In this assessment task, you are given the opportunity to develop important presentation and...

Question

In this assessment task, you are given the opportunity to develop important presentation and teamwork skills by delivering a group presentation to a supportive, yet critical audience including your colleagues and lecturer. Think of yourselves as an international marketing consulting team delivering a comparative analysis to management. The presentation should be for not more than 15 minutes. The task will be undertaken as part of a group (2-3 people) negotiated with your lecturer according to class numbers.

For this task you will undertake research of a real and current organisation of your choice. The organisation will be a small to medium enterprise and can be from your home country or a foreign setting, however it cannot be a recognised multi-national brand. Each group will require a unique organisation and your lecturer will sign off on your choice.

Your research will specifically focus on one of the organisation’s brands or products (this may also be a service) and will analyse the macro and micro environment in a totally new international marketplace for the organisation. Each team member will be selecting and researching a completely different new international market for the product/service. Research and analysis of the selected international markets needs to be contextual and in depth, incorporating coverage of both the macro environment (PESTLE) as well as the micro environment of the market itself i.e. market segments, consumers, competitors etc. The focus here is on the fact that the chosen company cannot be curently operating in the markets under consideration by each team member.

Your team presentation will then comprise of a comparative analysis of the findings of the research into the various international markets. Hence, as a group, you need to compare and contrast the respective results you independently develop, evaluating and summarising your overall findings with associated recommendations.

The mark allocated for the presentation to each student will be assessed both of your peer reviewed individual contribution combined with a group mark attributable to all team members. Your lecturer will advise concerning the grading process used to evaluate the individual and group elements for this task.

At the time of your presentation each student is required to submit the printed copy of the PowerPoint with all group members detailed and a reference list.

Align your presentation to the Assessment 2 criteria sheet located in Blackboard.

Criteria to be assessed(refer to the Criteria sheet for more detail):

Presentation professionalism and time management skills

Teamwork

Quality of research and analysis comparing global situational contexts

Justification and quality of recommendations

presantation-4f4e1s24.docx atmc-bus710-2019-assignment-2-rubric-and-feedback-sheet-1-1jagiqsy.docx

Bichitrananda · Accepted Answer

PowerPoint Presentation
Comparative analysis of three international markets
Introduction	
Aim: To conduct a comparative analysis of three international markets.	
Methods: Qualitative and Quantitative research methodology
Limitations:
Technological impact on Vinomofo isn’t detailed due to lack of information.
Since Vinomofo doesn’t use price differentiation, the markets have more similarities than differences besides modes of entry.
Company Background
VINOMOFO
Vinomofo is an online wine retailer with it headquarters Cremorne Victoria. 
It was found in 2011 by Andre Eikmeier, Justin Dry and Leigh Morgan in a garage in Adelaide.
They sell wines in categories of All wine, Red Wine, White wine and Mixed Cases.
In the list of top 50 SME’s in Australia.
Won the smart and lasting SME in 2015.
Vinomofo was actually started in 2007 as Qwoff, a community wine website but failed and by 2016 it was making more than $50million a year.
3
Company Background
Industry - Distillers, Wineries and Brewers
Liquor Licence No. 36128660
Investors- Blue Sky Private Equity
Number of Employees- up to 200 employees.
Operates internationally in Australia, Austria, South Africa, France, Italy, Spain, New Zealand, U.S and Singapore.
Mission statement: Unite a tribe with our love of wine, food and adventure.
Be proud of what we do, and our impact on the world.
And have fun.
4
Competitors (Direct & Indirect)
(Owler, 2019) Vinmofo’s direct competitors are
Last Call Wines(USA)- one of the biggest wine sellers in US
Dailydrop(AUS)- Australian wine seller in New South Wales
Cracka Wines (AUS)-direct online seller of wines
Virgin Wines (AUS)-online wine retailer
Nourissh (AUS)
Lion (USA)
Indirect Competitors:
Dan Murphy’s (AUS) alcohol retailer
Copper & Oak (AUS)online liquor store in Australia
MyBottleShop (AUS) is a liquor technology company
First Choice Liquor (AUS) is a group of liquor stores owned by West farmers.
Indirect competitors are the ones in another line of product but can be seen as an alternative to the product. Here they’re liquor stores competing with wine retailers.
5
Suppliers
Oak Ridge winery(USA)
Santa & D’sas (AUS)
Goodman Wines (AUS)
Penna Lane Wines (AUS)
Fento Wines (SPAIN)
Highfield TerraVin (NEW ZEALAND)
Tapestry Wines (AUS)
TarraWarra Estate (AUS)
Rochford Wines (AUS)
Vinomofo deals with producers and their main objective is to connect the consumers that enjoy food, wine, history etc., connect with the producers.
6
Service Agent
Banks are the service agents for Vinmofo. Vinomofo works with OFX who aid in making forward exchange contracts in international markets (Anon, 2019). 
Demographic
8.1 Physical Quality of life index
Life expectancy- 82.50 years (Worldometers.info, 2019)
Infant mortality- 3.06 deaths per 1000 live births (Worldometers.info, 2019)
Adult Literacy rate- 99%( US, Australia)
8.2 Significance of population size
(Australia- 25mn,, Italy- 62mn, Spain-47mn).(Singapore-5mn, New Zealand-4mn)- the market is small and the opportunity is towards a small market. 
8.3 Distribution of age and location (  Target Audience)
Australia: (age 15-64) 66.06%,16.5mn, 
New Zealand: (age 15-64) 65.06% , 2.6mn, 
Singapore- (age 15-64), 78%,3.9mn  
Opportunities: In Australia and U.S the opportunity for the population of the age group being above 18 is significantly higher. Although Singapore’s population is lower but it has a higher % of population above 18 and then consumer demand is higher.
Threats: Competition with the local wine companies is a threat in Australia and US. However, in Singapore the threat is lower in the demographic aspect and Vinmofo has been successful (Mini Me Insights, 2019).	
The life expectancy in Singapore is 82.80 years and in US is 78.69 years. 
Infant mortality rate in Singapore is 1.61 deaths per 1000 live births and in US it is 5.8 per 1000 live births. 
In Singapore the adult literacy rate is 97.05%.
8
Economy
9.1 Economic System
Australia and the US have a mixed economy with private enterprises and government regulations and provisions of goods that has aspects of capitalism and socialism.
Singapore has a free-market economy where  the prices are stable and environment is corruption free and open. (Coghill, 2008)
9.2 The structure of an Economy
Australia: GDP rank-14th, GDP- $1.4 trillion, Inflation rate- 1.3%,Exchange rate- 0.7 USD, Debt-41.1% of GDP, Average income- $85,982 per annum
US: GDP rank- 8th, GDP- $21.34 trillion, Inflation rate-1.8%, Exchange rate- $1, Debt-  103.5% of GDP, Average Income-$61,858
Singapore: GDP rank- 36th, GDP- $372.8billion, Inflation rate-0.439%, Exchange rate- 0.73USD, Debt- 111.1%of GDP, Average Income- $67,152
Opportunities: (McKinsey & Company, 2019) The infrastructure and talent in US is an opportunity that Vinmofo can use with a growth of 1.7% and !.4%. With a low inflation rate , Australia opens opportunities for businesses. Singapore’s open and free economy is a hub and eases doing business in the country and  the diverse culture creates demand among the 
Threats: (Borak,2019) US’ pullback in the consumer expense, global slowdown, china trade war are the threats to the economy. (Huaxia,2019) lo labour productivity growth, flat consumer wages  are the threats faced by the Australian economy. (SEN, 2019) Slow economic growth, fall in the retail sector  by  0.6% is a threat to Singapore ecconomy.
1.In a mixed economy, the government and private companies play important roles in influencing the economy. Private companies produce two-thirds of the country’s(USA) economic output.
2. Singapore, on the other hand conducts business with low tax rates and the least corruption, the economic freedom score of Singapore is 89.3 making it the 2nd freest economy in the 2019 index.
9
Legal and Political
Types of National Governments: Democracy-(Australia, NZ, US, Italy), Constitutional Monarchy-Spain
The role of government in the international marketing : Facilitator to IM 
Political stability & risk- All governments are politically stable without risks so far.
Degree of social unrest – (economic hardship in convincing producers to  sell using Vinomofo)
Frequency of change in the regime – No issues of this sort
Extent to which the country is divided culturally- Australia- 46% immigrants, Singapore-Cosmopolitan culture, America- multi-cultural (Latin America, natives, Europeans, Asians)
Religious division – Australia-(61% Christians, 39%-Buddhists, Muslims, Hindus)
      Singapore. Singapore- (All religions Coexist), US- (71%Christians, 23%-Atheists,6%-other religions) 
Linguistic diversity – Australia-(more than 200 languages other English), Singapore-( Mandarin, Malay, Tamil and English)  US-(90% -English,

In this assessment task, you are given the opportunity to develop important presentation and teamwork skills by delivering a group presentation to a supportive, yet critical audience including your...

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