RMIT Classification: Trusted
STUDENT - PRODUCT ASSESSMENT TASK
Task Numbe
XXXXXXXXXXof XXXXXXXXXX .
Task Name
Profile target market and segment
National unit/s code
BSBMKG516
National unit/s title
Profile International Markets
National qualification code
BSB50815
National qualification title
Diploma in International Business
RMIT Program code
C5372
RMIT Course code
MKTG7890C
Section A - Assessment Information
Duration and/or due date:
Students have 9 weeks to complete this assessment. This assessment is to be completed by the end of week 15 from commencing the unit and submitted on Canvas by Wk 15 Sunday 11.55pm.
Task Instructions
Type of Product (tick which applies)
☐ Project
Report
☐ Portfolio
☐ Case study
Summary and Purpose of Assessment
This assessment aims to identify your ability to:
· Summarise relevant legislation, codes of practice and national standards affecting marketing operations
· Identify sources of external and internal information on international markets.
· Summarise cultural aspects relevant to international markets profiled
Assessment Instructions
The following is an overview for the requirements and expectations for you to analyse and write a business report (positioning implementation plan). As part of the task, you will need to analyse the total market from two countries and select one. You will need to identify a positioning strategy from the consumer you will profile and then priorities a single market and the cultural issues that may be applicable.
You will be asked to select from the finalists of the Australian Government Exporter Awards and analyse only one company that is primarily in the manufacturing market and avoid mining product.
You are required to produce a business report (positioning implementation plan) that will show what a business needs to determine in expanding internationally and then will include the main steps to be undertaken in evaluation of opportunities, giving regard to relevant legislation and standards affecting the marketing process.
The report will also address target market influences that will affect this decision and how the business has a
ived at those determinants and what steps you will take to minimise or negate the risks associated with these influences. Use provided material and further research to determine what evaluation techniques should be engaged to assess suitability of the export venture.
The report will be approx. 1500 words and will use a standard business report format that demonstrates competency in writing a clear, concise evaluation report. This report should include executive summaries, introduction or conclusions.
Standard Harvard referencing is required, and appendixes should be used for the inclusion of research and supporting documents.
As part of the written report, you are to include a table of contents. This needs to detail all the categories that meet organisational requirements for suitable presentation of their positioning implementation plan, e.g. introduction, background, statistical analysis etc.
What
This report aims to use research techniques to identify suitable potential markets.
Tasks to be completed and detailed in the report:
1. Analyse and describe the total market from two countries and select one country you believe will be suitable to enter with your chosen product (consumer profile). In your answer, describe the key market characteristics. Ensure you include a clear description of your market including any trends that may be applicable/ identified.
2. Student must then prioritise a single market to identify a positioning strategy suitable for that market.
3. Research suitable potential market by including sources such as CIA World facts book (Int) and ABS (for Aus.) along with other data sources
4. You will also research and support this decision by addressing any perceived cultural or social blocks to the internationalisation of the business
5. You must also identify two (2) ways how these will be addressed to ensure a successful export venture.
· This means, Internationalization refers to the increasing importance of international trade, international relations, treaties, alliances, etc. Inter-national, of course, means between or among nations. (By Herman E. Daly 1999)
6. The company to be selected will be taken from recent finalists in the Australian Government Exporter Awards listing https:
www.exportawards.gov.au/
(You are to choose ONE only) (please ensure each person selects one from different years and parts of Australia so they do not all look the same from the class).
7. Through careful analysis, you will document a typical country profile as a suitable target for export and identify how you have come to this conclusion (include at least 2 (two) sources of information accessed)
8. You will then select a single country from the target (group) and applicable segment(s) (at least one (1))
9. You are to analyse that market for relevant legislation, codes of practice and national standards that may affect the opportunity. Outline at least four (4) that apply and describe why.
10. You should describe how these requirements will be addressed.
11. You will also study the key cultural and social differences between the target market and the domestic market. You should discuss at least three (3) examples of these differences.
12. Based on your conclusions, you will then determine how those differences will impact on the targeting and positioning strategies and describe how they will be dealt with.
13. During this research you will identify and profile the target market.
14. You must identify the most appropriate positioning strategy suitable for this international market venture
15. Identify a consumer profile of the market and a specific segment.
16. Provide reference to three (3) examples of data that specifically relates to the statistical interpretation of the market type.
17. The data can be accessed through sources such as CIA World facts book and ABS and IBISWorld data along with other li
ary and online data sources.
18. Identify key demographic data (e.g. age, gender, nationality, location etc,) and psychographic data/descriptions (e.g. activities, lifestyle, values etc.) and state how this aligns with the requirements of the plan
eport.
19. Information collected and presented for your completed profile must meet the requirements for a business-based report. Research and outline these requirements, including reference to language, content (sufficiency, level and relevance of detail) and desired formatting. Ensure your report adheres to all these requirements. Evidence of your research into the requirements of a business-based report must be included as an appendix to the report.
20. You must also analyse the marketing plan data, which includes segments, marketing mix (4Ps) and positioning strategy elements.
21. From the strategies you have already identified, choose a positioning strategy that would better support the needs of your consumer profile and culture. Justify your reason for the change to your marketing mix.
22. Perform research to check for cultural appropriateness as it applies to your selected strategies. Summarise your findings and state your sources of information in accordance with the Harvard referencing system.
23. The assessment will be marked on the depth and accuracy of research in the report/plan as well as the overall quality and content (above) of the report.
Where
You will be provided some class time to work on this assessment, however, it is expected that the majority of this assessment will be completed outside of class
How
You will be assessed according to the criteria outlined in the Criteria for Assessment listed in the marking guide. To achieve satisfactory result, you will need to address all criteria satisfactorily
Conditions for assessment
· You must submit their file in Canvas by the due date. The assessor will assess the documentation you provide, and feedback will be provided within 2 weeks of students’ submissions.
· You must complete the task by due date.
· If you require extension of time (up to seven days) you must apply in advance the prior to the assessment due date if you feel require special allowance or allowable adjustment to this task. How to apply instructions are available on https:
www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work webpage
For the other circumstances and types of assessments you need to apply for Special Consideration. More information is available on https:
www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration webpage.
· You are to name their submission file as
. For example, 23456789JohnSmith_BSBMKG516_report.docx
· If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task they will be allowed one resubmission. The teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
· If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in this course. Your submission will be considered by the Program Team and will be advised of the outcome as soon as possible.
· Students can appeal the assessment decision according to the RMIT Assessment Processes.
Instructions on submitting your project/portfolio
eport
You must submit as assessment evidence for this task: A report uploaded to Canvas by the due date.
Equipment
esources students must supply:
Equipment
esources to be provided by RMIT or the workplace:
Computer and Internet access
Computer software
Relevant texts/notes/web information
You are required to
ing a FULLY charged computer with internet access.
Internet access and computer access should students not have a laptop
You will be able to access the internet and relevant RMIT databases through the Li
ary.
Section B – Marking Guide
Below is a checklist for how this assessment task will be judged as satisfactory or not satisfactory.
Key Criteria that must be demonstrated
Criteria for assessment
Satisfactory
Not Satisfactory
Comments
1. The student has used at least two (2) research techniques to identify suitable potential markets for further research
☐ ☐
2. The student has prioritised one (1) market and identified a positioning strategy suitable for that market.
☐ ☐
3. The student has researched a potential market using at least two (2) suitable sources of information
☐ ☐
4. The student has researched and supported their choice by addressing any perceived cultural or social blocks to the internationalisation of the business, considering at least three (3) issues that may impact perceived cultural or social blocks
☐ ☐
5. The student has described two (2) ways in which these issues (cultural or social blocks) will be addressed to ensure a successful export venture
☐ ☐
6. The student has selected one (1) company (taken from recent finalists in the Australian Government Exporter Awards listing.
☐ ☐
7. The student has outlined a typical country profile as a suitable target for export and identified how they have drawn this conclusion
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8. The student has selected a one (1) country from the target (group) and outlined segments that apply.
☐ ☐
9. The student has analysed the market and identified at least four (4) examples of relevant legislation, codes of practice and national standards that may affect the opportunity.
☐ ☐
10. The student has described how the identified requirements (e.g