International Marketing- Research report

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Australian & Singaporean companies/brands/products Pick one (1) Australian (or Singaporean) company from the following list:

1. Electric scooter: Rideneuron: https://www.rideneuron.com/about- us/ (Singapore)

2. Pharmacy: Priceline Pharmacy: https://www.priceline.com.au/about-priceline

3. Baby products: https://bbox.com.au/ or Charli chair: https://charlichair.com.au/

4. Electronics and furniture: Harvey Norman OR JB Hi Fi. 5. Smart helmet, forcite: https://www.forcitehelmets.com/ 6. Probiotic plant-based drink, perkii: https://www.perkii.com/ 7. Sun protection, cap hat: https://caphat.com.au/ 8. Niche skincare/medical: Grahams’ Natural:

https://www.grahamsnatural.com.au 9. Office supplies: Officeworks. 10. Hardware and DIY: Mitre 10 OR Bunnings. 11. Sports clothing brands: Lorna Jane, https://www.lornajane.com.au/. 12. Australian women’s fashion label:

https://finderskeepersthelabel.com.au/ 13. Underwear, swimwear: AussieBum:

https://www.aussiebum.com/about 14. Sports/sailing gear: Zhik: https://www.zhik.com/ 15. Dairy: Bega Cheese. https://www.begacheese.com.au/ 16. Sandalwood Oils: https://www.dutjahn.com/ 17. Sauces: Bunsters (Hot Sauces):

https://www.bunstersworldwide.com.au/ 18. Beer: Two Birds Brewing: https://www.twobirdsbrewing.com.au/ 19. Drinks: Bundaberg https://www.bundaberg.com/ 20. Vitamins and health supplements: Blackmores,

https://www.blackmores.com.au/ OR Swisse: https://swisse.com.au/our-history

21. Skincare, sunscreen: Ego Pharmaceuticals: https://www.egopharm.com/au/en.html

List of Regions for Market Entry Pick a region and then pick a country, and depending on the size/nature of country, select a city or state or regional area from that country.

1. European Union – North: Norway, Sweden, Denmark, and Finland 2. European Union – South: Greece, Italy, France, and Spain 3. Eastern European Region – Czech republic, Hungary, Romania, and

Russia 4. Middle East/Persian Gulf Countries – Iran, Kuwait, Saudi Arabia,

and Turkey 5. North East Asian Region: China, Hong Kong, Japan, and South

Korea 6. Selected ASEAN Countries – Malaysia, India, Thailand, and Vietnam 7. Prominent MERCOSUR Countries: Argentina, Brazil, Uruguay, and

Chile 8. South-Central America: Venezuela, Colombia, Peru and Ecuador

Note: countries that are culturally similar to Australia (New Zealand, Canada, the UK, the USA) are not on the above list to ensure that your report is interesting and will demonstrate insight into the major aspects of a different culture, its people and the international business environment. Since some countries (i.e. China) are very large, you are encouraged to do further research and select a city or region within a country also

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22. Sports: Sting Sports (fitness equipment and apparel): https://www.stingsports.com/

23. Bathroom accessories, Tooletries: https://tooletries.com.au/ 24. Australian wines such as Penfolds, Jacobs Creek, Yellowtail, Wolf

Blass or Signature Wines: https://www.signaturewines.com.au/ 25. An Australian petfood brand: PawDINKUM

https://www.youtube.com/watch?v=jVd37J7hZIQ 26. Travel/carry-on bag: https://www.airpocket.com.au/ 27. Redback Boots: https://www.redbackboots.com.au/

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Instructions

You must select an SME from the above list.

However, students who wish to do a plan for their employer or other company, instead of choosing from the above list, must seek approval from your

lecturer, and provide evidence that they have established contact/commitment from a real company (via emails, phone, and correspondence) in order to

proceed with the assessment. Permission to deviate from the above list must be obtained from the lecturer.

The two subject assessments are interlinked: the market analysis (political-legal, cultural and economic) and the international marketing project plan (the 4Ps

or 7Ps).

The assessments involve the development of a strategic, international marketing plan for a real company that is considering (a) entering a new country,

region or city within an overseas market and (b) considering the entry of a new product/service to a new overseas market.

Many firms, when going global, need to gather information pertaining to the environment, competition, infrastructure, and specific product/market

marketing strategies when entering a country.

All information within the plan should be managerially oriented and directly applicable to the specific product/service entry decision you are recommending.

Students are highly discouraged from simply downloading country profile data from the CIA Factbook, Wikipedia, or generic online sources. This assessment

will be assessed based on the quality of the research, the breadth and depth of information presented, how well it is specifically applied to the chosen

company and the market entry decision.

Note: this is an advanced marketing subject and it builds on the first year marketing subject. Therefore, the international marketing plan (i.e., 4Ps or 7Ps) will

differ from a marketing plan that is developed for a company operating in the domestic marketplace. Students are expected to apply international marketing

theory and key questions are: how are the consumers in the overseas market different from consumers in the home market? How will marketing activity be

different from that in the domestic market? What elements of the marketing mix will be standardised and what will be adapted and how do macro-

environmental forces interact with strategy?

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DATA SOURCES include:

Company website, annual reports, industry/market reports (i.e., IBIS, Euromonitor).

Austrade – examples of successful Australian exporters and company profiles: https://www.austrade.gov.au/

Asia: See ASEAN Market Profiles, Austrade: https://www.austrade.gov.au/Australian/Export/Export-markets/Countries-and-economies/ASEAN

Global organisations such as: United Nations, International Monetary Fund, World Bank, World Trade Organisation:

WTO: http://www.wto.org UN: http://www.un.org

IMF: http://www.imf.org

World Bank: http://www.worldbank.org (access site via JCU’s library databases)

Europa (https://europa.eu/ ),

Statista (https://www.statista.com/aboutus/)

Country-specific internet sites, trade statistics, embassy resources, government websites and export promotion bodies in overseas countries, i.e, JETRO,

(Japan External Trade Organisation) https://www.jetro.go.jp/en/

CIA (Central Intelligence Agency, USA): See the World Factbook, one-page summaries of countries. https://www.cia.gov/library/publications/resources/the-

world-factbook/

Associations such as the Australian Institute of Export, the Supply Chain and Logistics Association of Australia and the Chartered Institute of Procurement and

Supply Australasia

PRS Group –political and country risk assessment: https://www.prsgroup.com/

IMD World Competitiveness Center (samples only, subscription-based): https://www.imd.org/wcc/products/eshop-products-overview/

Euromonitor: https://www.euromonitor.com/ (subscription-based, some free information)

Economic Intelligence Unit: https://www.eiu.com/n/ (subscription-based)

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Fitch Solutions: https://www.fitchsolutions.com/products/country-risk-and-industry-research (subscription based)

IBIS World – access from JCU’s library database. Australia’s most comprehensive collection of Industry Market Research, Industry Risk Ratings and Company

Research. Includes public and privately listed companies.

ProQuest News & Newspapers – access newspapers from JCU’s library database