Industry Structure


Report Components:
Country Analysis
You will need to select a prospective country and analyse the relevant market information for Close
Comfort’s needs. In line with the company’s current scope, you may select from the following country
options: USA, France, Indonesia, Singapore or Pakistan (groups in each tutorial will select different
markets). In conducting your research you will be expected to use reputable sources such as Passport
GMiD (available through UWA Library) or others provided they are properly referenced.
These markets have very different characteristics and you should therefore shape your report to reflect the
relevant information for Close Comfort’s marketing needs. Some of the environmental factors to consider
 Economic: market size and trends, household income and expenditure; living standards, applicable
duties and taxes, currency and foreign exchange conditions etc.
 Political and legal: trade laws, regulations for foreign companies, copyright and intellectual property
protections; applicable trade agreements, political stability etc.
 Cultural and social: familiarity with product, religious influence, environmental values, living
arrangements, Australian country image, customs for doing business, internet usage etc.
 Market structure: characterisation of segments (including relative sizes, growth and levels of
profitability), geographic dispersion, category consumption patterns, lifestyle niches etc.
 Industry structure: mix of competitors, market shares, competitiveness/profit margins, marketing
channels, logistics and distribution etc.
*This list is just an example of factors that may be applicable. You will need to use your research skills and
judgement to include relevant information to understand the market and guide your report. Don’t neglect
factors that may present challenges, it is critical that you acknowledge these so that your marketing plan
can make appropriate recommendations.
Marketing Plan
You will need to draw on the opportunities and challenges identified in the country analysis to make
recommendations on how to successfully market your product in the targeted country. Your strategies need
to appropriate for the relevant economic, political, legal, cultural considerations.
 Target Segment: what specific consumer segment(s) will you be targeting, what are their
purchasing and consumption characteristics, how will the product be positioned etc.

 Product: is the product appropriate in its current form, should adaptations be made specifically for
the target market, could the product be augmented etc.
 Price: what pricing model should you adopt for this target market (taking into account wholesale
and retail prices, expenses in distribution and taxation, competing or substitute products)
 Place: what is the optimal channel to use in the target market, what form of market entry and
distribution arrangements are best suited (taking into account the product lifestyle stage) etc.
 Promotion: how would you develop awareness and demand for your product/brand, what media is
most appropriate for the target market (viability of online), any promotional strategies that could be
used etc.

You will need to link your recommendations to specific findings in your country analysis (or other factors
that you have since uncovered) and make your rationale clear in your report. Your strategy should touch on
the differences between the target country and Australia and the implications for the company’s marketing
strategy. This report should demonstrate your understanding of the foreign market and appropriate
application of International Marketing concepts covered in the Unit.


The air conditioning industry in Singapore is one of the most developed industries. With Singapore being a very hot country, there is a high demand for air conditioners. This has stimulated the growth and expansion of the industry over the years and attracts foreign investors.   The country usually experiences daily temperate ranging from 250C to 320C. This is one of the factors that drive the demand for air conditioning up.  This demand attracts many players in the industry.  There are few barriers to entry into the industry because of free trade policies and few regulations, which make the sector, open for new entrants. This makes it difficult to predict the exact market shares of each player as new players come and go every now and then.