Assessment item 1 — Task
Due date: Tuesday of Week 9 ASSESSMENT
Length: Not more than 5000 words. Note that tables and figures are 1
not counted in this limit.
This assessment item relates to the course learning outcomes numbers 1 to 5 as stated on page 1.
Note: This is a challenging assignment! It provides you with the opportunity to undertake a
significant piece of work to show what you have learnt in your degree. It is strongly recommended that you commence work on this assignment in Week 1, even though it is not due until Week 9. This assessment requires extensive background reading, planning, and development which cannot be completed in a short time frame.
On your first day at work in a new job as an international marketing manager, your boss, asks you to prepare a report. Your company has been expanding rapidly but has now saturated in the domestic market with its pet care products. The pet care market consists of the sales of cat care, dog care, other pet care and pet healthcare products. Choose China, Japan, or India market in which you would like to market the product internationally.
- If you are studying outside Australia, you may do your assignment on the basis of marketing internationally from the country where you are studying to a country as given above.
- In your report, include a detailed national profile (macro environment) as well as a comprehensive market assessment. You also need to assess various entry modes available to your company and select the best entry mode based on your market research.
- Make a recommendation with justifications. Your market analysis must be thorough and comprehensive. The final draft of the report is to be presented in a professional business format, which provides everything that your boss (a senior manager) would require in order to assess which entry strategy is most suitable for the company. You do not have to consider financial details other than demonstrating a realistic financial approach in line with the recommendation.
- This is a business report of country analysis and foreign market entry mode choice, not a marketing plan or a literature review.
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