Topic: Market Entry Report assessment
The Assignment Scenario is the Oporto (Australian fast food company) has decided to proceed with entering the market of India. One of the reasons is that there may be government assistance and tax deductions available for companies setting up trade with developing countries. They now require you to follow up with a further analysis and with suggested strategies for entering that market with Oporto. You are required to prepare an international market entry report.
Table of contents
Market Audit and Competitive Market Analysis
Market Entry Strategy
Preliminary Marketing Plan Highlights
Additional research required
MKT30011 Assessment 2 – Market Entry Report Guidelines
Assignment 2 Scenario
Your company (from assignment 1) has decided to proceed with entering the market you reported on. One
of the reasons is that they have identified that there may be government assistance and tax deductions
available for companies setting up trade with developing countries.
They now require you to follow up with a further analysis and with suggested strategies for entering that
market with your chosen product. You are required to prepare an international market entry report. Table 1
over the page outlines recommended sections to cover.
Some of the work you did for assignment 1 (the economic and socio-cultural analyses) will form part of your
new report but you will need to condense or summarise it. These sections will not be marked again, but the
content will be reviewed to ensure that your new content makes sense in light of the analyses you had done
for assignment 1.
Analyse – don’t just describe
It is important that you go beyond simply describing the country, market, and product. Don’t just list facts
or figures – you must analyse and provide your interpretation to the reader. For example, it is not enough to
simply tell the reader what the GDP or population of the country are – these are just numbers. You need to
explain what the implications of the numbers are. If there are no implications then you may need to question
why you are including that information.
SRC and ethnocentrism
In Lesson 1 the Self-Reference Criterion and ethnocentrism were discussed and it was noted that they are
major barriers to successful international marketing activities. You need to be careful that your report avoids
Handling missing information & assumptions
There will be areas in your report where you cannot find reliable information. You can make reasonable
assumptions (guesses or estimates) to fill important gaps, but ensure it will be clear to the reader which
elements are facts and which are assumptions. It is also helpful to explain the basis of your assumptions as
this will strengthen your conclusions.
Table 1: Suggested structure for the report
Section Explanatory Notes
Title page Give the report a meaningful name. List author/s. Provide date.
Executive summary Should present key findings from your analysis, and your major recommendations. Write this last.
Table of contents Headings with page numbers. Make sure you have worked out a logical structure for your report,
used numbered sections, and have chosen sensible brief headings for each section.
Introduction Provides the reader with an understanding of the purpose of the project, its scope and structure.
Assess the macro environment of the country: examine relevant economic, social/cultural, political
technological, legal and environmental factors. The textbook contains an extensive list of topics to
consider (pages 580-583) but note that not all the topics are equally relevant, plus you will not be
able to cover them fully within your word limit. You need to consider which details warrant
inclusion, and which are less significant and can be omitted.
(Your economic and socio-cultural analysis from assignment 1 can be re-used here, but you are
likely to need to cut it down and summarise to reduce the word count – it will not be re-marked, but
will be read to ensure ideas are consistent throughout the report).
Market Audit and Competitive
Evaluate the product, market and competitors. The list of topics in the textbook (pages 583-584)
is a good starting point – but not all headings need to be covered, use your judgment.
Market Entry Strategy What entry mode(s) will you use to enter that country (for example – direct exporting, joint venture,
strategic alliance, etc.)? Justify your entry strategy.
Preliminary Marketing Plan
You are not expected to develop a complete marketing plan, but you should highlight a few key
product and distribution strategies and tactics that the company is likely to need to employ in the
foreign market. It is particularly useful to highlight those areas of the marketing mix where the
company will face challenges, or where current strategies will have to be adjusted. The ideas in
this section should arise out of the analysis and discussion in the previous parts of the report.
(You are not expected to cover IMC or pricing as you will not have studied them yet).
Additional research required While conducting your analysis you will have found areas where you have had to make
assumptions due to a lack of data. In this section highlight to your management what further
investigations are required to fill information gaps before final decisions can be made.
Conclusions Should restate the main issues that are the subject of the report; review the main findings and
results and express them in a general way. The conclusions should lead into the recommendation
section. Don’t go into detail, and don’t introduce any new ideas – this section is just a re-cap.
Recommendations Briefly bring together all recommendations you have made in the report, as well as your overall
recommendations relating to whether the market opportunity is worth pursuing, and how to do so.
Recommendations need to be concisely and clearly stated, and flow on from the discussion within
the main report.
References In a consistent style (Harvard is recommended) with all required details. The reference list must
match up with sources cited throughout the report. Check the referencing guides on Blackboard /
Assessment / Help with assessments / Referencing.
Appendix An appendix is where any supplementary data or materials are placed. Think carefully before
including one. If the information is important and relevant it should be in the body of the report and
if it is not important or relevant why is it included at all?
Topic: Market Entry Report assessment