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You are expected to research market opportunities, and develop a ‘Country/Product Opportunity Brief’ highlighting the opportunities and challenges that exist for product/service entry into a country...

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You are expected to research market opportunities, and develop a ‘Country/Product Opportunity Brief’ highlighting the opportunities and challenges that exist for product/service entry into a country of your choosing in Asia.

The objective of developing a country/product brief is to identify international marketing opportunities in your focus market for an existing Australian organisation and complete the early sections of a comprehensive international marketing plan. The selected company may be considering (a) entering a new country, or (b) considering the entry of a new product/service to an existing international market, or (c) both. You may NOT contact the organisation during the completion of this assessment.

You will need to conduct research on products/services with which they plan on entering the market, as well as research the most current issues that their company may face in entering a specific country. Issues include, but are not limited to legal/regulatory concerns, political risk, cultural nuances that require adaptation, entry/importation procedures/policies, competitive nature of industry, suppliers/channels of entry, and tariffs/taxes.

You will also need to analyse the skills, resources and capabilities of your chosen organisation with respect to entering this new international market.

The brief should be a maximum of 2000 words. It is strongly recommended to use headings/sub-headings to highlight changes in topic. A suggested structure would include:


Explain the specific market opportunity you have identified – what is it, how did you determine?

Situation Analysis

Business environment - Information on aspects of the macro and micro environment (PESTLE) relevant to this opportunity

Market Analysis - Customer segments/profiles relevant to your product in that market, size, growth rates

Competitive Analysis – who are the major competitors and what is their competitive advantage

Organisational Analysis – evaluation of the Australian organisation/product you recommend for this opportunity – what is their competitive advantage?

SWOT Analysis

A summary of key points discovered in the Situation Analysis.

All information within the brief should be managerially oriented and directly applicable to the specific opportunity/product you are recommending. Students who simply download country profile data without analysis will be penalised.

Students are expected to identify a company within the first four (4) weeks of class. The company may be large or small, local or international, have existing products/services or considering new products/services. Students must NOT contact these companies, instead relying solely on secondary data. Students are expected to utilise numerous data sources in compiling their project, such as government (country) and non-government sources (UN, World Bank, IMF, etc.), company records, consulting, legal and advertising firms, country-specific internet sites, trade statistics, and embassy resources. Any use of Wikipedia as a source for the assignment will result in an automatic zero mark, as it is not a reliable source.


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This assessment task will assess the following learning outcome/s:

  • be able to analyse the elements of the global marketplace.
  • be able to critically evaluate global marketing opportunities.
  • be able to select markets and justify market entry options.

The country/product opportunity brief is designed to encourage you to engage in independent and reflective learning, as well as develop the skills to locate, evaluate and use relevant information for a specific international marketing problem.

This assessment has been designed in order to:

  • assist you to develop and demonstrate your learning about the nature of international marketing and the importance of macro-environmental scanning and research; and
  • allow you to develop your information searching and critical thinking skills.

On successful completion of this assessment, you should:

  • be able to analyse the elements of the global marketplace; be able to critically evaluate global marketing opportunities; and
  • be able to interpret and assess the impact of marketplace variables on marketing practice in the global marketplace.
Answered Same Day Aug 07, 2020 MKT550 Charles Sturt University


Akansha answered on Oct 08 2020
157 Votes
Running head: Global Marketing
Global Marketing
Global Marketing
Student Name
University Name
Unit Name
Unit Code
Introduction    2
1.    Global & International Marketing    2
2. Billabong Entering to Indian Market    2
Situation Analysis    3
1. Business Environment    3
Political    3
Economic    4
Social    4
Technological    4
Legal    5
Environmental    5
2. Market Analysis    5
a. Customer Segment    5
. Type of Market    5
c. Profitability    6
d. Market Size    6
e. Growth    6
f. GDP    7
3. Competitors    7
a. Two key competitors    7
. Data related to competition    7
c. Competition level    8
4. Organisational Analysis    8
a. Billabong Products    8
. Domestic Market of Billabong    8
c. International Market of Billabong    9
d. Billabong Products in Indian Market    9
e. Competitive Advantages of the Billabong    9
5. SWOT Analysis of Billabong    10
Strength    10
Weakness    10
Opportunity    11
Threat    11
Conclusion    11
References    13
1. Global & International Marketing
International marketing and global marketing both terms are not the same thing, even many marketers treat international and global marketing in a same way. Global marketing sees the entire world as a whole and creates the products that fit into any regional market in just a few weeks. International marketing means that all the marketing decisions made in various countries, and employees know the nearly all about the targeted market. Global marketing is much more than selling products globally (Balasu
amanian &Makadok, 2018). Instead, it also includes complete process of planning, producing, or placing, as well as marketing a company's services or products in a global marketplace. Large firms usually have offices in all the countries they sell a
oad; however with the Internet expansion, even small firms can reach to their customers around the world. On the other hand, International marketing applies marketing principles to several countries. However, it is often expressed as a cross connection between international marketing and global marketing, which is a similar term.
2. Billabong Entering to Indian Market
Billabong International is a retailing organization that operates number of stores or from online websites. Billabong is also responsible for the marketing, wholesale, distribution, and retailing of products, such as clothing, sporting goods and accessories. Their product portfolio simply includes sporting accessories, eyewear, clothing, hard goods and wetsuits. It offers products under several
ands including Billabong, Element, Rush, Amazon, Surf Dive, Honolua, Two Seasons and Quiet Flight (Tay, 2018). They also sell its products and services through franchise stores and direct stores globally. Geographically, Billabong operates through their subsidiaries moreover affiliates in the Asia Pacific, North America, Europe, and some other areas. Billabong Company head office is located in Australia.  Considering the steady and continuous growth in clothing industry and huge population, Billabong Limited has considered international expansion to Indian market as a best way to expand its business internationally (Tay, 2018). 
Situation Analysis
1. Business Environment
PESTLE Analysis of the Indian Market
Indian political environment is extremely determined by various factors for example government policies and political stability, the ideology of the political parties, the interests of politicians, along with the influence of political forums. Therefore, multiple political factors will affect the business environment of India (Braouezec, 2012). They include taxes that are fully developed due to their three-tiered government structure: alliances, state rural and u
an institutions. The federal government level income taxes, consumption taxes, customs duties and service taxes and sales taxes. Billabong will easily enter in the Indian clothing market after considering political attitudes properly.
According to International Economic Fund's report of 2017 on economic forecast, GDP of India is 2.4 trillion US dollars, making India 7th largest country in the whole world's nominal GDP. Gross domestic product will grow almost 6.5% in FY 2018 and is also expected to grow to 7.5% by FY 2020 (World Bank Group, 2018). India's cu
ent corporate taxation rate is almost 30%. It is also worth noting that Indian corporate tax rates changes frequently from last few years. Tax rate in 2012 was almost 33.88%, and in 2001 it reached the highest level of 38.95% (Trading Economics, 2018). India's steady growth in GDP will benefit the business expansion of Billabong Limited in India.
Social factors such as trend changes have a profound impact on the entire business environment such as; the aging population of India led to an increase in the cost of pensions for enterprises and an increase in the number of recruits for older workers (Choi, 2018). The changes in the Indian population will also help Billabong to transform their sporting goods and surfing products as well as accessories in Indian market.
Technology significantly impacts the development of the product and also introduces the new cost decrease processes. India also offers 3G and 4G technologies to make easy several of its technology projects (Dingus, 2014). Additionally, India has world's most strong IT departments, promoting ongoing IT development and software upgrades in addition also promote some other technological advancement. Billabong will easily produce and distribute their sporting goods based on existing advanced technologies in India, without affecting its transportation.
India is one of the famous destinations for almost all foreign direct investments. Based on the business needs and scope, foreign investors easily and smoothly set up companies,
anches and limited liability partnerships in India. Most of the firms in India are completely governed by the “Company...

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