Elements and Performance Criteria

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Determining readiness may include analysing:
available financial resources of own organisation
economic conditions within potential international markets
existing competitors
international standards for product or service
knowledge of international laws, conventions and culture
links to and networks within international markets
organisation's experience and capability to market internationally
production capacity and ability to expand capacity as required
research capability
Information sources may include:
advice from:
academics
chambers of commerce
colleagues who are residents or former residents of chosen countries
industry associations
other private agencies specialising in international trade
professional advisors
senior colleagues
technical experts
training providers

government agencies such as Austrade and state/territory government departments
professional libraries
reference material (paper-based and internet) within organisation
trade journals
training providers
Criteria may include:
capabilities, interests and preferences of own organisation
economic considerations such as:
economic wealth within selected countries
anticipated cost to provide service or product

existing competitors operating within selected country/countries
history of product or service provision within selected country/countries
relevant international regulations and taxes/duties the product or service would attract
trade routes and modes of transport available to destination countries
Approaches may include:
identifying consumers with relevant needs
identifying current users of the product or service
identifying people with related characteristics
Consumers may include:
businesses
government agencies
households
individuals
Targeting strategy may include:
concentrated, differentiated and mass strategies
differentiation and segmentation
ease of entry
growth considerations
market share
niche markets
price sensitivity
purchasing power
sales volume
Statistical terms may include:
categories used by the Australian Bureau of Statistics in collecting and reporting census data
Demographic data may include:
age
children
education
first language
gender
geographic location within country
income
marital status
nationality
occupation
Psychographic descriptions may include:
activities
interests
lifestyle
opinions
values and attitudes
Positioning strategies may include:
competitive positioning
conspicuous positioning
image perceptions
market follower positions
market leader positions
me-too positioning
prestige and exclusive positioning
repositioning
service positioning
value positioning
Marketing requirements may include:
business-to-business marketing
direct marketing
ideas marketing
marketing of goods
public sector marketing
services marketing
telemarketing

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
completed profiles where candidate has documented potential international markets based on established criteria, targeting strategy, profile of international markets, positioning strategies, and checks for cultural appropriateness of products
targeting strategy and positioning strategies which account for cultural differences
knowledge of cultural aspects relevant to international markets profiled.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to evidence of completed profiles
access to relevant sources of information to develop profiles.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
review of consumer profiles
analysis of responses to case studies and scenarios
observation of demonstrated international market profiling, targeting and segmentation techniques
observation of presentations on international marketing profiles developed
oral or written questioning to assess knowledge of international markets
assessment of positioning implementation plan.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBMKG517A Analyse consumer behaviour for specific international markets.