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BSBMKG606
Manage international
marketing programs
Housekeeping
 Emergency procedures
 Mobiles, security issues
 Break times/smoking policy
 This course is “interactive” – ask questions
 Respect, confidentiality, practice
 Ground rules
Objectives
 Discover how to formulate international marketing
objectives
 Know how to determine international marketing
approach
 Learn how to determine operational structures
 Understand how to manage international marketing
performance
 Comprehend how to evaluate and improve
international marketing performance
 Gain the skills and knowledge required for this unit.
Formulate international marketing
objectives
1.1 Select viable
international
marketing
opportunities and
develop objectives
consistent with the
organisation's
capabilities and
resources
Viability
You need to consider things such as:
 Monetary cost of the marketing opportunity
 Time cost of the marketing opportunity
 Risk factors
 Competition in internal market
 Current market share
 Estimated impact of marketing opportunity
 Relation of marketing opportunity to your
organisation's goals.
Conduct a SWOT or a PEST analysis
SWOT analysis:
 Strengths
 Weaknesses
 Opportunities
 Threats
PEST analysis:
 Political
 Economic
 Social
 Technological
Developing objectives
For effective objectives to be created, it is
good practice to create them based on the
mnemonic of SMART.
 Specific – state exactly what you want to
achieve
 Measurable – quantifiable and measurable
 Achievable – realistic in the current market
 Relevant – related to organisational
objectives
 Timed – have deadlines for achievement.
Activity 1A
Formulate international marketing
objectives
1.2 Identify
measurable
international
marketing objectives
consistent with
organisation's strategic
direction, and identify
nature and extent of
goals for international
market
Measurable international marketing
objectives
 Specific – state exactly what you want to achieve
 Measurable – quantifiable and measurable
 Achievable – realistic in the current market
 Relevant – related to organisational objectives
 Timed – have deadlines for achievement.
Activity 1B
Formulate international marketing
objectives
1.3 Formulate strategic
objectives and related
key performance
indicators by product,
service, country or
international grouping,
and overall
Key performance indicators
When creating strategic objectives and key
performance indicators, consider the following points:
 Product
 Service
 Country or international grouping
 Overall
Activity 1C
Formulate international marketing
objectives
1.4 Develop a risk
management strategy
to manage
contingencies, and
ensure marketing
objectives are met in
accordance with
overall organisational
requirements
Risk management strategy
Risk management strategy may include:
 Risk analysis
 Risk assessment and prioritisation
 Risk identification
 Risk maintenance
 Risk treatment and controls
 Risk evaluation
 Risk monitoring
 Monitoring risks
 Making adjustments to risk treatments and controls.
Activity 1D
Determine international
marketing approach
2.1 Research
international
marketing
opportunities and
determine global or
customised
approaches for
promotion of products
or services
Research international marketing
opportunities
In order to research international marketing
opportunities, you will need to use a variety of
methods:
 Surveys
 Focus groups
 Trial runs
 Analysing secondary research
 Conducting primary research.
Approaches for promotion of
products or services
Regulations, guidelines, laws,
standards
 Australian E-commerce Best Practice Model
Australian Guidelines for Electronic Commerce
 Australian Government Policy Framework for
Consumer Protection in Electronic Commerce
 Australian Standards and international standards
 Anti-discrimination legislation and ethical principles
 Consumer laws
 Extra-territoriality provisions of the Trade Practices
Act now Competition and Consumer Act 2010
Regulations, guidelines, laws,
standards
 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
 Organisation for Economic Co-operation and
Development (OECD) International Guidelines for
Consumer Protection in the Context of Electronic
Commerce
Activity 2A
Determine international
marketing approach
2.2 Evaluate options
for choice of marketing
approaches
Evaluate options for marketing
approaches
 Once you have all of the available options for
marketing approaches at your disposal, the next
step is to evaluate them for their advantages
and disadvantages; ultimately, you need to
decide which approach will reap the best return
on investment (ROI).
 Two key factors that need to be considered
when evaluating marketing approaches include
your budget and the financial viability of the
proposed approaches.
Activity 2B
Determine international
marketing approach
2.3 Select a marketing
approach to meet
marketing objectives,
international market
conditions and
consumer preferences
Select a marketing approach
 What are your marketing objectives? How will your
marketing approach help achieve this?
 How does your marketing approach meet
international market conditions?
 Do your marketing objectives comply with consumer
preferences?
Activity 2C
Determine operational structures
3.1 Evaluate business
culture and consumer
preferences, and
identify compatible
marketing structures
Evaluate business culture and
consumer preferences
 When you enter international markets, the business
culture will vary, just as typical culture will.
 It is important that you recognise the business
culture and adapt your approach to conform to it.
 If you fail to do this, it can cause misunderstandings
and impact negatively on your marketing success.
Activity 3A
Determine operational structures
3.2 Identify options for
operational marketing
structure and rank
them for strengths and
weaknesses in
servicing international
markets
Options for operational marketing
structure
Operational marketing structure may include:
 Export operation
 Global organisation
 Joint venture
 Licensing
 Multi-national organisation
 Online business operation
 Overseas branch
 Strategic alliance
 Subsidiary company
Ranking by strengths and weaknesses
Strengths and weaknesses may include:
 Accessibility
 Distribution channels
 Financial factors
 Manufacturing capability
 Market capability
 Potential profit factors
 Research capability
 Resource commitment
 Risk control.
Activity 3B
Determine operational structures
3.3 Choose operational
structure that best fits
international market
and product or service
Choose operational structure
 Now you have ranked the operational
structures based on strengths and
weaknesses, you must use this
information to choose the one that best
fits both the international market and
product/service you are marketing.
 You will usually choose the highest
ranked options, as your system should
be geared towards meeting your
objectives.
Activity 3C
Manage international marketing
performance
4.1 Communicate
international
marketing objectives
across the organisation
to suit culture,
customs, levels of
knowledge, experience
and needs of
personnel
Communicate international marketing
objectives
 Once you have determined your international
marketing objectives, you then need to communicate
them to the personnel in your organisation, to
ensure you are all striving for the same things.
 The way you communicate these to personnel will
depend on their levels of knowledge, experience and
their specific needs.
Activity 4A
Manage international marketing
performance
4.2 Identify and agree
roles, responsibilities
and accountabilities of
staff and contractors
involved in all
elements of marketing
effort
Roles, responsibilities and
accountabilities
 In order for any team to function effectively, you
need to be able to have specific roles and people
assigned to them.
 This helps ensure that all of the required activities
are carried out by those with the relevant skill and
knowledge sets, as well as developing accountability
for the success of these individual tasks.
Roles in marketing
Activity 4B
Manage international marketing
performance
4.3 Develop
communication
strategy to ensure
personnel responsible
for each element of
marketing mix work
together to meet
organisation's
marketing objectives
Communication strategies
 Communication strategies should ensure
that the people responsible for the
individual elements of the marketing mix
can work together effectively – this will
determine whether the organisation's
marketing objectives are met or not.
 Communication should be open and
honest – if information is withheld from
certain personnel, it can cause conflict
and prevent them from performing their
roles effectively.
Activity 4C
Manage international marketing
performance
4.4 Manage marketing
effort to ensure it is
directed towards areas
of greatest potential
for the organisation
Directing the marketing effort
 It is important that your efforts in the
marketing process are directed in the
areas that offer most potential benefit for
your organisation.
 This means identifying and focusing on
your target market. This can be done
through effective market research and
concept testing.
 You will need to delegate your team and
resources in the areas that will yield the
greatest cost-benefit ratio.
Activity 4D
Manage international marketing
performance
4.5 Manage integration
of marketing,
promotional and any
sales activities in
accordance with
international
marketing objectives
International marketing objectives
 These are based upon your company's overall
mission statement and aims. They are more specific,
in that they usually deal in quantifiable figures and
specific sections of the organisation.
 So, for example, a strategic marketing objective may
be to increase the profits of X (a brand, a product
line) by Y (a certain date).
 What are your company's international marketing
objectives?
Promotional and sales activities
These are aimed at boosting sales (usually in the
short term) and can be things like:
 Reducing prices
 Offering additional rewards with a purchase
 Multiple purchase deals
 Low cost subscription services (for a limited
period)
 Free gifts
 Coupons/vouchers
 Loyalty programs.
Activity 4E
Evaluate and improve international
marketing performance
5.1 Monitor product,
pricing and distribution
policies in relation to
market changes,
objectives of marketing
plan and organisational
requirements
Monitor policies
Monitoring processes may include:
 Comparisons against competitors
 Meetings to discuss product,
distribution, pricing and marketing
communication
 Email contact
 Telephone contact
 Regular performance analysis of
marketing strategy.
Activity 5A
Evaluate and improve international
marketing performance
5.2 Monitor overall
marketing progress
against performance
targets to ensure
activity, quality, cost,
and time requirements
are met
Monitor overall marketing progress
 You will need to monitor your overall marketing
progress against performance targets – this will
ensure that activity, quality, cost, and time
requirements are met.
 The methods of monitoring you can use are
marketing metrics and statistical and data evaluation
techniques.
Activity 5B
Evaluate and improve international
marketing performance
5.3 Analyse, review
and revise marketing
outcomes and
objectives
Analyse marketing outcomes
 After you have completed a marketing campaign, you
need to analyse the outcomes of it to determine
whether it was successful.
 The first place you should start is to look at your
international marketing objectives – did you achieve
them? What were the contributing factors to your
success/failure and were they controllable?
 You need to then revise your methods for future
marketing campaigns to ensure you learn from any
feedback and analysis you have gathered. The idea is
that, during your next marketing campaign, you can
make the process more effective and efficient.
Review marketing objectives and
outcomes
Once you have reviewed marketing objectives,
there are various resolutions you may come to:
 Use the same marketing objectives but
manage improvement by changing the
actions required to achieve them
 Change the objectives to fit the current
context – this may require readjusting
benchmarks
 Change the marketing objectives completely.
Activity 5C
Evaluate and improve international
marketing performance
5.4 Analyse successes
and performance gaps
as to cause and effect,
and use to improve
international
marketing
performance
Performance gap analysis
 Performance gap analysis helps identify the areas of
an individual that are lacking in comparison to
competitors (regarding performance).
 The standards you measure against are benchmarks
for acceptable performance – see previous
information on key performance indicators (KPIs).
 It will help identify what additional skills and
knowledge may need to be gained in order to ensure
employees meet company benchmarks.
 It may also identify any additional resources that are
required to help achieve KPIs.
Improving marketing performance
This may involve any of the following actions:
 Additional training
 Performance monitoring
 Acquiring extra resources
 Re-explaining the international marketing
objectives and how to achieve them
 Disciplinary procedures
 Mentoring
 Additional skills and knowledge assessments
 Bringing in external coaches.
Activity 5D
Evaluate and improve international
marketing performance
5.5 Analyse changes in
market phenomena,
and identify and
document their
potential impact on
international
marketing objectives
Analyse changes in market
phenomena
 Market phenomena come in a variety of
forms and will shift as new technology and
trends emerge.
 Market phenomena will vary depending on
the industry you are dealing with – some
of them can be explained, while others
appear somewhat unpredictably. You will
need to analyse the changes that are
explainable and determine why they have
happened – use this information to then
predict future market phenomena (to a
degree).
Activity 5E
Evaluate and improve international
marketing performance
5.6 Document review
of marketing
performance against
key performance
indicators in
accordance with
organisational
requirements
Document review of marketing
performance
 You will need to document your review of marketing
performance against key performance indicators
(KPIs) in accordance with your organisation's
requirements.
 This will ensure that documentation is standardised
and easy to access and interpret for future use.
 It will also deal with documentation formats i.e.
electronic or manual.
Activity 5F
Skills and Knowledge Activity
Major Activity
 This activity should take anywhere between an 1-2
hours to complete and can be found at the end of
your workbook.
 Your instructor will let you know whether they wish
for you to complete it in session time or your own
time.
Summary and Feedback
 Did we meet our objectives?
 How did you find this session?
 Any questions?
Congratulations!
You have now finished the unit…
‘Manage international marketing programs’