MKTG301 International Marketing

Task : International Marketing Opportunity Analysis

In this section, you will find some suggestions on this substantial group assignment.

What are you supposed to do?

First, choose an Australian product that is not available in foreign markets. Second,

choose three countries where this product is not available. You can select these countries by world area (e.g., Middle-East, North-Europe, Indochina) or by similar characteristics (e.g., anglophone countries) or just using other similarity criteria. By analysing the macro-environment and micro-environment of these three countries/markets, you will have to decide which of them is the most suitable for the product you have chosen.

In the end, you will have to propose

1) what mode of entry you will utilise and

2) what your proposed marketing plan is, including an outline of your targeted segment, positioning and marketing Ps.

How should you structure the report?

Below is a proposed template for the structure of the report:

1. Introduction: this should include an overview of the product or brand you have chosen and its company, its products, and why it should go international. In addition, you should explain the reasons why you have chosen the three countries for the internationalisation strategy of this company/brand.
2. Country macro- and micro-environmental analysis: this section is probably the most substantial of the whole assignment. For each country, you should address the following:

• An in-depth analysis of the most relevant political, economic, socio-cultural, technological, environmental and legal aspects of the country, i.e. the so-called macro-environment. They should be relevant to the brand/product, and it should beclear if they are potentially beneficial or detrimental for the product/brand's success in that market;