COLLECT MARKET INTELLIGENCE
Assessment Submission details:
1. Please include following details on the top of your assessment:
? Your Name
? Your Student Id
? Your Trainer’s name
? Assessment Due Date
? Actual Submission Date
Please Note: Any changes in the assessment due date must be approved by your trainer.
2. This assessment must be in Microsoft word format. Following settings should be made for this assignment to keep consistency among all the assessments:
Body text
Page setup
? Font: Times New Roman
? Font size: 12 point
? Line spacing: Double
? Text style: Normal ? Top: 2.54 cm
? Bottom: 2.54 cm
? Left: 3.17 cm
? Right: 3.17 cm
? Header: 1.25 cm
? Footer: 1.25 cm
3. Do not forget to attach the Cover Sheet at the front of the assessment.
4. Make sure you have signed the Cover sheet to declare this is your own work.
5. You can e-mail this assessment to your trainer’s e-mail address with following details: In ‘subject’ mention your ‘student Id – Your name’.
Achieving Competence:
To be deemed competent in this assessment you must:
? Correctly address all the assessment requirements as described in this task
? Correctly address all the submission instructions
? Successfully complete the Assessment Questions
? Submit assessment on or before the due date with an assessment cover sheet
Performance objective:
You will need to demonstrate an understanding of the activities and identification methods required to collate and evaluate market intelligence data.
Assessment description:
For this task, you are required to select an organisation who has information on their international marketing activities readily available. The organisation you select for this task will be used for subsequent assessment tasks as the project builds.
You will gather market intelligence online and through networking activities. You will also write a report that addresses the collection and documentation of market intelligence, the evaluation of commercial market intelligence services, and an analysis of market for relevance and applicability to the organisation’s international business activities.
Assessment Questions:
You need to write a report that documents available sources of market intelligence and analyses market information for relevance to your selected organisation. Follow the steps below to complete your report.
1. Select an organisation for which you can access the information required. The organisation may be one with which you are familiar, for example, your own workplace or another as negotiated with your facilitator. The organisation you select needs to be operating in at least one international market. The organisation you select here will be used in subsequent assessment tasks. Confirm your chosen organisation with your assessor before continuing with the task.
2. Profile your chosen organisation:
a. describe the organisation’s core activities, customer base, values and business direction and define the market you are profiling
b. outline the legislative and regulatory context of the organisation in relation to forecasting market and business needs. Include information on government activities and legislative changes.
3. Outline internal and external sources of information relevant to forecasting international market and business needs. At a minimum, identify information sources that provide information on the following and give examples on how these may have an impact on the organisation’s international business activity:
a. comparative international market information
b. changes in technology
c. demographic changes
d. political events
e. social and cultural factors
f. economic trends
g. industry trends.
4. Evaluate at least two commercial services that provide market intelligence, in terms of their value for money and the quality of their market intelligence. For example, you may want to consider the:
a. alignment of the market intelligence with your organisation’s market intelligence needs
b. future-orientation of the commercial services
c. international market/s covered by the commercial services
d. industry covered by the commercial services
e. currency of the data
f. commercial services’ purchasing models.
5. Considering your chosen organisation’s current activities and market presence, gather market intelligence through at least one of:
a. networking activities
b. trades fairs/conferences
c. professional development activities.
6. Gather and document market intelligence from a range of sources that you have identified in previous steps. Collate and analyse the market data for relevance and applicability to the organisation’s international business activity.
7. Compile a report that addresses and evaluates all of the points above. Ensure you identify all sources of information and provide the information you refer to in appendices (for example, webpages, reports, notes from networking activities, etc.). In your report, include a reflection of the skills you used to complete networking activities (for example, interpersonal skills, communication skills, etc.)
8. Submit the required documents for assessment as per the specifications below. Be sure to keep a copy for your records.
Specifications
You must submit:
? a market intelligence report
? documentation that demonstrates your involvement in networking activities or attendance at trade fairs, conferences or professional development activities.
Your assessor with be looking for evidence of:
? reading skills to analyse and compare complex textual information
? writing skills to produce a report that is written clearly, well organised and adheres to appropriate report-writing conventions
? listening and questioning techniques to gather information during networking activities
? numeracy skills to interpret complex business data
? appreciation of the implications of legal and regulatory responsibilities of the organisation
? systematic and analytical decision-making processes to gather and evaluate data
? use of technology to gather and report on information
? analysis of information from a range of sources
? knowledge of cultural, historical, political, economic and general knowledge of international events and their impact on the organisation’s activities
? use of internal (organisational) and external sources of information.
REVIEW CURRENT BUSINESS PERFORMANCE AND EVALUATE MARKETING OPPORTUNITIES
Assessment Submission details:
1. Please include following details on the top of your assessment:
? Your Name
? Your Student Id
? Your Trainer’s name
? Assessment Due Date
? Actual Submission Date
Please Note: Any changes in the assessment due date must be approved by your trainer.
2. This assessment must be in Microsoft word format. Following settings should be made for this assignment to keep consistency among all the assessments:
Body text
Page setup
? Font: Times New Roman
? Font size: 12 point
? Line spacing: Double
? Text style: Normal ? Top: 2.54 cm
? Bottom: 2.54 cm
? Left: 3.17 cm
? Right: 3.17 cm
? Header: 1.25 cm
? Footer: 1.25 cm
3. Do not forget to attach the Cover Sheet at the front of the assessment.
4. Make sure you have signed the Cover sheet to declare this is your own work.
5. You can e-mail this assessment to your trainer’s e-mail address with following details:
In ‘subject’ mention your ‘student Id – Your name’.
Achieving Competence:
To be deemed competent in this assessment you must:
? Correctly address all of the assessment requirements as described in this task
? Correctly address all of the submission instructions
? Successfully complete the Assessment Questions
? Submit assessment on or before the due date with an assessment cover sheet
Performance objective:
In this task you will You need to review the current performance and international position of a business, identify the direction of the business and analyse the business’ market strengths and capabilities. You will then need to evaluate and discuss opportunities in the organisation’s international market.
Assessment description:
You will write a report using the same organisation you selected for Assessment Task 1. Building on the report you wrote for Assessment Task 1, you will review the business’ performance and capabilities in its current market. You will then focus on evaluating the organisation’s specific international market.
Assessment Questions:
You need to write a report to review current business performance and capability and then evaluate the specific international market. Follow the steps below to complete your report.
1. Review this task and identify if you have access to all the information from your selected organisation to allow you to complete the task. If you have concerns about access to information, arrange to meet with your assessor to discuss your concerns.
2. Review and report on your chosen organisation’s business performance and capability by:
a. using at least two analysis tools to:
i. evaluate the current international marketing performance of the business
ii. evaluate the effectiveness of past marketing or positioning activities
Analysis tools may include:
i. comparative analysis
ii. competitive analysis
iii. life cycle analysis
iv. value chain analysis
b. reviewing and documenting performance data from all areas of the business (for example, finance, marketing, overseas branch representatives, production) to identify strengths and weaknesses and identify critical success factors relevant to international business activity
c. assessing the organisation’s current capabilities and resources in order to identify areas for improvement or greater exploitation in international markets
d. identifying the organisation’s under-performing products or services within international markets and making recommendations for their redevelopment or withdrawal
e. summarising the current strength and competitive position of the business within international markets.
2. Evaluate and discuss opportunities in a specific international market by:
a. identifying trends and developments that have the potential to impact international business activity; and analyse these for potential impact on the business
b. analyse comparative international market information (collected in Assessment Task 1)
c. identifying potential opportunities or threats within international business markets by analysing the international market performance of existing and potential competitors and their products or services
d. analysing the potential for strategic alliances, cooperative business models and franchising as a means of improving international market performance
e. identifying and securing sources of intelligence for advance warning of new products, services, technology, or new international markets (that the organisation does not currently operate in) relevant to business market offerings
f. identifying the legal, ethical and environmental constraints of the international market (using your outline of the legislative and regulatory context from Assessment Task 1) and describing their effect on international business activity.
3. Submit the required documents for assessment as per the specifications below. Be sure to keep a copy for your records.
Specifications
You must submit:
? a business and market analysis report.
Your assessor with be looking for evidence of:
? reading skills to analyse complex textual information to interpret market developments and opportunities
? writing skills to produce a report that is written clearly, well organised and presents both textual and graphical information
? analysis of complex business data to track strengths and weaknesses of business and markets
? appreciations of the implications of legal, ethical and regulatory responsibilities of the organisation and the impact of the legislative and regulatory context on the organisation’s business activities.
? systematic and analytical decision-making processes to gather and evaluate data
? use of technology to gather, analyse and report on information
? analysis of information from a range of sources
? identification of opportunities for organisation’s improved performance in an international market.
FORECAST INTERNATIONAL MARKET NEEDS AND IDENTIFY BUSINESS OPPORTUNITIES
Assessment Submission details:
1. Please include following details on the top of your assessment:
? Your Name
? Your Student Id
? Your Trainer’s name
? Assessment Due Date
? Actual Submission Date
Please Note: Any changes in the assessment due date must be approved by your trainer.
2. This assessment must be in Microsoft word format. Following settings should be made for this assignment to keep consistency among all the assessments:
Body text
Page setup
? Font: Times New Roman
? Font size: 12 point
? Line spacing: Double
? Text style: Normal ? Top: 2.54 cm
? Bottom: 2.54 cm
? Left: 3.17 cm
? Right: 3.17 cm
? Header: 1.25 cm
? Footer: 1.25 cm
3. Do not forget to attach the Cover Sheet at the front of the assessment.
4. Make sure you have signed the Cover sheet to declare this is your own work.
5. You can e-mail this assessment to your trainer’s e-mail address with following details:
In ‘subject’ mention your ‘student Id – Your name’.
Achieving Competence:
To be deemed competent in this assessment you must:
? Correctly address all of the assessment requirements as described in this task
? Correctly address all of the submission instructions
? Successfully complete the Assessment Questions
?
? Submit assessment on or before the due date with an assessment cover sheet
Performance objective:
In this task, you must demonstrate the ability, knowledge and skills to forecast international market trends to determine how the organisation can meet the emerging needs of their international target market.
Assessment description:
Using the same organisation selected for Assessment Tasks 1 and 2, and building on your findings thus far, you will write a report on how the business can meet the current and emerging needs of the target market.
Assessment Questions:
Part A: Consultation
1. Contact your assessor to determine if you need to meet with them to discuss and clarify any issues with this or previous tasks.
Part B: Forecast emerging market needs and business opportunities
1. Using the data gathered and analysis undertaken in Assessment Tasks 1 and 2, develop a final report documenting how the organisation can meet the current and emerging needs of the target market. Include:
a. identification and analysis of the under-servicing of existing international market needs by the organisation and gaps in competitor products or services
b. an outline of any changes in international markets that link positively with the organisation’s strengths and capabilities
c. give examples of software applications that are applicable to market analysis and forecasting and outline their key benefits
d. an explanation of different forecasting techniques and a description of the advantages and disadvantages of available forecasting techniques in relation to the needs of the organisation; include:
i. bottom-up forecasting
ii. Delphi techniques
iii. model building
iv. projection
v. scenario planning
vi. surveys of intentions
vii. top-down forecasting.
e. select one or more appropriate forecasting techniques to complete a forecast of emerging international market needs and explain your findings
f. an outline of any changes required to improve the organisation’s market performance or exploit an opportunity in an international market.
2. Submit the required documents for assessment as per the specifications below. Be sure to keep a copy for your records.
Specifications
You must submit:
? a forecast report.
Your assessor with be looking for evidence of:
? reading skills to analyse complex textual information to interpret market developments and opportunities
? writing skills to produce a report that is written clearly, well organised and presents both textual and graphical information
? analysis of complex business data to forecast trends
? systematic and analytical decision-making processes to evaluate data
? use of technology to gather, analyse and present forecast
? analysis of information from a range of sources
? identification of opportunities for organisation’s improved performance in an international market
? knowledge of the potential impact of cultural, historical and political trends on international business activity
? knowledge of forecasting techniques
? knowledge of software applications that are commonly used in market analysis and forecasting.