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Task 1: Confirm target market
Performance objective
The student must demonstrate ability, knowledge and skills to confirm the target market. They must be able to identify the market segment for a product or service in accordance with the marketing plan; identify aspects of culture and consumer attributes that have an impact on international marketing; and identify features of the products or services in accordance with the marketing plan.
Assessment description
The student is to write a report that confirms the target market for a selected organisation. The report should: identify the market or market segment for a product or service noted on the marketing plan; identify aspects of culture and consumer attributes that may have an impact on international marketing of products within the target market and identify the features of the product or service.
The organisation selected should be one for which you can access the international market plan. Where possible, students should select an organisation they are familiar with such as their own workplace, or use another workplace such as that of a friend or family member, or any other workplace as negotiated with your assessor.
Note: The organisation selected here will then be used as the basis for Assessments Tasks 2 and 3.
Procedure
1. Select an organisation for which you can access an international marketing plan. The organisation may be one with which you are familiar, for example, your own workplace, or use another workplace such as that of a friend or family member, or any other workplace as negotiated with your assessor. The organisation you select here will also be used for Assessment Tasks 2 and 3.
2. Review the marketing plan to identify a market or market segment for a product or service noted in the plan.
3. Undertake research of the market or market segment to identify the aspects of culture that may have an impact on the international marketing of products or services within the target market.
Your research should any relevant aspects of culture for your product or service from the following list.
a. Attitude of relevant overseas countries to Australia and Australians.
b. Degree of fiscal conservatism or liberalism within culture.
c. Family structures, and usual purchasers and decision-makers in families. d. Religion.
e. Values and beliefs.
4. Identify consumer attributes for the market or market segment from the market profile.
Task 2: Assess current level of consumer interest
Performance objective
The student must demonstrate ability, knowledge and skills to assess the current level of consumer interest. They must investigate consumer need for the products or services through analysis of trends and past performance of products and services; review past marketing, including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings; investigate and assess individual, social, cultural and lifestyle influences on consumer behaviour and estimate their impact on products or services; and assess organisational behaviour in relation to products or services in accordance with the marketing plan.
Assessment description
Using the organisation selected in Assessment Task 1, the student is to complete the following.
• Prepare a report that assesses current level of consumer interest.
The report should investigate consumer need for the products or services through an analysis of trends and past performance of products and services; review past marketing plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings; investigate and assess consumer behaviour by considering individual, social, cultural and lifestyle influences and estimate their impact for products or services; and assess organisational behaviour in relation to products or services in accordance with the marketing plan.
• Prepare and deliver a presentation on the consumer behaviour characteristics in the target international market identified in their report.
Procedure
Using the organisation you selected for Assessment Task 1, you are to complete the following.
1. Investigate consumer needs for product or services by analysing the trends and past performance of products and services both within an international target market.
2. Review past marketing, including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within relevant international settings.
3. Explain the consumer behaviour characteristics in the target international market by assessing the individual, social, cultural and lifestyle influences and estimate their impact on consumer interest for products or services.
4. Assess organisational behaviour in relation to products and services in accordance with the marketing plan.
5. Prepare a report detailing your observations and findings.
Task 3: Recommend marketing strategies
Performance objective
The student must demonstrate ability, knowledge and skills to recommend marketing strategies. They must ensure marketing strategies address innate and acquired needs of consumer and motives that influence decision-making; present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies; and ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan and check cultural appropriateness.
Assessment description
Using the organisation selected in Assessment Task 1 and the information prepared for Assessment Tasks 1 and 2, the student is to prepare a report recommending effective marketing strategies. They must ensure marketing strategies address innate and acquired needs of consumers and the motives that influence decision-making.
The report must also include a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies, and ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan and check cultural appropriateness.
Procedure
Using the organisation you selected for Assessment Task 1, and the information you prepared for Assessment Tasks 1 and 2 you are to complete the following.
1. Formulate marketing strategies for the organisation that will address the innate and acquired needs of consumers and appeal to the motives that influence decision-making.
2. Present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target the effective marketing strategies.
3. Ensure the focus of appeal is culturally appropriate and meets legal and ethical obligations along with budgetary requirements of the marketing plan.
4. Prepare a report recommending your marketing strategies.
5. Ensure that:
a. the report’s content, format and level of detail meets standard business report writing principles
b. the report is delivered to set deadline (as established by the facilitator)
c. a copy of the marketing plan is provided in the appendix.
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