29 Jun INTERNATIONAL MARKETING PLAN-for a small to medium company
Question
“Submit an International Marketing Plan for a small to medium company that you are familiar with. Stay away from the Fortune 500. This company should be an existing company and should NOT have international operations. You need to select a country (and preferably a city within that country) into which you think this company would be successful”.
INTERNATIONAL MARKETING PLAN SUBMISSION INSTRUCTIONS
Objective: The objective of the International Marketing Plan (IMP) would be for
students to outline the launch of a product/service in an international market plan.
For this matter, students could either use an ongoing company’s products/services
(from a company currently operating in a domestic market, the US for example) that
are going to be taken to an international market (Canada for example). The idea
would be to analyze the proposed international market/country and be able to
develop an adequate marketing mix (along with the rest of the international
marketing plan components) that suits that international market/country in order
to make this venture a successful one.
Submission Requirements:
FINAL PAPER: A 15-20 page paper (not including the appendix with charts and
worksheets, and reference pages) detailing the marketing plan for the
product/service you have selected to introduce in the international market
(country) that you think have the highest chances to succeed. The final paper should
include each of the sections listed below. This paper should be submitted by the
14th week of the semester (or as stipulated by the course syllabus).
THE FOLLOWING SECTIONS SHOULD BE INCLUDED IN YOUR FINAL
INTERNATIONAL MARKETING PLAN
?????????
Section #
?
Section Content
I
Executive Summary
II
Situational Analysis (current domestic history if an ongoing company)
?
III
Market Analysis (international market/country) . Market Demographics
. Market Needs
. Market Trends
. Market Growth
IV
?
The Competition (international market/country)
V
?
Product/Service Offering (for the international market/country)
?
VI Marketing Strategy (for the international market/country) . Marketing & Financial
Objectives
. Target Market
. Positioning
. Strategies
. Marketing Mix
??
VII
Financials (for the international market/country) . Sales Forecast
. Expenses Forecast
. Marketing contribution
Appendices (optional)
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