Diploma of International Business Unit/s: BSBMKG513: Promote Products and Services to International Markets

Assessment 1 of 2 To be administered by the Trainer/Assessor after the completion of all formal information presentation Course and Code: BSB50815 Diploma of International Business Unit/s of Competency: BSBMKG513: Promote Products and Services to International Markets *Student Name: Assessment Type: Case Study, Assignment, Report, Role-play *Student No: Your Submission date will be what is shown in ACCIT Moodle after it is submitted for grading. Assessment 1 – BSBMKG513:

Assessment 1 of 2
To be administered by the Trainer/Assessor after the completion of all formal information
presentation
Course and Code: BSB50815 Diploma of International Business
Unit/s of Competency: BSBMKG513: Promote Products and Services to
International Markets
*Student Name:
Assessment Type: Case Study, Assignment, Report, Role-play
*Student No: Your Submission date will be what is shown in
ACCIT Moodle after it is submitted for grading.
(Not the draft submission date).
*Assessor Name:
* This fields are required to be filled
ALL QUESTIONS MUST BE ANSWERED. TO ANSWER THE QUESTIONS, USE THIS DOCUMENT.
Assessment 1 – BSBMKG513: Promote Products and Services to International Markets
Please complete this assessment and submit for marking. This forms part of your assessment for
BSBMKG513: Promote products and services to international markets.
The following documents are related to this unit.
 BSBMKG513 Unit of Competency
 BSBMKG513 Learner Guide
Word count
In this assessment some of the questions include a word count. This is a guideline only, but your
answers should not vary substantially (i.e. +/- 10%) from the word count provided. Microsoft
Word includes a word count tool.
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 Upload this assessment online in ACCIT Moodle once you have completed your
assessment with all required evidence attached.
 It is important that you keep a copy of all electronic assessments submitted to ACCIT
Moodle.
Note: Please submit all assessment components in one file, or with as few attachments and
separate documents as possible; i.e. do not include templates or emails in separate documents –
place them all in the one document.
Performance objective
The students need to understand how to plan promotional activities, coordinate promotional
activities and review and report on promotional activities.
Assessment description
This assessment provides a case study on how to promote products and services to international
markets.
To complete this assessment successfully answer the questions in as much detail as possible.
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Case Study
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TruBeauty: Promotional Activities in China
TruBeauty makes natural skin care products for
women including moisturisers, face wash, lotion,
under-eye cream, and many more. The
organisation prides themselves in offering good
quality products that use natural and organic
ingredients which are beneficial to the skin. The
products are made in Australia.
The organisation wants to expand its business
internationally and plans to conduct promotions
in China.
The following three promotions have been
suggested:
 Billboard and posters – a number of posters to advertise skincare ranges for women.
These are to be placed in or near shopping and business areas to promote the brand.
 An online advertisement video – to inform and display the brand and product range to
potential customers. This is to be placed as pay-per-click advertising on a selection of
different Chinese web sites.
 Free trial products – will be available at the trade event, to promote the organisation’s
skincare products. Trial products will be given out to individuals (two small samples)
in a small package, along with a card/leaflet which will provide product information
and the website address.
TruBeauty has the following requirements for its promotions in China:
 To promote organic skincare products that comes from a reputed Australian brand,
TruBeauty.
 To showcase the range of skincare for women.
 To promote quality products which are beneficial to the target groups.
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Planning and Scheduling for Outdoor (OOH) Advertisements
Bela, the Marketing Head in China with her team, are planning on how to produce and
implement billboard posters for TruBeauty in China over a five-week period. Bela will be
coordinating with the Marketing Head of Australia, Smith, to successfully run this campaign.
The marketing objective of this campaign is to build brand awareness across China. To
achieve this, TruBeauty has come up with OOH campaign for five-weeks’ time period. The
budget of this campaign is AUD 200,000.
Planning will need to include:
 Awareness of the timeframes for planning
and delivering the promotion
 Resource requirements, e.g., design and
artwork, specialist skills and print
quantities
 Roles and responsibilities
 Poster production and quantities
 Poster distribution
 Liaising with contacts in China
Scheduling will need to meet the five-weeks’ deadline (from start to finish billboards on
display in China).
This will include:
 Contract with an advertising agency in
China which will provide advertising
services.
 Product and advertising photography
 Printing high-quality posters
 Transportation and placement of posters
in target locations
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International Trade Event
Jian, the Sales and Distribution Manager of Hong Kong Special Administrative Region, has
been asked to arrange a promotional event in Hong Kong which will be happening in three
weeks’ time. Chao, the Marketing
Executive at the branch office of Hong
Kong, along with Jian and his sales
team will be setting up a stall in
‘Cosmoprof Hong Kong’, an
international cosmetics fair. This is a
three-day international trade event.
Bela will be the supervisor of Jian and
Chao.
The promotion
The promotion involves setting up and running a mid-size display stall to promote
TruBeauty’s skincare products in Hong Kong. The products are Australian-made, using
quality organic materials and have proven
successful in the organisation’s initial sales in the
Hong Kong market. The purpose of the promotion is
to raise the organisation’s profile on the Hong Kong
business market. The promotions will feature a
range of skincare products with the benefits of
apple, orange, coconut, green tea, Aloe Vera,
chamomile, almond, shea butter, cucumber, lemon,
honey, essential oils, etc. Trial products will be given out to individuals (two small samples) in
a small package, along with a product brochure which will provide product information and
the website address.
Chao will need to:
 Obtain promotional materials from the Australian office and take these to the event
premises
 Set up the stall so it’s ready for the event (e.g., displaying the skincare products and
arranging images and promotional items)
 Be instructed on how to manage the promotion, i.e., what they can say, whether there
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are any offers that they can provide, what promotional materials to give out, and any
planned future business activities that TruBeauty will be doing in Hong Kong.
Planning for the International Trade Event
 Advertisements – TruBeauty is about to spend on OOH advertisements to build up
consumer demand for their organic skincare products. It brings the customers to the
product increasing the customers’ interest to buy.
 The Objective – Create brand awareness,
and push selling of TruBeauty skincare range in Hong Kong business market.
 Tools used for planning – Jian and Chao will prepare a work schedule and work out
for lists of things they need in place before the event starts.
 Actions – Jian and his team along with Chao will arrange the set-up for the stall, bring
all the brochures and free sample products, display their different range of skincare
products. Chao will order promotional items from the China based advertising agency.
Jian’s team members will build the stall, design the layout, place the canopies, display
the products, fix proper lightings for greater visibility.
 Contingency plans – If anyhow the delivery of the promotional materials is being
delayed by the agency, the employees will order generic marketing promotional
materials from a local digital printing house.
A summary of the preparations
A three-week (15 working days) schedule to prepare for the event left little time for
preparations; marketing materials took seven working days to design and print. Delivery from
Australia took four days (allowing up to seven days, to cover the quoted delivery period).
Materials arrived in Hong Kong four days prior to the event. The Australian office participated
in regular communications with Chao, during afternoons, when working hours overlapped.
This ensured Chao was given the correct guidance to manage the event, which he was then
required to disseminate to his two colleagues.
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Question 1
Objective  Access marketing plan for international business activity to
inform planning of promotional activities
Refer to Planning and Scheduling for OOH Advertisements
A) Where should Bela be able to find TruBeauty’s marketing plan for China?
(within 20-30 words)
B) Why is a marketing plan important for planning promotional activities?
(within 30 - 50 words)
C) Identify and list four various kinds of information that Bela might find in the marketing
plan which can be of relevance to TruBeauty’s promotional activities.
A) Marketing pan for the company will be provided by the Chinese marketing team
located in Hong Kong.
B) Marketing plan is important as because it helps the companies to make the sales easier
for the business owners of the company. It helps in targeting the potentials customers
in a smarter way in order to reduce the cost of marketing initiatives.
C) Four various kinds of information that Bela might find in the marketing plan are
Pricing, Positioning, Competition Statement, Market Strategies Budgeting and
Branding.
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Question 2
Objective  Access relevant information sources to support planning of
promotional activities
Refer to Planning and Scheduling for OOH Advertisements
A) Identify and list four sources of information that Bela can use to support the planning
of promotional activities. These can be internal and/or external. (within 20-40 words)
B) How can Bela access relevant information sources for the upcoming promotional
activities in China? (within 30-50 words)
A) Four Sources of Information which are required by Bela in order to support the
planning of promotional activities are: Personal Selling, Sales Promotion, Direct Mail,
Advertising Mix and Sponsorship activities
B) Bela can access relevant information sources for the upcoming promotional activities
in China with the help of extensive use of Internet service and getting than marketing
plan from Jian who is the distribution manager of Hong Kong.
Question 3
Objective  Identify and assess promotional activities to ensure cultural
appropriateness and compatibility with organisational
requirements
Refer to TruBeauty: Promotional Activities in China
A) Assess the three promotional activities and identify how Bela, Jian and Chao can make
sure these are culturally appropriate for the Chinese market while ensuring
compatibility with the organisation’s requirements. Identify three points for each
promotion.
(within 160-180 words)
B) Following on from Question 3 (A), provide alternative idea/s for promotional activities
you might want to use and why? (within 40-60 words)
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A) Three promotional activities which can be used by Bella, Jian and Chao to make an
appropriate Chinese marketing Plan are:
 Advertising through the use of Telemarketing activities, creating beautiful
slow gun and advertisement over the air will be extensive use to get the
customers
 Digital Interaction over Social Media be like promoting the company over
famous social media applications like the Facebook, SnapChat, and creating
an official page in Instagram will be helping the company to attract
customers.
 Increasing Public Relations so as by giving them various types of demo of
the product and delivering good customer satisfaction feedback will
increase the morale of the company.
B) Sponsorship will be an extensive promotional activity of Bella as because it will
directly target the market with high income customers in the society. Sponsorship
in great fares will be able to attract more customers.
Question 4
Objective  Plan and schedule promotional activities according to
marketing needs of the organisation
Refer to Planning and Scheduling for OOH Advertisements
A) Produce a brief plan for the poster production and promotion for China. This needs to
include the description of the content that is to appear on the poster, message that is to
be sent out, number of posters printed and an approximate budget for the production
and printing. (within 80 - 120 words)
B) Using a Gantt chart, show how Bela and her team would schedule the activities to
produce and distribute the posters. You can use the table below.
A) Brief plan for the poster will be a strong title to draw attraction, Mission and vision
statement of the company, short and brief description of the products manufactured by
the company in and around 300 words. Text should be written in a clear manner but in
bullet points and making headlines should be beneficial. Effective use of graphics and
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colour is also accepted to attract the customers. It should also include few diagrams to
make a difference.
B)
Gantt Chart
Week 1 Week
2
Week 3 Week 4 Week 5
Obtain brief Get
involvement
with the
team
Obtain
agreements
Form
a team
with
the
help of
team
leaders
Assign roles Marketing
team and
Promotional
activities
Identify and
brief design
company/perso
n
Making
separate
team for
separate
activities
Receive and Designing
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review designs the process
to execute
the whole
marketing
plan
Artwork
printed
Designing
the art
work
Distributing
it to the
team
members
Distribute and
place posters
Final
distribution
Question 5
Objective  Determine overall promotional objectives in consultation with
designated individuals and groups both in international and
domestic settings
 Identify, analyse and evaluate complex textual information
including audience feedback to determine business
achievements
 Articulate ideas and recommendations clearly using language
and technical references suitable to audience
 Use active listening and questioning to confirm understanding
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Refer to Planning and Scheduling for OOH Advertisements
A) Bela with her team is coordinating with Smith to run the OOH marketing campaign
successfully in China. Before the campaign starts, Bela needs to submit a feedback to
Smith, which should include the following points –
 Market environment in China for selling Australian organic Skincare products
 Who is the Target group? Explain why.
 Any cultural requirement or limitations with promoting TruBeauty products in
the target market
 TruBeauty’s marketing objective for this upcoming campaign
(within 100-150 words)
B) As a follow-up consultation with your trainer, you need to discuss the promotional
objectives of TruBeauty in the domestic market of Australia and provide five points
on how these vary from the objectives discussed in the first consultation (Question A).
You need to write the outcome of this discussion as well.
(within 100-150 words)
The Trainer will use the provided observation checklist to mark you off.
A) China’s market environment is developing rapidly over the years in terms of skincare
products. The environmental market over China is known for delivering a wide range
of technologies, products and services. The target market will be young women living
in the society. Cultural requirements will be including the increase in the sales
promotion of sales of cosmetics, over the hair care products and skin care products.
B) The marketing objectives for the company will be to capture the cosmetic market in
China as well as in various parts of Hong Kong. It will be able to promote the
products which are manufactured in Australia and as well as gain a competitive
advantage over the competitors in the area. However the secondary objective will be
to advertise the products manufactured by the company.
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Question 6
Objective  Ensure timelines and costs for promotion of activities are
realistic and consistent with budget resources
 Use mathematical formulas to interpret expenditure and
business timelines
Refer to Planning and Scheduling for OOH Advertisements
A) How can Bela ensure that timelines are realistic and consistent with budget resources?
(within 50-70 words)
B) How can Bela estimate the timelines?
Use PERT (Program Evaluation and Review Technique) formula to estimate time;
that is:
(O + 4M + P)/6
P- the most pessimistic case where everything can go wrong
O- the most optimistic case where everything goes right
M- the most likely case given normal obstacles and opportunities
C) Provide your own conclusions on the following question. What should you do to make
sure that promotional activities are realistic and consistent with budget resources?
(within 150-250 words)
A) In order to ensure that the timeline are realistic and consistent with the budget Bela has
to list down the assigned task in the business promotion. Bela also has to visualize it
through the Gantt Chart to make it in a proper way.
B) In order to estimate the timeline Bela should try to make use of PERT which will help
Bela to examine the tasked that are in schedule will be determining the actual methods
to complete the task with associated dependencies.
C)