Marketing Assessment Report: International Marketing Analysis and Plan

This comprehensive marketing assessment report examines various aspects of business operations, international marketing, and industry-specific trends. It begins with an analysis of the Australian E-commerce Best Practice Model and consumer protection codes of conduct, followed by an exploration of Australian and international standards relevant to marketing activities. The report then addresses cultural understanding in international business, specifically focusing on the Japanese culture. It investigates global and country-specific economic, social, and industry directions within the hospitality sector, including emerging trends and practices. The assessment also delves into the impact of key legislation, codes of practice, and national standards on business operations, covering areas such as anti-discrimination, consumer laws, ethical principles, and labor laws. Furthermore, the report includes marketing strategies and promotional plans for both Australian and overseas markets, along with methods for monitoring marketing mix policies and assessing overall performance. This detailed analysis offers valuable insights and practical applications for effective marketing strategies.

Running head: MARKETING ASSESSMENT
MARKETING ASSESSMENT
Name : KIN HING LEE

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Table of Contents
Section 1..........................................................................................................................................2
Section 2..........................................................................................................................................9
Part A...............................................................................................................................................9
Marketing Proposal..................................................................................................................9
Marketing proposal and plan overview....................................................................................9
The Business.............................................................................................................................9
The Finances...........................................................................................................................19
Part B.............................................................................................................................................23
Section 3........................................................................................................................................24
Bibliography..................................................................................................................................25

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Section 1
QUESTION 1
Research and explain the purpose of the Australian E-commerce Best Practice Model. (Guide: 1
to 2 paragraphs).
The Australian E-commerce Best Practice Model has been formulated in order to provide
adequate guidance’s to the various businesses and to enhance the Sovereignty of the customers.
It helps in assisting the business to understand the different steps it is required to take when
dealing with the customers on the internet. The primary aim of the model can be to ensure that
the best practice is largely applied for the use of the business. Moreover, it also functions with
the aim of ensuring that consumer confidence in the business can be built and them intent to shop
more with respect to the consumer electronic commerce.
The Best Practice Model functions with the aim of guiding the industry and the consumer base
on the self-regulatory framework. The Best Practice Model has been designed in order to assist
the different traders in dealing with both the Australian as well as the overseas customers.
Additionally, the model is also assisting the different consumers with respect to the benefit of the
electronic commerce and the way they will remain protected in the online business environment.

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QUESTION 2
List 5 codes of conduct, which are relevant to consumer protection in electronic commerce.
(Guide: List at least 5)
The different codes of conduct which are relevant to the consumer protection can be understood
to be as follows:
1. Information provision: it is integral for the different businesses to provide enough information
to the various consumers to ensure that an informed decision can be made regarding a
transaction. The information must be clearly presented, truthful and capable of being saved by
the customers.
2. Language: The Language of the website needs to be such that it can provide clarity with
respect to a product or a service. All post sales and presales must be conducted in the desired
language of the participant.
3. Contract Formation and Fulfilment: The businesses must ensure that, the consumer`s
agreement to a contract is informed and intentional. In line of this, the firm will be required to
see to it that, the consumers are provided with adequate opportunity to cancel the order or
exchange.
4. Online privacy: The businesses are required to have an online privacy in place, and they will
be required to adhere to principles with respect to the personal information.
5. Security of Payment and Personal Information: The registered businesses would be required to
ensure that the personal information of the customers is maintained and that the Payment is made
in a secure manner.
QUESTION 3
It is important that you understand Australian and International standards when managing
international marketing activities. Research the following standards and give a brief explanation
on each. (Guide: 1 to 2 paragraphs).
Standard Explanation
Environmental
standards
The ISO 14001 is the internationally agreed standard which is the
Environmental Standard which sets out the different requirements for
an environmental management system. It assists the different firms in
improving their overall environmental performance by making use of
the different resources and tools in a manner such that it leads to the
overall reduction of waste and the firm can gain the trust and the
competitive advantage of the stakeholders.
The Palazzo Versace Gold Coast is required to ensure that it is

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successfully able to follow the ISO 14001 for excellent services.
Australian standard or legislation for environment: The Environment
Protection and Biodiversity Conservation Act 1999 ( EPBC Act)
Human rights The Human rights and Equal Opportunity Commission Act of 1986
has been defined as the act which looks out to ensure that there does
not take place any discrimination regarding any individuals.
Moreover, the plan is also required to ensure that, the discrimination
does not take regarding the grounds of the race, nationality, colour,
ethnic, origin, age, gender and other records.
The Palazzo Versace Gold Coast would be required to ensure that the
different staff members of the customers are respected and are not
mistreated.
International standard for Human rights: The Human rights and
Equal Opportunity Commission Act of 1986
Labour relations The International Labour Organization is the organization which is
largely responsible for maintaining the overall about relationships and
in order to see to it that the firm is successfully able to maintain strong
relationships with the different labourers who are present.
Moreover, Fair Work Act of 2009 is also one of the acts which are
considered. Under this act, aspects like Pay, Leave, ending
employment and other aspects are taken care of.
The Palazzo Versace Gold Coast staff would be treated well under
this legislation
Food labels
Packaging The FSANZ is the act which is generally followed with respect to the
organizations in Australia. It stands for Food Standards Australia New
Zealand and seeks to ensure that the different firms as present in the
country are looking out to implement the right kind of acts in the right
manner.

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Risk
management The ISO 31000 is the Risk Management Legislative which is
generally followed by the different organizations as present. Under
this risk management legislative, the different firms are required to
facilitate continuous improvement, consider cultures and human
factors, undertake Systematic structured and timely and additionally
engage in proper decision making.
The Palazzo Versace Gold Coast would be requiring applying this
legislation successfully to see to it that they are prepared for any
possibilities in the long run.
Australian legislation or standard for Risk Management: ISO
31000
QUESTION 4
Cameron Jones has just gained employment working for an Australian Motel chain, which has
recently opened an outlet in China. Discuss how Cameron can gain a good understanding of the
Japanese culture. (Guide: 1 paragraph)
In order to ensure that Cameron will be able to gain a good understanding of the Japanese
culture, it is crucial that, he will be required to become more self-aware which will help him in
working out one`s own beliefs and understand values and personal biases. Additionally,
communication with an individual belonging to the other culture can also be taken to be a way in
which the communication can be undertaken. Undertaking research from the Internet and other
related means can also be understood to be integral ways of communication and lastly, travelling
is the key to understand the cultural difference.
QUESTION 5
You are investigating opportunities to open a chain of hotels in Australian and Asia. Research
and investigate global and country specific:
 economic, social and industry directions
With respect to Asia, the economic, social and industrial directions can be understood to be
related to the hospitality industry can be understood to be related to the overall development of

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the country. Regarding this, it can be rightfully mentioned that Asia is performing well, and its
overall competitive growth has been increasing. Therefore, with respect to this, the country
would be suitable for expansion due to the growing economy.
Australia also has a considerable growth scope and with respect to this, the firm would be
required to ensure that if it wants a stable economy, it can open in Australia.
 Trends, practices and techniques in terms of the hospitality industry
(Guide: List at least 3 trends).
The various trends in the Hospitality industry can be understood to be as follows:
1. The Artificial intelligence forms a crucial part of the organization. Any firm which wants to
ensure success in the long run would be required to engage in Artificial intelligence for the
business operations.
2. Personalisation is the key to success and hence, the hotels would also be required to engage
in better operations
3. Healthy and organic food drinks have become the latest trend.
QUESTION 6
Research and explain how the following the key provisions of relevant legislation from all forms
of government, codes of practice and national standards within Australia and internationally may
affect your business operations. Record your answers in the table below. (Guide: 1 to 2
paragraphs for each point).
Key provisions of
relevant
legislation
Explanation
Anti-
discrimination
legislation
The anti-discrimination legislation will impact the business operations
by seeing to it that the firm is able to hire employees from all
backgrounds and that it does not discriminate with respect to any
individual.
The Palazzo Versace Gold Coast would need to follow the legislation
in terms of taking bookings and hiring the staff
Australian Act: Racial Discrimination Act 1975. Sex Discrimination
Act 1984.
International : China has no separate law for the discrimination.
Consumer laws
The firm would be required to see to it that it is able to look out for

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the different customers in a better manner and be able to attain long
term success.
The firm, The Palazzo Versace Gold Coast would be required to see
to it that the consumer laws are always protected.
Australia: Trade Practices Act 1974
China : Consumer Protection Law
Ethical principles The Palazzo Versace Gold Coast would not be able to engage in any
unethical practices and hence, the confidence of the customers in the
firm will increase and improve to a great extent.
Australia: Australian Institute of Health and Welfare
(Ethics Committee) Regulations 2018
China: No such law.
Extra-
territoriality
provisions of the
Trade Practices
Act
This will have a limited impact on the operations of the firm by seeing
to it that the firm will not be able to engage in any foreign business-
related aspects. The Palazzo Versace Gold Coast must follow it while
planning for expansion.
Foreign
investment limits
This will allow the firm to remain limited in its investments and be
required to make efficient use of the resources.
The legislative framework includes the Foreign Acquisitions and
Takeovers Act 1975 (Act) and the Foreign Acquisitions and
Takeovers Fees Impositions Act 2015 (Fees Imposition Act)
Labour laws

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The Fair work act 2009 protects the workers and ensures that the firm
will not be able to mistreat the different employees. The Palazzo
Versace Gold Coast would be required to apply it to ensure success
and fair work to the employees.
Australia: The Fair Work Act of 2009 replaced the Workplace
Relations Act of 1996
China: Employment and Labour Law 2019
Legal aspects of
bilateral and
multi-lateral
trade agreements
This will limit the tariffs and subsides which the firm is bound to
achieve and regarding this, it is important to ensure that, the firm is
able to carry out the trade prospects in the right manner.
• Australia–New Zealand (ANZCERTA or CER) — 1 January
1983
• Singapore–Australia (SAFTA) — 28 July 2003
• Australia–United States (AUSFTA) — 1 January 2005
• Thailand–Australia (TAFTA) — 1 January 2005
• Australia–Chile (AClFTA) — 6 March 2009
• ASEAN–Australia–New Zealand (AANZFTA) — 1 January
2010
• Malaysia–Australia (MAFTA) — 1 January 2013
• Korea–Australia (KAFTA) — 12 December 2014
• Japan–Australia (JAEPA) — 15 January 2005
• China–Australia (ChAFTA) — 20 December 2015
Privacy laws
The privacy laws will limit the access of the firm not various
operations and see to it that the firm is able to carry out the operations
successfully.
The hotel would be essentially required to follow laws under the
OECD Guidelines on the protection of privacy and transborder flows
of personal data.
The Privacy Act 1988 is the Australian Privacy Law
Taxation laws
The taxation laws would make it compulsory for the business to
follow the various taxation legislations and undertake the various
businesses with respect to the fact that all the taxes are paid on time
and in a timely manner.
The hotel charges just source-based tax

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Australia: Income Tax Assessment Act 1997 (ITAA 1997), and
the Fringe Benefits Tax Assessment Act 1986.
China: 2018 IIT Law
World Trade
Organization
(WTO) dispute
resolution system
This shall enable the business to see to it that, all disputes amongst the
different business organizations are settled within themselves and by
following the various laws and legislatives related to the business
accordingly.
The different agreements they might be required to follow is as
follows:
Reduction in trade tariffs
Anti-dumping laws

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Section 2
Part A
Please note that the country for expansion has been selected as China.
Marketing Proposal
Field
Business logo
Your name Donatella Versace.
Your title Owner
Business name Palazzo Versace Gold Coast
Main business
address
94 Seaworld Dr, Main Beach QLD 4217, Australia•[phone]
ABN 44 361 445 048
Marketing proposal and plan overview
The Business
Field Explanation
Business name Palazzo Versace Gold Coast
Business structure Sole proprietorship
Business location Queensland Australia
Date established Year 2000
Business owner(s) Donatella Versace
Relevant owner
experience
No experience

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Products/services 200 hotel rooms
72 privately owned apartments
600-seater ballroom
Bars
Restaurants
Versace retail store
Business overview
Field Explanation
Business overview The business which has been chosen is a hotel. The hotel is a 5-star hotel
and deals in providing services to both businessmen and tourists who aim
to enjoy the hotel and have a nice time ensuring that they can avail the
services. Situated on Gold Coast, the hotel is a hit with the tourists who
want to ensure a good experience.
The Future
Field Explanation
Vision statement The vision of the organization is to open various branches outside the
country and in line of this be successfully able to serve many international
as well as local tourists and other such guests who want to experience
world class hospitality.
Goals/objectives Short term Goals:
1. Increase the number of customers
2. Increases services provided
Long term Goals:
1. To open a branch in all the continents
2. To increase the revenue of the firm.
The Market – Australia
Field Explanation
Target market The target market of the firm can be expected to be the various
businessmen who often travel the country and want to enjoy a wholesome
experience. The different tourists as well as the general crowd who enjoy
the luxurious experiences of the hospitality are the target market.
Marketing strategy Apart from Gold Coast, the firm aims to advertise using traditional means
and be able to make the services popular and develop various branches in
nearby cities built on brand strategy.
The Market - Other countries (China)
Field Explanation