Evaluation of International Marketing Opportunities

This document provides a thorough analysis of international marketing opportunities and trade patterns in the Asia Pacific market. It includes a review of global market environment, assessment of international trade patterns, and identification of likely importance for the business. The document also discusses the role of OECD in global trading and provides insights into the market expansion of A&A Coffee.

Running head: EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
Evaluation of International Marketing Opportunities
Name of the Student
Name of the University
Author’s Note:

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
Table of Contents
Assessment Activity 1: Knowledge Questions..........................................................................2
Question 1..............................................................................................................................2
Question 2..............................................................................................................................4
Question 3..............................................................................................................................6
Question 4..............................................................................................................................7
Assessment Activity 2: Business Simulation in Asia Pacific Market........................................8
Task 1: Review of Global Market Environment....................................................................8
Task 2: Assessment of International Business and Electronic Commerce Market Forces. .12
Task 3: Identification of Risk Factors for International Marketing Opportunities..............14
Task 4: Investigation of International Business and Electronic Commerce Marketing
Opportunities........................................................................................................................15
References................................................................................................................................20

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
Assessment Activity 1: Knowledge Questions
Question 1
For the Australian standards/ policies/ guidelines, the description is given below:
Australian
Standards/
Policies/
Guidelines
Examples Description of the Standards/
Policies/ Guidelines
Environmental
matters
The most relevant and
suitable Australian policy in
terms of environmental
matters is Environmental
Sustainability Policy.
As per the Environmental
Sustainability Policy, the various
issues like greenhouse gas emission,
ozone layer depletion, energy use,
potable water use as well as waste
water or resource recovery are well
managed and covered (Gillespie and
Riddle 2015).
Human Rights The most relevant and
suitable Australian policy in
terms of Human Rights is
Australian Human Rights
Commission Act.
The Australian Human Rights
Commission Act is responsible for
investigating and resolving the
complaints about alleged breaches of
human rights against the Australian
agencies and employees.
Labour Relations The most relevant and
suitable Australian policy in
terms of Labour Relations is
Australian Industrial
Relations Commission or
AIRC.
This particular policy or standard of
Australian Industrial Relations
Commission is responsible for
providing machineries for the proper
prevention and settlement of
industrial disputes and even setting
out of minimum entitlements of
employees or allowing for the
enforcement and negotiation of the
individual and collective employment
agreements (Czinkota and Ronkainen

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
2013).
Packaging The most relevant and
suitable Australian policy in
terms of packaging is
Australian Packaging
Covenant.
The Australian Packaging Covenant is
the major national instrument for
reducing the environmental impacts
of consumer packaging within
Australia since the year of 1999. The
optimization of resource recovery of
the consumer packaging through
supply chain is fulfilled by this policy.
Risk Management The most relevant and
suitable Australian Standard
in terms of risk management
is Australian and New
Zealand Standard on Risk
Management or AS/NZ ISO
31000:2009.
As per Australian and New Zealand
Standard on Risk Management, the
risk management framework is the set
of components, which give the proper
organizational arrangements and
foundations for implementation and
designing of major risks in the
organization (Strauss and Frost 2016).
For the International standards/ policies/ guidelines, the description is given below:
International
Standards/
Policies/
Guidelines
Examples Description of the Standards/
Policies/ Guidelines
Environmental
matters
The most relevant and
suitable International
Standard or policy in terms
of environmental matters is
International Environmental
Policy (Kerin et al. 2013).
With the International Environmental
Policy, the increasing globalization
issues and other issues like climate
protection, sustainable energy
policies, conservation of forests, and
preservation of the biological
diversity are managed in an efficient
manner.
Human Rights The most relevant and
suitable International
As per Universal Declaration of
Human Rights, the human rights of

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
Standard or policy in terms
of Human Rights is the
Universal Declaration of
Human Rights or UDHR.
the employees within any specific
organization should be preserved and
maintained after following
international relations or IR.
Labour Relations The most relevant and
suitable International
Standard or policy in terms
of Labour Relations is
Employment Policy
Convention 1964.
This particular policy of Employment
Policy Convention 1964 needs
ratifying states in declaration and
pursuing of active policy and is
designed for the purpose of complete,
productive and selected employment
and labour relations are maintained.
Packaging The most relevant and
suitable International
Standard or policy in terms
of Packaging is The
Standards of Weights and
Measures Act, 1976.
The specific standard of The
Standards of Weights and Measures
Act 1976, states that a proper weight
of the items should be measured
before packaging it for ensuring
damage control to a high level (Babin
and Zikmund 2015).
Risk Management The most relevant and
suitable International
Standard or policy in terms
of Risk Management for
International Travel.
This particular policy of international
risk management states about the
management of risks for the
international travelling for any
customer.
Question 2
2.1 E Commerce
E commerce stands for electronic commerce and it eventually refers to the significant
buying as well as selling of various types of goods and services with the help of the Internet
connection and even the money transfer or data that are required for executing the
transactions. It is the significant activity to buy and sell online services over the Internet
(Hills and Hultman 2013). Various technologies like electronic fund transfer, online
transaction processing, mobile commerce, EDI or electronic data interchange and many more.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
2.2 Differences between B2B, B2C, C2C, C2B and B2G
B2B or business to business is the significant situation in which any one specific
business can make various commercial transactions with another. The business is the
sourcing materials for the production procedure to gain outputs.
B2C or business to consumer eventually refers to the several transactions that are
being conducted directly within customers and any specific company. These customers are
the end users of the respective products and services.
C2C or customer to customer is the business model, in which customers could trade
with one another usually within the online environment (Tsitsi Chikandiwa, Contogiannis and
Jembere 2013). The two deployments of C2C markets are classified advertisements and
auctions.
C2B or customer to business is the business model, where the individuals or
customers could create values and businesses could consume the value. The customer is
creating the value for their business when the business is adopting he input.
B2G or business to government substantially refers to the business relationship that
any organization could have with the governmental institution. It refers to the offering of
services, information and products online.
2.3 Differences between Brick and Mortar and Click and Mortar
Brick and Mortar or B&M refers to the physical presence of a business or company
within building and other structure. It possesses and leases retail shops, warehouses and
factory production facilities for the operations. Click and Mortar, on the other hand is
different from B&M since Click and Mortar is the kind of business model, which comprises
of both offline and online operations that involve physical stores and web sites. This type of
business model could offer the customers major advantages of faster online transactions as
well as traditional face to face services.
2.4 Three Global E Commerce Companies that Provide Service in Australia
The three global e commerce companies that subsequently provide significant
services to the Australians and work in Australia are Amazon Inc, eBay Inc and B2W
Companhia Digital (Lidstone and MacLennan 2017). These three e commerce globalized

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
companies are quite popular and significant in the entire world and hence they are providing
services to the Australians.
2.5 Three Technologies Used while Conducting International Electronic Commerce
Three distinct and latest technologies that are being utilized while conducting the
international electronic commerce are Chatbot, Beacon technology and Augmented Reality
Device. All of these above mentioned technologies are extremely important and significant in
respect to the organizational electronic commerce and how these could be implemented.
Question 3
Ten legislations, which affect aspects of business operations in marketing with proper
explanation are as follows:
Legislations Explanation
1. Racial Discrimination Act
1975
As per Racial Discrimination Act 1975, there should not
have type of discrimination in terms of race or ethnicity
and all individuals irrespective for their race, national
origin and ethnicity should be provided the chance to
execute business operations in a business.
2. Sex Discrimination Act
1984
As per Sex Discrimination Act 1984, each and every
person irrespective of the gender should be provided the
significant chance to complete their work and thus
business operations could easily being executed with
involvement of every employee.
3. Employment and Labour
Law 2018
As per Employment and Labour Law 2018, each and every
organization should allow their employees and labours to
provide with ideas and methodologies for increasing the
efficiency of business operations for proper enhancement
of marketing.
4. Workplace Relations Act
1996
According to Workplace Relations Act 1996, the work
place conditions should be made better and the previous
labour government’s industrial relations are enhanced for
starting the business operations.
5. Privacy Act 1988 As per Privacy Act 1988, the data related to marketing
business operations should be publicly spread and such

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
data should be handled by the practices of federal
government.
6. Age Discrimination Act
2004
As per Age Discrimination Act 2004, all the individuals
should be provided with an equivalent chance to complete
their work in the organization irrespective of the age of
that particular company.
7. World Trade Organizations
or WTO
The multilateral and bilateral trade agreements are
properly maintained with the help of WTO or World Trade
Organizations. Export competition is being improved and
access to market is enhanced.
8. Australian Competition
and Consumer Commission
or ACCC
It is the national statutory framework that helps in ensuring
that trading is fair for the customers as well as the
businesses. This particular framework is then both
administered and enforced by ACCC or Australian
Competition and Consumer Commission.
9. Australian Consumer Law As per Australian Consumer Law, public or customers
should be protected from the predatory and unfair business
operations in marketing. Such laws even ensure protection
of the public from illegal ways to do business and it needs
compliance from the respective corporations.
10. Fair Trading Law According to Fair Trading Law, the entire rule and
regulation of trade and commerce should be fair enough
and hence marketing and business operations of the
specific organization are enhanced majorly and properly.
Question 4
The role of OECD or Organization for Economic Co-operation and Development is
the inert governmental economic organization that has 36 member countries. It was
eventually founded in the year of 1961 for the purpose of stimulating the economic progress
as well as world trade (Khan and Siddiqui 2013). This is the forum of countries that describe
themselves as committed towards democracy as well as market economy for providing a
distinctive platform for comparing policy experiences. In respect to global trading, the
members of OECD or Organization for Economic Co-operation and Development are high

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
income economies with the HDI or Human Development Index and then are regarded as the
developed countries.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
Assessment Activity 2: Business Simulation in Asia Pacific Market
Task 1: Review of Global Market Environment
1.1 Assessment of International Trade Patterns and Identification of Likely Importance for
the Business
A&A Coffee has decided to engage a Market Research Analyst for the core purpose
of a thorough analysis of the basic information as well as proper evaluation of the viable and
significant international market opportunities, which would align to the respective objectives
and policies of the company. The management of this particular company has taken the major
decision to expand the organizational business to it an Asia Pacific country and it is currently
operating under free trade as well as protectionist arrangements. A proper evaluation of
viable international market opportunities within the market of Asia Pacific is required for
A&A Coffee. They have opened 22 stores in five states of Australia and the Arabica coffee
beans are being sourced from the top quality coffee producers like El Salvador, Kenya,
Indonesia and Colombia. The Marketing Manager of this particular organization will be
reviewing the International Market Evaluation Report in the entire simulation.
a) Five International Trade Patterns that have Impact on A&A’s Market Expansion
The international trade patterns are required to be assessed properly for this purpose
so that a major impact on the market expansion of A&A Coffee is being enhanced
subsequently. Five distinct trade patterns for their market expansion in the Asia Pacific
country of China, India, Singapore and Cambodia are as follows:
i) For the low and middle income countries, the exports as the shares of the regional
GDP have eventually grown sharply and same are for imports in the Asia Pacific countries
like China, Singapore and India.
ii) The next trade pattern is low trade growth for the high income countries. For Asia
Pacific countries, this ranges between 17% until 26% for exports (Morrison 2013).
iii) The significant share of exports from lower to lower and middle income countries
have raised from 24% to 42%.
iv) The exports’ sharing from the middle income to lower and middle income
countries has raised from 33% to 46%.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
v) The change in the past years, in which growth in the countries like Singapore
subsequently suggest differences in resources or technologies are the stronger motivation for
trade.
b) Likely Importance of Trade Patterns for A&A’s Expansion to Asia-Pacific Market
The importance of international trade patterns within different Asia Pacific countries
should be checked for knowing the current market position and whether market expansion in
these countries for A&A Coffee would be beneficial or not (Wilson 2018). This type of
international trade pattern is the exchange of goods, services and capitals within the
international borders and territories. In almost every Asia Pacific country, such trade patterns
are responsible for representing significant sharing of the GDP or gross domestic product and
hence the company of A&A would be benefitted majorly.
1.2 Researching International Business and Electronic Commerce Market Factors
a) Identification of Five International Business and E-commerce Factors for E-
Commerce Diffusion in Asia-Pacific Market and Major Influences
Since A&A Coffee has decided to expand their business to expand their business in an
Asia Pacific country, it is extremely important for them to learn about the international
business and e-commerce market factors that could affect the e-commerce diffusion in the
respective market of Asia Pacific business. Five such distinct factors with proper descriptions
are as follows:
i) Regulation of Product Pricing: The first and the foremost electronic commerce or
international business market factor for A&A is the significant regulation of product pricing.
This is quite natural for the consumers to compare and contrast between brands. Hence, A&A
Coffee should consider this factor.
ii) Maintenance of High Quality Products: A&A Coffee should maintain higher
quality products and goods for their customers so that the customers are highly satisfied with
them and do not opt for other similar brands of coffee.
iii) Improvement of Store Accessibility: As they will be entering a new market, it is
extremely vital for them improve their storage accessibility to a higher position (Jones,
Suoranta and Rowley 2013). This would be extremely helpful for them and their business
expansion would be easier.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
iv) Security to Shipments: The proper security to the shipments is yet another
significant and important factor that strongly influences the diffusion of e-commerce within
the market of Asia Pacific.
v) Advantage from m commerce: The fifth and the final factor related to e-commerce
market is the core advantage from mobile commerce. This particular factor would strongly
affect the respective e-commerce diffusion.
1.3 Identification of International Markets Operating under Free Trade or Protectionist
Arrangements and Estimation of Likely Ease of Entering and Trading Successfully
a) Identification of Three Asia-Pacific Countries that Australia has Free Trade or
Protectionist Agreement
Three Asia Pacific countries that Australia has free trade or protectionist agreement
with are Singapore, China and India.
b) Ranking of Three Countries with Justification
As per ranking on the basis of their likely ease of entering as well as trading
successfully would be:
i) 1st rank: Singapore.
ii) 2nd rank: China.
iii) 3rd rank: India.
As per the data provided regarding Australian agreements with various countries,
these three above mentioned countries of Singapore, China and India are extremely vital and
they have been exporting as well as importing goods and services with Australia for quite a
longer time. For example, Singapore had been placed on 1st rank (Gretzel and Yoo 2013).
This is mainly because of the fact that China has maximum number of exports and imports in
comparison to other Asia Pacific countries. China had been placed in 2nd position as after
Singapore since they are having several types of exports and imports to the Australian market
and thus A&A Coffee would be benefitted. Finally, India is placed in the 3rd position, since
they in spite of having various exports and imports, is delivering lesser number of goods in
Australia in comparison to the other two.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
1.4 Identification of International Trade Policies and Agreements and Estimation of their
Likely Impact on International Marketing Opportunities
a) Identification of International Trade Policies and Agreements in Three Countries
The proper identification of the international trade policies as well as agreements with
the three countries of Singapore, China and India are as follows:
i) Singapore: The trade policy of Singapore is bilateral in nature and it is stated as
FTA or Free Trade Agreement. Singapore has placed the highest priority on the multilateral
trading system embodied by the World Trade Organization.
ii) China: The international trade policy of China comprises of Trade Development
Strategy and Trade Policy that refers to the multilateral agreements in the country. This
particular policy has ensured that fair trade is being followed by the company and thus
business processes are enhanced majorly.
iii) India: The Foreign Trade Policy of India is one of the major trade policies of this
particular country, which subsequently aims the increment in the shares of the country for
global trade from current 2.1% to 3.5%.
b) Three International Marketing Opportunities with Details
Three international marketing opportunities that are required to be used for A&A
Coffee are as follows:
i) Increased Market Size: The most significant and important international marketing
opportunities, which are majorly required to be used in the increased market size (Arnett and
Wittmann 2014). Since, A&A is entering a new market, the size of the market would
subsequently have a stronger influence on them. This is also because of the trade policies of
Singapore, China and India.
ii) Economies of Scale: The second business opportunity that should be used by A&A
Coffee is the economies of scale. The expansion of these business operations can reduce the
overall expenses of the products and proper integration of critical resource functions could
result in the optimal economies of scale.
iii) Return on Investment: The huge markets of countries like Singapore, China and
India are extremely crucial to acquire the returns mainly for the capital intensive investments
such as plants and capital equipment as well as research or development.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
1.5 Selection of the Most Promising Market
a) Analysis of Findings and Selection of Country in the Asia-Pacific Market
On the basis of the previous findings from the previous tasks of three Asia Pacific
countries of Singapore, China and India, the most suitable market for A&A Coffee to expand
their business is Singapore (Eagleman 2013). They have been exporting and importing
various types of products to their customers in the country of Australia and thus they would
be extremely effective and efficient for this particular organization of A&A Coffee.
Moreover, they have efficient trade policies, thus security and fairness of the trade policies is
evident for them. From FY 2010-11 to 2014-15, the profit of A&A has decreased from 1.2$m
to 0.7$m. In respect to the global bulk coffee prices, the cost of mild Arabica beans was 2.00
AUD per lbs. The consumer price index of A&A has gradually increased to 105 in the year of
2015.
Task 2: Assessment of International Business and Electronic Commerce Market Forces
2.1 Identification and Analysis of Impact of Economic, Political, Social and Cultural
Factors that Affect International Market on the International Marketing Opportunities
a) Summarisation of Singapore’s Economic, Political, Social and Cultural Situation
The economic, political, social and cultural situation of Singapore for affecting the
international market on international marketing opportunities are as follows:
i) Economic: The economic factors of Singapore have been much more effective and
efficient in respect to the others. Although the annual growth is being expected in moderating
in 2019 and the economy was grown 2.5% in the last year. Trade policies are being followed
by them.
ii) Political: The few political factors like government regulations, legal issues and
fair trade policies strongly impact Singapore and thus both formal and informal rules are
maintained effectively (Gupta et al. 2016). The various e commerce legislations such as
rights protection, tax and intellectual properties are being considered here.
iii) Social: The e-commerce business of Singapore also focus on the social factors.
The major social factors that affect the international business are gender discrimination,
emphasis on the safety, population growth rate, age distribution and many more.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
iv) Cultural: The cultural factors like language barriers and technology are strongly
avoided and hence making Singapore much more effective and efficient for international and
e-commerce businesses.
b) Discussion of Each of the Factor Affecting Potential Opportunities
Each of these factors affecting potential opportunities for A&A Coffee and the
description is as follows:
i) Increased Market Size: The factors of cultural, social and economy are responsible
for affecting this particular potential opportunity for A&A Coffee.
ii) Economies of Scale: The factors of economic and political are majorly responsible
for affecting the potential opportunity of economies of scale in A&A (Burns, Bush and Sinha
2014).
iii) Return on Investment: This particular business opportunity of ROI is strongly
affected by the factors of economic and political in Singapore and it is quite important.
2.2 Investigation of International Market Trends and Developments for Identifying Market
Needs to the Business
a) Current Market Trends and Developments in the Global Coffee Market
Three trends and developments that are the market gaps in Singapore are as follows:
i) Declining of Sales: Due to the higher emphasis on e-commerce sector, there is
always a high chance that the sales would be declined and this is the current market trend in
Singapore.
ii) Rising Costs: The next market trend or market gap in this country is that the coffee
and substitute products are quite high and thus these are responsible for lowering the sales.
iii) Shifting Trend of Retail: An important international market trend in Singapore is
the shifting trend of retail. The traditional retail stores in this country are quite struggling for
keeping themselves to deal with the rising costs.
b) Analysis of Trend in terms of Exporting Coffee Products and Substitutes to
Singapore
FY2009 FY2010 FY2011 FY2012 FY2013 FY2014 FY2015

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
2,037 1,763 3,890 3,187 1,748 1,746 1,975
2,037 1,763 3,890 3,187 1,748 1,746 1,975
Table 1: Coffee Products and Substitutes Export to Singapore in Last 7 Years
c) Interpretation of the Table Showing Coffee Products and Substitutes to Singapore
As per the data provided for Singapore, the coffee products and substitutes export is
overall stable. In FY 2009, the coffee products and substitutes was 2037 units and in 2010, it
has gone down to 1763 units. During FY 2011 and 2012, Singapore was enjoying higher
profits of about 3890 units and 3187 units respectively. After extreme fluctuation, finally in
FY 2015, this number is 1975 units, which is lower than the export in year of 2009.
2.3 Identification of New and Emerging Business and Electronic Commerce Markets
a) Identification of Two New or Emerging Business and Two E-Commerce Markets
with Details
The two new and emerging business areas are virtual reality and drones and the two e
commerce options are Shopify and Magento.
i) Virtual Reality: This could be an option for A&A Coffee since it will be feasible
for the company expansion (Chaffey and Smith 2013).
ii) Drones: Drones will be of no use to A&A Coffee as these are mainly used in
software companies.
iii) Shopify: Shopify platform cannot be undertaken by them as it is extremely costly
and always require additional investments
iv) Magento: Magento ecommerce platform is an opportunity for A&A since the
overall costs are much lesser in comparison to the other platforms.
All of these above mentioned options are responsible for strongly affecting the
objectives and strategic direction of A&A.
Task 3: Identification of Risk Factors for International Marketing Opportunities
a) Country Profile on Risk Factors with Acceptability Rate and Justification

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
After researching on the various risk factors like financial stability, legal and
regulatory requirements, political stability and corruption, available ICT and
telecommunications infrastructure, cultural factors including language barriers, trade barriers
including logistics and legal risks in selling goods and services online to the international
market, the risk acceptability scale is being made (Keegan and Green 2015).
Risk Factors Risk
Acceptability
Rate out of 10
Justification
Financial Stability 6 It is fairly accepted by the business as it
could bring major discrepancy in the
company.
Legal and Regulatory
Requirements
8 This can be accepted as there could be few
changes in such requirements.
Political Stability and
Corruption
1 This is not at all acceptable as it can breach
the entire system of Singapore and the
associated company.
Available ICT and
Telecommunications
Infrastructure
7 There is always a scope for changing these
infrastructures.
Cultural Factors
Including Language
Barriers
8 Proper training can reduce this type of
cultural factors like language barriers.
Trade Barriers Including
Logistics
6 The trade barriers are also checked in this
factor and this is accepted on a fair means.
Legal Risks In Selling
Goods and Services
Online To The
International Market
4 The legal risks could not be accepted under
any circumstance and thus are required to
be managed.
Task 4: Investigation of International Business and Electronic Commerce Marketing
Opportunities
4.1 Identification and analysis of International Marketing Opportunities as per their
Likely fit with the Company’s Goals and Capabilities

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
a) Three Marketing Opportunities while Business Expansion to Singapore
Marketing Opportunities How it fits with A&A strategic direction
Increased Market Size The increased market size would bring extra customers to
the business and A&A Coffee would be gaining
subsequent profit from the business.
Effective Use of Ecommerce
Tools
The effective utilization of ecommerce tools can reduce
the complexity of communication with customers and
employees (Stone and Woodcock 2014).
Return on Investments The return on investments are responsible for bringing
returns on the investments that are being made on the
strategic direction of A&A.
4.2 Evaluation of Each Opportunity for Determination of its Impact on the Current
Business and Customer Base
b) Evaluation of the Three Marketing Opportunities with their Impact
Marketing Opportunities Impact on Current Business Customer base
Increased Market Size The customer base of A&A is highly impacted for the
increased market size as it would bring more potential
customers.
Effective Use of Ecommerce
Tools
The communication and interactions with customers will
be enhanced majorly and thus current business customer
based would be impacted.
Return on Investments The return on investments will bring more customers as
company will be gaining profits and thus there is a
stronger impact on the current business customer base.
4.3 Assessment of Costs, Benefits, Risks and Opportunities for Determining Financial
Viability of Every Marketing Opportunity
a) Cost and Benefit Analysis with Risks and Opportunities for Determining the Viability
of Each Marketing Opportunity
Marketing Opportunities Cost Details Estimated Costs in First Year $

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
Increased Market Size The costs would be
extremely high and could
even can increase to
$100 million.
The product or coffee product
and substitute costs about $
50000 per year and the promotion
of these products incur more than
$1 million AUD.
Effective Use of
Ecommerce Tools
The implementation
costs of the E-Commerce
tools $12000 and post
implementation
maintenance is $5000.
The estimated costs in the first
year for E-Commerce tools
implementation is $12000 and
post implementation maintenance
is $5000. Hence total cost is
$17000.
Return on Investment The initial investments
should be around $50
million.
The estimated costs for return on
investment could either go up or
down. Total costs per year could
be $50 million.
Marketing Opportunities Benefit Details Estimated Benefit within
12 months $
Increased Market Size The benefit of increased
market size is that there
would be more number of
customers.
The estimated benefit would
be bring major profit and
can increase up to $200
million.
Effective Use of Ecommerce
Tools
The major benefit of this
opportunity is that the E-
Commerce tool would
increase communication.
The estimated benefit would
be bringing extra benefit and
can bring profit up to
$20000.
Return on Investment Returns would be quite high
from the investment if
invested in correct area.
The returns of investment
could be even double of the
investment.
4.4 Determination of Probable Return on Investment and Potential Competitors

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
a) Calculation of Return on Investment on Three Year Projection
Year Estimated Costs
Cumulative
Costs Estimated Benefits
Cumulative
Benefits
0 1356 1356 1400 1400
1 1567 2923 1644 3044
2 1785 3352 1900 3544
3 1500 3285 3000 4900
Total 10916 12888
Return On
Investment 18%
b) Proper Competitor Analysis in Singapore
The competitor analysis for A&A is as follows:
Competitors Established
Date and
Size
Market
Share (%)
Value to
Customers
Strengths Weaknesses
Pacific
Coffee
Company
March 1992 52% Extremely
innovative
High quality
and making
coffee house
in urban
oasis
Extremely
costly and is
not afforded
by all
Spinelli
Coffee
Company
October
1983
35% Meets
growing
demand of
customers
Sells
gourmet
coffee,
variety of
products
Lack of
presence in
all parts of
the country
4.5 Description and Ranking of Marketing Opportunities in terms of Viability and Likely
Contribution to the Business
a) Ranking of the Marketing Opportunities with Risk Factors, Cost and Benefits and
ROI

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
As per marketing opportunities, the first position is for ROI or return of investments.
This is mainly because it is expected to bring various advantages to the company after a
successful investment in business. The second rank can be given to the marketing opportunity
of increased market size. Since Singapore is slowly advancing in technology, it would be
vital for A&A Coffee to focus on their market size. Finally, ranking of e-commerce tool
marketing opportunity in terms of viability and likely contribution to the business of A&A
Coffee in Singapore is third as it could be replaced by other technologies and it is extremely
costly.

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EVALUATION OF INTERNATIONAL MARKETING OPPORTUNITIES
References
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