your paper,

• Under an Executive Summary heading
  • Summarize the rational of your plan.
• Under a Situation Analysis heading
  • Analyze the environmental situation of Airbnb in  Africa. Your environmental analysis must contain demographic, economic, trade, social, cultural, legal, regulatory, and political factors. (Hint: Refer to your Week 2 Global Marketing Plan Part 1 assignment).
  • Discuss how market research, information systems and big data will help you understand the region better.
• Under a General Strategy heading
  • Explain your segmentation, targeting, and positioning strategy for that line of product in the new region (Hint: Refer to your Week 3 Twitter Advertising Analysis for Target Marketing discussion).
  • Discuss your market entry strategy including export selling and sourcing activities, if any.
• Under a Specific Plans and Strategies heading
  • Explain your competitive advantages strategies to compete against five industry forces.
  • Formulate the 4Ps:
• Product and brands (Hint: Refer to Part 2 of your Week 4 Product Branding discussion)
• Price
• Place
• Promotion with a special focus on digital media and IMC (Hint: Refer to your Week 5 Integrated Marketing Communications assignment)
  • Discuss the company’s CSR and social responsiveness strategies particularly in the selected region.

The Global Marketing Plan Part 2 Final Paper

• Must be 10 to 13 double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center’s APA Style (Links to an external site.) resource.
• Must include a separate title page with the following:
  • Title of paper
  • Student’s name
  • Course name and number
  • Instructor’s name
  • Date submitted
• For further assistance with the formatting and the title page, refer to APA Formatting for Word 2013 (Links to an external site.).
• Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
• Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
  • For assistance on writing Introductions & Conclusions (Links to an external site.) as well as Writing a Thesis Statement (Links to an external site.), refer to the Ashford Writing Center resources.

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