International Marketing

| February 12, 2014

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2. Introduction (approx. 500 words) * You can adjust the word limit for each section – these are guidelines only
In this section, your discussion should:
• Provide an overview of the current Australian marketplace OOSCC operates within – include OOSSC’s current market position within Australia, its strengths and weaknesses
• Provide a brief summary of your rationale from Assignment 1 of your chosen market (country). Please ensure you read the comments provided by the marker and make any necessary amendments.
3. Market Segmentation and Target Marketing (approx. 1000 words)
In this section, your discussion should focus on determining what (who) will be the target market within the chosen country
• Identify how you intend to segment the target market and the rationale for choosing specific segmentation variables/bases e.g., demographic, geographic, psychographic.
• It is advisable to use a combination of factors to identify potential segments within the market
• Please note it is not necessary to use every segmentation variable/base. Once again, Tables for analysis are recommended.
• From your analysis of potential segments you must identify one (1) segment as your target market
• Clearly indicate the size of the potential market
4. Market Entry and Expansion Strategies (short and long term) (Approx. 1000 words)
In this section, your discussion should:
• Recommend market entry strategies for the expansion of OOSCC into the chosen destination country. When choosing your market entry strategies, please keep in mind the type of product/services/offer, your target market and the external environment of the chosen country. For example, some countries have strict policies regarding joint ventures, acquisitions and greenfield operations.
• It is advisable to provide entry strategies appropriate for both the short and long term and justify your choice of entry strategy. Specifically, you need to identify at least one strategy to initially enter the market and another strategy for future expansion
• Possible market entry strategies include: Exporting, Licensing, Franchising, Joint ventures/partnership arrangements, Strategic alliances, Acquisition, Greenfield operation etc
5. International Marketing Mix
The following factors should be discussed and your marketing strategy recommendations should be supported by relevant secondary sources of evidence. In this section, you should attempt to analyse whether you can standardise the product/services or will it be necessary to adapt to local needs and wants.
Please ensure you understand the buyer-behaviour and media habits of your chosen target market when developing your marketing mix strategies. Rationale must be provided for all strategies.
You are able to use the current product line or develop new products for your chosen target market (if desired). For example you may wish to develop a product line for men.
In this section, you will need to consider:
• How would you position the OOSCC (brand) in the target market? Think about developing a perceptual or positioning map to illustrate your strategy.
• Do you need to modify OOSCC products/services/offer in any way for this target market? Please note you can develop new products for your specific target market
• How would you develop a promotional mix (public relations and publicity may also be included) to your target market? Please take into consideration both strategy and tactics. Please note. In relation to the promotional mix, there are quite a few tools which can be used e.g., in-store promotions (please do not over-use), digital and social media campaigns, merchandising, PR, loyalty programs, events, etc. Traditional advertising; specifically television, cinema, outdoor or print advertising may also be used.
• What are your pricing objectives and strategies for OOSCC’s products?
• How would you distribute your OOSCC products/services/offer to your target market? What relationship marketing tactics would you use?
6. Conclusion
Outline your major findings and recommendations.
7. Reference list (Not a bibliography) NOT included in the word count.
References cited in the report only should be included. Marks are awarded based on depth and scope of research. Again, your references need to be formatted according to Harvard Referencing Method. Please see the Deakin Handbook for guidelines as to the correct referencing style.
8. Appendices (Not included in the word count)
Appendices should include supporting evidence only. Tables and graphs which are important to the discussion should be placed in the body of the report. If you use appendices please ensure they are numbered and referred to within the report.
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