int?rn?ti?n?l m?rk?ting

The project is the development of an international marketing plan for an Australian company in an
overseas market. Teams of up to 5 students will develop such a plan during the semester.

The development ofthe plan has been designed to give you some practical experience in:-
The identification and evaluation of”real life” international business opportunities (for an

Australian firm in a foreign market).

Development ofthe plan structures, components and processes.

Analysis and risk evaluation ofthe key elements ofthe plan.

Formulation of strategies relating to market entry, competitive advantage and marketing mix.
Financial evaluation, implementation, mangement, control and review ofthe project.

The final written report will be graded on the quality of your research and the understanding
that you have demonstrated in the preparation of an international marketing plan. The report is
expected to be presented in a professional’ manner, involving concise expression, articulation of

ideas, issues and reasoning, and insight and creativity in the recommended strategy. A checklist of

the major points that should be included in the project plan is included in a separate

handout available on UTSOnline. It is recognised that some ofthe secondary data will not be available within the time frame of the course and that it is perhaps unlikely that you will be able to obtain primary information about the target foreign market. The mechanism to overcome any information difficulties is to make “planning

assumptions”. The plan should therefore be prepared from the perspective ofa

report being provided to the firm’s executive management about to visit the foreign market forthe first time.
Group members should initially develop a “charter” of howthe group is to work and what roles are

to be undertaken by what members. Meeting times, formats and communication details should be

established for discussions outside class and tutorial hours. Response times and project work
standards should be established. Care should be taken in forming a group to create a balanced mix

of backgrounds, experience and expertise as a range of skills will be needed in developing the

project from research insights, market analytics, data analysis, strategy development,
product innovation, distribution structure analysis, customer communications, financial analysis, project
management and report writing

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