Assessment Materials

BSBMKG517 ANALYSE CONSUMER BEHAVIOUR
FOR SPECIFIC INTERNATIONAL MARKETS

To achieve competency in this unit you must complete the following
assessment items. All tasks must be submitted together. Tick the boxes to
show that each task is attached.

 Task 1. Confirm Target Market ☐
 Task 2. Assess Current Levels of Consumer Interest ☐
 Task 3. Recommend Marketing Strategies ☐

NOTE: If this is a group assignment, each member of your group must
individually submit a separate and complete copy.

Student ID Student Name

Click here to enter
Click here to enter text.
text.
The other members of my group are:

1. Name:Click here to enter text. Student ID#: Click here to enter text.
2. Name:Click here to enter text. Student ID#: Click here to enter text.

3. Name:Click here to enter text. Student ID#: Click here to enter text.

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PLEASE NOTE: SECTIONS HIGHLIGHTED IN THIS COLOUR ARE FOR TRAINER USE

TASK 1 MARKING SHEET
Satisfactory
Did the candidate:
Yes No
1. Confirm the target market? ☒ ☐

2. Assess current level of consumer interest? ☒ ☐

3. Recommend marketing strategies? ☐ ☒

TASK 2 MARKING SHEET
Satisfactory
Did the candidate
Yes No

Answer all questions and address all of the requirements specified in the Assessment
☐ ☒
Task?

ASSESSOR COMMENTS
HARRY CUKIER

ASSESSMENT - SUMMARY
Assessor’s checklist – tick when finalized
Task 1☐ Task 2☐
ASSESSOR’S GENERAL COMMENTS
(see individual tasks & marking guides for more detail)
1st sub – 2 / 8 – NYC: Please review all notations with the word ‘REVIEW’ and resubmit onto this file in ‘GREEN
FONT’. Overall, a very good start across both tasks, but there are several areas which are incomplete? See me if
unclear.

Assessor Name
Harry Cukier

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RESULT COMPETENT ☐ NOT YET COMPETENT ☒

Task 1 Case Study

Assessment description
Review the Case Study Marketing Plan and prepare a report to management detailing your observations
and findings. Note: This is not a group activity.

Imagine that you are the Marketing Manager at Mobile News Games LLC (MNG). Review the MNG
Marketing Plan to determine how they analysed consumer behaviour for their international market. You
are required to apply your knowledge and your understanding of the theoretical aspects of the learning
content of this unit and to specifically relate this to the case study. To successfully do this please following
the procedure below.

Procedure
Click on the link below to review the Mobile News Games LLC (MNG) marketing plan and include your
findings of the following in your report: NB India and Australia are international markets that MNG plan to
enter.

http://www.morebusiness.com/templates_worksheets/bplans/printpre.brc

1. Prepare a brief overview of MNG in less than 200 words
2. Confirming the target market [section 1 heading] Identify and discuss each of the four steps in the
process of ‘confirming the target market’? (Refer to SWB pages 7-20)
a. Identify the market segments in accordance with the MNG marketing plan.
b. Identify and discuss the aspects of culture that will have an impact on the international marketing of
MNG’s products within the target markets that MNG plans to enter.
c. Identify and discuss the consumer attributes for the market segment from the market profile in the
case study: ie demographics, psychographics, behaviours and geographics.
d. Identify and relate the features of the product in accordance with the case study marketing plan.
3. Confirm level of consumer interest [section 2 heading] (Refer to SWB pages 43-79)
After confirming your target market, the second stage of analysing consumer behaviour is assessing
consumer interest. Identify and discuss each of the five key steps that are involved in this stage and how
they relate to the New Mobile Games case study marketing plan.
4. Recommend Marketing strategies [section 3 heading] (Refer to page 81-93 SWB)

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Identify and discuss the four stages of ‘recommending marketing strategies’; and how MNG has or has
failed to address these strategies.
5. Outline the key provisions of relevant legislation, codes of practice and national standards
affecting marketing operations in Australia and Internationally. Discuss how these relate to MNG
operations in Australia.

Business Report format should include:

Title page
Contents page
Introduction / overview of the company
Main points of interest
1. Confirming the target market
1. Market or market segment
2. Aspects of culture that may impact the international marketing
3. Consumer attributes
4. Features of the products or services in accordance with the marketing plan.

2. Confirm level of consumer interest
1. Analyse trends and past performance
2. Review past marketing information
3. Assess the effectiveness of past marketing
4. Assess consumer behaviours
5. Assess organisational behaviours

3. Recommend Marketing strategies
1. Address innate and acquired customer needs
2. Review decision-making motives and influences
3. Develop a rationale
4. Consider legal, ethical, budgetary and cultural considerations

4. Key provisions of relevant legislation, codes of practice and national standards affecting marketing
operations in Australia and Internationally.
Conclusion
Appendix
Bibliography

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Task 2 Theory Questions

Assessment description
Answer the questions below. Click in the space provided and type your answer.

1. In order to work effectively in a marketing managerial position, can you list what must you be
able to do? Hint: can you find all 14?

A marketing manager performs many duties aimed at developing and implementing the long- and
short-term marketing strategies of his employer. The broad scope of this task requires interacting
heavily with various departments of the organisation, including research and development,
manufacturing, supply chain, sales and, in some industries, legal and compliance. Depending on the size
of his organization, a marketing manager may also oversee a team of junior marketing professionals.
 Manage all marketing for the company and  Use sales forecasting and strategic planning to
activities within the marketing department. ensure the sale and profitability of products or
services
 Identify, develop, and evaluate marketing strategy  Formulate, direct and coordinate marketing
activities and policies to promote products and
services
 Oversee company’s marketing budget.  Develop pricing strategies, balancing firm objectives
and customer satisfaction
 Plan and implement promotional campaigns
 Analyse business developments and monitor
market trends.

In addition to the above mentioned steps, the 14 steps mentioned in the report formatting sample,
thoroughly covers the process necessary in order to understand the consumer market.

2. Can you describe the purpose and function of a marketing plan?
A typical business marketing plan covers a lot of elements including a description of competitors, demand
for the product or service, and the strengths and weaknesses from a market standpoint of both the
business and its competitors. It aims to help organize the strategy of the organization in relation to is
products or services they provide.

3. In the context of this unit of study can you define the term ‘Market’?
An actual place or system where forces of demand and supply operate, and where buyers and sellers
interact (directly or through intermediaries) to trade goods, services and information through transaction.

4. Can you describe the procedure for market segmentation?
Segmentation refers to the process of creating small segments within a broad market to select the right
target market for various brands. Market segmentation helps the marketers to devise and implement

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relevant strategies to promote their products amongst the target market. This is normally achieved by
implementing three stages: Survey, Analysis & Profiling.

5. Can you define the term ‘Target Market” and how we use it to develop the marketing mix?
The consumers a company wants to sell its products and services to, and to whom it directs its marketing
efforts. Careful consideration and thorough analysis of the target market will provide valuable information
to ensure development of effective marketing strategies.

6. Can you relate what are referred to as the 4 P’s and how do they help marketeers?
A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix.
Clearly defining product, price, place and time must all be considered when developing a marketing
strategy for any product or brand. Whether dealing with a startup or an established business, balancing
these four elements is critical to marketers working hard to position a particular product or brand in the
marketplace.

7. Can you define ‘Culture’? and list 10 factors that may influence culture?
Culture is a set of basic assumptions and values, orientations to life, beliefs, policies, procedures and
behavioral conventions that are shared by a group of people, and that influence (but do not determine)
each member’s behavior and his/her interpretations of the ‘meaning’ of other people’s behavior.’
 Laws & legal system  Religion
 Beliefs, customs & practises  Education levels
 Social structures  Experiences
 Knowledge  Social standards of behaviour
 History  Languages spoken

8. As a marketing person you need to identify the key characteristics of products or services to
effectively plan a successful marketing mix. Can you make a list of at least 10 key characteristics
that you would consider to successfully plan a marketing mix?

 Features  Occupational health & safety issues
 Design  Range of size, colour or any other factor
 Ease of maintenance  Volumes available
 Brand  Quality
 Functional performance  Packaging

9. Learning activity: SWOT and PEST
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You have been employed by Tourism Australia to create a marketing concept advertising Australia
and inviting people to come here. Consider the Japanese and Indian markets, and what market
segment and target market you would focus your campaign on. Consider what aspects that you
would promote within the campaign and segment, and how this would appeal to each culture.
Construct a SWOT and PEST analysis of the two and a brief analysis of your finding.
Note: Templates are provided in Appendix 2 of you student book to assist in your analysis.
Click here to enter text.

Japan
The goal of marketing is to promote the benefits of a product, in this case Australia is the “product”. The two chosen
markets are Japan and Indian market.
Although Japanese outbound tourism is growing slower relative to neighboring countries (especially China), they’re
still one of the largest groups of tourists outside of Asia. Tokyo, with almost nine million inhabitants, is by far the
largest Japanese city, chosen city for advertising. The market segment in Japan are middle class people, some 90% of
Japanese came to regard themselves as middle class, focusing in particularly on Japanese tourists in the life stages of
65+ and retirees, interested in leisure and exploring. The population is comprised of more people over the age of 65
than any other age group.
Findings from Tourism Australia’s recent international tourism research indicate that Japanese leisure travelers look
for (in order of importance) safety and security, good food and wine and interesting attractions when choosing a
holiday destination. Australia has got a lot to offer, for example: The Great Barrier Reef, Australia’s wildlife and food
and wine. That alone could and does generate the greatest appeal.

PEST

Political Economical
Although the emperor is the head of the state but he as The economy has been facing hard times since 2008, when it
minimal powers and there is constitutional supremacy in the was first showed recessionary symptoms. Though the
country. government’s stimulus packages have helped the economy
recover a bit, the massive earthquake in 2011 gave the fragile
Japan has good relations with all big and small countries of the
economy another jolt.
world and they have strong business, corporate and trading
relationships with other countries. Japan’s economy ranks third in terms of nominal GDP.
Social Technological
th
Even though in 10 place, Japan still makes it in the Top 10 of In the telecommunication sector, it has introduced the smart
most populated countries in the world, with population of phones with latest technology and 3G competitions among its
126,464,583. mobile operators and they have the triple play service.
The family system in Japan is patriarchal and monogamous and Japan is well known for its robotic technology and robots are
the whole family lives together. used and found in different industries.
There is no particular religion in the country but the people
have religious freedom.

SWOT

Strengths Weaknesses
Japanese society (Zen): selflessness, continuous improvement Non-verbal communication practices – in the Japanese culture
– the Japanese always strive for perfection and they try to non-verbal communication is practiced on a regular basis.
show improvement in the areas where they are lacking.
Since most Japanese people grow up only speaking Japanese,

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Technology – Japan is the technology capital of the world. They it means that when/if they start learning English at school,
have all the new innovations before anyone else does. Now they either have to learn entirely new sounds (difficult) or else
they just need to figure out how to properly market these try to render English in Japanese sounds (which isn’t accurate).
ideas and distribute them globally. This is where corporation As a result, many Japanese English learners feel a lot of anxiety
with other countries, such as Australia, could be beneficial. over the accuracy of their pronunciation. Making English
language a big barrier in communication world.
Right now Economy economy in Japan is very strong.

Opportunities Threats
Foreign Influences becoming more welcome – with an increase Small proportion of foreign investment – the Japanese feel
in education outside of the country, some individuals return to they have great products within the country and do not always
Japan with new insights to their own culture. This is where support foreign investment opportunities. This practice has
Australia could have a good influence on Japanese visitors. deterred some companies from trying to enter the Japanese
market or from trying to create joint ventures with Japanese
In 2015, Japan was Australia’s sixth largest inbound market for
companies.
visitor arrivals, seventh largest market for total visitor spend,
therefore there is a lot of money/business to be made of
Japanese visitors.

India
The Indian market is more mosaic, not monolith. Each state has its own personality traits, languages and
consumption preferences. Mumbai being the most populous city in India is where advertising should take place. A
new report by Canadean finds that a growing proportion of the middle class in India travels overseas, therefore same
as for Japan the focus is on middle class people. Mainly young professionals, in the age group of 20 – 25, interested in
travel, exploring and also studies. 62 per cent of the Indian people are under the age of 29. They're getting wealthier,
there's an emerging middle class, and with that comes the idea that 'I want to travel.' And Australia is one of the
places they most desire to travel to.
Very similar to Japanese market, research indicates that when selecting a holiday destination Indian visitors are
wanting a safe and secure destination, world class beauty and natural environments, value for money, and a romantic
and family friendly destination. Australia ranks very highly for having beautiful natural environments, good food and
wine, and clean cities with good infrastructure.

PEST

Political Economical
India is the biggest democracy in the World. The government The economy’s strength lies in a limited dependence on
type is federal republic. exports, high saving rates, favorable demographics, and a rising
middle class. India recently overtook China as the fastest
India has a well developed tax structure with a three-tier
growing large economy.
federal structure.
India’s nominal GDP ($2.09 trillion) puts it in a seventh place.
India has formal diplomatic relations with most nations.
Social Technological
With population of 1,266,883,598 India is the second most India offers lowest tariffs in the world. Today, India has the
populous nation in the world. second largest telephone network after china offering 3G ,
enterprise telephone services.
Indian family is considered strong, stable, flexible and
enduring. The traditional, family in India is the joint family.
Joint families consist of three to four living generations,
including uncles, aunts, nieces, nephews, and grandparents
living together in the same home.

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SWOT

Strengths Weaknesses
India now claims to be the world's second-largest English- Assaults - including the stabbing death of Nitin Garg in
speaking country. The most reliable estimate is around 10% of Melbourne - received widespread media coverage and sparked
its population or 125 million people, second only to the US and outrage on the streets and from within the Indian
expected to quadruple in the next decade. Government. But that's improved a lot in recent times.
Indian government pro-tourism approach is a big step in
Tourism industry. Tourist Visa on Arrival (VoA) enabled by
Electronic Travel Authorization (ETA) has been introduced for
the citizens of 43 countries.
Opportunities Threats
There is an Indian community of nearly 450,000 in Australia India faces many security risks. Active terrorist groups linked to
which is contributing to the Australian economy in their role as al-Qaeda have been connected to attacks against Westerners.
teachers, doctors, accountants, engineers and researchers.
India is the third largest source of immigrants for Australia.
There are currently about 36,000 Indian students studying in
Australian Universities

Summary
India is among the top 10 countries which have helped Australia record its strongest tourism year, in 2015, since the
Sydney Olympics Games in 2001, according to media reports. And Japanese visitors remain a very important and
significant part of Australian visitor economy, and in recent years’ tourism marketing organisations have been
partnering to encourage two-way tourism between the two nations. So the market is definitely there and it is strong.
And it is known that TTF (Tourism and Transport Forum) is actively working to encourage the adoption of policies that
encourage more international visitors to travel to Australia by slashing the cost of visas, continuing to freeze the
Passenger Movement Charge, scrapping the backpacker tax, investing in destination marketing and building the
public transport and visitor infrastructure to make Australian cities even more attractive destinations.
So there are a lot of positive factors working in Australia’s favor to boost the tourism industry.
From my personal insight, being a world traveler, Australia really doesn’t have to try too hard to attract tourists from
any country in the World. Its reputation, amazing lifestyle, breathtaking sceneries and amazing animal kingdom is
more than enough to interest the most sceptic person to book a flight to down under.

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PLEASE PASTE YOUR TASK 1 ASSESSMENT BELOW THIS LINE
(TASK 2 responses should be above the line)

Analyse consumer behavior
for specific
international Markets

22nd July 2016

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MNG Overview
Mobile News Games LLC (MNG) is a small company that develops mobile games relating to
current news events. It is comprised of two unique individuals with very focused aspirations,
Bill Philips and Donna Paster. The company is planning to enter Indian and Australian markets.
With its unique focus of creating games with a news twist makes them stand out from the
competitors in the gaming market. Games will be tied to current news events, with
emphasized focus on creativity along with spectacular service. The goal is to establish a
reputation for games that poke fun at what many would consider humorous or ridiculous
actions by well known people. This way MNG is not just able to attract traditional gamers, but
expands its reach to people who would normally not play mobile games yet are amused by
the comical angle they use.
The company’s vision is to provide a fun escape over the course of everyday life. The games
are accessible through mobile phone platforms and are also easy to play.
MNG are providing a low price product, that would attract two different market segments:
mobile game users and organisations that wish to reach them.

1. Target Market

1.1
There are 4 steps in the process of confirming the target market: Segmentation; Target
Market; Targeting and Positioning.
There are three approaches for targeting: undifferentiated; differentiated and concentrated
targeting.
MNG is using differentiated marketing strategy.
In this case, the two marketing segments are mobile game users, mainly teenagers and young
adults, and organisations that want to reach them, for example a VP of marketing or
equivalent position of a medium to a large organization who is looking for creative
promotional methods for their products and services.
As far as positioning goes MNG company is positioning itself between Low price and High
entertainment.

1.2
As MNG has chosen to penetrate Indian and Australian market, a lot of research and emphasis
must also be focused on cultural differences. In the table below are just a few cultural
differences worth mentioning.

Australia India
Values & attitudes Individualistic Collectivistic
Australians place greater emphasis on Indians rely greatly on the family, or
the self, cherish their independence groups, for they are influenced by the
from group. They give high value to group thoughts and pledge allegiance to
self-serving goals and practices and the group. A great value is placed on duty

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have personal control over their and tradition. They respect people for their
choices. They readily accept blame and status, like elders, rich, boss etc.
take credit. Respect is always earned
Work and alignments is derived from group
through personal efforts. They also
status, so it is very rare to find a garage
believe in doing their own thing and
mechanic in a family of engineers.
hence have dignity of labor as part of
their normal culture.
Communication Low context communication High context communication
Australians rely on language to mean
Indian messages are very subtle and heavy
just exactly that. A direct and logical
with implications. The decoder has to sift
inference can be derived from their
through the context to understand the
speech patterns. There’s no ‘beating
underlying meaning.
about the bush’
Work culture Australians don’t bring work home, Indians treat work as their god and are
and keep it distinct and separate, as involved deeply in carrying it out.
part of their lifestyle.
Language In Australia English is the only language Hindi is the national language of India
spoken at home by 80% of Aussies. The although only 41 percent speak Hindi as
manner it is spoken reveals the their first language. Other languages
multicultural aspect of Australia and spoken include Bengali, Telugu, Marathi,
how it have shaped the Australian Tamil, Urdu, Gujarati, Malayalam, Kannada,
identity. Australian accent can vary Oriya, Punjabi, Assamese, Kashmiri, Sindhi,
according to identity and gender. Sanskrit, and Hindustani which are regional
language spoken mainly by people of a
particular region like People from Punjab
would generally speak ‘Punjabi in
comparison to ‘Bengal’ who would mainly
speak Bengali. Hence English comes to the
rescue and is most suitable for national
communication.
Technology Internet users: 84.56 per 100 people. Internet users: 18 per 100 people.
There is rapid increase in Internet For the average Indian, mobile is the only
access via mobile devices, such as point-of-entry to the Internet. Mobile
smartphones and tablets. devices are much more common than
computers.

1.3
Segmentation helps determine and understand how the market operates. The most common
method is describing the market in in terms of demographics, psychographics, behaviors and
geographics.
The two segments MNG is targeting are: mobile phone users and organizations that want to
reach them.

Mobile phone users
MNG marketing efforts are aimed at a chosen target market of customers between the ages of
13 – 25, older teens and young adults, who have limited financial capacity yet choose to
spend part of their disposable income on games, who are tech savvy, enjoy playing video
games and has mobile phone that allows applications to be downloaded.

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Ideal consumer has been identified as single and male with a wide range of disposable
income.
Organisations
Game design consulting customer is the VP of marketing or equivalent position of a medium
to large organization. Companies who already spend big amount of money on marketing, and
are constantly looking for new creative ways to reach their target market, which is males and
females between 13 – 25. An age group that is not yet used to saving money so they typically
spend a lot of what they earn.

1.4
The final step in confirming the target market is to identify the features of the product.
MNG games fall into product rather than service category. This makes us look at some
intangible factors such as, social acceptability, service, perceived quality or value.
Our generation, especially teens and young adults are reading less and spending more time in
front of a screen, weather it be television, computer or a mobile phone. Mobile phone being
one of the most common from all the above, therefore MNG is penetrating a market that is
accessible to new technology and social media.
MNG is emphasizing creativity, service and speed in their product. They are focusing on
unique and creative approach in creating their games along with providing consumers with
spectacular service and speed of development for consumers.

2. Consumer interest

2.1
India
Historically, games did not gain a foothold in India due to the lack of access to gaming
consoles and PCs, and the low social acceptance of this entertainment medium. This is all
changing now as the Indian games industry is at the cusp of a major transformation.
Economic growth has resulted in a society that is embracing digital content and
entertainment like never before, enabled by the explosive growth of smartphones and
affordable wireless internet.
Mobile gaming industry is ascending at a very great pace, logically generating the revenue
from smartphone users. According to a Counterpoint Research report, the Indian smartphone
user base is growing at a 26% CAGR between 2013 and 2017, making India the second largest
smartphone market with 220 million users after China. With an outstanding evolution of
smartphone from just a tool for calling and messaging to a superlative machine carrying hell
lot of utilities, the gaming market in India is deemed to grow to $3 billion by 2019.
As trends go, one of the exciting things noticed in some of the gaming events in India over the
last year is more indie developers in India taking risks with the kind of games they're making,
rather than taking a tried and tested route which seemed quite common in India in the past.

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And as the MNG unique focus of creating games with a news twist, it has a good chance to be
successful in India’s market.

Australia
Australia might be a sunburnt country but it’s also a land of sweeping games, with six in 10
Aussies playing video games, and dedicating almost an hour and half every day to interactive
entertainment.
Smartphones accounted for 23% of devices used for gaming among both Australian adults
and children.
While digital sales for video games are surging, there’s a new frontrunner in the picture of
Australia’s now $2.4 billion gaming market. Mobile gaming has increased the competition in
the video gaming industry, rising by 56% to become a $703 million market at the close of
2015. Mobile games on smartphones and tablets are now the largest video gaming sector.

2.2
MNG has gained leverage in marketing by using social media and word of mouth for the vast
majority, using platforms such as Twitter, Facebook, Orkut and MySpace. These platforms are
widely used by the customers in their demographic market.
The newsworthy component of the mobile games also makes it enticing for traditional media
to publicise a game that is related to a current news story, therefore part of consumers have
been engaged through that.
They have also used email marketing list which is comprised of people who have expressed
interest in knowing when MNG release new games

Q1 Q2 Q3 Q4

Social Media 1040 2050 4000 6500
Traditional Media 300 610 1300 1680
Email 300 150 720 460

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Promo channels
7000

6000

5000

4000

3000

2000

1000

0
Q1 Q2 Q3 Q4
Soci al Medi a Tra di tional Medi a Ema i l

2.3
By reviewing past marketing strategies it is very clear that social media is the key for growing
consumer numbers. Subscriber emails will definitely still be monitored and maintained by
sending out the latest news and updates regarding the product, but because of the low
outcome MNG will not focus its initial efforts on that.
MNG will make announcements via regular tweets and updates on its fan page on Facebook.
Also each of posting to social media sites will include a traceable link so it’s easier to monitor
how many people click on each post.

2.4
Maslow’s hierarchy of needs theory identifies people’s fundamental needs and therefore
highlights the main drivers which dictate human behaviour, in addition it also assists in
identifying and explaining consumer’s behaviour and choices.

Australia India
Economy is still Although the Indian
transitioning and economy is growing
growing, but it is in a rapidly, an uneven
better place than India. distribution system
Even though Australians means the gap between
place a high value on rich and poor
relationships, they are a communities is growing.
lot more relaxed when it They lead simple lives
comes to families. They that are very involved
often downplay their around their families.
achievements, but they People typically define
are very achievement- themselves by the
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belong rather than by
their status as
MNG seems to have perfectly
segmented its market and the
positioning of its product. It is
very much social and
interactive, which makes
people bond and and doesn’t
isolate the consumer. Yet the
price is still affordable and
product availability is easy
and very accessible to
everyone.
The Indian market is a bit more heavily based in the physiological category, whereas
Australian consumer wouldn’t necessarily fit in to that category. Which means that MNG would
have to consider pricing between the two markets.
In Maslow’s Hierarchy I would position MNG in Social and also in Esteem group

2.5
Business etiquette differs from region to region and from country to country. This creates a
complex situation for people as it is hard to balance the focus on both international business
etiquette and other business activities at the same time. Therefore, a wise step is to research
and familiarise yourself with the possible cultural differences that come in play in international
business world.
English maintains and grows its dominance as being the global language of business.
Business in India is also conducted mainly in English, but a nod to cultural etiquette is vital for
building strong relationships no matter what the language.

Business Etiquette

Australia India

Relationships & Communication  Australians are very matter of fact  Indians prefer to do business with
when it comes to business so do those they know.
not need long- standing personal
 In general, Indians prefer to have
relationships before they do
long-standing personal
business with people.
relationships prior to doing
 Australians are very direct in the business.
way they communicate.
 Relationships are built upon mutual
 Often use colourful language that trust and respect.
would be unthinkable in other
countries.
Business Meeting Etiquette  Appointments are necessary and  It is a good idea to confirm your
relatively easy to schedule. appointment as they do get
cancelled at short notice.
 Punctuality is important in business

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situations. It is better to arrive a  You should arrive at meetings on
few minutes early than to keep time since Indians are impressed
someone waiting. with punctuality.
 Meetings are generally relaxed;  Meetings will start with a great
however, they are serious events. deal of getting-to- know-you talk. In
fact, it is quite possible that no
business will be discussed at the
first meeting.
Business Negotiating  Negotiations proceed quickly.  Decision making is a slow process.
Bargaining is not customary. They
 Decisions are reached by the
will expect your initial proposal to
person with the most authority.
have only a small margin for
negotiation.  Indians are non-confrontational. It
is rare for them to overtly disagree.
 Decision-making is concentrated at
the top of the company, although
decisions are made after
consultation with subordinates,
which can make decision making
slow and protracted.
 Australians get down to business
quickly with a minimum amount of
small talk.
Business Cards  Business cards are exchanged at  Business cards are exchanged after
the initial introduction without the initial handshake and greeting.
formal ritual.
 Use the right hand to give and
receive business cards.

3. Marketing strategies

3.1 – 3.3

The following will will answer the rationale, innate and decision making within the
target market.

Australia

Recommendation Reason
Product New game – Sports event related Diversity
MNG would benefit largely by creating It would most likely attract even more
new edition for the game, still focusing consumers, mainly younger people and
on news, but with focus on sports males, who might not necessary be
news only, such as NRL, golf, cricket. interested in new as such, but sports
news is a different story, specially
keeping in mind that Australians are
extremely big on all sports.
Price Mid to High Even tho keeping a roof over our heads
is one of the largest growth areas of
spending for Australians, cars coming
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in second, Australians are still finding
plenty of funds in the budget to spend
on pleasure and entertainment. So
having the price set in Mid – High zone
is safe and still profitable choice for
MNG.
Promotion
Placement Card format This would give MNG a bigger
advertising window, and also would be
A possible good marketing angle would
very likely to increase the number of
be introducing a different option for
consumers.
consumers to purchase the game. Very
For example, someone who might not
much like a top up card and an Apple
be won over by advertising or would
iTunes card.
not have even heard of the game,
It would give people the opportunity would be given it as a present, might
to purchase the product for other grow to like it after sampling it, and
people as a gift. become a user.

India

Recommendation Reason
Product Language It will make the product more
appealing to consumers and expand
As India has 22 official languages, it
the consumer market.
would be a good idea to have the app
available at least in the most popular
languages in India.
Price Low - Mid Over the past 5 years political stability
and improved economic conditions
have led to an increase in consumer
spending. And research shows that
India actually is a market for aspiration
and not affordability. So even at the
bottom of the pyramid, the poor, want
sexier products. They want shinier
cars, they want shinier mobile phones,
they want better-looking apparel. Even
so it would be wise to keep the price
affordable & realistic to all social
classes.
Promotion Group/Family It will make the product appealing to
more diverse consumer segment and
The image of the family in advertising
expand the consumer market.
has become a prominent symbol in
advertising and is utilized in marketing
campaigns to increase profits. Indian
consumers are greatly influenced by
the group thoughts and pledge
allegiance to the group, therefore
MNG should use group/family in their
advertising in India.
Placement

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3.4
Within the international setting, values, customs and traditions all contribute to ethics.
Organisations need to ensure their corporate strategy optimises the common good of all
contingencies, respects the rights of the individuals involved and respects the fairness to all
parties. Marketers need to have a complete understanding of the relevant areas consumer
behaviour and embrace the local culture within all of their marketing strategies and
campaign.
Business ethics incorporates ethical principles, professional ethics and legal obligations
applying to all aspects of business conduct. Today’s large and small corporations emphasise
their ethical stance through promoting their commitment to social responsibilities and
environmental values in their marketing strategies.
Managing workplace in India can be challenging, because diversity and inclusion have been
steadily gaining traction in corporate India in recent years. Much of this is centered on gender
diversity, and companies are beginning to realize the business imperative of hiring women
and creating an equitable work environment. India’s advantage is that traditionally it didn’t
have a high rate of digital adoption. As a result, there aren’t legacy systems to serve as
barriers.
Demand for the latest workforce technology is very high for businesses and employees.
Organisations have to retain talent and recruit heavily; people want to be empowered to learn
what they want, collaborate when and where they want and access information easily.
Companies must adapt and provide these services to their workforce. A booming IT and
startup culture is filling this need. India is a competitive but collaborative environment, which
makes it a breeding ground for innovation in these sectors.
Within each country there are varying social responsibilities and environmental issues that an
organisation must consider. Environmental issues are becoming better known and are taking a
higher profile around the globe and there is growing legislation to address these issues.
In the recent past, a number of legal changes have been implemented in India, such as
recycling, so when it comes to environment, the quality of air in India has been adversely
affected by industrialization and urbanization, also resulting in health problems. As a result,
there have been establishments of environmental pressure groups, noise controls, and
regulations on waste control and disposal.

4.
Privacy Law
Privacy laws are important. Many business transactions rely on a business collecting and
using customers’ personal information. Personal information is information or an opinion
about an individual whose identity is apparent, or can reasonably be ascertained, from the
information or opinion. It is therefore critical for business owners to protect and respect the
privacy of their customers and to take whatever steps are necessary to ensure that their
customers feel that their privacy is protected and respected. This is the case regardless of
whether there is a legal obligation to do so. Trust is the cornerstone of many business
relationships. In order to ensure that Australian organisations are not disadvantaged in the
international market, Australia must be able to meet the international community’s
expectations of privacy protection while not impeding the free flow of information across
borders. Same goes pretty much for any country.

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Consumer Law
In Australia's consumer policy framework main source of consumer protection is the
Australian Consumer Law, or ACL, which is nested within the Competition and Consumer Act.
The ACL is a very important piece of legislation. Broadly, its aim, and the aim of the
Government's approach to consumer protection, is to provide a number of fundamental
protections for consumers, to support them to engage confidently in the marketplace.
For example, the ACL includes core consumer protection provisions prohibiting misleading or
deceptive conduct, unconscionable conduct and unfair contract terms.
These protections make it unlawful for food manufacturers and suppliers to label their
products in ways that could mislead or deceive consumers; for example, suggesting that they
meet particular credence claims, like being organic or free range. It also makes unlawful those
outright scams that are using the internet to rip people off.
As businesses trade more and more across state and territory lines and across countries,
particularly online, it is important that it is made as easy as possible for consumers and
businesses to understand their rights and obligations under the law. This is where Terms &
Conditions small print comes in, which describes special and general arrangement, rule,
requirements, standards etc. Forming integral parts of a contract or agreement.

Summary
Social, casual and mobile games, played on devices such as smartphones, tablets, or PCs and
accessed through online social networks, have become extremely popular, and are changing
the ways in which games are designed, understood, and played. These games have sparked a
revolution as more people from a broader demographic than ever play games, shifting the
stereotype of gaming away from that of hardcore, dedicated play to that of activities that fit
into everyday life. MNG has definitely come up with a product that is desirable and also has a
great potential to be huge success within the industry.
I believe it will thrive in both, India and Australia’s market. India is a country that is very keen
to develop and advance and so is Australia. With people constantly searching for new
entertainment and ever evolving technology trends there is big potential to businesses such
as MNG.

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Bibliography

AUSTRALIAN MOBILE ADVERTISING AND MEDIA. (2016, March 11). www.blog.snakkmedia.com. Retrieved
from http://blog.snakkmedia.com/author/snakkblog/: http://blog.snakkmedia.com/mobile-gaming-
dominates-australias-gaming-market/
Country Guides_ India_ Australia. (2016, July 21). Retrieved from www.commisceo-global.com:
http://www.commisceo-global.com/country-guides/india-guide
Daze. (2016, April 17). Low End Devices Dominate The Indian Mobile Gaming Industry [REPORT] . Retrieved
from www.dazeinfo.com: http://dazeinfo.com/2016/04/27/mobile-gaming-industry-india-trends/

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