Elements and Performance Criteria
- Select potential international markets for further investigation
- Determine readiness to market products or services internationally
- List potential international markets for further investigation
- Identify information sources to inform process for selection of international markets
- Determine and document criteria to determine suitability of international markets for product or service
- Access and use information sources to determine suitability of international markets for product or service to be marketed
- Select international markets for profiling
- Identify target market
- Evaluate and choose approaches for determining and describing total market within selected countries, for a product or service
- Define target market for a product or service in terms of prospective users/consumers, selected market segment/s, and cultural appropriateness of product or service
- Use segment descriptors to describe target market
- Identify available marketing strategic options and select targeting strategy that best meets requirements of the marketing plan
- Check cultural appropriateness of chosen targeting strategy using available information sources
- Profile target audience
- Describe total and selected market and selected market segment/s as a consumer profile
- Ensure consumer profile identifies consumer characteristics in standard statistical terms and/or descriptive terms used in media selection
- Use demographic data and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan
- Ensure profile meets organisational requirements for language, format, content and level of detail
- Develop positioning strategy
- Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile, including culture of profiled groups
- Check cultural appropriateness of chosen positioning strategies using available information sources
- Write a positioning implementation plan in accordance with organisational requirements