Students are to present an international marketing research report for Beef Exports into Japan for the firm "Australia Beef Exports". You are the International marketing manager and must evaluate the country market settings and assess the potential viability of international growth into Japan. Be aware of the changing environment and the impact on marketing activities in the international market such as "the consumer experience". Students are to draw upon the literature to highlight key areas where change is altering the international marketing activities and performance of the firm. Further, the impact of the Internet on international marketing performance indicators such as sales from international customers has become clearer in recent years and should also be a focus (Mathews, Healy and Wickramasekera, 2012). Criteria reference assessment (CRA) is available through Blackboard. Scenario: A well-established Australian exporting company "Australia Beef Exports" recently received some sales orders from international clients from Japan. The company is a medium to large sized producer employing 400 staff. You, the international marketing manager believes that Japan may be a potential market for the firm. Further, the CEO believes the Internet may also enhance the firm's ability to generate profits now and in the future, but is unsure how. Can you help analyse and evaluate the potential for this country market? Further, can you also assess how the Internet might assist the firm in their international marketing activities of their product into Japan? Research Question: Who would your customer be in Japan (end user or businesses)? How might these environmental elements influence the marketing activities and performance of the firm in Japan? What strategy might be most appropriate? How has the Internet influenced international consumer behaviour and/or business culture in Japan? Student Note: Context means: 1. The Company and product. 2. Japan market –country market analysis 3. Marketing strategy and Internet marketing. Tutorials, readings and lectures will assist students in how to complete Assessment 2. Assignment Two structure: Please follow the structure 1. Executive summary Summary of the main findings: What are the main findings in the investigation? • (Do this last!) (200 words approximately) 2. Analysis: Review the literature and industry publications: What are the main opportunities for the firm in Japan? What are the challenges for the firm in Japan? • A few core ideas (2-3) in each section with the support of research (journals and other industry data) (800 words approx.) • Make sure you are drawing your ideas from the literature so as to get some depth, giving both sides of an argument and based on industry data. 3. Evaluate and recommendations What are the main ideas recommended that have the most influence on the international marketing for this firm/product (Beef exports) in this market (Japan)? • What is your recommendation: what international marketing strategy and Internet marketing activities might work best and why? Be creative! (800 words approx.) • For example: Give clear recommendations in relation to; consumer demand, consumer behaviour, product/service modification, branding and labelling, distribution, positioning of the brand, price and or promotions. • You can choose to discuss what you like. Obviously you cannot discuss everything, so make decisions related to the international marketing activities that you think are the most critical within this context you have been given. Note: You must put the word count in the CRA header References Mathews, S., Healy, M. and Wickramasekera, R. 2012 'The Internetalisation of information, knowledge, and interaction components of the firm's internationalisation process", Journal of Marketing Management (JMM)