(1) Purpose The purpose of the group project is to give you some practical insights, understanding and experience of the scope and key factors involved in evaluating and developing an international marketing plan in a “real life” business situation.The project requires you and your team members to find an Australian based firm that is prepared to work with you in developing a new international initiative. (2) Scope The project involves the following key elements:- The identification and evaluation of “real life” international business opportunities. Development of the plan structures, components and processes. Analysis and risk evaluation of the key elements of the plan. Formulation of strategies relating to market entry, competitive advantage and marketing mix. Financial evaluation, implementation, management, control and review of the project. To do this, you will need to find an Asutralian based firm that will be prepared to work with you on this project. To do this, you should use all of your personal and business “network” connections to identify potential target companies. As a starting point, you might consider any firms that you have worked with on a part time or full time basis. Many of them will either have existing international connections or have the capability to develop them. In setting up any discussions with them, you will find the “report headings” section of this document (soft copy online / Group Project) very useful in discussing with the them the outline, scope and details of what you will need to do and what they will need to help you with. This will provide a series of discussion points with the firm as well as giving them an understanding of how your report will be structured and what it will contain. If you have a choice of firms to work with – then choose the firm that seems to be the most willing to work with you and give you the information and support that you need. That will make your project much easier to undertake and complete. Please note that it doesn’t matter how big or small the firm is, just make sure that the project that you agree on is manageable within the time frame of the course. So for example, if you are working with a big firm with many products, try and select just a single product or service to study and not the total firm – that may simply take you too long. If you are working with a small to medium sized firm, this issue of size may not be an issue because the firm may only have one product / service. We also understand that some of the secondary research information and perhaps most, if not all, of the the primary research information that you may like to have in preparing your report, will not be available to you within the time frame of the course. In such a situation, the way to overcome any information difficulties such as this is to make “planning assumptions” – and your tutor will help you with the development of that. 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 conciseness of expression, excellent 05/03/2018 (Autumn 2018) © University of Technology Sydney Page 7 of 15 articulation of ideas, issues, reasoning, insights and creativity. Group members should also develop a “charter” of how the group is to work and what roles are to be undertaken by which members. Meeting times, formats and communication details should be established for discussions outside class and tutorial hours. Response times and project work standards should also be discussed and established. In forming your group you should also consider trying to create a balance and mix of the backgrounds that each member of your team has, as the project will require a range of skills in both developing and building it. For example, it will require some knowledge of Market Research
market and data analytics, strategy evaluation and development, product innovation and management, distribution structure analysis, customer communication structures and protocols, pricing and financial analysis, project management and report writing. The key dates for the project are as follows:- – Week 2 – Project Groups formed (max 5 people, minimum 3) – Week 4 – Project Proposal Due – to be discussed and approved by your tutor, although this approval may involve some changes to your original idea. – Week 7 – Project Progress Report / Project Outline Due. This report will detail (1) what has to be done (2) when it has to be done by (3) who is going to do what parts of the report and to what standard, (4) how the report is going to be coordinated and managed. – Weeks 10 / 11 – Some of the Group Project Oral Presentations will be scheduled. – Week 12 – Group Project Written Report Due Please note that time will be made available each week in the tutorials for project groups to review and discuss any significant issues with the tutor. (3) REPORT HEADINGS 1.0 EXECUTIVE SUMMARY 2.0 INTRODUCTION 2.1 The Company – who they are, what they do 2.2 Definition of and reason for the export opportunity 3.0 SITUATION ANALYSIS 3.1 The Company 3.2 Target Country (Area) Evaluation 3.3 Environment (PLESCT) 3.4 Key Competitors (and how they compete) 3.5 Identification of Target Market Segment(s) 3.6 SWOT (Weighted) for the Export Project ONLY 3.7 Company ‘Gap’ Analysis 4.0 BUSINESS OBJECTIVES (for the project) 4.1 Financial, Marketing, Operations and Key Personnel 5.0 MARKETING STRATEGY EVALUATION 5.1 Export Entry Model Validation 5.2 Competitive Advantage and Positioning Evaluation 5.3 Marketing Mix Strategy: 05/03/2018 (Autumn 2018) © University of Technology Sydney Page 8 of 15 5.3.1. Product/Service Specification(s) 5.3.2. Product / Service Competitive Strategy 5.3.3. Distribution and Logistics 5.3.4. Pricing Evaluation 5.3.5 Promotions Please note that it doesn’t matter how big or small the firm is, just make sure that the project that you agree on is manageable within the time frame that you have been given. So for example, try and select a single product or service to study and not the total firm with its overall portfolio of products that may take too long. If you choose a small to medium sized firm however, this issue of scale and size may not be an issue because you may only be dealing with a firm that has one product/service. 6.0 FINANCIAL ANALYSIS 6.1 Preparation of (3 year) P/L for the project 6.2 Explanation of revenue / expense calculations and forecasts 7.0 PLAN IMPLEMENTATION AND CONTROL 8.0 CONCLUSION 9.0 BIBLIOGRAPHY (see details in ‘Headings Explanation’) 10.0 APPENDICES (see details in ‘Headings Explanation’) Please note that it doesn’t matter how big or small the firm is, just make sure that the project that you agree on is manageable within the time frame that you have been given. So for example, try and select a single product or service to study and not the total firm with its overall portfolio of products that may take too long. If you choose a small to medium sized firm however, this issue of scale and size may not be an issue because you may only be dealing with a firm that has one product/service. This is a group assignment (i only need done 3.6, 3.7, 5.0, 5.1, 5.2, 5.3 and 5.3.1) The Company is Oporto and the location chosen is USA specifically New York City
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