Application
Management understanding of the risks and benefits of new markets and the impact on the business is essential. Managers responsible for marketing and production, and Quality Assurance (QA) managers required to supply product for new markets would benefit from this unit. This unit is relevant for all sectors of the industry. |
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
1. Research and determine viability of entering new markets | 1.1. Sources of assistance for identifying and establishing new markets are identified and evaluated. 1.2. Characteristics of potential markets are analysed. 1.3. Enterprise product or service range is reviewed in terms of potential market and customer requirements. 1.4. Competitive position of enterprise product is assessed and sales projections are prepared. 1.5. Licensing and other regulatory requirements are determined. 1.6. Costs, benefits and risks of entering new markets are evaluated. |
2. Develop a market entry strategy | 2.1. Resourcing strategies for entering the new market are developed. 2.2. Strategies for managing risk are identified. 2.3. Marketing strategy is developed, in association with relevant internal and external personnel. 2.4. Distribution strategy is planned to ensure profile of product in the new market. |
3. Identify contract and service requirements | 3.1. Enterprise terms of payment and administrative requirements are established. 3.2. Documentary and commercial requirements of new markets are identified. 3.3. Finance and insurance requirements are identified. 3.4. Requirements for transport and distribution contracts are identified to ensure quality and safety of product. |
4. Develop evaluation strategy for new market entry | 4.1. Targets are identified and performance indicator requirements determined. 4.2. Strategies for collecting and analysing performance are prepared. 4.3. Strategies for reporting outcomes and including recommendations in future planning are identified. |
Required Skills
Required skills |
Ability to: apply relevant communication and mathematical skills communicate and negotiate clearly, ethically and effectively with a range of representatives (e.g. internal personnel, government agents, financial agencies, distributors, export control agencies, brokers, customers) and other stakeholders determine and obtain resources required to support new market strategy establish infrastructure requirements for new market evaluate and report market entry performance evaluate potential and/or feasibility of new market entry identify and apply relevant Occupational Health and Safety (OH&S), regulatory and workplace requirements identify strategies for managing financial risk identify the cultural requirements of the new market/clients maintain currency of knowledge through independent research or professional development prepare enterprise strategies and plans which include resource requirements, timelines, milestones and communication strategies prepare, negotiate and implement strategies and action plans for entering the new market. present reports according to legal and enterprise requirements research potential markets including competitors, products, customers and market regulations, legislation and controls research, collate and analyse information relating to the individual business, domestic and international context (as applicable) take action to improve own work practice as a result of self-evaluation, feedback from others, or in response to changed work practices or technology. use available information and communication technology and systems (e.g. forecasting software, budgets, research material) to assist planning, monitoring and reporting use teamwork strategies to prepare work team to support new market strategy |
Required knowledge |
Knowledge of: purpose and features of distribution and marketing strategies role of new markets in the achievement of enterprise goals and plans enterprise budgetary and planning cycles and processes; methods for analysing production; and sales records and costs; and enterprise methods for estimating and forecasting sales and production requirements |
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 | The meat industry has specific and clear requirements for evidence. A minimum of three forms of evidence is required to demonstrate competency in the meat industry. This is specifically designed to provide evidence that covers the demonstration in the workplace of all aspects of competency over time. These requirements are in addition to the requirements for valid, current, authentic and sufficient evidence. Three forms of evidence means three different kinds of evidence - not three pieces of the same kind. In practice it will mean that most of the unit is covered twice. This increases the legitimacy of the evidence. All assessment must be conducted against Australian meat industry standards and regulations. |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | Competency must be demonstrated through sustained performance over time, at an appropriate level of responsibility and authority under typical operating and production conditions for the enterprise, is required. |
Context of and specific resources for assessment | Resources may include: a real work environment relevant documentation such as: enterprise business plan manufacturer instructions and operations manuals regulatory requirements workplace policies and procedures relevant equipment and materials. |
Method of assessment | Recommended methods of assessment include: a third-party referee report of sustained performance at appropriate level of authority and responsibility assignment focusing on understanding and application of principles and theory to workplace operations workplace projects which focus on company environment and conditions. Assessment practices should take into account any relevant language or cultural issues related to Aboriginality or Torres Strait Islander, gender, or language backgrounds other than English. Language and literacy demands of the assessment task should not be higher than those of the work role. |
Guidance information for assessment | A current list of resources for this unit of competency is available from MINTRAC www.mintrac.com.au or telephone 1800 817 462. |
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. | |
Market research may include: | a broad market study a feasibility study in depth market research. |
Sources of assistance may include: | industry associations government agencies departments and programs (e.g. Supermarket to Asia, Aus Trade export market development grants and National Food Industry Strategy) consulates and embassies financial institutions consultants. |
Market characteristics include: | competition (e.g. local and other exporters) distribution general position of industry within target market market access including import restrictions, licensing, tariffs, food safety regulations, transport, infrastructure, currency stability, cultural and political characteristics, legal systems, bureaucracy etc market size, growth and patterns packaging and labelling product pricing, including impact of exchange rates. |
Regulatoryrequirements may include: | animal welfare AQIS notices and circulars Australian Customs Service requirements (EXIT, ELMER, Harmonised tariff system, CALM) commercial law including fair trading, trade practices consumer law corporate law, including registration, licensing, financial reporting criteria for supply and processing of raw product/ingredient for export (inspection and certification of fresh product and ingredients) environmental and waste management Equal Employment Opportunity (EEO), anti-discrimination and sexual harassment Export Control Act export licensing requirements export meat orders food standards importing country requirements industrial awards, agreements prescribed goods orders relevant Australian Standards relevant regulations sales taxes and duties state and territory regulations regarding meat processing taxation Trade Practices Act Part V. |
Export licensing requirements may include: | sourcing of product from export licensed meat processors inspection regimes and requirements. |
Risks may include: | risks to premises personnel plant and equipment breach of contract natural disaster food safety intellectual property. |
Market targets and performance indicators may include: | sales levels productivity measures (e.g. economies of scale and turnover) product quality market share and penetration. |
Communication and mathematical skills may: | be complex and relate to product and product quality, financial operations, personnel, operations, sales and turnover and exports be formal or informal and involve personal face-to-face methods and technological/electronic methods involve communication and information technology that may include telephone, email, internet, software including testing and analysis programs, scheduling, financial packages and data bases involve preparation of reports which may be complex, contain information from a range of technical sources and include mathematical and graphic information and data involve strategies that are inclusive of the cultural, ethnic and social diversity of individuals and groups involve the use of negotiation, persuasion and assertiveness skills occur in a variety of sensitive, conflictive, collaborative and supportive environments relate to complex actual and hypothetical technical and financial modelling, calculations and interpretation or analysis require analysis and presentation of complex concepts, technical information, mathematical information and other data in simple or complex formats require the establishment of appropriate industry and information networks. |
Export control agencies include: | Australian Customs Service AQIS |
Stakeholders may include: | company owners, directors, shareholders, financiers competitors management and employees suppliers customers consumers unions and employer associations. |
Resources may include: | buildings, plant and equipment capital and cash flow requirements, pay back periods and returns expert advice export quality and certified ingredients and materials external sources of funds and assistance human resources financial resources interpreters and translators technology administrative systems and procedures. |
Establishment of infrastructure requirements may include: | negotiation with clients, contractors and service providers observation of enterprise requirements for maintaining financial controls and product quality. |
Evaluation and reporting of market entry performance requires: | analysis of sales information and financial data against budgets preparing reports for stakeholders and for consideration in the enterprise planning cycle setting goals and targets. |
Evaluation of potential and/or feasibility of new market entry requires: | analysis of enterprise product or service range for suitability of new market analysis of market trends assessment of competition position of the enterprise in the selected market assessment of enterprise capability to meet sales and production forecasts assessment of implications for enterprise operations. |
OH&S requirements may include: | enterprise OH&S policies, procedures and programs hygiene and sanitation requirements OH&S legal requirements Personal Protective Equipment (PPE) which may include: coats and aprons ear plugs or muffs eye and facial protection head-wear lifting assistance mesh aprons protective boot covers protective hand and arm covering protective head and hair covering uniforms waterproof clothing work, safety or waterproof footwear requirements set out in standards and codes of practice. |
Workplace requirements may include: | enterprise ethical standards, values and obligations enterprise specific procedures, policies and plans standard operating procedures (SOPs) work instructions. |
Information may relate to the individual business, domestic and international context and include: | economic and industry trends financial information (e.g. break even points, gross and net profit margins and projections, capital requirements, interest rates, insurance information and sources of finance) market research and intelligence. |
Technology may include: | communication systems e-commerce systems product tracking and trace back systems. |
Teamwork strategies may include: | allocating people and other resources to tasks and workplace requirements applying knowledge of own role as part of a team applying teamwork skills to a range of situations coaching, mentoring and giving feedback identifying and utilising the strengths of other team members listening to and resolving concerns in relation to workplace issues solving problems individually or in teams. |
Sectors
Unit sector |
Employability Skills
This unit contains employability skills. |
Licensing Information
Not Applicable