MPK736International Marketing

Trimester 2, 2011

Assignment instructions

Assignment title: Market audit and competitive market analysis

Word limit: Individual assignments 2,500 words with 10% tolerance
Group assignments 4,000 words with 10% tolerance
Value: Marks – out of 100. Worth: 30% of final assessment
Submission deadline: Friday 26 August, 2011

This assignment may be prepared individually or in groups of maximum four students.

Students are required to prepare the ‘market audit and competitive market analysis’ section of a country notebook. In preparing the assignment please follow the format (Guidelines) provided on pages 607 to 609 (section 3) of the textbook.

Students need to make decisions about:
• A company (either an existing Australian company or an established – fictitious - company)
• A product that the company would intend to export
• A country to which the product would be exported.

This market audit and competitive analysis should be prepared for a specific product intended for export to a specific country selected from the following list of countries.

Albania French Guiana Nepal
American Samoa French Polynesia New Caledonia
Armenia Georgia Nicaragua
Azerbaijan Gibraltar North Korea
Anguilla Greenland Pakistan
Argentina Grenada Panama
Bangladesh Guadeloupe Papua New Guinea
Bahamas Guatemala Paraguay
Barbados Guyana Peru
Belarus Guam Philippines
Belize Haiti Poland
Bermuda Honduras Portugal
Bhutan Hong Kong Puerto Rico
Bolivia Hungary Romania
Bosnia and Herzegovina Iceland San Marino
Brazil India Serbia and Montenegro
British Virgin Islands Indonesia Singapore
Brunei Jamaica Solomon Islands
Bulgaria Kazakhstan Slovakia
Cambodia Kyrgyzstan Slovenia
Cayman Islands Laos South Korea
Chile Latvia Sri Lanka
China Liechtenstein Suriname
Colombia Lithuania Taiwan
Cook Islands Luxembourg Tajikistan
Costa Rica Macau Thailand
Croatia Macedonia Tonga
Cyprus Malaysia Trinidad and Tobago
Czech Republic Maldives Turkey
Cuba Malta Turkmenistan
Dominica Marshal Islands Uruguay
Dominican Republic Martinique Uzbekistan
Ecuador Mexico Ukraine
El Salvador Micronesia Vanuatu
Estonia Moldova Venezuela
Falkland Islands Monaco Vietnam
Fiji Mongolia Yemen
Finland Myanmar Zimbabwe

Students need to email the unit chair (mehdi.taghian@)deakin.edu.au) by Friday 22 July, 2011 and advise their intention to complete the assignment individually or in groups. If they are planning to do the assignment in groups, they also need to advise their group membership (including students’ names and IDs) and their country of choice for the assignment.#p#分頁標題#e#

Please note that the country selected would be exclusive to those who apply first and will not be allocated to other students (no duplication of countries). In case the country has been already allocated students need to select a different country.

Please also note that many countries have been intentionally excluded from the list.

The unit chair will email back to acknowledge and confirm your group membership and the country selected.

Format

The assignment ‘Market audit and competitive analysis’ should be prepared using the following format:

• Executive summary
(3 Marks)

Prepare the executive summary at the end when the ‘market audit’ has been completed.

This summary needs to present all the key points covered in the report, in a way that the reader can understand the contents of the report.

The executive summary is expected to be only one page long.

• Introduction
(8 Marks)

Introduce the company
o History
o Ownership
o Market presence and strengths in key target market segments
o Major products
o International marketing expertise
o Major motivation and objectives for international marketing involvement.

• Define the product
(8 Marks)
o Relative advantage.
o Compatibility
o Complexity
o Triability
o Observability
o Customers’ key motivations to purchase the product
o How and occasions where the product is used
o Major problems and resistances to product acceptance

• Define the market
(8 Marks)
o Describe the market
? Geographical region
? Forms of transportation and communication
? Customer buying habits
? Distribution of the product
? Advertising and promotion
? Pricing strategy
o Compare and contrast the product with the competitors’ products
? Product
? Prices
? Promotion
? Market size estimate

• Recommendations
(3 Marks)

• Source used
• Appendixes

Submission

Assignment submission instructions
No hard copy submission is necessary.

There is no need for assignment cover sheet. Please make sure your name, student ID number and Deakin email address appear on the top of the first page of your assignment.
We have provided an area called Assignment Turnitin submission in the Assessment folder on DSO. When you submit work to Turnitin, it compares your text with other documents on the web or in Turnitin's database and produces an 'Originality Report' that shows the overall percentage of your work that matches with other works and highlights parts of your text that matches text in other works. Such matches may be instances where you need to ensure you have provided appropriate citations and references.#p#分頁標題#e#
In this unit you need to submit drafts to Turnitin and your final submission must still be via the Assignment Turnitin submission area. The assessment panel may submit your final submission to Turnitin as part of its responsibility to detect possible plagiarism.
If there is any problem with submission through DSO, please email your assignment as an attachment to the Unit Chair directly: [email protected].
Assignments will be assessed and returned by email to students.
Further information:

Submitting assignments to Turnitin:
http://www.deakin.edu.au/dso/student/guides/qg-turnitin-submit.html
Originality reports:
http://www.deakin.edu.au/dso/student/guides/qg-turnitin-originality-report.html (Note: after submitting an assignment it can take a few minutes to an hour or so for your originality report to become available. You can log out of DSO and come back to check the report later on).
Other information about Turnitin:
http://www.deakin.edu.au/dso/student/turnitin/index.php
Academic Integrity:

Avoiding plagiarism and Acknowledging sources:
www.deakin.edu.au/studentlife/academic-skills/resource-room/assign-ref.pdf
or
http://www.deakin.edu.au/studentlife/academic-skills/handouts/plagiarism.php
Understanding plagiarism self-test:
http://www.deakin.edu.au/studentlife/academic-skills/plagiarism-test/