[Year]

BSBMKG516
TASK 2
STUDENT ID / NAME
Executive Summary
Table of Contents
Executive Summary................................................................................................................................. 1
Company review. .................................................................................................................................... 4
Mission statement, corporate vision, strategic intent........................................................................ 4
Product or Service ................................................................................................................................... 4
I. General description (life cycle state, needs/wants specified). ................................................... 4
II. Sales trends (years, seasonality, share of major brands). .......................................................... 4
III. Distribution profile. ................................................................................................................. 4
IV. Pricing overview. ..................................................................................................................... 4
V. Packaging overview..................................................................................................................... 4
Potential International Markets.............................................................................................................. 4
I. Countries Researched ................................................................................................................. 4
II. Country / Market chosen ............................................................................................................ 4
Competitive analysis ............................................................................................................................... 4
Determine the suitability criteria ............................................................................................................ 4
I. Political ........................................................................................................................................ 4
II. Economic ..................................................................................................................................... 4
III. Social ....................................................................................................................................... 4
IV. Technological .......................................................................................................................... 4
V. Legal ............................................................................................................................................ 4
VI. Environmental. ........................................................................................................................ 4
Strategic planning: The basic decisions .................................................................................................. 5
I. Marketing objectives (sales, share). ........................................................................................... 5
II. Marketing strategies. .................................................................................................................. 5
III. Segmenting and targeting. ...................................................................................................... 5
IV. Identification or competitive advantage. ............................................................................... 5
V. Positioning and branding. ........................................................................................................... 5
VI. Analysis and planning of supply chain including distribution. ................................................ 5
Profile the target market ........................................................................................................................ 5
I. Demographic ............................................................................................................................... 5
II. Geographic .................................................................................................................................. 5
III. Psychographic ......................................................................................................................... 5
IV. Behavioural characteristics. .................................................................................................... 5
Develop a positioning strategy ............................................................................................................... 5
Marketing mix objectives, strategies and tactics................................................................................ 5
Product:........................................................................................................................................... 5
 Place (distribution): ......................................................................................................................... 5
Pricing: ............................................................................................................................................ 5
Promotion (communication):.......................................................................................................... 5
Conclusion / Summary ............................................................................................................................ 6
References ............................................................................................... Error! Bookmark not defined.
Company Overview.
Mission statement, corporate vision, strategic intent.

Product or Service
I. General description (life cycle state, needs/wants specified).
II. Sales trends (years, seasonality, share of major brands).
III. Distribution profile.
IV. Pricing overview.
V. Packaging overview.

Select a product or service you think may have a good international market potential. It
may be an existing product, a slight twist on an existing product in the market or an
entirely new product/service. You are free to choose any option.

Potential International Markets

I. Countries Researched
II. Country / Market chosen
Research potential overseas markets (three or more countries) and from those select one
country for your product/service. Use any information you can gather from sources
available on the internet, associations, vendors, customers and regulatory bodies.

Competitive analysis.
Description of major competitors strengths/weaknesses, such as product, distribution and
pricing.

Determine the suitability criteria

Conduct a PEST analysis to determine the suitability criteria of the product/service in your
chosen country.
Evaluate market opportunities (PESTLE).
I. Political
II. Economic
III. Social
IV. Technological
V. Legal
VI. Environmental.
Strategic planning: The basic decisions

I. Marketing objectives (sales, share).

II. Marketing strategies.
III. Segmenting and targeting.
IV. Identification or competitive advantage.
V. Positioning and branding.
VI. Analysis and planning of supply chain including distribution.

Profile the target market

Select a target market within your target country that will be both useful and relevant to
your product and describe. Also describe it in terms of demographic, benefits-sought,
geographic, situation, and behaviour/usage terms.
I. Demographic

According to Elias, age is purely a number in marketing. (Elias, 2016)

II. Geographic
III. Psychographic
IV. Behavioural characteristics.
Further analyse your selected target market by writing a consumer profile on them.
Include demographic and psychographic descriptors.

Develop a positioning strategy

Develop a positioning strategy. Use the 4 Ps of Marketing and keep in mind cultural
sensitivities.

Marketing mix objectives, strategies and tactics

Product:
Place (distribution):
channels
Pricing:
objectives.
Promotion (communication):
personal selling
advertising
sales
promotion
Conclusion / Summary
References