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BSBMKG513 Promote Products and Services:Promotional Strategies

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BSBMKG513 Promote Products and Services to International Markets

Questions:

Instruction

This assessment task requires you to plan a promotional activity for your organisation. Choose one of the promotional activities listed below :

 1. Your organization wants you to promote sales of their new software program in Japan. They have outlined

Task 1

a) Around the Tokyo area

b) They want you to attend a public function in Japan to present their software program

c) They also want a media conference held in Tokyo

d) They want this promotion to commence in 3 months’ time

e) Recruit and prepare a Japanese national to be the Promotions Assistant in the Tokyo office.

f) Identify and agree roles and responsibilities of promotion staff, including any agency staff that may be employed.

g) Supervise and support the overseas-based staff involved in promotional activities.

h) Identify relevant legislation that would impact on your promotional activities

2. You operate a wholesale butchery company with a successful meat business in Melbourne. You want to promote the exporting of your meat products to Canada. You have decided on the following promotional activities:

a. You want to distribute to West Coast of Canada

b. Samples of meat products will be presented to a group of butchers in British Colombia or Alberta , you have not decided which city is the most suitable one
 
c. You want face-to-face discussions with your future target market customers, rather than a media conference

d. You want to begin exporting in 6 months’ time

3. You are Marketing Manager for Avalon SwimSport swimwear , which sells swim and surf wear to men and women . The company already exports its beach and swim wear to 8 countries in Europe. It now wants to expand into Spain and Germany. Your Manager has stated he is happy for you to create

a Plan for promotion of your SwimSport line into Spain and Germany. He has authorized you to undertake market research and has asked you to provide results of the Market research , and a promotional plan to him within 2 months. Design and document a promotional activity for the international promotion you have chosen. In your plan:

• Identify available overseas media

• Summarise cultural characteristics of groups within target market

• List relevant international business networks

• Outline marketing strategies and promotional activities suitable for international markets

• Identify all required resources required to undertake the promotional activity, including allocation of roles and responsibilities.

• Promotional activity budget and scheduling

Task 2

1. Fully outline the opportunities, demographics and any other information including cultural issues that relate to the promotion

2. Objectives of the promotion including outline of the budget (costs) for implementation

3. Action plan for promotion including details of the products being promoted

4. Identify the personnel required to support the promotional activity including local and overseas personnel

5. Identify how you will brief and/or train staff involved in the promotion.

6. Outline how you will monitor performance of individuals and teams involved in the new international promotion.

7. Define how you will communicate with each person including a frequency of communications.

8. Specify how you will support each team member.

9. Research and describe what business networks could be used to support the implementation process

10. Outline the types of feedback you will use to ascertain the effectiveness of the promotion.

11. Describe types of data will you be looking for.

12. Specify how you will assess the effectiveness of your planning processes.

13. Outline the methods you will use to gather and provide feedback to personnel.

14. Determine how you will establish if all objectives of the promotion have been achieved? You will need to provide a detailed discussion on each of the above points and present this in report form. This report should be professional, concise and provide enough information to establish how you will conduct promotional activities in the overseas country. All sections must be comprehensive and detailed and should be checked for accuracy.

Task 3 International Promotion Case Study

For this assessment you must complete the following case study. Scenario

You work as International Marketing Manager for Maxi-Chocs an Australian Luxury Chocolates and Sweets Manufacturer. You currently have 20 % of the market share of luxury Chocolates (imported) to New Zealand. Your company has the goal to increase its market share to 50 % of the Luxury Imported Chocolates Market to New Zealand in the next 24 months. You have been asked by your manager to plan a promotional strategy. You have a budget of $20,000 to conduct market research, over the next 6 months. You will then have a Promotional budget of $ 40,000 maximum to use for promotional activities

Part 1

Market Research has many forms: Discuss how you would undertake market research in order to maximise the success of your promotional activities for Max-Chocs in New Zealand. Include reference to the following:

2 Book, magazine and journal reviews

4 Networking opportunities

7 Feedback from customers

8 Feedback from current supplier and wholesale outlets

Part 2

Evaluate the following Promotional activities. Discuss three or more of them, and decide on a strategy for promotion of Maxi-Chocs in New Zealand in the next 24 months, in order to increase their market share to 50% of Imported Luxury Chocolates: You promotional activities can include:

2. Client and employee functions

3. Demonstration activities

4. Free samples and gifts

11. Public relations events,

13. Raising product awareness through supporting charities

14. Local community involvement For this task, you will need to provide evidence of

• Choosing appropriate market research strategies

• Research methods of promotional strategies

• You need to provide conclusions and recommendations about which promotions to undertake

• Provide budget costings for promotions and specific promotional activities you have chosen.

BSBMKG513 Promote Products and Services to International Markets

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