International Marketing REPORT

Business Report – Task Brief

Product selection

Please choose one (1) of the following products to focus on for your report:

· Australian made organic baby porridge to China

· B-Berry® blueberry products from the Netherlands to Australia

International Market Report

Students are required to source ONLY secondary research and apply this research to address the task. You are NOT permitted to contact the product suppliers or manufacturers to request research reports; you must use reports and data that are freely available to the public (or at least through the Griffith library search function).

This research report has 5 key mandatory elements:

1. Identify and justify a market segment for your product in the given country (Australia or China) that is suitable to increase export opportunities. Please justify your choice of segment using analysis as support. You should also mention any limitations of the secondary research you are using.

Note: Please remember to identify your product’s current position in the product lifecycle. i.e. Introduction, Growth, Maturity or Decline phase.

2. Define and describe your target market profile. Ensure that the target market is measurable, sizable, accessible, actionable, and has growth potential.

3. Prepare a promotional concept (based on a unique selling proposition) that can be used to effectively position your product to your chosen target audience. I.e. create the key message to communicate with your audience that will entice them to purchase the product. Remember to consider legal requirements, cultural nuances and other relevant market characteristics. You may provide diagrams/story boards that support your concept.

4. Provide and justify a B2C (Business to Consumer) distribution strategy that will be most effective in attracting people from your target market to purchase. You will need to recommend which organisations will be used for distributing these products and provide supporting information as to why they will be effective.

5. Remember to include a recommendation/s section as to why your ideas should be accepted by the business to carry forward to the next international marketing phase – implementation.

Research Report – required outline

Title Page

Executive Summary (1 page only)

Table of Contents (including tables and figures)

1. Introduction (approx 250 words)

(Background, Aim, Scope, Assumptions & Delimitations)

2. Market Research, Analysis and Target market (approx 750 words)

3. Promotional Concept (approx 500 words)

4. Distribution Strategy (approx 500 words)

5. Conclusion (approx 250 words)

6. Recommendations (approx 250 words)

Reference List

- The Business Report Writing (BRW) tool (located on the Course Website) must be used to guide the structure and format of your final report. This tool details an action plan and provides a template.

- Word count, does not include the Executive Summary, Contents Page, Reference List or Appendices (appendices are not mandatory though).

- In-text referencing should be used to support any claims or statements made.

- The Harvard or APA style referencing is required for this report.

Note: SafeAssign is MANDATORY for submission. You need to submit your assignment online by the deadline. Any assignments not submitted electronically by this deadline will be considered late.

If you have any concerns regarding the report please consult with your lecturer (Alistair) during student consultation times in Weeks 9-13 (please remember to come with your planning notes if you wish to discuss the key elements).

Due Date: Week 14 – 5pm Monday, November 3.

Format: Students are required to present a business report in accordance with the BRW tool format.

Marking Criteria: refer to the course website for the Report Marking Criteria sheet. Remember to attach a copy of this document to the front of your report. A rubric identifying the key criteria used for report marking is available on the course website under the Assessment tab.

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