Elements and Performance Criteria

RANGE STATEMENT
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.
Sources may include:
business advisory services
commercial sources of market intelligence provided by specialists and consultants
databases
financial institutions
information from Austrade and state/territory government agencies, chambers of commerce
internet
new networking opportunities
official statistics
peers
professional/trade associations and publications
Evaluation may include:
comparative analysis
competitive analysis
life cycle models
product portfolio analysis
strengths-weaknesses-opportunities-threats (SWOT) analysis
value chain analysis
Marketing may include:
business-to-business marketing
direct marketing
e-business
ideas marketing
marketing of goods
public sector marketing
services marketing
telemarketing
Performance data may include:
accidents
complaints
coverage
faults
penetration
production time and cost
profitability
sales
share
warranties
Areas of the business may include:
finance
marketing
overseas representatives or branches of the organisation
personnel
production
Capabilities and resources may include:
situational factors such as:
24-hour operation
age and life of business equipment
capacity of equipment relative to current output
communications
competence of staff relative to business needs
human and financial resources
industrial relations climate
level of technology
location/position
transport distribution channels
intangibles such as:
brand
'feel good' factor
image
perceived quality or value
service
social acceptability
style
Trends and developments may include:
changes in technology
demographic trends
ecological/environmental trends
economic trends (local, regional, national, international)
government activities e.g. interest rates, deregulation
industrial trends
political events (wars, internal conflicts, forthcoming elections)
social and cultural factors
Comparative international market information may include:
benchmarking against Australian performance
best practice information
inter-firm comparison data
international benchmarking
Opportunities may include:
consideration of applications and costings for trademarks, patents and standards accreditation
cooperative ventures
extending, expanding or otherwise changing an existing business
franchising
joint ventures
new products or services for existing markets
new products or services for new international settings or within other regions of existing international settings
potential for greater penetration of existing markets with existing products or services
strategic alliances
Legal, ethical and environmental constraints may include:
Australian, international and local context of legal and ethical obligations
codes of practice
cultural expectations and influences
ethical principles
legislation
policies and guidelines
regulations
social responsibilities such as protection of children, environmental issues
societal expectations
Forecasting techniques may include:
bottom-up forecasting
Delphi techniques
model building
projection
scenario planning
surveys of intentions
top-down forecasting

EVIDENCE GUIDE
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:
undertaking of analysis to forecast international market and business needs, including:
collection of market intelligence
review of current business performance and capability
evaluation of specific international markets
written report of how the business can meet current and emerging needs of targeted international markets
knowledge of market analysis tools.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to office equipment and resources
access to relevant information sources
access to workplace documents.
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 performance data from all areas of the business
analysis of responses to case studies and scenarios
observation of techniques used to gather market intelligence
oral or written questioning to assess knowledge of sources of external and internal information on international markets
analysis of trends and developments having an impact on international business activity in terms of their potential impact on the business
assessment of forecast of emerging international market needs.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
international business units
other marketing units.