Assessment Description and Requirements
You are required to end up preparing a full Marketing Report/Plan in writing, so save your working papers and summaries. You will also have to give a PowerPoint presentation based on your report, and hand in a print-out of your PowerPoint slides.  
Procedure
1.Select a product or service
Select a product or service you think may have a good international market potential. It may be an existing product, a slight “twist” on an existing product in the market or an entirely new product/service. You are free to choose any option.
2.Research potential international markets and select a country
Research potential overseas markets (three or more countries) and from those select one country for your product/service. Use any information you can gather from sources available on the internet, associations, vendors, customers and regulatory bodies.
3.Determine the suitability criteria
Conduct a PEST analysis to determine the suitability criteria of the product/service  in your chosen country.
4.Segment the selected target country
Conduct segmentation of the target country using Demographic, Geographic, Psychographic and Behavioural characteristics.
5.Select the target segments
Select a target market within your target country that will be both useful and relevant to your product and describe. Also describe it in terms of demographic, benefits-sought, geographic, situation, and behaviour/usage terms.
6.Profile the target market
Further analyse your selected target market by writing a consumer profile on them. Include demographic and psychographic descriptors.
7.Develop a targeting strategy
Select an appropriate strategy for your target. This can be undifferentiated, concentrated or multi-segment for your product.
8.Develop a positioning strategy
Develop a positioning strategy, including at least two options. Use the 4 Ps of Marketing and keep in mind cultural sensitivities.
9.Write  your comprehensive Marketing Report/Plan
Write your comprehensive Marketing Report/Plan and submit it to your trainer for marking.

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