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Elements and Performance Criteria

Required Skills

Required skills

analytical skills to profile international markets audiences and segments

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

evaluation and assessment skills to investigate international business opportunities

literacy skills to write reports with complex ideas and concepts

research and informationgathering skills to obtain information about prospective international markets audiences and segments

technology skills to use a range of software to conduct market profiling activities

Required knowledge

cultural aspects relevant to international markets profiled

market profiling techniques and related software programs

organisational requirements for presentation of completed profile

identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations codes of practice and national standards such as

occupational health and safety

Trade Practices Act

World Trade Organisation determinations

sources of external and internal information on international markets

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

completed profiles where candidate has documented potential international markets based on established criteria targeting strategy profile of international markets positioning strategies and checks for cultural appropriateness of products

targeting strategy and positioning strategies which account for cultural differences

knowledge of cultural aspects relevant to international markets profiled

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace or simulated environment

access to evidence of completed profiles

access to relevant sources of information to develop profiles

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

review of consumer profiles

analysis of responses to case studies and scenarios

observation of demonstrated international market profiling targeting and segmentation techniques

observation of presentations on international marketing profiles developed

oral or written questioning to assess knowledge of international markets

assessment of positioning implementation plan

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

BSBMKGA Analyse consumer behaviour for specific international markets

BSBMKG517A Analyse consumer behaviour for specific international markets.

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Determining readiness may include analysing:	available financial resources of own organisation economic conditions within potential international markets existing competitors international standards for product or service knowledge of international laws, conventions and culture links to and networks within international markets organisation's experience and capability to market internationally production capacity and ability to expand capacity as required research capability
Information sources may include:	advice from: academics chambers of commerce colleagues who are residents or former residents of chosen countries industry associations other private agencies specialising in international trade professional advisors senior colleagues technical experts training providers government agencies such as Austrade and state/territory government departments professional libraries reference material (paper-based and internet) within organisation trade journals training providers
Criteria may include:	capabilities, interests and preferences of own organisation economic considerations such as: economic wealth within selected countries anticipated cost to provide service or product existing competitors operating within selected country/countries history of product or service provision within selected country/countries relevant international regulations and taxes/duties the product or service would attract trade routes and modes of transport available to destination countries
Approaches may include:	identifying consumers with relevant needs identifying current users of the product or service identifying people with related characteristics
Consumers may include:	businesses government agencies households individuals
Targeting strategy may include:	concentrated, differentiated and mass strategies differentiation and segmentation ease of entry growth considerations market share niche markets price sensitivity purchasing power sales volume
Statistical terms may include:	categories used by the Australian Bureau of Statistics in collecting and reporting census data
Demographic data may include:	age children education first language gender geographic location within country income marital status nationality occupation
Psychographic descriptions may include:	activities interests lifestyle opinions values and attitudes
Positioning strategies may include:	competitive positioning conspicuous positioning image perceptions market follower positions market leader positions me-too positioning prestige and exclusive positioning repositioning service positioning value positioning
Marketing requirements may include:	business-to-business marketing direct marketing ideas marketing marketing of goods public sector marketing services marketing telemarketing