Mtkg301 - Market Opportunity Analysis - Scenario - Marketing Assignment

Internal Code: MAS5283

Marketing Assignment:

Scenario Assume the role of a “Startup” International marketer looking for opportunities in the international marketplace, Your search for a new market for the purpose of this the assignment is two-fold: Finding an Australian product of interest and a foreign market of interest for your chosen Australian product. You need to develop an understanding of the macro-environmental factors (PESTEL-analysis) in the chosen national market, and on this basis select a potential product for study. This product may be a good or a service; it may be a consumer product or a business product, It must be a product (working knowledge of this product required) or a hypothetical Australian product (fully description and assumptions required). We are assuming that your organization is an Australian based “startup” company, Once you have identified a product (and are able to fully describe it) you need to review the micro-environmental factors (market and industry factors) in your chosen national market. Micro-environmental factors generally are considered to include suppliers, marketing intermediaries, customers, competitors, and various other stakeholders (see Porter's Five Environmental Forces). Prior to this, you should briefly review the macro- environmental (see Pestel) factors which will assist you in gaining a preliminary understanding of the market for this Market Opportunity Analysis. Your group project should be structured according to an established model of market opportunity analysis – the Walvoord (1980 model). This model provides a framework for selecting foreign markets in which it is suggested that the assessment of foreign market opportunities should be undertaken through the usage of four filters.