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Evidence Guide: BSBMKG516A - Profile international markets

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBMKG516A - Profile international markets

What evidence can you provide to prove your understanding of each of the following citeria?

Select potential international markets for further investigation

  1. Determine readiness to market products or services internationally
  2. List potential international markets for further investigation
  3. Identify information sources to inform process for selection of international markets
  4. Determine and document criteria to determine suitability of international markets for product or service
  5. Access and use information sources to determine suitability of international markets for product or service to be marketed
  6. Select international markets for profiling
Determine readiness to market products or services internationally

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

List potential international markets for further investigation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify information sources to inform process for selection of international markets

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine and document criteria to determine suitability of international markets for product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Access and use information sources to determine suitability of international markets for product or service to be marketed

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select international markets for profiling

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify the target market

  1. Evaluate and choose approaches to determining and describing the total market within selected countries for a product or service
  2. Define the target market for a product or service in terms of prospective users/consumers, the selected market segment/s and cultural appropriateness of the product or service
  3. Use segment descriptors to describe the target market
  4. Identify available marketing strategic options and select the targeting strategy that best meets the requirements of the marketing plan
  5. Check the cultural appropriateness of the chosen targeting strategy using available information sources
Evaluate and choose approaches to determining and describing the total market within selected countries for a product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Define the target market for a product or service in terms of prospective users/consumers, the selected market segment/s and cultural appropriateness of the product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use segment descriptors to describe the target market

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify available marketing strategic options and select the targeting strategy that best meets the requirements of the marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Check the cultural appropriateness of the chosen targeting strategy using available information sources

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Profile the target audience

  1. Describe the total and selected market and the selected market segment/s in the form of a consumer profile
  2. Ensure the consumer profile identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection
  3. Use demographic data and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan
  4. Ensure the profile meets organisational requirements in terms of language, format, content and level of detail
Describe the total and selected market and the selected market segment/s in the form of a consumer profile

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the consumer profile identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use demographic data and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the profile meets organisational requirements in terms of language, format, content and level of detail

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop a positioning strategy

  1. Identify available positioning strategies are and choose a strategy to meet marketing requirements and the consumer profile including the culture of profiled groups
  2. Check cultural appropriateness of chosen positioning strategies using available information sources
  3. Write a positioning implementation plan in accordance with organisational requirements
Identify available positioning strategies are and choose a strategy to meet marketing requirements and the consumer profile including the culture of profiled groups

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Check cultural appropriateness of chosen positioning strategies using available information sources

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Write a positioning implementation plan in accordance with organisational requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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 on-the-job 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:

BSBMKG517A Analyse consumer behaviour for specific international markets.

Required Skills and Knowledge

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 information-gathering 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

Privacy Act

Trade Practices Act

World Trade Organisation determinations

sources of external and internal information on 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