course material

1. market segmentation and targeting marketing
In this section, your discussion should focus on determining what (who) will be the target
market within the chosen country (CHINA)• Identify how you intend to segment the target
market and the rationale for choosing specific segmentation variables/bases e.g.,
demographic, geographic, psychographic. • It is advisable to use a combination of factors to
identify potential segments within the market • Please note it is not necessary to use every
segmentation variable/base. Once again, Tables for analysis are recommended. • From
your analysis of potential segments you must identify one (1) segment as your target
market• Clearly indicate the size of the potential market < palign="center" style="text-
align: center;"> Under no circumstances are students to contact the organisation for
information. Overview Since 2005, OOSCC has been dedicated to serving customers
the finest local skin care products made from natural, organic ingredients. The core
ingredient is olive oil. OOSCC was established in the Hunter Valley in NSW by Stephen
Balogh and his wife, Julie. OOSCCinitially created Olive Oil soap to fulfill the needs of people
(including herself) suffering from skin conditions such as eczema, psoriasis and other
sensitive skin conditions. The products are manufactured using an ancient method
originating in the Spanish region of Castile. All the products are certified organic which is an
important selling point for OOSCC. OOSCChas evolved from its early beginnings as a cottage
industry to selling online to a global market. In Australia, its products are available in
pharmacies, organic product stores and health food stores. The next step in its expansion is
to gain a market presence in international markets. The Philosophy of the Brand – to
share the exceptional benefits ofolive oil for the skin. The Aim of the Brand – to nourish
your skin naturally < pstyle="line-height: 97%; "> OOSCC continues to rely heavily on
word-of-mouth (WOM) from past and current customers and social media tools (e.g.,
Facebook) to create brand awareness and brand recognition . Your task: Your
research group of three (3) students has been appointed by OOSCC to investigate, analyse
and report on opportunities that exist in a SINGLE overseas market (country). You may
choose any market (country) in the world, which you consider as having potential for
marketingOOSCC’s skin care range. Please note, in the first assignment you are required to
assess three (3) potential markets (countries) before deciding on the one (1) market you
intend to enter. Your ultimate goal is to bring incremental sales to the organisation in
your chosen overseas market. From a marketing perspective, you are requiredto develop a
comprehensive international marketingplan to assist in the attracting new customers in
your chosen target market and increase OOSCC’s brand awareness. Roman","serif"; font-

2. size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-
fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;”> < pstyle="line-
height: 115%; margin-bottom: 10.0pt;"> . Assignment 1: Market Attractiveness
Roman","serif";”>This assignment should include: Roman","serif";”>1. Title page
Roman","serif"; mso-bidi-font-weight: bold;”> (Not included in the official word count) <
pstyle="margin-bottom: 12.0pt; margin-left: 36.0pt; margin-right: 0cm; margin-top: 12.0pt;
mso-list: l1 level1 lfo4; text-indent: -18.0pt;"> § Roman","serif";”>Project title; <
pstyle="margin-bottom: 12.0pt; margin-left: 36.0pt; margin-right: 0cm; margin-top: 12.0pt;
mso-list: l1 level1 lfo4; text-indent: -18.0pt;"> § Roman","serif";”>All group member’s
names, student ID numbers and % contribution (See Below) Please copy and paste the
following table on the title page of your report. < pstyle="margin-left: 0cm;"> Group
Number: < pstyle="margin: 0cm 0cm 0.0001pt;"> First name and Surname
< pstyle="margin: 0cm 0cm 0.0001pt;"> Student Id < pstyle="margin: 0cm 0cm
0.0001pt;"> Sections contributed to and completed < pstyle="margin: 0cm 0cm
0.0001pt;"> % Effort contributed – the base is 100
< pstyle="line-height: 115%; margin-bottom: 10.0pt;"> If all students made an equal
contribution, then everyone scores 100. The contribution effort must be discussed as a
team. < pstyle="line-height: 115%; margin-bottom: 10.0pt;"> The contribution effort
percentage allocated may be used to adjust final marks 2. Complete a Market
Attractiveness Assessment (Screening) (750-1000 words) In this section, your
discussion should focus on country screening: < pstyle="line-height: 150%; margin-bottom:
10.0pt; mso-add-space: auto; mso-list: l3 level1 lfo5; tab-stops: list 54.0pt; text-indent: -
18.0pt;"> § Identify three (3) potential countries (markets) for OOSCC to enter <
pstyle="line-height: 150%; margin-bottom: 10.0pt; tab-stops: list 54.0pt; "> In your brief,
assess the following factors: < pstyle="background-color: white; "> . < pstyle="line-
height: 150%; margin-bottom: 10.0pt; tab-stops: list 54.0pt; "> < pstyle="line-height:
150%; mso-list: l10 level1 lfo6; text-indent: -18.0pt;"> § Compare and contrast each
country on important internal and external factors. < pstyle="line-height: 150%; margin-
left: 72.0pt; mso-add-space: auto; mso-list: l7 level2 lfo10; text-indent: -18.0pt;">
§ Internal factors include, for example, the OOSCC marketing mix, international
experience, resources (strengths and weaknesses) < pstyle="line-height: 150%; margin-
left: 72.0pt; mso-add-space: auto; mso-list: l7 level2 lfo10; text-indent: -18.0pt;">
§ External factors include legal, political, cultural, economic, demographic (opportunities
and threats). < pstyle="line-height: 150%; margin-left: 72.0pt; mso-add-space: auto; mso-
list: l7 level2 lfo10; text-indent: -18.0pt;"> § You need to focus on analysing the factors
in terms of the strengths and weaknesses of OOSCC (assumptions can be made); and
opportunities and threats that may affect OOSCC’s(positively and negatively) entry into
each market. Recognise that all factors are not weighted equally in terms of impact and
importance and your judgment is required < pstyle="line-height: 150%; margin-bottom:
10.0pt; mso-add-space: auto; mso-list: l10 level1 lfo6; text-indent: -18.0pt;">
§ Consider the competitive environment – direct and indirect < pstyle="line-height:
150%; margin-bottom: 10.0pt; mso-add-space: auto; mso-list: l10 level1 lfo6; text-indent: -
18.0pt;"> § Evaluate the growth potential for OOSCC’s product line in each market

3. (statistics are required) < pstyle="line-height: 150%; margin-bottom: 10.0pt; mso-add-
space: auto; mso-list: l10 level1 lfo6; text-indent: -18.0pt;"> § Your analysis is
dependent on a deep understanding of the OOSCC company (i.e. consider their capabilities
and resources, product fit based on your analysis of secondary research sources) <
pstyle="line-height: 150%; mso-list: l10 level1 lfo6; text-indent: -18.0pt;"> § Use Tables,
graphs and pie charts for analysis where appropriate < pstyle="line-height: 115%;
margin-left: 18.0pt;"> 3. Identify One (1) Target Country (Market) for OOSCC to enter In
this section: < pstyle="line-height: 115%; margin-left: 18.0pt; "> < pstyle="line-height:
115%; mso-list: l6 level1 lfo7; text-indent: -18.0pt;"> § After the screening of the three
(3) countries is completed, select one(1) country you propose OOSCC should enter <
pstyle="line-height: 150%;"> 4. Reference List NOT included in the word count. <
pstyle="line-height: 150%;"> References cited in the report only should be included. Marks
are awarded based on depth and scope of research. < pstyle="line-height: 150%;">
References need to be formatted according to Harvard referencing method. See Deakin
Handbook for referencing guidelines.Roman","serif"; font-size: 12.0pt; line-height: 115%;
mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New
Roman"; mso-fareast-language: EN-US;”> < pstyle="line-height: 115%; margin-bottom:
10.0pt;"> Roman","serif";”>Assignment 2 Requirements Roman","serif";”>This
assignment should include: Roman","serif";”>1. Title page Roman","serif"; mso-bidi-
font-weight: bold;”> (Not included in the official word count) < pstyle="margin-bottom:
12.0pt; margin-left: 36.0pt; margin-right: 0cm; margin-top: 12.0pt; mso-list: l1 level1 lfo4;
text-indent: -18.0pt;"> § Roman","serif";”>Project title; < pstyle="margin-bottom:
12.0pt; margin-left: 36.0pt; margin-right: 0cm; margin-top: 12.0pt; mso-list: l1 level1 lfo4;
text-indent: -18.0pt;"> § Roman","serif";”>All group member’s names, student ID
numbers and % contribution (See Below) Please copy and paste the following table on
the title page of your report. < pstyle="margin-left: 0cm;"> Group Number: <
pstyle="margin: 0cm 0cm 0.0001pt;"> First name and Surname <
pstyle="margin: 0cm 0cm 0.0001pt;"> Student Id < pstyle="margin: 0cm 0cm
0.0001pt;"> Sections contributed to and completed < pstyle="margin: 0cm 0cm
0.0001pt;"> % Effort contributed – the base is 100 "Looking for a Similar
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18:15:222022-09-12 18:15:22market segmentation and targeting marketing
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