Write my Paper on Manage International Marketing Programs

Manage International Marketing Programs

Order Description

make sure to follow the іnstructions. These are three seрarate assessment tasks. Please start each assessment task on a separate paper thank уou.

***TASK 1: Marketing Program

Performance objective
In this Assessment Task, you are required to review the case study materials provided and develop international marketing objectives for the organisation. You must
also evaluate and select an appropriate marketing approach and operational structure.

Assessment description
You need to review the strategic directions of the organisation and develop measurable marketing objectives for international marketing activities that reflect the
organisation. For the objectives you describe, you also need to define how they will be measured and justify how they are aligned with organisational strategic
directions. You will then need to evaluate and select a marketing approach and operational structure appropriate to the market and product or service.

Procedure
This assessment can be completed in a candidate’s own time as they work through the related topics in either the Student Workbook, or under the guidance or their
assessor.
The assessment will be due for completion at the completion of Section 2 of the Student Workbook, or on advice from the unit assessor.

Candidates should:
? read the instructions carefully
? check with the assessor whether it is appropriate to use a computer for preparation and submission of the report (preferred), or if the assessor requires a manual
presentation
? check your work and its requirements carefully, before handing or sending in to your assessor
? if unsure of any requirements, consult the assessor.
Specifications
You must provide:
? your completed marketing program and/or files (uploaded to elearn portal)
? your assessor will advise when this assessment is due and in which format (physical or electronic) it is to be submitted.

Your assessor will be looking for the following.

For the organisation outlined in the case study materials provided, review the strategic directions of the organisation and develop marketing objectives for
international marketing activities that reflect the organisation. For the objectives described, you will need to define how they will be measured and justify how they
are aligned with organisational strategic directions. You will then need to research international marketing opportunities, and evaluate and select a marketing
approach and operational structure appropriate to the market and product or service.

You need to prepare a marketing program outlining the following for each objective:
? Objective: clearly state what is to be achieved and to what extent. Ensure you:
? relate the objective to the product/service being marketed and the country or international grouping being targeted
? describe how the objective is compatible with the organisation’s strategic direction and purpose
? describe how the objective is consistent with the capabilities and resources of the organisation.

? Performance: what key performance indicators will be used to measure progress and achievement of the objective? Ensure performance indicators are related to the
product/service being marketed and the country, region or cultural group being targeted.

? Risk: identify any potential risks that may prevent objectives being achieved and develop relevant contingency plans to ensure objectives can be met. Your
contingency plans must meet the requirements of the organisation.

? Approach: outline the marketing approach you will use for promoting the products or services of the organisation that will achieve the objective. Ensure your
approach covers each element of the marketing mix. You must identify the conditions of the market, and consumer preferences, and describe how the approach takes into
account these conditions and preferences.

? Marketing opportunities and structures: investigate marketing opportunities and operational structures that will facilitate achievement of the objective. Include an
evaluation of the strengths and weaknesses of the structure, and select a structure best fits the product/service being marketed. Evaluate the business culture and
consumer preferences in the identified market and outline how the structure fits the market.

? Requirements: describe the impact of any Australian or international standards, legislation or guidelines that may affect your contingency plans, selected approach
and operational structure. This must include an assessment of guidelines and codes of practice related to e-commerce.
Adjustment for distance-based learners

? Complete assessment as per instructions.

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 objective was to sell 25,000 cases in the first year (2006) however actual sales were well beyond expectations at
200,000 cases. The winery has the capacity to produce 30,000 bottles a day and now in the second year expects to sell 500,000 cases. 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 US$12–15
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 and gain support for his brand. The wines are sold mostly through supermarkets and liquor retailers.
With the success of Bonatelli wines in the USA, Tony is now looking to explore opportunities in new markets, particularly South-East Asia.
As the marketing manager you have been asked to prepare for and implement a marketing program to establish Bonatelli wines in a South-East Asian market you believe
offers the best opportunity for expansion.
You currently have two staff members in your department: Maria, who is responsible advertising and promotions, and Thomas, who manages liaison with the current US
distributors. You also frequently use the services of freelance web designer, Rob Balkin, to maintain and update the Bonatelli website.
Marketing plan extract
Target market
Bonatelli Wines proposes to target export markets, as opposed to the domestic market in Australia, where demand exists for boutique premium wines. International
markets where Australian products are recognised and valued are the primary target, with the potential to also include smaller markets where Australian products are
yet to be introduced.
Product
? Bonatelli produces three varieties of red wine: Cabernet Sauvignon, Merlot
and Shiraz.
? Labels will be designed with a Koala in green and gold in order to clearly evoke recognition of Australian product by potential consumers.
? Wines will be bottled and fitted with a screw-top lid to protect wine from cork taint and maintain quality.
? Wine will be boxed in cardboard cases each holding twelve bottles.
Price
Wines will be priced competitively within the premium range for the selected market, representing value for money based on the quality of the wine. Production costs
will be kept low to keep pricing down, with the aim being high volume sales rather than large profit margins per bottle.
Promotion
Promotion will occur primarily through relationship building with key distributors. To launch the products, wine tastings and demonstrations will be held regularly to
develop product recognition and familiarity with distributors. Samples of products will also be made available to distributors to gain business from retailers and food
outlets.
Limited advertising will occur through specialist food and wine magazines and publications.
Promotion will focus on highlighting the boutique nature and Australian origin of product.
Place (distribution)
Distribution of product will be facilitated through sourcing local distributors. Wines will be exported in bulk to distributor in the region and onsold to retailers.
Wines will not be sold direct to public.

Note to writer: Please upload a draft for me to check up on your progress on 07/09/2017.

***TASK 2: Management Plan

Performance objective

In this task you are required to develop a plan for the management of international marketing activities. You will need to delegate roles to individuals within the
organisation, manage the marketing effort, and communicate information about marketing activities as required.

Assessment description
You will need to develop plans for managing the international marketing activities for the organisation outlined in the case study provided (in Assessment Task 1),
with specific attention paid to the integration of marketing and sales activities and the delegation of roles and responsibilities to individuals and teams within the
organisation. You will need to develop materials to communicate the marketing objectives and management processes to staff.

Procedure
This assessment can be completed in a candidate’s own time as they work through the related topics in either the Student Workbook, or under the guidance or their
assessor.
The assessment will be due for completion at the completion of Section 3 of the Student Workbook, or on advice from the unit assessor.

Specifications
You must provide:
? your completed marketing management plan and/or files (uploaded to elearn portal)
? summary notes from your meeting with your CEO
? your completed communication strategy

Your assessor will be looking for:
For the marketing approach and operational structure selected in Assessment Task 1, develop a marketing management plan under the following headings:
? Marketing activities: outline the marketing, promotional and sales activities that will be undertaken, and describe how these activities will be integrated to ensure
marketing objectives are met. Ensure you describe how these activities will generate the greatest potential and results for the organisation.
? Distribution and pricing: review the approaches for distribution and pricing outlined in the marketing program (Assessment Task 1) and provide a plan for how
distribution and pricing can be monitored over time, in relation to market changes and adjustments in organisational requirements, to create monitoring reports.
? Roles and responsibilities: identify staff roles and required contractors to implement the marketing program and outline the responsibilities for various marketing
activities within each role.
When you have completed these, you need to meet with the CEO (your assessor) and discuss with them the information you have gathered about the proposed marketing
activities and how you plan to manage them. In particular, you should discuss and agree on the proposed delegation of roles and responsibilities for the marketing
efforts described in your management plan.

During the meeting, your assessor will be looking for you to demonstrate
the following:
? sound communication skills to gather information and discuss and negotiate communications strategy
? a communication strategy to provide to relevant personnel in the organisation to ensure that each person understands their responsibilities and can work in
cooperation to implement the marketing program
? information included in the strategy regarding cross-cultural communication with the selected international market, particularly highlighting any cultural
differences and negotiation styles that personnel should be aware of
? a strategy that is able to accommodate varying levels of knowledge, experience and differing needs of personnel.

Note to writer: Please upload a draft of task 2 on 09/09/2017.

***TASK 3: Marketing Performance

Performance objective

In this task you are required to review and evaluate the performance of an international marketing program.

Assessment description

In this task, you are required to review the implementation and performance of the marketing program outlined in the case study provided. You will need to ensure that
you understand the marketing objectives for the organisation outlined in the case study, and analyse and measure progress of the program against established KPIs. You
will need to prepare a report summarising your analysis and documenting suggested improvements.

Procedure

This assessment can be completed in a candidate’s own time as they work through the related topics in either the Student Workbook, or under the guidance or their
assessor.
The assessment will be due for completion at the completion of Section 4 of the Student Workbook, or on advice from the unit assessor.

Candidates should:
? read the instructions carefully
? check with their assessor whether it is appropriate to use a computer for preparation and submission of the report (preferred), or if the assessor requires a manual
presentation
? check your work and its requirements carefully, before handing or sending in to your assessor
? if unsure of any requirements, the candidate should consult their assessor.

Specifications
You must provide:
? your completed marketing performance review and/or files (uploaded to elearn portal)
? your assessor will advise when this assessment is due and in which format (physical or electronic) it is to be submitted.

Your assessor will be looking for:
A report titled ‘marketing performance review’ that reviews the performance of the international marketing program outlined in the case study provided. Ensure that in
the report that you review the plan for the marketing program and evaluate the implementation of the plan, and report using the following headings:
? Analysis: describe any significant changes that have taken place in the market since the plan was developed and implementation commenced. Describe the impact of
these changes on marketing objectives.
? Performance: for the successes and performance gaps identified in the case study, measured against the established KPIs, determine the causes and the effects of
each, and describe how marketing performance can be improved.
? Review: document suggested revisions or improvements to marketing objectives based on the above. Ensure your report meets organisational reporting requirements.

Case study – Bonatelli Wines Pty Ltd
It is the end of the year and time to review the progress of your marketing program. The implementation of the marketing program in South-East Asia has only just begun
so it’s too early to review; however the export of Bonatelli wines to the USA is in full swing. You will need to assess the performance of the marketing program and
provide a report
for Tony.
You have obtained the objectives set for the US market in 2008:
1. Achieve minimum sales of 1 million cases.
2. Establish brand recognition with one in three wine consumers recognising Bonatelli wines in a random survey.
3. Secure a 15% market share.
A report from Lambert’s Consulting indicates the following:
Price range
(per bottle) Units sold
(cases) Growth rate
Under $8 117 million 4.4%
$8–$15 21 million 20.1%
Over $15 13 million 25.3%
? Red wine accounts for 60% of all sales in the $8–$15 price range.
? The recent economic downturn has caused some significant changes in the USA wine market, reducing the average price per bottle. Sales of domestic wine have
increased, impacting imported products.
? A survey conducted by major distributor, Dean and Sons, shows one in four wine store customers recognise the Bonatelli brand.
? Figures provided by the Finance department show sales of 1.5 million cases for
the year.