BUS123: Evaluating International Marketing Opportunities Report

This report evaluates international marketing opportunities, focusing on the Asia-Pacific market. It begins with an overview of environmental and risk factors in international business, emphasizing the role of e-commerce. The report addresses knowledge questions concerning environmental matters, human rights, labor relations, packaging, and risk management in both Australian and international contexts. It defines e-commerce models (B2B, B2C, C2C, C2B, B2G) and contrasts 'brick and mortar' with 'click and mortar' businesses. The report identifies global e-commerce companies in Australia and technologies used in international electronic commerce. It also examines relevant legislation, including competition and consumer acts, privacy acts, and trade agreements. The role of the OECD in international trade is discussed. Furthermore, the report assesses international trade patterns, e-commerce market factors, and the impact of free trade agreements. It analyzes the Singapore market as a promising opportunity for business, considering its open market approach and trade agreements. Finally, the report provides an analysis of economic, political, and social factors influencing international business.

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

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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

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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-

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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