E-Government Adoption and Risk Management

This assignment explores the adoption of e-Government by governments, specifically focusing on Greece. It delves into concepts like e-business infrastructure, consumer trust, regional trade agreements, and global marketing strategies. The analysis emphasizes risk management in the context of e-Government, drawing upon frameworks and models to assess potential vulnerabilities and mitigation strategies.

Running head: Evaluate International Marketing Opportunities 1
EVALUATE INTERNATIONAL MARKETING OPPORTUNITIES
Student Name
Institution

Evaluate International Marketing Opportunities 2
Introduction
Evaluating business opportunity in the international market is one of the most important
aspects of global business. This phenomenon enables understanding and identification of various
environmental factors and risk factors that play role in international business. Therefore, when
evaluating business opportunities and risk more emphasis being put on emerging trends such as
e-commerce. The following papers provide evaluation of international marketing opportunity for
business opportunities.
Assessment Activity 1 – Knowledge Questions
Question 1
Australian Example Description
Environmental
matters
Draft National Standard
Provides guidelines and
environmental risk management
procedures for industrial chemicals
Human rights Anti-discrimination rights
Protect individuals against
discrimination in terms of age gender
and race
Labour relations Workplace relation in Australia
Provides ethical behaviour that is
accepted in workplace especially in
labor relations

Evaluate International Marketing Opportunities 3
Packaging
National waste policy or
Australian Packaging Covenant
(Covenant)
This is packaging policy that reduces
impact of consumer packaging in
Australia
Risk management Risk management policy
The policy provides the basis for
understanding various risks such as
bank risk in a banking environment
(Bossche, pp 80).
International Example Description
Environmental
matters
Environmental management
policies or standards
This policy provides management
policies framework for managing
various chemicals in environment as
part of Antarctic Treaty
Human rights
Australian human right
framework
Australia is part of international
human rights treaties that aim to
protect human right
Labour relations International labour law
Australia forms part of international
labour law organization that regulate
labour relations in the global
perspective
Packaging The international standard for Regulates the type of packaging

Evaluate International Marketing Opportunities 4
solid wood packaging
material for various products sold in
the international market
Risk management
Risk management principles
and policies
Provides guidelines when developing
risk management procedures and
assessments
Question 2
Q2.1 E-commerce
E-commerce refers to the transaction of selling or buying of goods and services online.
The term e-commerce is derived from two words electronic and commerce hence electronic
commerce.
Q2.2. B2B, B2C, C2C, C2B, and B2G
There are many different business models that exist in international business and e-
commerce transaction. Firstly, Business-to-business (B2B) expresses the situation that exists
when two business makes the commercial transaction between. Business to consumer (B2C)
refers to a transaction between business directly to consumers. Consumer to consumer (C2C) is
the transaction that is done between through interaction between consumer and consumer.
Consumer to business (C2B) refers to a business model that describes a situation where
consumers create value that is then consumed by business. Business to the government (B2G) is

Evaluate International Marketing Opportunities 5
also another internet business model that involves business and government authority pass
information or transaction over a website efficiently than the offline transaction (Laudon &
Guercio, 2014 pp 1).
Q2.3 the differences between ‘brick and mortar’ and ‘click and mortar’
Brick and mortar define the physical presence of business organization in the specific
building while click and mortar define those businesses that have both online and physical
presence. Brick and mortar business are mostly based on physical presence in certain local as
compared to brick and mortar that has both online and offline operation to customers (Chaudhury
& Kuilboer 2002).
Q2.4 global e-commerce companies in Australia
a) Magento eCommerce Agency
b) Shopify
c) JB HI-FI
Q2.5 technologies that are used when conducting international electronic commerce
a) Virtual Reality
b) Data integration
c) Social media

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Question 3
Legislation Explanation
Competition and Consumer Act
2010
Protect welfare of Australians through ensuring fair trading
and promotion of competition in addition to provision for
consumer protection
Federal Privacy Act. The act sets organizations that are responsible for
information policy functions, freedom of information
functions, and privacy functions.
Bilateral free trade agreements This is legislation that controls bilateral and multilateral
trade agreements with regard to intellectual property and
international obligations with other countries
Australia’s anti-discrimination
law
Describe various aspects of discriminations when
marketing and advertising. Some of these legislations are
Acts such as Age Discrimination Act 2004, Disability
Discrimination Act 1992, Racial Discrimination Act 1975
and Sex Discrimination Act 1984.
Australia Employment &
Labour Law 2017
Provides the legal basis for employment and labour
especially when business or company is hiring individuals
for marketing. The Act also provides protection against
discrimination and rights of individuals

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Intellectual property (IP) These are legislations that offer protections on copyright
and trademark for business involved in trade
Electronic Transactions Act
1999 (Cwlth)
Provides the basis for carrying out an electronic transaction
between business and consumers. This legislation also
provides legal ground for digital signature and passage of
information electronically.
Online security and fraud These are legislations that offer protection against online
security and fraud especially for that business involved in
online transactions. It also includes data protection and
online scam laws that ensure there is minimal online fraud
or scam
Advertising and Marketing and
the Trade Practices Act
The Act encourages competition and efficiency in business,
and resulting in a greater choice for consumers through
reducing anti-competitive conduct
Pricing regulations Pricing regulations include various legislations that
control predatory pricing, comparative pricing and
price fixing. These regulations control any
exploitative price that also ensuring fair competition
and consumer protection (Gonzalez 1998, p. 64).
Question 4

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Role of the Organisation for Economic Co-operation and Development (OECD)
Organisation for Economic Co-operation and Development (OECD) is an organization
that ensures fair business policies and wellbeing of people in global trading. The organization
played a critical role in the international trade that includes understanding common problems and
their solutions, deriving social, environmental and economic change, measure the global
productivity and flow of investment. The organization also sets international standards that
control various global trading aspects of tax, agriculture and safety chemicals. This allows the
organization to controls and regulates many different social and economic relationship aspects
between different country involved in global trading (Svante & Göran 2009).
Assessment Activity 2 – Develop International Market Evaluation Report
Task 1: Review Global Market Environment
1.1 Assess international trade patterns and identify their likely important for the business
Evidence criteria (EC):
a. International trade patterns
Some of the international trade patterns that have impact on A & A’s market expansion
include fluctuation in the value of currency in the international market, consumers taste for
A & A’s products, fluctuation of prices for coffee in the international market, increase
competition in the market, and rising cost of coffee in the international market.
b. These international trade patterns have impact on the expansion of A & A in the
Asia-Pacific market. The impacts include first, fluctuation of the coffee prices in the

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market leading to fall in the demand for coffee. Secondly, the fluctuation of the currency
prices in the market has direct impact in the cost of importing coffee beans hence high
cost. Thirdly, increasing competition in the international market has impact on the pricing
of coffee products that are sold by A & A business hence directly affect profitability of
the business. Changing consumer taste for products requires re-strategizing to ensure that
products conform to consumer product (Khai, 2003)
1.2 Research international business and electronic commerce market factors
There are market factors that affect e-commerce diffusion in the Asia-Pacific
market. These factors are government policy, international payment system, research and
innovation, the legal framework, and technological infrastructure. Firstly, government
policy includes both individual country policies that control the adoption and use of e-
commerce in the e-commerce diffusion in the Asia-Pacific market. This policy also
includes international trade agreements and treaties that allow development of e-
commerce. Secondly, international payment systems and assets transfer system for capital
and property also is one of the international business factors that affect trade. To ensure
safer method of payment, the electronic commerce require specific method of
international money transfer system. Thirdly, research and innovation is another factor
that has direct impact on diffusion electronic commerce. Research and innovation play an
important for the development of e-commerce that suits the business environment and
international trade. Fourthly, the legal framework also play role in regulation of
international trade that protect consumers against exploitation and fraud. Finally, the
technological infrastructure that allows development and deployment of e-commerce is e-

Evaluate International Marketing Opportunities 10
commerce in diffusion in the Asia-Pacific market (Miyazaki & Fernandez 2000, pp 54-
61).
1.3 international markets operating under free trade or protectionist arrangements and
estimate likely ease of entering and trading successfully
The top-ranked three countries with free trade agreement with Australia are
 Singapore
 United States
 Japan
The statistics on export and imports show that the three countries are the top-ranked
international market that has a free trade agreement with Australia. Firstly, Singapore is ranked
the top most country that trades with Australia both for the export at 93.04 and import at 62.12
totaling to 155.16 billion of Australian dollars. Secondly, United States comes the second since
the market come United States of America has exports of 20.657 while import is 43.626 totaling
to 64.283 billion of Australian dollars. Japan is the third largest trade partner with Australia that
also has free trade agreement with Australia. Japan export to Australia is worth 38.505 while
imports are 22.534 giving total of 61.039 billion Australian dollars
1.4 Identify international trade policies and agreements and estimate their likely
impact on international marketing opportunities
Singapore

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Singapore is one of the countries with many trade agreements with many different
countries including Australia. This trade agreement allows importation of commodities from
some countries. One such commodity is coffee product that is sold by A&A. In total Singapore
has 13 different trade agreements that are signed due to the country’s open trade approach for
international trade.
The United States of America
The United States of America through its Department of Trade Policy and Negotiations
fosters agreement with other countries such as Australia. This also facilitates international
partnership through world trade organization. The department promotes the consumption of
products and importation of agricultural produce such as coffee that is a product of A&A
business.
Japan
Japan is also another larger international market with good trading policies that promote
both export and import. One department that is concerned with guidelines and policies is General
Agreement on Tariffs and Trade (GATT) guidelines that promote this agreement. The
international policies and agreement policies allow the country to trade hence opening
opportunity that can be exploited by companies such as A&A.
1.5 Select the most promising market
A country with the most promising marketing opportunity in Singapore since its approach
to international trade and opportunity offers greater opportunity. Firstly, Singapore has an open

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market approach to an international trade agreement with countries in Asian Pacific market.
Singapore also as the largest importer and exporter of product from Australia make it promising
for the coffee product. This can open marketing opportunity for A&A through its large
population with a different taste for coffee products. The main focus of Singapore’s international
trade policy is based on the ability of business to strive rather than the impact of business on the
economy. Therefore, this is a good marketing opportunity for A&A company since it has much
different product suiting different but changing consumer's taste (Kotabe & Helsen 2004).
Task 2: Assess international business and electronic commerce market factors
2.1 Identify and analyze impact of economic, political, social and cultural factors
affecting international market on international marketing opportunities
EC. 1
a) economic factors
Singapore has been experiencing economic growth and this is expressed through its
growth in GDP. Some of the suggested reasons for the growth of GDP include the abundant
skilled labour, more export business and saving rate for other reasons. The growth of GDP has
been attributed to the contribution of each Chinese to the society enhancing the opportunity for
business in Singapore.
b) Political factors

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Political factors that make Singapore be the promising country for trade includes the
focus of the Chinese government in the development of electronic commerce to enhance online
business. The legal framework for the international trade especially those that regulate e-
commerce are still limited in Singapore. This gives the Chinese government opportunity to offer
minimal restriction to business that is using this new technology through the government remains
committed to ensuring that foreign investors are offered the best market opportunity in Singapore
(Robert & Dixon 2004, page 74).
c) Social factors
Singapore’s social factors play an important role in the international trade and these
include demographic factors such as population size, age distribution, and population growth.
Singapore is one of the countries with high population offering a ready market for products
especially consumer goods such as coffee. The demographic aspects in Singapore keep on
fluctuating affecting the business in the country.
d) Cultural factors
Singapore has fluctuating cultural values that have a high impact on the business and
international marketing opportunity. The literacy level of Singapore is 90% making the country
to be one of the countries with good communication skills. Singapore is a collectivistic culture,
based on Geert Hofstede’s value dimensions. This also has an impact on the negotiation skills of
in the international business. The country has more than 420 million online users making the
country good for internet marketing and online shopping. This makes the country to have a larger

Evaluate International Marketing Opportunities 14
online market and the trend is most likely to increase in future as many citizens spend most of
their time online (ISO/IEC Guide 2009).
EC. 2
The various factors have impact on the international marketing opportunity for trade in.
Firstly, the economic factors such as GDP of the country widen the business opportunity since
the majority of people living in the country can afford to buy products. This is based on the fact
that increasing GDP means more citizens of the country are earning. Secondly, the legal
framework offers an opportunity for those willing to invest in the country through reduced trade
restrictions. Thirdly, social factors show that the size of population offers a ready market for
products since the composition of the population offers a range of customers based on age
variations. Finally, the literacy level of the population means that most can purchase a product
online and this is an opportunity to market the product to online.
2.2Investigate international market trends and developments to identify market
needs relative to the business
EC. 1
The trend in that makes market gap include increasing online users, increasing population
size and reduced trade restrictions. Firstly, has a high number of online users making it one of
the countries with higher internet marketing opportunity for international investors. Secondly,
the population size of the country is another marketing gap since the country has a potential
market for various products. Thirdly, reduced trade restrictions and regulation that is further

Evaluate International Marketing Opportunities 15
enhanced by a free trade agreement between and Australia offers a good marketing opportunity
for business in. These factors make a country with wider marketing gap for marketing for online
users and market in general (Moss 2010).
EC. 2
Trends in export of Coffee & substitutes
Row Labels FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012 FY2013 FY20
071 Coffee & substitutes 2,284 1,948 1,462 2,037 1,763 3,890 3,187 1,748 1,7
Grand Total 2,284 1,948 1,462 2,037 1,763 3,890 3,187 1,748 1,7
The trend in the export of coffee from Australia to Singapore shows that there has been
fluctuation in the volume of export over time with the highest being in the year 2011. Since the
year 2014, there has been an increasing trend of consumption of coffee in Singapore and this is
most likely to fluctuate in the near future.
2.3Identify new and emerging business and electronic commerce markets
There is two emerging business opportunity in Singapore and these are seminar breakfast
and funding of investors. Two emerging e-commerce opportunities are online marketing and
online shopping. Firstly, seminar breakfast is a good opportunity for A&A business since the
company deals in coffee that forms part of breakfast used in seminars. Secondly, as an

Evaluate International Marketing Opportunities 16
international investor funding in Singapore will be a great opportunity for the business as it
allows the starting business in the country with ease (Verhoef et al 2009, pp 31-41).
The e-commerce opportunity in Singapore has high prospect since there are many online
users that offer a ready market for A&A products. The online market as one e-commerce avenue
in Singapore enable the business to market and sell the product to online users. This offers the
opportunity that conforms to the objective of A&A to become a global brand. Secondly, online
shopping is an emerging trend in Singapore and this is increasingly becoming an opportunity that
A&A can invest in since Singapore has clear set the legal framework to support starting a
venture in the country (Alqahtani et al 2013, Pp 353-370.).
Task 3: Identify risk factors for international marketing opportunities
EC.1 Risk acceptance scale
Risk acceptability scale range from 0 to 5, 0 being no acceptable risk for investing in the
country and 5 being the highest level acceptance risk. Based on this scale, the country of
Singapore can be rated 1 within the scale since the country has a low-risk level.
EC.2
a. The political risk is minimal since the country enjoys high political stability in the
region making the country good for investment.
b. Financial stability is also good due to the funding of investors by the government to
encourage investment in the country.

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c. The ICT and telecommunication infrastructure though some are still under
development. E-commerce infrastructure has been developed in the country with a
good legal framework to protect online businesses.
d. The legal risk when selling products online is well taken care of since the inception of
e-commerce concept in the country, there have been various legal provisions that
protect online business and selling.
e. The legal and regulatory requirement in Singapore offers cross-border laws and
regulations that enable foreign investment by offering legal framework needed for
business operation.
f. Trade barriers including logistics in Singapore are under direct legal and standard
framework and the country has policies and laws that guide trade logistics.
g. Cultural factors such as language also have background on literacy level mainly
promoted by compulsory primary school level made by the government of Singapore.
Most citizens have good command of English and Chinese language that is taught in
the basic level of education.
EC.3
Current global economic conditions have an impact on marketing development of
Singapore. Firstly, current international trade agreements with other countries such as Australia
have a profound impact on the marketing development of the country. Secondly, fluctuation in
the currencies that are used in trade also has an impact on trade since the currency determines the

Evaluate International Marketing Opportunities 18
cost of both production and products. Thirdly, emerging use of technology and e-commerce in
global trade has an impact on the market development of Singapore since the country has a high
opportunity for online business. Finally, changing consumer taste and preference pattern also has
an impact on the types of good traded in the market (Young 2005).
Task 4: Investigate international business and electronic commerce marketing
opportunities
4.1 Identify and analyze international marketing opportunities according to their likely fit
with the organization's goals and capabilities
Marketing Opportunity How it fits with A & A strategic
direction
 Seminar breakfast
 Seminar breakfast is a marketing opportunity
in Singapore that allows the A & A to develop
new market segment as indicated in the
company’s objectives.
 Online marketing and shopping
 Online marketing and shopping opportunity in
Singapore facilitated by good ICT
infrastructure and legal framework enables the
business to increase penetration and name
recognition

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 Funding opportunity
 The funding opportunity available in
Singapore that is used to encourage
investment sets ground that enables the A & A
to develop 10% market share of the cafe retail
business in the chosen Asia-Pacific country
4.2 Evaluate each opportunity to determine its impact on current business and customer
base
Marketing Opportunity Impact on Current Business Customer
base
 Seminar breakfast
 Breakfast seminar being a business
opportunity that is emerging in Singapore
project an increasing customer base if invested
in since there are many cafes offering seminar
facilities in Singapore. Based data of A & A,
there will be an increase in the number of the
store from the current 22 in Australia.
 Online marketing and shopping
 One of the current larger markets is an online
market since it has many users of various age
and gender. Singapore has the necessary
structural and legal basis for e-commerce

Evaluate International Marketing Opportunities 20
business and this is most likely to increase
both customer base and business revenue. In
addition, online registration will help in the
determination of customer number increase.
 Funding opportunity
 Funds to start the business is always
challenges and the offer by the government to
fund or loan the business point to the
improvement of the business.
4.3Use an assessment of costs, benefits, risks, and opportunities to determine financial
viability of each marketing opportunity
Marketing
Opportunity
Cost Details Estimated Cost in First Year $
Seminar breakfast Startup capital to start business in
Singapore AUD$ 250,000
Online marketing and
shopping
Establishing e-commerce business and
maintenance AUD$ 100,000,
Funding opportunity Startup, operation, and maintenance of
online and offline business AUD$ 400 000

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Marketing
Opportunity Benefit details Estimated Benefit within12
Months $
Seminar breakfast Increase in product portfolios and
customer based $66,000
Online marketing and
shopping
Increase number of customers and
revenue for the business ≥ 1 million customers increase
Funding opportunity
Available startup capital that
facilitates starting of business in
Singapore
Competitor Analysis
Competitor Established
Date and Size
Market Share
(%)
Value to
Customers Strengths Weaknesses
Singapore
Coffee
Association
(SCA)
Established
in the late
1950’s
70% market
share in
Singapore
Providers,
international
and national
roasters to
well-known
coffee
retailers
Control the
majority of
market share
in Singapore
does not have
good online
shopping for
online users
in Singapore
Highlander
Coffee Pte
Ltd
(Singapore)
Founded in
2004
20% market
share
Ensure
roasted
coffee for
freshness
Has realized
good growth
over short
period of
time
Offers
limited online
shopping
opportunity
for customer
(Rodreck,
Ngulube &
Dube 2013)

Evaluate International Marketing Opportunities 22
4.5Describe and rank marketing opportunities in terms of viability and likely
contribution to the business
The best-ranked marketing opportunity is online shopping and marketing that come at the
top rank followed by seminar breakfast and lastly funding opportunity. According to the risk
level, the online business opportunity is the best since it has low risk due to the legal framework
and has a high market due to cross-border online users. This is followed by seminar breakfast
that though offers minimal risk serves a smaller geographical area as compared to online
shopping opportunity that serves international customers. Finally, funding opportunity is the
riskiest since the government may revise funding policies leading to the limited success of the
business. The current emerging trend requires development of e-commerce platform for the
business with the capability of reaching any geographical area and this gives the online shopping
business opportunity the first priority. In addition, guidelines for online business are already
developed in Singapore making it easy to start and run an online business in Singapore.
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Evaluate International Marketing Opportunities 23
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