Assessment-Task-1 (1)

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Assessment-Task-1 (1)

Market review

Submission details

The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.

Submit this document with any required evidence attached. See specifications below for details.

Performance objective

In this assessment task you are required to develop a report assessing and analysing an international market for consideration for entry by a case study organisation.

Assessment description

For the organisation outlined in the case study provided, you need to select an international market to consider for entry and conduct research on that market. You will need to write a report assessing and analysing the selected market, in light of the organisation and its products. This will include consideration of trade patterns and agreements, as well as environmental factors and market trends.

Procedure

You will need to create a market review that is no longer than 2500 words.

Your market review report should include detailed research organised under the following headings:

Organisation overview

  • the organisational mission/vision
  • the organisation’s strategic goals and aims
  • size and capabilities of the organisation
  • product/s of the organisation being considered for entry into international market.
  • Global business environment

  • a brief summary of the state of the current global business environment, i.e. which economies are doing well, which are struggling, which international market seems feasible for the case study organisation to venture into.
  • Trade patterns, policies and agreements

  • trade patterns, policies or agreements in place between Australia and the country identified
  • the potential impact of patterns, policies and agreements on the business and marketing opportunities.
  • Environmental factors

  • the political, legal, economic, social and cultural factors for the country identified
  • the technological and e-commerce factors for the country identified
  • the impact of these factors on the business
  • the relative ease/difficulty of entering and trading in the market and outline whether they operate under free trade or protectionist arrangements.
  • Risks

  • the political, financial stability and corruption risks for the country identified
  • the legal and regulatory requirements and trade barriers for the country identified
  • an analysis and rating of the acceptability of the risks, regulatory requirements and trade barriers
  • the impact of risk factors in light of international business cycles and economic conditions.
  • Opportunities

  • identify current market trends including key industry areas, significant trade partnerships, market needs, and consumer characteristics (such as preferences, segmentation and purchasing patterns)
  • ......

    Assessment-Task-1 (1)
    Last updated: Feb 2024

    Page 1

    including key industry areas, significant trade partnerships, market needs, and consumer characteristics (such as preferences, segmentation and purchasing patterns)

  • identify new and emerging business and electronic commerce markets, and assess opportunities to enter, shape or influence markets in terms of their fit with the business goals and directions of the organisation, and their likely contribution to the business.
  • Specifications

    The assessment will be due for completion at a time specified by your assessor.

    You should:

  • read the instructions carefully
  • check your work and its requirements carefully before handing it in to your assessor
  • consult your assessor if unsure of any requirements.
  • You must provide:

  • a completed market review.
  • Note: Your assessor will advise you of when this assessment is due and in which format (physical or electronic) it is to be submitted.

    Your assessor will be looking for:

  • whether you have clearly identified a viable international market for entry by the organisation outlined in the case study provided
  • whether you have conducted sufficient research to assess and analyse the market
  • a market review report that includes detailed research organised under the headings listed in the procedure.
  • Adjustment for distance-based learners:

  • no variation of the task is required
  • a followup interview may be required (at the discretion of the assessor).
  • documentation can be submitted electronically or posted in the mail.
  • Case study: Bonatelli Wines Pty Ltd

    Bonatelli Wines is located in the heart of the McLaren Vale wine district in South Australia. A producer of fine boutique red wines, the winery is located on a 65 acre property surrounded by estate vineyards producing Cabernet Sauvignon, Shiraz and Merlot.

    The business is owned and operated by Tony Bonatelli and the mission is simple: produce quality, boutique wine at a reasonable price, with the aim of building customer loyalty and securing repeat purchases. Tony’s goal is to establish and maintain a thriving family business that provides an enjoyable lifestyle and comfortable standard of living.

    In Australia, Bonatelli Wines has no branded product for sale, initially selling its produce in bulk to larger wineries. However, they have now successfully launched a range of bottled red wines onto the US market. The winery has the capacity to produce 30,000 bottles a day and currently sells approximately 500,000 cases per year. Bonatelli Wines currently operates with 300 employees.

    Australian wines carry a reputation in the US for offering value for money – providing good quality at a reasonable price. The Bonatelli wine range retails for 14–17 US$ per bottle, which is considered to be in the premium sector of the market.

    As The USA has a three tier system for wine distribution – importers, distributors and retailers/customers – Tony has had to work to build relationships across all three tiers…

    ...

    Assessment-Task-1 (1)
    Last updated: Feb 2024

    Page 2

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