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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Conduct an in-depth export market analysis 
SAQA US ID UNIT STANDARD TITLE
243218  Conduct an in-depth export market analysis 
ORIGINATOR
SGB Transport and Logistics Operations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 11 - Services Transport, Operations and Logistics 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  6 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2026-06-30   2029-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This unit standard is for persons working in the International trade environment especially within exports. The learner is able to conduct an in depth export market analysis.

A person credited with this unit standard is able to:
  • Conduct market research to amass data from external sources and within the company.
  • Conduct competitor analysis.
  • Investigate the existing import infrastructure of the target market country(ies).
    > Range: air, rail, harbour and road, distribution networks, banking and financial, e-commerce and communications networks.
  • Conduct product and/or service tests and demonstrations. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners are competent in:
  • Communication Literacy at NQF Level 4.
  • Mathematical Literacy at NQF Level 4.
  • Computer Literacy at NQF Level 4. 
    		•

    UNIT STANDARD RANGE 
    This unit standard is intended for learners who manage a foreign trade promotion and marketing department and are responsible for providing marketing; consulting and public relations services and conducting a planned export trade development drive to secure new business to achieve the company's strategic objectives and revenue budgets. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Conduct market research to amass data from external sources and within the company. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The importance of market research and the scope of marketing research activities are explained as this relate to particular products and circumstances. 

    ASSESSMENT CRITERION 2 
    Market research projects are conducted for particular products and circumstances. 
    ASSESSMENT CRITERION RANGE 
    Situation analysis; informal and formal investigation; sources of primary and secondary data.
     

    ASSESSMENT CRITERION 3 
    Existing buying patterns and pricing structures are established as they relate to particular products and circumstances. 
    ASSESSMENT CRITERION RANGE 
    Consumer markets and buying behaviour.
     

    ASSESSMENT CRITERION 4 
    Potential markets for the products are identified and the most promising markets are selected for particular products and circumstances. 

    ASSESSMENT CRITERION 5 
    The findings of the market research project are assessed and a report is compiled that makes recommendations as to the viability of the chosen markets and potential customers as it relates to particular products and circumstances. 

    SPECIFIC OUTCOME 2 
    Conduct competitor analysis. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    An international competitor analysis research checklist is compiled for use in the research process for particular products and circumstances. 

    ASSESSMENT CRITERION 2 
    The international market research information is evaluated to establish the strength and resilience of foreign and domestic competition. 
    ASSESSMENT CRITERION RANGE 
    Analysis of local and foreign market conditions; distribution systems; advertising; political and legal forces.
     

    ASSESSMENT CRITERION 3 
    Competitors' pricing is evaluated and compared with the company's pricing objectives for specific products and circumstances. 

    ASSESSMENT CRITERION 4 
    A competitor analysis report is compiled for evaluation by the company according to organisational policies and procedures. 

    SPECIFIC OUTCOME 3 
    Investigate the existing import infrastructure of the target market country(ies). 
    OUTCOME RANGE 
    Air, rail, harbour and road, distribution networks, banking and financial, e-commerce and communications networks. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The importing country's levels of logistics infrastructure are assessed to determine its ability to handle and deliver the proposed products and/or services to final destination. 

    ASSESSMENT CRITERION 2 
    The importing country's banking and financial infrastructure are assessed according to the exporter's requirements. 

    ASSESSMENT CRITERION 3 
    The importing country's communications networks are assessed according to the exporter's requirements. 
    ASSESSMENT CRITERION RANGE 
    Telecommunications, internet capabilities, media - radio, television, print.
     

    ASSESSMENT CRITERION 4 
    A report is prepared giving recommendations for a marketing mix that meets consumers' needs and accomplishes the organization's objectives for particular products and/or services. 

    SPECIFIC OUTCOME 4 
    Conduct product and/or service tests and demonstrations. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    A product plan is developed as it relates to particular products and circumstances. 
    ASSESSMENT CRITERION RANGE 
    Invention; product extension; product adaptation; branding and labelling.
     

    ASSESSMENT CRITERION 2 
    The products and/or services that are invented or adapted are tested to ensure compliance with the target market standards. 

    ASSESSMENT CRITERION 3 
    The consumer price of the product and/or service is calculated according to the company's export pricing strategy in different markets. 

    ASSESSMENT CRITERION 4 
    The products and/or services that are to be marketed are demonstrated in the target market to assess consumer acceptance of the specific product and circumstances. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Anyone assessing a learner must be registered as an assessor with the relevant ETQA or an ETQA where a Memorandum of Understanding (MOU) exists with the relevant ETQA.
  • Any Institution offering learning that will enable achievement of this Unit Standard must be accredited as a provider through the relevant ETQA or ETQA where a MOU exists with the relevant ETQA.
  • Moderation of assessment will be overseen by the relevant ETQA according to the Moderation Guidelines and the agreed ETQA procedures. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • The marketing process from a local and international perspective:
    > Market research.
    > Market selection.
    > Marketing research.
    > Market entry strategies.
    > Formulating the Marketing Mix.
  • Target markets:
    > Consumer markets and buying behaviour.
    > Business markets and buying behaviour.
    > Market segmentation and target-market strategies.
  • Product:
    > Product planning and development.
    > Product mix strategies.
    > Brands, packaging and other product features.
    > International compliance standards (e.g. British Standards Authority, American Standards Authority, etc.).
  • Price:
    > Price determination.
    > Marketing maths.
    > Pricing strategies.
  • Distribution:
    > Channels of distribution.
    > Retailing.
    > Wholesale and physical distribution.
  • Promotion:
    > The promotional campaign.
    > Sales management.
    > Advertising, sales promotion and public relations. 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems related when conducting an in depth export market analysis. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that all requirements are met in achieving competence when conducting an in depth export market analysis. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information when conducting an in depth export market analysis. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when conducting an in depth export market analysis. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  96401   National Certificate: Export Administration  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  As per Learning Programmes recorded against this Qual 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.