S1 21 MKT501 Page 1
CHARLES DARWIN UNIVERSITY Asia Pacific College of Business and Law
Assignment 2: Marketing Plan – part 1
Due Date: Week 8, Sunday midnight (Darwin time)
Length: 2,000 – 2,500 words
Preparation: ▪ Participation in lectures and tutorials week 1 to week 8
▪ Engaging with the learning activities and provided material.
▪ Independent research on the target market environment and competitors.
Presentation: • Professional business report
• Cover page is NOT required, just add a header and footer to indicate
your name, student number, study location and, the unit
information (unit code and name).
• Assignments are to be typed, with one and a half line spacing, and a
12-point font size. Please also allow for page margins of at least 2cm
each. Overall, adopt a professional approach.
S121 MKT501, Assessment 2-part 1 Page 2
Task Based on assignment 1, you now have developed a good understanding of
business and your products, the industry sector it is operating in, as well as the
consumer profiles. Please make sure that you reviewed all feedback given to
you, as this will enable you to improve for the following assignments. If you
have any questions or would like to discuss assignment 1 feedback, please
contact your lecturer.
For assignment 2, you will now undertake an international market analysis for
Indonesian market. You must research and discuss the market attractiveness
and challenges with regards to your firm and the industry sector the business
is operating in. In Indonesia, a range of direct and indirect competitors may
already exist, and an analysis of the most relevant competitors will provide
further insights. Finally, you need to evaluate and discuss your business’s
market readiness and make a justified recommendation on how to best enter
▪ Conduct a PESTLE analysis of the market
▪ Develop a competitor analysis (including positioning map) within the
▪ Critically discuss the market readiness of your client (including SWOT
analysis) as well as the recommended entry mode
Remember: Assignment 2 is following on from assignment 1 and will be
informing assignment 3! All assignments are built around the same business
case and the same international market!
Please note: You need to research appropriate data and resources from a
range of credible sources. This can include (but not exclusively) country and
government information, industry data and reports, reports from respectable
consultancy companies, professional media outlets, as well as academic
journals and books. The quality and relevance of the used sources is likely to
have a huge influence on the quality of your report. If in doubt, ask your
Market analysis and critical discussion (max 50 marks):
Analyse and critically discuss the Indonesia market utilising PESTLE as an
appropriate framework for analysis.
(depth of analysis, criticality, and relevance of discussed market aspects)
S121 MKT501, Assessment 2-part 1 Page 3
Competitor analysis (max 30 marks):
Develop and critically discuss the competitive environment with regards to
the major and specific competitors (including positioning map) that operate
in Indonesia market.
(quality, depth and relevance of competitor analysis)
Market readiness and proposed mode of entry (max 10 marks):
Critically evaluate and discuss the company’s market readiness including a
SWOT analysis. Based on this as well as the market and competitive
environment, propose and justify the mode of entry.
(depth of evaluation, criticality, and justified proposed entry strategy)
Written report and referencing (max 10 marks):
Paper is written in a report style and structured to support argumentation
and readability; contains correct spelling and grammar; within the word limit.
Application of the CDU Harvard referencing style guide for in-text citation and
(clarity of report structure, flow and readability, quality of writing, word limit,
correct format of references and reference list)
Penalties Late Submission
Late assignments will lose 5% of the available marks each day (or part thereof).
You are to identify the sources of any ideas and words in your assignment that are not yours. Unattributed materials may not be included in the consideration of your assignment and serious cases of academic misconduct will be handled in accordance with the Student Complaints Management Process.
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