wholly owned subsidiaries or joint ventures). Justify your choice.
The word limit for the report is 2,000 words. This word limit does NOT include the title page, table of contents, executive summary, reference list and the appendices. The word limit should be strictly adhered to and a penalty will apply if the word limit is exceeded. Presenting information in a coherent, concise and logically consistent manner is not an easy task. You need to determine what is relevant for the report and communicate that clearly and convincingly. You might also need to edit your report several times to achieve this. The details of your research can be included in appendices.
Other requirements for the report:
Completing and attaching the Assignment cover sheet
Submission to be made via Moodle/Turnitin.
Research using at least two (2) academic journal articles
Carefully select appropriate theories and concepts
Construct an in-depth and analytical discussion
Use evidence and examples to support your work
Write in a clear and logical manner.
Cite all references using the APA referencing system
Prepare and format a reference list.
Your analysis will need to include the concepts discussed in the lectures and the points raised by others. You will be assessed on the common learning points you have collated from the classes.
Your report should be in proper format and will be assessed on the following criteria:
Prepare a proficient report covering theoretical concepts linked within.
Creativity and innovation demonstrated in presenting information.
Make it professional in format with consistent fonts and proper format.
Proper format in terms of font size, sequence and paragraphs used.
Assessment Rubrics: Individual written assignment: 2,000 words (15%):