BSBMKG606 Manage international marketing programs

BSBMKG606 Manage
international marketing
programs

TABLE OF CONTENTS
Part A – Research International Marketing Opportunities..............................................................3
Part B – Plan International Marketing.............................................................................................8
Part C – Managing and Monitoring Marketing Performance........................................................15
Part D – Executive Presentation....................................................................................................21
REFERENCES..............................................................................................................................23

Part A – Research International Marketing Opportunities
1. Conduct some initial research to identify viable international marketing opportunities for
your selected product or service.
a. Provide a general overview of how you conducted the research. You must list at least 5
specific sources of information that you used to support your research. You must provide
the source of this information (example web links or references).
Kora Organics is Australian and US-based company which manufactures organic skincare
products. Now company is planning to expand its business at international level with its
existing product segments. To evaluate current and future state of the economy will analyse
GDP rate of Europe. Customer analysis approach will use to understand needs and
expectation of consumers. Competitors analysis will also conduct for the research to
evaluate intensity of competition in Europe sector. Risk, cultural and social factors are used
to understand that Europe is an emerging or development market for business expansion
purpose. To understand market growth rate will apply swot analysis approach that helps to
determine risk and growth factors.
b. Describe the results of your research.
 The current/future state of the economy: Europe is considered second largest
economy state in the world because it has gained estimated $18.8 trillion (nominal)
in 2018, which demonstrates 22% of the global economy (European Union GDP
Annual Growth Rate1996-2020. 2020). However, now it has increased $18.377
trillion means 1.7% GDP has increased. Now European Union is predicted to
average 1.4% of GDP growth per annum.
 Consumer needs and preferences: organic skin care products in cosmetics is the
major need of the Europe’s consumers and wants that product must be chemical free
which keeps skin healthy and nourishing.
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 Competition: Too low due to limited availability of organic skincare products.
 Cultural changes (both social and business): People prefer to buy organic products
instead of non-organic products and adoption of eco-friendly practices.
 Risk factors: Brexit and Corona pandemic
 Whether the market is emerging or developed: Europe is considered emerging
market because there are most of states which are still developing (The Fastest-
growing European Countries 2020–2024, 2020).
 Technology factors: EU has strong technology performance because most of the
states gives high contribution in improving technology sector.
2. Identify 3 international markets that represent the best opportunities. Describe the
advantages and / or disadvantages of each one and explain why you have chosen these
markets.
Market Analysis
Market Advantages Disadvantages
1. Europe GDP rate of European states are too
high as compared world’s economy.
So, it is enlisted as 2nd largest world’s
economy in the nominal term after
US. This country individuals gives
22% contribution in global economy.
It is forecasted that GDP rate EU will
increase estimated 1.7% per year in
the all business sectors i.e. retail
Brexit is one of the major limitations
of the country because it has
changed various political policies in
respect of trading. Due to this, Kora
Organic can face financial loss in
the European market. Covid-19
pandemic is another issue because it
has brough huge loss in the world.
Europe also gets negative impact on
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sector (An Overview of Retailing
Industry in the World—A Study,
2020). It is emerging country so it has
wide scope in business expansion
perspective. Due to good economy
performance, Europeans have good
spending behaviour that is one of the
major characteristics which can
support Kora Organic company to
expand it’s business in this country.
This country has strong technology
performance through which it can use
advanced technology which can
improve product quality and customer
services.
it’s GDP rate because most of the
business sectors unable to run their
business in the European country as
well as others as resulted gets
impact on GDP rate.
2. Asia Asia is considered one of the
welcoming environments for the
retailers who always come up with
new innovative brands in their
showcases and invests huge funds to
stay competitive their brand in the
Asian market. There are some local
countries i.e. Hong Kong, Japan,
Singapore, India etc. gives high
contribution in stimulating GDP rate
of Asia. This is another good
opportunity for the Kora Organic for
expanding it’s business in this market
because this market is emerging
market wherein people have become
highly updated for the organic or eco-
The major drawback of this market
is that it requires huge funds as well
as constant innovation in the product
or service to stay in the market
which is not possible for the Kora
Organic. Another is that it has low
growth in retailing sector as
compared Europe.
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friendly products.
3. Africa Africa is also considered one of the
world’s fastest growing continent in
the retail sector. There are few sectors
like trade, industry, human resources
and agricultural which gives high
contribution in improving GDP rate.
It is also an emerging market that can
help so, Kora Organic can expand its
business in this country as well.
Covid-19 pandemic has led huge
loss in the Africa’s GDP rate
because it is developing country
wherein most of the states are still
undeveloped. Due to this company
may get high growth in it’s sector.
3. Select 1 opportunity and complete a SWOT analysis for that market. List at least 3
strengths, weaknesses, opportunities and threats.
SWOT Analysis
Strengths
 Europe is famed for it’s good economy
which portrays by four sectors i.e. retail
sector, technology, healthcare and others.
This market has less unemployment rate so
disposable income of the people is quite
good (European R&D review finds lagging
high-tech performance despite major science
investment, 2019). It has fantastic
infrastructure in each sense across the world
so it become easy for the Kora Organic to
Weaknesses
 In this market has high labour costs
because it has strongly well-
developed economy. So, it is one of
the major weakness of Europe
market. But Kong Organic does not
have to face this problem because it
is already well-established
company and operates in multiple
sectors.
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build strong distribution networks for
product supply purpose.
 European workplace is more competent
because there are lots of people who
believes in working hard and more
intelligent as compared other country’s
workforce. So, Koga Organic can recruit
best researchers’ engineers as well as
mathematicians who posses’ incredible
knowledge and talent. Thus, it can enhance
product and service quality in the European
market (Bach, Zoroja and Loupis, 2016).
Opportunities
 Brexit is also considered one of the major
opportunity for the European country
because it has brough advanced change in
mortgage payments such as decrease interest
19% to 18%. With this opportunity Koga
Organic can enable to generate high profit
margin on it’s product segments.
 It is emerging market so it will support Koga
Organic to build strong customer base for its
product segment. Another is that it has well-
developed economy infrastructure through
which it can sell it’s product at higher costs
that in exchange generate high profit margin
on it’s each product.
Threats
 Political and economic changes can
be major threat for the company
and this situation can take place
when government will change.
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Part B – Plan International Marketing44 List 3 measurable international marketing goals consistent with organisation’s strategic
direction and 3 key performance indicators for your selected product and market.
Goals and KPI’s
Goals:
1. To increase the sales of organic skincare products by 40% within 8 months
2. Expand the social media presence by 50% within 6 months
3. To expand the organic skincare product range in European Markets within 1 year
Key Performance Indicators:
 Increase in monthly sales by measuring the net sales of organic products on
monthly basis across regions. The threshold will be 5% for each month.
 Lead conversion rate percentage of around 10% for every quarter to assess the
efficiency of company to attract the right audience and convert them into leads.
 Increase in social media engagement across media platforms and reaching the
quarterly threshold of 25% in social media traffic and conversions for
effectiveness of social media campaigns
 Percentage increase of around 10% in Ads impression on social media
platforms.
 Return on investment to measure the efficiency of investment for international
marketing. The ideal ratio of amount of return relative to cost of investment
should be 5:1.
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44 Identify 3 risks to the achievement of these goals and complete the following risk
management plan. Rank each risk with a low, medium or high likelihood and impact and
describe one strategy to overcome each risk.
Risk Analysis
Risk Likelihood
L / M / H
Impact
L / M / H
Strategy to Overcome
Risk on investment of
huge capital into entering
new markets.
high high Initially, a detailed market analysis and
ROI analysis has to be done along with
relevant surveys on consumer behaviour.
Kora organics can choose direct
exporting to cosmetics retailers like
Sephora in European markets or do online
selling instead of opening bricks and
mortar stores.
Lower sales rate due to
intense competition from
local and international
brands like Melvita,
Susanne Kaufmann,
BioEffect, Korres
moderate high Gain competitive advantage by cost
reduction, increasing brand awareness
through intensive marketing tactics like
celebrity endorsements and beauty
bloggers.
Risks of social media
marketing campaign like
security breaches, PR
crisis or legal
implications
low moderate Recruiting effective IT teams, use good
firewall protection, reviewing website
periodically, creating social media policy,
crafting crisis plan and listening to cache
issues early (Kupec, 2018).
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44 Describe the advantages and disadvantages of global and customised approaches to
promotion?
Promotional Approaches
Approach Advantages Disadvantages
Global:  Reaching a broader target market
 Increase in brand awareness and
equity
 Building global relationships
 Getting a global feedback
 There may not be a market
around the globe for the specific
product and it might be ROI
friendly to target the niche
markets.
 A greater financial risk in there
as global promotions require
huge marketing budget
Customised:
 Drives revenue
 Increase in brand loyalty as
customers are treated as unique
individuals with specific
preferences. They expect
personalisation when to give
information in surveys and expect
a return from favourite brands.
 Improved experience of
customers as their needs are taken
care of, they get the products
suited to their skin, gender,
complexion, age, personality etc.
and customization in what
quantity they want along with
 It invokes higher costs for the
company as they have to become
omni-channel
 Poorly operated push notifications
which become irrelevant to
customers can offend them.
 The algorithms that drive
personalisation can be fallible and
amplify strategic errors and
knowledge of customers is limited
and traditional marketing can be
more efficient for some
consumers.
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skin tests (Galli, 2020)44 Select 3 marketing approaches relevant to your identified opportunity and list the
advantages and disadvantages of each one.
Marketing Approach Analysis (1)
Marketing
Approach
Advantages Disadvantages
Inbound marketing It is relatively cost effective than
traditional marketing and attracts
customers through social media
marketing, search engine optimization
and branding. It is sustainable, generates
relevant leads, enhances brand position,
increases consumer trust (Patrutiu-
Baltes, 2016).
Requires constant time
investment and content
creation. It generally takes
longer for return on
investment. Measurement is
tough and requires a
dedicated and skilled social
media marketing team.
Database marketing It is one-on-one marketing which can
help in targeted reach, improve
customer relationships due to
personalised approach of marketing,
provides insights into consumer
behaviour.
It is very expensive as the
data is generally taken from
third party providers and
company needs to have a
major marketing
infrastructure. Can also
make company technology
focussed rather than
consumer centric
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Niche marketing Higher return on investment as target
marketing is done by specifying target
markets on the basis of behaviour,
demographics and geography, such as
women of age group 18 to 35. It leads to
better customer loyalty and less
competition.
The smaller market may
lead to limited growth and
less competition means lost
opportunity to improve.44 From your marketing approach analysis, select one approach that you will utilise.
Describe how your marketing approach meets marketing objectives, international market
conditions and consumer preferences?
Marketing Approach Analysis (2)
Selected Marketing
Approach:
Inbound Marketing approach
Marketing objectives  To raise the brand awareness in the second half of 2020 by
increasing the number of influencers and followers on social
media platforms.
 To acquire new clients and customers through effective
social media campaigns within 8 months and maintaining an
average cost per acquisition of £35 and average profitability
of £6.
 Increasing average order value of online sales by 30% in a
period of 12 months.
 Increase Lead conversion and improving the customer
engagement by 10% every month.
Inbound marketing consists of content marketing, social media
marketing, branding and search engine optimization. Higher
engagement can be achieved through content promotions and
interactions on social media platforms where multiple tactics can be
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applied like online advertisements, blogging, videos, email
marketing, beauty webinars etc. If implemented effectively, they can
help Kora organics to increase their brand awareness in European
markets and retain customers and help company in converting its
existing leads into opportunities (Marketing, 2018).
International market
conditions
In European markets, revenue in the Beauty & Personal Care
market accounted to US $119,089 million in 2020 with major
segment being personal care. The market is expected to grow by
3.7% annually by 2020-23. The largest markets for cosmetics are
Germany, France, Poland, Spain, UK and Italy. The market is one
of the richest ones and most countries have highest GDP. The
European culture is a series of overlapping multiple cultures and
more immigrant friendly. The technological environment is highly
developed with most millennials preferring e-commerce. Legalities
are strict when it comes to employee legislation, data privacy and
environmental laws. However, trade and finance integration are
low due to fragmented internal markets.
Consumer
preference
The consumer behaviour various upon factors like demographics,
tastes, preferences, market trends, geography, other psychographic
factors etc. Most southern Europeans consider sun care products
important in their lives. Most people prefer health and hygiene,
therefore there is a huge market for organic skincare products. Most
Europeans regard the product enhancing their social interaction and
self-esteem. Most used channels are online ratings, Facebook, beauty
blogs, YouTube, Instagram, twitter etc.44 Refer to your initial research and conduct any further research if necessary. Describe the
characteristics of your chosen international market in relation to the following:
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a. Business culture
The business culture of European countries tends to favour formalities over personal or informal
etiquettes. Documentations, formalities, punctuality, appropriate formal attire, cultural
awareness are important. The current political atmosphere is business friendly in the European
union, but difficult in UK due to Brexit referendum. The tax regulations and custom unions in
member states are single and a relatively stable political climate.
b. Consumer preferences
Most Europeans believe that personal care products and cosmetics are highly important. Major
female preferences are haircare, perfume, make-up, body care, sun care and skin care. The
primary market of millennial women prefers affordable and skin friendly items and the use of
skin friendly cosmetics has risen along with high preference for personalisation and
customised products. The high-end consumers prefer smooth products that suit their skin and
give proper finish, increasing the demand for organic products.444 Select 3 operational structures that are suited to your chosen market. Describe the strengths
and weaknesses of each one.
Operational Structures
Operational
Structure
Strengths Weaknesses
Online business
operation
Reduced costs than traditional
business operations due to no
cost of setting up physical
stores.
Sale of wider range of
products to a broader market
and availing them
omnichannel presence.
 No face to face interaction with
customers, and reduced
personalisation to the people
who prefer bricks and mortar
stores.
 Reduced support systems,
tangibility and trust level with
consumers who don’t do online
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Reduced staff requirements
Global presence
shopping.
Joint venture
 Shared resources and risks
 Can enable Kora organics to
gain new expertise and capacity
in new markets
 Enables flexibility and easy exit
 Results in complex tax
arrangements
 Time taking in relationship
building with alliances.
 Shared profits (Hazen and et.al.,
2018).
Licensing  Easy way to enter into foreign
market.
 Tariff barriers can be avoided
and IP rights can jump borders.
 Reduced risk
 Creates dependency upon
licensor
 Doesn’t guarantee revenue
 May lead to royalty litigation444 Select the operational structure that best fits your market and product, and describe
why it is the best fit.
The best operational structure for Kora Organics to expand into European markets is
through online business operations as initially it is risky to set up bricks and mortar stores
till a huge customer based is not developed and brand equity is not established. The online
operations would lead to reduced upfront capital investment and aim at creating brand
awareness digitally. The sale can be done by exporting and shipping its products to
European buyers from established warehouses or through retailers like Amazon, Sephora
etc.
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Part C – Managing and Monitoring Marketing Performance444 Describe the roles and responsibilities of staff and contractors involved in all elements of
the marketing mix.
Roles and Responsibilities
Role Responsibility
Supply chain specialist They are key e-commerce employees who work closely
with channel lead and make sure that customer purchase
the products. Ensures product management is smooth and
responsible for logistics management, warehouse
management and ensuring no delays in shipments.
Digital marketer They manage online presence, social media accounts,
online advertisements, blog. Manages SEO, create
marketing strategies. Monitor perceived brand value.
Customer service
executives
Helps in solving consumer problems in every stage of
consumer purchase cycle. They interact with consumers,
help them in choosing products and do after sales support.
Software engineers The IT support processes shopping and handles the
programming and maintenance of websites. Also creates
interfaces and content suitable to current trends.
Accountant
Involved in financial management, tax calculation, profit
analysis, break even analysis for the company (Thabit and
Raewf, 2018).444 Write an email to the team members welcoming them to the team and outlining the goals
and objectives of the international marketing project for your selected product or service,
and market.
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444 Describe 5 approaches you can apply to ensure personnel responsible for each element of
marketing mix work together to meet the organisation's marketing objectives.
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To: All team members
Cc: HR manager
Subject: Welcome aboard!
Hello employees,
Welcome to the team! We are thrilled to have you at Kora organics, and we know that you will
be a valuable asset to our company and help us achieving our goals and endeavours.
The online training forms have been given mailed to you and you are required to submit a
softcopy of all your documents by Monday. The induction will be conducted in the office
premises at all branches of the company on Monday.
The major objectives of the international marketing project are to effectively expand
company’s operations across European countries listed in the appendix below and foster the
online business operations of Kora organics. The selected range of products that are being
marketed include all organic skincare range and cosmetics. The marketing campaign will focus
on increasing the sales of the company and expanding its social media presence within the
financial year 2020-21. The details of international marketing project, your job descriptions
along with the employee handbook has been attached below.
For further queries, feel free to contact your team leaders and HR department.
Once again, we’re excited to have you on the team and hope you’re looking forward to your first
day as much as we are.

 Effective induction of employees with proper introduction to team members,
colleagues and description of importance of job role, team coordination and
organisational goals and culture.
 Increasing the interdepartmental communication with the company ensuring that
everyone is on the same page, adopting techniques like total quality management,
just-in-time and kaizen.
 Holding periodical meeting of all marketing departments, production department,
supply-chain heads, sales assistant managers, customer service and IT departments
 Setting quarterly retreats, creating clubs, social events, holding team lunches, team
building exercises.
 A performance appraisal at the end of each quarter using methods like 360˚
Appraisal and monitoring performances, and feedback (Hegele, 2020).444 What steps might you need to take to manage the marketing program to ensure it is
directed towards areas of greatest potential for the organisation?
 Establishing cross-departmental workflow
 Using customer-centric approaches in marketing tactics
 In-depth analysis of consumer behaviour, market and industry analysis.
 Aligning all consumer insights.
 Prioritising content development and cost reduction on irrelevant activities.
 Following the key marketing metrics strictly and focussing on the marketing ROI.
 Establishing lean methodology to find out and measure which campaigns work
effectively.
 Building long term marketing plans, staying aware of the current trends and keep
experimenting with new and innovative marketing tactics.
 Manage customer data, follow the Gantt chart and remain accountable.444 Answer the following questions:
a) Give 3 examples of promotional and sales activities that you will use in the marketing
of your product or service to your selected market.
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 Social media Ads including Facebook, Google, Instagram, Snapchat, Twitter.
 Beauty blogs and YouTube
 Celebrity endorsements
b) Describe how these activities will be integrated and work together to achieve the goals
and objectives.
The focus is on inbound marketing which contains all tactics employed in the social media
marketing, content curation, branding, beauty blogs, YouTube advertisements which have
to be linked up. All the offers and promotions will be attractively displayed across these
platforms directed towards the European market, targeting customers personally on the
basis of marketing data and surveys. Celebrities can be partnered up on Facebook and
Instagram where they can promote the Kora organic skincare product range. Offers and
discounts like referrals, sample testing, engaging with audience, offering value added
services, easy return or replacement facility, micro influences, collaborations with other
brands, online contests and challenges (Durl, Dietrich and Kubacki, 2020).444 What monitoring processes can you use to keep track of the product, pricing and
distribution policies in relation to market changes, objectives and organisational
requirements?
Monitoring and implementing promotional activity against communication objectives in the
marketing plan. Setting right expectations, communicating of plan, securing resources, team
building, time-lining the tasks and willing to adapt. Monitor the decisions regarding
product, supply, distribution and pricing policy against organizational frameworks and the
objectives of the marketing plan. Monitor marketing results and ROI against targets in the
marketing plan. Evaluate the quarterly marketing revenue and costs against budget and
conduct an analysis of the record variations. Evaluation of media used, timing of
promotions, Customer reach and retention, sales generated, Responses generated, cost,
return on sales etc. Preparing and presenting marketing reports which indicate the ongoing
progress towards marketing objectives (Husain, Ghufran and Chaubey, 2016).
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444 Describe the 4-marketing metrics and how they can be used to monitor overall marketing
progress against performance targets to ensure activity, quality, cost, and time requirements
are met. (100 words)
 Consumption metrics: In order to evaluate the basic goal of social media and content
marketing, the metrics that can be used are: Average time on page and site, Page
views and sessions, number of downloads and increase in website traffic. Sharing metrics: Google analytics can be used to measure the content sharing on
social media sites to other consumers. It can be measured by number of tweets on
twitter, Number of shares and likes on Facebook, number of likes on Instagram page
of Kora Organics etc. It will determine the brand popularity of the company. Lead generation metrics: For understanding what messages are being successfully
converted to audience and which channels the messages excel on, Click through
Rate or CTR can be used to measure the number of clicks and submissions.
Conversion rate can be used to measure the number of prospects that take decision
to move to the next stage of buying process.
 Sales metrics: For getting an idea regarding the cost to benefit of the investment, the
sales metrics that can be used are measurement of Total revenue, Market
penetration, Revenue by regions and product type, Average lifetime value of
customers.444 Describe how to conduct an analysis of the marketing outcomes. How you would then
review and revise the marketing goals and objectives.
Marketing and web Analytics like google analytics, Facebook analytics, Instagram analytics
to see the big picture of upcoming marketing trends, tracking consumer behaviour and
response, identifying which campaigns work, understanding ROI of each campaign and
program, monitoring trends over a quarter and forecasting results, doing regular reviews,
finding gaps and solutions, making changes in existing marketing campaigns, change in
products and services and marketing tactics etc. Other way to analyse marketing outcomes
are Benchmarking, cost-benefit analysis, standard costing. On the basis of the outcomes,
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new marketing objectives have to be set or the present ones have to be amended (Dangelico
and Vocalelli, 2017).444 What is performance gap analysis and how can it be used to improve international
marketing performance?
Performance gap analysis are problems which rise and there have to be solutions which
have to be found so that there is going to be better problem solving which can be done.
Kora’s organic skincare beauty products will have to understand the risks which the product
is taking in the organization so that there is going to be better functioning and actions which
can be taken for the better operations. The company will have to understand the
performance gap and analyse it properly so that there is going to be a better functioning and
Kora will be able to expand themselves internationally (Miettinen, 2017). The company
should be sure about the objectives and goals they have to achieve so that there is going to
be a better achievement which is going to be present.444 Describe 3 market factors that can impact on your chosen international markets and the
impact they can have on marketing activities.
Competitors
Understand the competition in the market is essential because they will have to improve the
products accordingly. The competitors will also help Kora to understand the market and be
able to take the right measures for themselves.
Industry
There are a lot of changes which have come in the industry which have to be adapted like
technological changes so that the chances of errors are going to be low.
Geographic market
The customers from region to region differ and it is very important for the company to
follow them so that there is going to be better functioning and operations. Products have to
be moulded accordingly and the designing should also be done accordingly.
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Part D – Executive Presentation
22. Included in the PPT
23. Prepare a 100-word introduction that you can use at the start of your presentation.
 This presentation project about the international marketing plan in respect to the
Kora Organic Company.
 Company in engaged in selling organic skin care products.
 Company is looking for international expansion in Europe.
 In this marketing plan description will provide in respect to all opportunities
company hold, product of company and potential market of company.
 Marketing approaches will be discussed in this presentation.
 Operational structure of company will also discuss.
 Team roles and responsibilities will part of this project.
 Managing the marketing campaign will also project in this presentation.
24. Describe how you can use active listening and questioning skills to clarify your
understanding of any issues or questions that may be raised in the presentation.
Active listening skill would support in collecting the complete information while
making any kind of communication with the other one. Active skill and questioning skill
both skills allow to get involve with the information in the most professional and complete
manner. Both the skills allow the listener to collect the total facts and figures over the topic.
Asking question allows to collect the information over different aspects that are directly not
visible for the presentation. It becomes important for the presentation to submit all relevant
facts in presentation.
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European Union GDP Annual Growth Rate 1996-2020. 2020. Available
Through:-<https://tradingeconomics.com/european-union/gdp-annual-growth-rate>
The Fastest-growing European Countries 2020–2024. 2020.Available Through:-< to Target for
Business < https://alexika.com/blog/2019/11/21/fastest-growing-european-countries-
2020-2024>
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