Subject: INTERNATIONAL MARKETING B01ITMK208
Assessment item 2: International Marketing Analysis
Weighting: 30%
Due: Week 10. A daily penalty of 5% will be applied to late assignments.
Task: You are a marketing manager for an Australian fashion or fashion accessory company. You plan to expand the business by distributing into the international market. After considering several options, you have identified one country that appears to be a favourable market for the product.
Write a marketing plan that assesses the market in your chosen country and explains why this country is suitable for your product. Recommend a market entry method, explaining your rationale for choosing it. Outline the target customer profile for your product (nominating areas of adaptation that will be necessary to make the product suitable for the target customer in that country), and the product positioning. Your plan should include the following sections:
Executive summary; table of contents, introduction (of the company and product); choice of country - rationale & entry mode; environmental analysis; target customer profile (demographics, psychographics, etc), (concluding with a summary of the reasons why the target consumer in that country will buy your product); the product positioning; conclusion, bibliography, appendices (if applicable).
Appropriate facts and figures on market size; market share and market growth must be included, as well as any relevant secondary data on consumer preferences and trends, and the market. It is essential to avoid general, unsupported statements and or unreferenced material.
The report style is of a business/managerial report. References must follow the Harvard referencing style.
Word limit: Maximum length 2500 words – around 6 pages - not including the title page, executive summary, table of contents and appendices.
Format: The report style is of a business/managerial report. References must follow the Harvard referencing style.
Turnitin: All assignments must be submitted to Turnitin, which checks for copied and unreferenced material. The class code and access password will be available on the subject site on SIS.
Marking criteria: Marks are based on how each of the specified areas are discussed and explained. Grammar and writing style helps, but it does not take marks away. Copied material is given little credit, because it is expected that students do the analysis based on their understanding of the concepts.