International Marketing for Managers  

International Marketing Plan

Additional Information

Executive Summary (10 marks): 1 page

An executive summary is an extended abstract of the report. It could be a few paragraphs summarizing the contents under key broad headings of the assignment.

Introduction – Company and Country (5 marks): 1 page

Briefly focus on the company and the host country where the company wants to expand business. You can take contents on the company and the country from your Market Entry Assessment, but the content must be paraphrased properly.

Situation Analysis – Customer Analysis and STP (10 marks): 1.5 page

Discuss about the customers that your company is targeting in the host country. Apply your knowledge on segmentation bases, targeting and positioning strategies. Develop a customer profile that your company needs to work on.

Situation Analysis – Competitors’ strategies (10 marks): 1.5 page   

Identify the key competitors (name at least one key competitor) in the host country and analyse its strategies relating to STP (segmentation targeting and positioning strategies) and 4P strategies (product, price, place, and promotion strategies). You need to curate competitor related information from weekly discussions on STP and 4P strategies.

Macro Environmental Analysis (5 marks): 1 page

Summarize the key information on economic, trade, socio-cultural, political, and legal environment of the host country from your Market Entry Assessment here. Please make sure that the contents are adequately paraphrased.

Advanced SWOT (2+4 = 6 marks): 1 page

List down key strengths, threats, opportunities, and threats in a matrix. Add a second matrix focusing on strengths to take advantage of the opportunities, weaknesses for which there are threats, opportunities which are hindered by internal weaknesses, and threats that can dealt with strengths.   

Marketing Objectives (4 marks): 0.5 page

List down few (ideally 4 objectives ranging from 3 to 5) SMART marketing objectives that the company wants to achieve in the next three years (medium term).

Marketing Mix Strategies – Product (10 marks): 1 page

Discuss product and branding strategies that the company will adopt in the host country. Apply the most relevant topics on product and branding concepts, Maslow’s need hierarchy theory, strategic alternatives under global product planning. Please note that the company’s product and branding strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant product and branding issues to the local importer in order to ensure consistency in the home and host country.

Marketing Mix Strategies – Price (10 marks): 1 page

Briefly outline the key factors that will influence the company’s pricing strategy and what specific pricing strategy the company will adopt with adequate rationale. Also, apply other pricing related issues that we covered, if relevant. Please note that the company’s pricing strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant pricing issues to the local importer in order to ensure consistency in the home and host country.

Marketing Mix Strategies – Distribution (10 marks): 1 page

Discuss the types of distribution channel that the company will adopt in the host country with adequate rationale. Focus on the factors influencing the channel decisions. Please note that the company’s pricing strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant distribution issues to the local importer in order to ensure consistency in the home and host country.

Marketing Mix Strategies – Promotion (10 marks): 1 page

Focus on the factors that are relevant for the company context to decide about on the promotional strategy and media decisions. Specify the promotional mix and strategies – standardization vs adaptation that the company will adopt in the host country with adequate rationale. Please note that the company’s pricing strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant promotion issues to the local importer in order to ensure consistency in the home and host country.

Implementation and Budget (6 marks): 1 page

Describe how the company will implement the selected strategies (product, price, place and promotion) by specifying the sub-activities. Allocate a tentative timeline and budget for these sub-acidities and show these in a Table (if necessary, insert the table in the Appendix).

Communication and Reference (4 marks):

Ensure standard communication quality and follow a specific referencing style throughout the document.

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