Conditions for company and countries selection:

Instructions;

1. The company must be an Australian edible oil (e.g. olive oil) or cheese company.
2. Selection of the two countries: They should be two of Singapore, South Korea, Thailand, and The Philippines.
From a structural perspective, this is a business plan and should be written in report format /genre. http://www.latrobe.edu.au/lasesl/assets/downloads/business-report-writing.pdf.
The plan should include the following sections and sub-sections as a minimum:
1. Table of Contents: including sections, sub-sections, and page numbers.
2. Introduction: provides the reader with an understanding of the purpose of the project, its scope, and structure – sections and sub-sections. Do NOT talk about the company or the countries in details in this section.
3. Company and Product Background: provide an analysis of the business and product performance from a domestic perspective. This discussion should provide some information about the competitive advantages that the business might leverage in international markets. You should:
 Briefly indicate company objectives and corporate strategies – what are the aims of the company?
 Are the company’s business strategies directed toward gaining market share?
 How has the company been faring in the last three years or so? Company size, assets, capabilities, competitiveness, strengths, etc.
 What is the product and what needs does it satisfy?
 Who is the target market for the product?
 How has the product been performing? Sales, market share, revenues/profits.
 Is the company already engaged in international marketing? What countries is it operating in? What entry strategies is it implementing?
 What resources does the company have to go overseas (assets, HR/skills, experience, etc)?
4. Comparative Country and Product Market Attractiveness (12.5 marks [for country A] + 12.5 marks [for country B]): you are required to compare two countries by assessing the dynamic and competitive nature of the product market within each country. In order to do this, you should undertake a macro-environmental analysis of each country in question and then undertake a detailed micro-environmental (market) analysis of the chosen product market for each country.
Assess the macro environment of the two countries as follows:
 Political environment: including stability and security, safety, crime rate, corruption.
 Foreign relations/trade: Is the country open for foreign relations and trade? Trade barriers, regional economic integrations/treaties.
 Social and cultural environment: Ethnicities, religions, lifestyles, Hofstede’s cultural dimensions, product (in)compatibility with cultural norms or religious rules, and so on.
 Economic: including economic strength, stability, GDP/GDP per capita, forecasts, affluence, purchasing power.
 Technological: including infrastructure and industrialization / development level of country, manufacturing, telecommunications.
 Agricultural (if applicable): Is the country’s environment/climate suitable for farming the product (crops, livestock, etc)?
What are the similarities and differences between the company’s country of origin and these two countries, in terms of these macro-environmental factors using the framework?
 How might these similarities and differences influence your country selection, marketing strategy in your country and product market?
Assess the micro-environment of the two countries as follows:
Product Market Analysis:
 What is the size of the market?
 Is it growing and if so at what rate?
 Are there clear and distinct product segments within the market? What are the sizes and relative growth rates of these segments?
 At what phase is the market in relation to the product lifecycle?
 To what extent is the market supplied by foreign sources?
 What are the sources of foreign supply?
 What are the major forms of marketing channels (distribution) used within the product market?
Competitive Analysis:
 Are there competitors in that market?
 What form of competitors are these (providing identical products or substitute products)?
 How many competitors are there in the market?
 Who are the competitors and how do they operate?
 Are the competitors foreign or locally-based?
 If foreign, what entry strategies are they using?
 Where do you see your company compared to those competitors (differentiation strategies and positioning)?
 What are you company’s strengths in comparison to the competitor?
Buyer Analysis:
 Assess buyer behaviour within the identified market segments through consumer analysis (who are they, how do they consume/use the product).
 Identify and describe your target market segmentation strategies.
5. Market (Country) Selection with Justification and Opportunity Statement :
• Briefly outline the major opportunities and threats in both countries, which will mainly come from summarizing the above points (macro and micro analyses
• Compare the opportunities and threats of both.
• Which country among the two do you recommend your company to enter? This should be based on creating a fit between the company and the country.
6. Marketing Objectives (5 marks):
Marketing objectives are usually derived from an assessment of the capabilities of the business and market opportunities. These should be specific, measurable, achievable, realistic, and time frame.
 What market share do you aim to achieve?
 Are you aiming for long/short term marketing, large/small scale marketing?
 What are your target market segments? Where can you find them?
 How will you position your product (based on competition and target segment)?
7. Entry Strategy (20 marks): (u also needs to write the market plan for North Korea) What entry mode(s) will you use to enter that country (for example – direct exporting, licensing, strategic alliance, establishing a subsidiary)? Justify your entry strategy explaining why the one you have chosen is better than the rest. Please take note that you may have a combination of entry strategies depending on the situation. Your chosen entry strategy must be linked to your marketing objectives discussed in Section 6.
8. Executive Summary:

a. Overview of the report.
b. Key findings from your analysis of the two countries: opportunities, threats, nature of the market, etc.
c. A summary of your major recommendations and key outcomes: recommended country to enter among the two, marketing objectives, and entry strategy with brief justification based on the findings.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sample Solution

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