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1. Use the information from the AAMC Training Group organisation located in the appendix of this report and handouts from your teacher.
2. Identify the target market/s the organisation operates in.
3. Identify sources of market intelligence relevant to your chosen organisation, including detail of any:
a. internal and external information on international markets
b. business advisory services
c. databases
d. financial institutions
e. government organisations and advisory committees
f. internet sources
g. official statistics
h. professional/trade associations and publications
i. networking opportunities
j. trade fairs, conferences and/or professional development activities.
4. Evaluate commercial services that provide market intelligence, in terms of their value for money and the quality of their market intelligence.
5. Gather, access and document market intelligence from a range of sources. This can include sources such as press clippings, advertising and media copy, information from attending trade fairs, industry reports etc.
6. Collate and analyse market data for relevance and applicability to the organisations international business activity. This should include details on:
Market size (current and future)
Market growth rate
Market profitability
Industry cost structure
Distribution channels
Market trends
Key success factors
7. Evaluate the marketing performance of the organisation by conducting a:
competitive analysis
life cycle model
product portfolio analysis
SWOT analysis
value chain analysis.
8. Compile a report that addresses and evaluates all of the points above.
Ensure that:
the reports content, format and the level of detail meet standard conventions for report writing
the report is delivered to meet the deadline set by your facilitator.
Specifications
You must provide a written report that:
meets standard business report writing conventions in terms of:
o content
o format
o level of detail.
addresses all of the requirements outlined in step 27 of the procedure
is delivered by the deadline set by your facilitator.
Your assessor will be looking for evidence of:
the identification, documentation and analysis of market intelligence
your knowledge of marketing analysis tools
culturally appropriate and sensitive communication skills (the ability to relate to people from diverse backgrounds)
the literacy skills necessary to write reports with co
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