This unit applies to senior marketing or management personnel who are required to evaluate the international business environment in preparation for entering an international or export market for the first time, or to identify new marketing opportunities in markets in which their organisation already has a presence.

This unit is different to BSBMKG501B Identify and evaluate marketing opportunities, which applies to senior marketing or general managers evaluating domestic marketing opportunities.

While the underlying principles of the units are similar, this unit covers the increased complexity of the global business environment, and the cultural differences and international trade agreements to be addressed when conducting business internationally.

ELEMENT

PERFORMANCE CRITERIA

1. Review the global market environment

1.1. Assess international trade patterns and identify their likely importance for the business

1.2. Research international business and electronic commerce market factors and assess opportunities to enter, shape or influence the market in terms of likely contribution to the business

1.3. Identify international markets operating under free trade or protectionist arrangements and estimate likely ease of entering and trading successfully

1.4. Identify international trade policies and agreements and estimate their likely impact on international marketing opportunities

2. Assess international business and electronic commerce market factors

2.1. Identify and analyse impact of economic, political, social and cultural factors affecting international market on international marketing opportunities

2.2. Investigate international market trends and developments to identify market needs relative to the business

2.3. Identify new and emerging business and electronic commerce markets, and assess opportunities to enter, shape or influence markets in terms of their fit with business goals and direction, and their likely contribution to the business

3. Identify risk factors for international marketing opportunities

3.1. Analyse and rate acceptability of political, financial stability and corruption risk factors for potential market

3.2. Analyse and rate acceptability of legal and regulatory requirements, and trade barriers for potential market

3.3. Relate risk factors to international business cycles in terms of economic conditions and estimate their impact on potential market

4. Investigate international business and electronic commerce marketing opportunities

4.1. Identify and analyse international marketing opportunities in terms of their likely fit with the organisation's goals and capabilities

4.2. Evaluate each opportunity to determine its impact on current business and customer base

4.3. Use an assessment of costs, benefits, risks and opportunities to determine financial viability of each marketing opportunity

4.4. Determine probable return on investment and potential competitors

4.5. Describe and rank marketing opportunities in terms of viability and likely contribution to the business

Required skills

communication skills to gather information and to communicate with cultural sensitivity

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

literacy skills to read and interpret information from a variety of sources

research, information management and evaluation skills to determine viable international business opportunities through careful analysis of market and risk factors

technology skills to use a range of office equipment and software when conducting electronic commerce.

Required knowledge

Australian Standards and international standards, including those covering:

environmental matters

human rights

labour relations

packaging

risk management

cross-cultural communication and negotiation styles relevant to the country or countries being considered for market entry or for further market penetration

global and country specific economic, social and industry directions, trends, practices and techniques

Organisation for Economic Co-operation and Development (OECD) International Guidelines for Consumer Protection in the Context of Electronic Commerce

Australian Government Policy Framework for Consumer Protection in Electronic Commerce

Australian Guidelines for Electronic Commerce

key provisions of relevant legislation from all forms of government, codes of practice and national and international standards that may affect aspects of business operations within Australia and internationally, such as:

anti-discrimination legislation

consumer laws

ethical principles

extra-territoriality provisions of the Trade Practices Act

foreign investment limits

labour laws

legal aspects of bilateral and multi-lateral trade agreements

privacy laws

taxation laws

World Trade Organization (WTO) dispute resolution system

organisational business and marketing plans, products and services

software applications used in conducting international electronic commerce.

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:

documenting and presenting an evaluation of various international marketing opportunities including:

analysing the global business environment

assessing social, cultural, political and economic factors impacting on the selection of which market opportunities to select

conducting a risk assessment for each opportunity considered

analysing the financial viability of selected international marketing opportunities

Context of and specific resources for assessment

Assessment must ensure:

access to information sources on countries and markets being considered for entry or further penetration

access to office equipment and resources

access to examples of previous international marketing evaluation documents, strategic plans and marketing plans.

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:

analysis of responses to case studies and scenarios

assessment of written reports on evaluation and selection of marketing opportunities

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

observation of presentations on market evaluation activities

observation of techniques used to identify and assess risks, and to financially analyse possible market opportunities

oral or written questioning to assess knowledge and understanding

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers

Guidance information for assessment

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

BSBMKG606B Manage international marketing programs

other marketing units.

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.

International business and electronic commerce market factors may include:

cost of funds

cultural and political groupings

currency exchange rates

customer service factors

distribution channels

geographical groupings

government assistance

growth factors

incentives

industrial structure

interest rates

investment rates

level of economic development

online customer groupings

political systems

social and cultural factors

tariffs

technology and telecommunications infrastructure

trade groupings

trade relations with Australia

trade restrictions

virtual communities

International trade policies and agreements may include:

customs unions

bilateral trade agreements such as:

Australia-US Free Trade Agreement (AUSFTA)

Singapore-Australia Free Trade Agreement (SAFTA)

Thailand-Australia Free Trade Agreement (TAFTA)

Australia-New Zealand Closer Economic Relations Trade Agreement (ANZCERTA)

multi-lateral trade agreements such as the WTO agreements for goods, services and intellectual property, including:

agriculture

air transport

anti-dumping measures

customs valuation methods

financial services

health regulations for farm products

import licensing

investment measures

movement of natural persons

preshipment inspection

product standards

rules of origin

safeguards

shipping

subsidies and counter measures

telecommunications

textiles and clothing

other multi-lateral trade agreements such as:

European Union trade regulations

International marketing opportunities may include:

agents

direct investment

exporting

intermediaries

joint ventures

licensing

online business opportunities

strategic alliances

Social and cultural factors may include:

behaviours

currency

customs

family role and status

language

legal system

political system

preferences

social values

traditions

Risk factors may include:

available technology

communication systems

corruption risks

cultural factors

financial stability

language factors

legal and regulatory requirements

legal risks in selling goods and services online to the international market

logistics

political stability

resource availability, sustainability and management

resource capability and capacity

telecommunications infrastructure

trade barriers

transportation systems

work factors

Economic conditions may include:

depression

prosperity

recession

recovery

Unit sector

Business Development - Marketing

This unit contains employability skills.