The purpose of the project is to introduce our group`s international market assessment of Thailand and Singapore for Rokeby Farms from MADE Group. n. After making a comparativeassessment of the two countries, you should decide on one country market for entry andrecommend an in-market marketing strategy using the marketing mix.
1. Executive Summary: should present key findings from your analysis, a summary of your major recommendations and key outcomes (write this last).
2. Table of Contents: including page numbers.
3. Introduction: provides the reader with an understanding of the purpose of the project, itsscope and structure.
4. Company and Product Analysis: provide an analysis of the business and product performance from a domestic perspective. This discussion should provide some information aboutthe competitive advantages that the business might leverage in international markets. You should:
Briefly indicate company/product experience
What are the aims of the company?
How has the company been faring in the last three years or so?
What is the product and what needs does it satisfy?
Who is the target market for the product in the domestic market?How has the product been performing?
What distribution channels/promotion/pricing have been used in home market?
Does the company have sufficient resources to go overseas?
5. Comparative Country and Product Market Attractiveness: you are required to compare and then justify the choice of country assessing the dynamic and competitive nature of the product market within that country. In order to do this you should undertake a macro-environmentalanalysis of the country in question and then undertake a detailed market analysis of the chosenproduct market.
Pay attention to the purchasing power of the customers in your chosen overseasmarket.
Political, cultural, economic, social and technological environments:Assess the macro environment of the country.
What are the similarities and differences between Australia and your chosen country, interms of these macro-environmental factors using the PEST framework?
How might these similarities and differences influence your marketing strategy in yourcountry and product market?
Product Market Analysis: What is the size of the foreign market?Is it growing and if so at what rate?
Are there clear and distinct segments within the market?
What are the sizes and relativegrowth rates of these segments?
At what phase is the market in relation to the product lifecycle?
To what extent is the market supplied by local & foreign sources?
Which are the sources of foreign supply?
What are the major forms of marketing channels (distribution) used within the productmarket?
Competitor Analysis: Are there competitors in that market? (local and foreign)
What form of competitors are these: company size and product range?How many competitors are there in the market?
Who are the competitors and how do they operate?Where do you see your company compared to those competitors (differentiation strategiesand positioning)?
What are you company's strengths in comparison to the competitors?
Buyer Analysis:Assess buyer behaviour within the identified market segments through consumer analysis.Identify and describe your target market segmentation strategies.
6. Market Selection with Justification and Opportunity Statement: Briefly outline the major opportunities, some of them will come from summarizing the above points(for example: competitors may be weak in an area and you may find it necessary to fill in the gap oryou could be satisfying latent needs).
7. Entry Strategy: What entry mode(s) will you use to enter that country (for example - directexporting (e.g. private supermarket label or via intermediary) , joint venture, strategic alliance,greenfields investment etc.)?
Export is the recommended entry mode. Justify the entry mode
How to write a introduction and conclusion for this topic?