Research Exercise
Research Exercise products and companies: Clarifications on some of these product selections, sources and explanations
6. Agricultural, manufacturing, environmental equipment or technology: Australia has a robust manufacturing sector which produces
advanced engineering products and equipment for many industries, including mining and agriculture. Most business actually is B2B
rather than B2C, so you are likely on graduation finding yourself working in this type of marketing. Quite a few of these Australian
firms have become export award winners. Here’s an example, SVS mining vehicles http://svs-group.com.au/about/. Naturally SVS like
others will service companies that do the mining in foreign countries, so they’ll be interested in market factors like the country’s
resources, the size of its mining industry, and whether the commodity for which it makes machinery is mined there (eg hardrock mining
for SVS’s vehicles), as well as B2B forms of promotion and industry promotion when it comes to Part 2 of your Research Exercise. For
these industrial products therefore you need to identify the industry your company is involved in and research this in your target
country. However B2B marketing is quite different from consumer marketing, and the B2B nature of such products means that if you
haven’t done the Marketing unit B2B Marketing, then as a first step you should go to the Library and find any book titled ‘B2B
Marketing’ and read about the essential differences between consumer and industrial marketing, so you can apply these in your RE2.
Assessment 1: Research Exercise Parts 1
Overview
As a primary form of course assessment you will complete a research project, submitted in two sequential parts, to briefs published on
vUWS. Research exercises are to be submitted via Turnitin on vUWS and will be marked there. Submission date and time will be based on
your Turnitin record. The purpose of this research exercise is to test your knowledge and application of International marketing
principles applied to a real company and product/service to an overseas destination.
Note:Both Parts 1 of this assessment task assure course learning outcome 3.1 and 4.1 as follows:
Course learning outcome 3.1 Demonstrate contemporary and detailed knowledge of a Business discipline in local, national &
international contexts (international contexts only)
Course learning outcome 4.1 Identify cultural issues and make recommendations for Business practice
Details
An explanation of each research exercise task, the purpose of it, stylistic requirements, submission rules, a marking guide and helpful
suggestions for completion are all found in the document ‘Research Exercise Project Guide that you will find on vUWS.
RESEARCH EXERCISE PROJECT FORMAT
Research Exercise Pt 1 (20%) 1.0 Environmental analysis of the potential overseas market
1.1 Economic and financial
1.2 Cultural and social
1.3 Political and legal
1.4 Other areas as relevant (eg demographics, technology)
Referenced sources
Appendices 1,000 words +/- 10% excluding references &appendices
COMPANY: A.H.BREAD
COUNTRY: SINGAPORE
USEFUL LINK (CULTURAL)
a. Hofstede: http://geert-hofstede.com/countries.html
b. Hall: http://en.wikipedia.org/wiki/High-_and_low-context_cultures
c. Psychic distance
2. Here are links to three starting sources of information from the Australian Government. Note the types of data in each.
a. Dept of Foreign Affairs & Trade (DFAT)> Trade section > Countries, economies & regions:
http://www.dfat.gov.au/geo/Pages/countries-and-regions.aspx
(Data:Political & trade data, see country fact sheet for economic summary)
b. Austrade> Exporters > Export Markets: http://www.austrade.gov.au/Export/Export-Markets/Countries
(Data:General country information + industry profiles)
c. Export Finance & Insurance Corporation (EFIC)> Education & tools > Country Profiles: http://www.efic.gov.au/education-and-
tools/country-profiles/
(Data:Not all countries; economic & political risk data)
