ENRICO VARENNA

S40040164

FUNDAMENTAL OF INTERNATIONAL MAKETING

ASSESSMENT 2

PART A
1-2
MARKET
ACTIVITY

MARKETING
TACTICS

PERSON
RESPONSABLE

TIME REQUIRED

COST

KPI

WEB PAGES

-Create web pages

Web designer

1 month
( to have
everything ready
online +
1 week to let
customers have
time to read the e
mails
1 week
(preparation time)
+
1 week
(implementation)

14400

5% returns on
sales in a
month

22000

5% returns on
sales in a
month

1 week

10000

5% returns on
sales in a
month

-Let customers
know about it.
-e-mail them or
Sms them

ADVERTISEMETS -Prepare the

advertise
-Contact the
television
-decide the best
time and best
channel (need to
do some research)
DISTRIBUTION
-Decide the
OF FREE
strategic point
EXAMPLES
-distribute free
products

Secretary

Graphic
designer
Public
relations team

Marketing
manager
employee

3. To evaluate business performance against objectives and targets I have to do surveys.

In particular I would like to get feedback from the staff and from the customers as well in order to
understand where I can improve.
Feedback are always useful because is an easy, fast and cheap way to collect all the information that we
need to improve our team and our product and increase the sales as a consequence.

Example of feedback form for the staff.

Yes

No

Comments

Yes

No

Comments

Have you achieve your target for the

day?
Do you enjoy working in this
environment?
Do you have too much pressure?
Do you see yourself working for this
company in 5 years time?
Do you have any idea to share?

Example of feedback form for the customers

Do you like the product?
Are the head-phones comfortable for
your ears?
Its the quality of the sound good?
Does it look good?
Do you think that the product is too
expensive?
Do you have any suggestion to improve
the product?

4. How implementation of marketing activities meets:

Legal requirements: all the information need to be declared. No hidden information or hidden
cost.
Ethical requirements: the product, the package and service: everything need to be ethic.
Safety requirements: the product should have standards. How we handling the product, how we
deliver it: everything has to have a standard and meet the safety requirements.
Accounts for cultural considerations: do not do anything that can be offence. Respect the
culture and belief of the local people.

5 When we receive the feedback we can monitor the performance of our marketing plan.
We have to analyze the feedback and understand where we can improve.
When we analyze the feedback that we prepared for the staff we can understand if the target was too
much, or if the staff is happy or not. According to the answers, we can take the actions we need to take
to improve ourselves.

In the same way, when we analyze the feedback that we prepared for the customers we can understand
what part of the product meets the customers needs and which part can be improved.

6 The Key Performance Indicator tell us which one is our target. Once we have the result we can
compare them with the KPI and see if we underestimate or overestimate. If the results match we did
very well, otherwise we have to analyze and understand what we can do.
If we underestimate, if the results are much better than expected we could do another marketing plan
in order to get even better results.
If we overestimate, then we have to understand the reason why we didnt meet our target.
If the reason is the staff, then we should do something about. For example we can provide training.
If the reason is the market, then we should re-do our marketing plan to seek better results.
7 In case of over-performance we can set new targets. The marketing plan was good and we got better
results than we expected, which mean that we should keep doing what we are doing, but with new
expectation, so with new targets. To do so we could invest more money.
Basically, I would do exactly what I did before but in a bigger scale. For example if before we got 10 %
return on sales after a month with the television ad against the 5% expected, means that the marketing
plan was good. I would do the same, investing more money and set new target of 12% return on sales
after a month.
8 To encourage my staff I would try to give them motivation.
The first thing that I would do its to build the team or, where there is already a good them, improve it. I
would take them out for dinner outside the working hours to have fun together. That would help to
build their confidence and their relations with the others members of the team.
I would like to organize more staff meeting to give everyone the opportunity to express themselves, to
give ideas and suggestions and finally, I would give rewards for the best performance, the best seller,
the employer of the months.
9 The marketing mix (the 4 Ps) is Product, place, promotion and Price. To gather information about
customer reaction I could use one (or more) of the following processes:

Advertisements
Consultants
Distribution of free samples
Media announcements
Demonstration activities
Product launches

10 To identify opportunities for change I could conduct some of the following type of primary research:

Interviews
Focus groups
Observation
Surveys

PART B

1 INTERNATIONAL COMMERCIAL TERMS, known as well as INCOTERMS are a series of pre-defined

commercial terms published by the International Chamber of Commerce (ICC).
The Incoterms rules are intended primarily to clearly communicate the tasks, costs, and risks associated
with the transportation and delivery of goods.
The Incoterms rules are accepted by governments, legal authorities, and practitioners worldwide for the
interpretation of most commonly used terms in international trade. They are intended to reduce or
remove altogether uncertainties arising from different interpretation of the rules in different countries.
2 CUSTOMS LEGISLATION AMENDMENT AND REPEAL ACT is an Act from 2011 made to amend and
repeal certain legislation relating to Customs, and for related purposes.
3 COMPETITION AND CONSUMER ACT is an Act of the Parliament of Australia. It was made in 2010,
before the same Act (made in 1974) was known as Trade Practices Act.
The act was made in order to promote competition and fair trading as well as providing protection for
consumers. It is considered the legislative vehicle of the competition law in Australia.
4 WARSAW CONVENTION is an international convention which regulates liability for international
carriage of persons, luggage, or goods performed by aircraft for reward.
5 WORLD TRADE ORGANISATION is an intergovernmental organization which regulate international
trade. It officially begin in January 1995 and it was signed by 123 nations by April 1995.