Term X 202X: Evaluate International Marketing Opportunities Report

This report, prepared for the BSB60215 Advanced Diploma of Business, unit BSBMKG605, evaluates international marketing opportunities. Task 1 reviews the global market environment, focusing on international trade patterns in the coffee retail industry, including changes in consumption, demand for ready-to-drink, nitro, and cold brew coffees, and the rise of specialty coffees. It also examines pricing, quality, transaction security, customer support, and reviews, and identifies free trade and protectionist arrangements in the Asia-Pacific region. Task 2 assesses market and risk factors for international business and electronic commerce marketing opportunities in China and India, analyzing economic, political, social, and cultural factors, alongside financial stability. The report identifies market trends, analyzes complementary products, direct competition, and recommends methods for assessing opportunities and risks, with risk ratings assigned for each country based on political and financial factors. The report aims to provide a comprehensive analysis of the international marketing landscape, emphasizing market entry strategies and risk mitigation.

Qualification : BSB60215 Advanced Diploma of Business
Unit Code: BSBMKG605
Unit Title: Evaluate international marketing opportunities
Term and Year: Term X 202X
Due Date:
Submission:
(strikeout whichever is not
applicable)
Initial Re-assessment
Assessment:
Task 1 Research Task - Review global market environment
Task 2 Case Study - Assess market factors, risk factors for Investigate
international business and electronic commerce marketing
opportunities
Student Name:
Student ID No:
Student Declaration:
I declare that this work has been completed by me honestly and with integrity. I understand that the
Elite Education Vocation Institute’s Student Assessment, Reassessment and Repeating Units of
Competency Guidelines apply to these assessment tasks.
Date:
Student Signature:
(only required if handing
in a hard copy)
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Task 1 – Review global market environment (Research Task)
Complete the below tasks with the required information which can be gained from Seed Heritage
Case Study, you need to demonstrate the performance criteria of:
 Assess international trade patterns and identify their likely importance for the business
 Research international business and electronic commerce market factors, and assess
opportunities to enter, shape or influence the market for their likely contribution to the
business
 Identify international markets operating under free trade or protectionist arrangements and
estimate likely ease of entering and trading successfully
 Identify international trade policies and agreements and estimate their likely impact on
international marketing
Identify international
trade patterns and
identify their likely
importance for the
business
International trade pattern of coffee retail industry:
Change in new generation coffee consumption pattern:
The global young generation is more social and outgoing in
comparison to their previous generation. Therefore the coffee
consumption is now done more at public places rather than in house
private consumption. This global trend demands eye-catching
packaging and labels, showcasing of brand’s promises on the package
or coffee cups, testing of new delivery systems and many more.
High demand for Ready-to-Drink Coffee:
The global market for “ready-to-drink” coffee has reached to $2.4
billion in 2015 and it is growing further. This pattern indicates that in a
fast-paced world that is going to be faster the demand for “ready-to-
drink” will increase further
High demand for Nitro-coffees:
In a fast paced life people are trying to stay healthy and fit. The need of
healthy living has increased the demand for “Nitro coffee “that is
poured from tap and give the feeling of a beer to the drinkers. More
over the foamy and creamy texture of the coffee allows the drinkers to
rely less on milk and sugar while avoiding the bitter test.
Demand for “Cold Brew” on the rise:
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The “Cold brew coffee” has become very popular and as per Mintel
report its sales has jumped by 580% from2011 to 2016.
Rise in the demand for speciality coffees:
As per the US coffee association in 2018 55% of the $48 billion U.S.
retail coffee market will look for speciality coffee
In Asia-pacific countries coffee has become very popular in recent
years. According to the reports of international coffee organization the
demand for brewing is increasing at a rate of 4.9% p.a. Drinking coffee
has become more like a lifestyle statement in this region. Thus if A&A
follow the global trend then they will be easily able to penetrate in the
potential market of the asia- pacific coffee market (Aljunied, 2013).
Research international
business and electronic
commerce market
factors
Pricing factor:
Pricing of the coffee cups should be made very economic after
considering the other market rivals. There should be an on line coffee
price comparison mechanism for the consumers on the web page where
they are placing an order for coffee
Quality Factor:
The product quality should be properly described on the package so
that the buy of the product can differentiate it from others in terms of
quality and related price
Transaction security
The online web platform should ensure security for transactions that
are made for product selling
Customer Support:
The customer support should available 24/7to answer the queries of the
online customers.
Customer Reviews:
An option should be open to the customers for collecting customer
responses so that improvement can be brought in to future service
Identify international
markets operating
under free trade or
protectionist
arrangements
A&A focuses to enter in the Asia-pacific region. Let us fuscous on the
countries of this region. Australia practices “Free Trade Agreement”
with Singapore and Thailand and free trade practice is yet to be
practiced with Indonesia.
In my opinion Singapore should be ranked one as a potential coffee
market that can be easily penetrated. Thailand should be ranked second
as a potential coffee market that can be penetrated and Indonesia
should be ranked third as a potential coffee market to be penetrated.
Singapore is a technologically developed and highly westernised
country that posses a good brew culture and is Free Trade partner of
Australia. More over the country has a high demand for speciality
coffee. Therefore it will be easy for a new coffee retail chain to
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penetrate in to the market that capable to offer speciality coffee in a
free trade environment where no additional tariff to be imposed on the
new entrant of the industry. It will be slightly difficult for an
Australian coffee retail chain to enter in Thailand as brewing is not an
essential part of the culture of the country. However demand for
speciality coffees and advantage of free trade can help a coffee retail
chain to step in to the country (Chiu et al. 2014). It will be most
difficult to penetrate the Indonesian brewing industry as there are many
indigenous brewing shops that are backed by locally grown coffee
beans and the price of this brewing shops quiet low with respect to
international standard. Moreover a new entrant of coffee retail industry
will not get the benefit of free trade agreement.
Identify international
trade policies and
agreements
Australia peruse Free Trade Agreement (FTA) with Singapore and
Thailand. The country also peruses Comprehensive Economic
Partnership Agreement (IA-CEPA) with Indonesia.
FTAs promote the opportunity of freer trade flows and create stronger
ties with the trading partners of Australia. The agreement not only
removes the tariff barriers but also takes care of behind-the-border
barriers that obstruct the flow of goods and services between parties.
This in turn results encouragement for international investments and
cooperation, and give protection for intellectual properties, smoothens
the e-commerce operation and government procurements.
IA-CEPA aims to fortify and increase the trade, investment and
economic cooperation between Australia and Indonesia.
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Task 2 – Assess market factors, risk factors for Investigate international
business and electronic commerce marketing opportunities
Factors China India
Economic Factors
Size and growth rate of GDP
Size of market for your product
Unemployment rates
Fiscal and monetary policies
Political Factors
Degree of anti-foreign
discrimination
Attitude toward private
investment by government,
customers, and competition
Amount of red tape
Deregulation and / or regulation
Amount of corruption
Social Factors Education of consumers
Age of population, life
expectancy
Number of divorces, birth rate and
deaths
Changes in life styles
Cultural Factors
Different cultures have different
sensitivities around time and
punctuality.
Business norms vary from one
country to the next and may
present challenges to foreigners
not used to operating according to
the particular norms of the host
country.
religious beliefs and practice can
strongly influence what consumers
buy (or don’t buy), when they
shop, and how they conduct
business.
All cultures have their own unique
sets of customs and taboos.
Investigate
international market
trends and
developments to
identify market needs
in target markets
Purchase situation analysis:
Purchase situations must also be
examined to uncover expansion
opportunities.
Direct competition analysis
Analysis of complementary
products and services
Analysis of other industries
Assess opportunities
Record the Gaps and
Opportunities
It is crucial to make note of all
your discoveries, ideas and found
opportunities. Once all of them
Collect Market Information
Nowadays, the research can be
divided into online studies and “in
the wild” exploration. The
majority of businesses opt for the
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to enter, shape or
influence markets
(based on their fit with
business goals and
direction, and their
likely contribution to
the business)
are written down, you can
brainstorm, mind map and discuss
potential solutions and strategies
with your team.
It is a great advantage to do
market research with existing
customers. You just need to
access the available information
and draw conclusions. With a new
product, the process is a bit more
complicated and takes longer,
because first you need to collect
the data.
web tools because they are cost-
efficient and not resource-
intensive, but still produce
exhaustive findings. However,
everything should be done step by
step. So, before rushing to
investigate the best research tools,
you need to establish your market
first.
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Factors Analysis
Risk Rating (High, Medium,
Low)
China India
Political Factors
The relationship between politics and financial markets is central for many, if not most, political
economy arguments. The existing literature focuses on the effect of domestic and international political
interests, institutions and policy decisions on returns and volatility in stock, bond and foreign exchange
markets. This research bears implications for three major debates in political science: the distributive
effects of politics; globalization and state autonomy; and the political roots of economic credibility and
its tensions with democratic accountability. While the study of politics and financial markets is
complicated by several theoretical and empirical challenges, recent methodological innovations in
political research provide a window of opportunity for the development of the field.
Medium High
Financial Stability
Factors
Nations have diverse history, values, political and economic systems, legal frameworks, and taxation
structures which play a central role in the development of their singular financial systems. Those
national influences interact and certainly affect practices and procedures
medium High
Corruption Risk
FIs and investment funds face corruption risks, internally and externally. A risk common to both is that
vulnerabilities in systems will be exploited. External customers may use FIs or investment funds to
attempt to disguise traces of their corrupt activities, which may include money laundering. In recent
years, the risk of this kind of corruption has risen because markets are moving increasingly rapidly and
criminals are becoming more sophisticated. There is also an internal risk that FIs and investment funds’
employees and agents will engage in corrupt activity. Again, systems may be exploited, but it is likely
to be easier for employees and agents to do so because they will have better knowledge of those
systems
High Medium
Legal and
Regulatory
Requirements
As our client, you work with a law firm at the forefront of Countries and international developments in
financial markets regulation. We have informed the change process and worked closely with clients,
government, regulators and industry bodies to shape regulation that supports a highly competitive and
Medium High
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robust market.
Trade Barriers
International trade is the exchange of goods and services across national borders. In most countries, it
represents a significant part of gross domestic product (GDP). The rise of industrialization,
globalization, and technological innovation has increased the importance of international trade, as well
as its economic, social, and political effects on the countries involved. Internationally recognized
ethical practices such as the UN Global Compact have been instituted to facilitate mutual cooperation
and benefit between governments, businesses, and public institutions. Nevertheless, countries continue
to face challenges around ethical trading and business practices, especially regarding economic
inequalities and human rights violations.
Medium High
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Identify above relate risk factors to international business cycles in terms of economic conditions and estimate their impact on these two potential
market (e.g., China and India)
A country’s level of economic development generally
determines its economic stability
 Economic risk falls into 2 categories
 Government changes its fiscal policies
 Government modifies its foreign-investment policies
 Managers are constantly reassessing economic risk
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2.3 - Investigate international business and electronic commerce marketing opportunities

Factors China India
Analyse international
marketing
opportunities
according to their
likely fit with Seed
Heritage’s goals and
capabilities
Research your customers and
competition. ...
Get a high-level view of the
market.
Competitor observation
Most successful businesses don’t
follow the crowd; they innovate
and break new ground in order to
stand out from the noise.
However, observation of your
competitors can often give you a
good picture of their market
positioning and whether they are
reacting to what could be seen as
an emerging trend. Competitor
analysis doesn’t have to cost the
earth. By simply reviewing their
website, customer reviews and
social media channels it is
possible to understand how you
compare to your competitors.
Make the most of digital tools and
analytics to assess industry
behaviour
If you’re a bit of a nerd when it
comes to numbers, you’ll love the
wide variety of analytical tools and
systems available at your
fingertips. It’s great because you
can let these tools do all the
legwork for you to help you
understand the bigger picture of
your marketplace much more
quickly.
Digital analytics can help you
discover trends increasingly
searched for by consumers online.
For instance, Google Trends
displays a long-term overview of
niche trends while Google’s
Keyword Planner allows you to
search the most popular keywords
used by your target demographic
online and the potential scale for
using and bidding on them for your
business as part of a digital
advertising campaign.
Evaluate the
opportunity to
determine its impact
on Seed Heritage’s
current business and
customer base
Research your customers and
competition.
Use market research to analyze
your customers and competitors
Get a high-level view of the
market.
However, assessing your
customers and competitors is not
enough. You also need to obtain a
broader understanding of the
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on multiple levels. This will help
you evaluate whether the demand
for a product/service is real, and
whether expanding into a
potential new market is
worthwhile for your company.
Identify consumers segments that
share common characteristics
such as age, gender, education,
income, occupation, and place of
residence, or softer variables such
as lifestyle and values. Also
consider consumer motivation.
What "job" is the customer trying
to get done? What barriers may be
constraining consumption?
Knowing who your key
competitors are and assessing
their strengths and weaknesses
can also illuminate specific
growth strategies and ways to
differentiate your products and
services.
market as a whole and what the
potential of success is in the
market.
Otherwise, your organization could
be trapped into thinking that a few
percentage points increase is
enough, where there is actually
much more potential. Market
researchers are experts at
providing the overall objective
picture and can help you step away
from intra-company thinking.
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Factors Analysis
Financial Viability
(Viable, Not viable)
China India
Costs
Price strategies are classified according to the company’s price relative to the competition. How active
promotion of price will be in the marketing program. Price policies and structures must also be
determined for new products as well.
Not Viable Viable
Benefits
Variables
An infinite number of marketing variables can exist, which is why it’s necessary to alter only one at a
time. Marketing variables include the product, the product packaging, the size of the product and the
color of the product. The price, distribution channels and marketing strategies may also be variables of
the product that can be changed to see how the change makes a difference in the sales of the product.
Viable Not Viable
Risks
Branding
If you’re a new company, you probably haven’t had much time to build your branding. People need to
recognize and trust your brand, and that process can take years. If your marketing plan overestimates
the effect of your brand or believes your brand is more relevant than it currently is, the plan likely does
not account for the extra time or marketing and promotional efforts needed to build value and trust with
prospects
Not Viable Viable
Opportunities
Consumer segmentation
To understand your demand, you must identify consumer segments that share common characteristics.
These characteristics can be “hard” variables such as age, gender, place of residence, educational level,
occupation and level of income or “soft” variables such as lifestyle, attitude, values and purchasing
motivations.
Not Viable Viable
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