International Marketing Plan

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You will choose a product or service, either from the U.S., another country or part of another country, and justify/develop and implement a marketing plan. It is your task to fully understand this product/service and market it to a country, part of a country (market segment), or a geographical region that may consist of many countries or parts thereof. The intended audience of your International Marketing Plan are the top decisionmakers at the hypothetical client company that has requested your team's international marketing expertise. Think in terms of providing consulting services to assist the firm in entering or expanding their business/product/service in a foreign market. In your target market section, please include a Business Environment Analysis, Nature and Extent of Demand, PLC stage, and Structure of the industry in the destination market, etc. Your analysis should be ‘analytical’ rather than purely descriptive. In writing your international marketing plan be sure to discuss how each of the sections is relevant to your product. For example, per capita GNP, how is that relevant to your product? Diffuse population how does that impact your product? High inflation how does that affect your plan? How does an urban based population affect your product strategy? When you recommend strategies (including entry strategy, objectives, STP, and 4Ps) they should be actionable and feasible rather than pie-in-the-sky ideas. Justifications should be given. In your projected results please address your budget, Implementation, and control. This section should contain assumptions, a realistic forecast (including at minimum the target market in # of customers, dollar (or other currency) amount sold, gross profit, and units sold) based on research, and a basic break-even analysis. The following is a basic skeleton for your written project: I Introduction a. Purpose b. Explanation of project II. Proposed Target Market (Country or Region) a. Political Environment b. Legal Environment c. Culture d. Target Market (people, institutions, etc.) III. The Four P’s * a. Product/Service 1. Product 2. Branding 3. Packaging b. Price 1. Currencies and Foreign Exchange 2. Counter trade, etc. c. Promotion 1. Personal Selling 2. Advertising 3. Sales Promotions 4. Public Relations d. Place/Distribution 1. Channel Members i. Selection ii. Securing 2. Logistics i. Import/export documentation IV. Projected Results ** a. Market Share b. Profitability c. Product/Service Awareness Notes: * If some of these items are not relevant than your paper must explain why. Justification for what you say is paramount. All materials and conversations must be referenced with dates, times, as well as e-mail and phone numbers. Please use the style sheet for referencing from the Journal of Marketing. ** The majority of your report should be weighted here. Remember that the paper must have goals or objectives and you need to convince the client firm decision-makers that you can make an adequate ROI (See current interests rates and add at least 5%) in some time period. This outline should only be used as a guide and will change depending upon the problems you encounter with your product. However, you should incorporate the headings as much as possible in your paper. Remember that this project should be treated as reality. In other words, the expectation would be for the client company to be able to actually implement your strategy. In addition, no minimum page limit is set on this project. The use of diagrams, charts, graphs, etc., is encouraged; however, under no circumstances will cut and paste graphs, charts, etc., be acceptable. Read that last sentence again! Students must adapt published charts and graphs to their own purposes and draft them up for themselves to fit the needs of the specific project. To help you understand the grading procedures for the project, the following will be used: Grammar and sentence structure: 1 letter grade. Poorly referenced works: 1 letter grade. Any type of plagiarism (i.e., copying text without proper referencing of origin): automatic F. Boiler plate and padding of reports with unnecessary or inconsequential material. For example, including the history of the founder or company in 30 pages with the remaining 15 explaining the rest of the project: 1 letter grade. Useful web sites include: http://globaledge.msu.edu/index.asp www.export.gov http://www.cia.gov/cia/publications/factbook/index.html http://www.ibrc.business.ku.edu/ www.eiu.com www.beri.com www.prsgroup.com http://www.imf.org Africa Links http://www.anth.ucalgary.ca/afstgp/Links.html The University of Calgary Anthropology Department offers various links to websites that provide information and maps of Africa. Culture Canada http://www.culturecanada.gc.ca/index_e.cfm This is a collection of information on history, language, music, media, people and many other aspects of Canadian culture. Adminet Resource on Western Europe http://www.adminet.com/westeur/ This site contains links on the various countries of Western Europe on topics that range from art to business. New American Studies Web http://www.treas.gov/offices/enforcement/ofac/map/eolinks.shtml This site is a comprehensive resource for researching culture in the United States. World Values Survey http://wvs.isr.umich.edu/ This site provides a description of the cross-national World Values Survey, summary tables of findings, and references to more in-depth country- or regional-specific papers. UNESCO Cultural Policy Resources http://www.unesco.org/culture/worldreport/html_eng/tables2.shtml This site includes information on languages, religions, media usage and cultural trade. Infonation http://www.unesco.org/culture/worldreport/html_eng/tables2.shtml This United Nations site has information on urbanization and technology. UNESCO World Education Indicators http://www.uis.unesco.org/en/stats/statistics/indicators/indic0.htm Law Library of Congress http://www.loc.gov/law/guide/guideindex.html --> This site has links to information about different national laws that are organized by country. Export.gov's Trade Development Web Site http://www.ita.doc.gov/td/td_home/tdhome.html Choosing your assigned industry on this web site will lead you to links to government reports and other research pertinent to your product's industry. PriceWaterhouseCoopers Industry Reports http://www.pwcglobal.com/gx/eng/about/ind/index.html This site provides analyst reports on a wide variety of industrial sectors. Select your industry at the left; this will generate a list of pertinent reports. Hoover's Online http://www.hoovers.com/ Hoover's provides company overviews and analyst reports on specific companies. Analyst reports are available for a fee. Check with your librarian to see if your library subscribes to this service Kompass http://www1.kompass.com/kinl/index.html Kompass provides product, contact and other information for 1.8 million companies worldwide, representing more than 52,000 products and services. Partial listings are available for free and will give you some company names to search further for on the Internet. Wright Investors' Service Corporate Information http://www.corporateinformation.com/ This site provides company and industry profiles and reports; it is especially strong in international company information. Free registration allows access to more detailed reports. European Business Directory http://www.europages.net/ The European Business Directory database includes over 500,000 European companies in 30 European countries. Searches yield basic profile information, web site links and other contact information for each company. Canada's Business and Consumer Site http://strategis.ic.gc.ca/sc_coinf/engdoc/homepage.html This site offers detailed information on Canada's business environment and Canadian companies and includes searchable business directories, industry reports, and trade, investment and other economic data. Under "trade and investment" you can also select a foreign country and create a customized market report. Amazon.com http://www.amazon.com Using search terms like "international marketing research" and "cross-cultural marketing", identify print resources that might be useful for understanding countryand culture-specific issues for marketing research in your target country. Amazon.com often offers a short description of each resource - in some cases you can even peruse the table of contents, the front cover flap text and/or the back cover text. You can also peruse reviews posted by people who have read the resource. If you find resources that look useful you can purchase the item on the web site or take the reference and search for the resource in your library catalog. Survey Sampling International's World Opinion Web Site http://www.worldopinion.com/ This information-packed web site is a great introduction to the market research industry. On this site, you can read breaking news pertinent to the industry and browse through the classified ads to learn about open marketing research positions. The directory of market research suppliers is strong for identifying local and global market research companies. Under the "talk" section, you can search the archives of the chat room for postings related to your country and/or product. You can also post an entry yourself! The "periodicals" section provides numerous links to market research materials on the Internet. Under "reference", the "World Opinion Bookstore" link allows you to search for market research-related print sources. In the "index" portion of the "references" section, you can also select "research profiles" and "interviews with leading researchers" to learn more about market research companies of interest. World Values Survey http://wvs.isr.umich.edu/ This site provides a description of the cross-national World Values Survey, summary tables of findings, and references to more in-depth country- or regional-specific papers. World Trade Organization - Regional Trade Associations http://www.wto.org/english/tratop_e/region_e/region_e.htm International Marketing Plan Outline IMPORTANT NOTE: this is a "generic" suggestion and not dedigned to fit any specific company, situation, product, market, etc. EXECUTIVE SUMMARY — prepare a single-spaced, 2-page (maximum) summary of the major points of your marketing plan and place it at the front of the document I. INTRODUCTION — introduce the product to be marketed in your country and briefly explain your rationale for choosing this product II. CULTURAL ANALYSIS — thoroughly describe the country in which your product is to be marketed, selecting pieces of information that show how or why your product is suitable to the country’s culture. You may or may NOT include all of the following pieces of information: Geographical Setting Location Climate Typography Country’s relevant history and/or recent events Description of Political System Political Structure and Parties Stability of Government Population and Demographics Total Population Size Growth rate Birthrates Distribution of Population (by) Age Sex Races or Ethnicities Geographic locale (urban, rural) Economic Statistics and Descriptions Gross National Product (GNP) Total Rate of Growth in real GNP Personal Income Per Capita Average Family Income Distribution of income (by) Income or Social classes Proportion of population in each class Is the distribution distorted? Inflation Rate Government Social Programs Social Security Health Care Labor Force Size Unemployment Rate Typical Working Conditions Principal Industries Portion of GNP contributed by various major industries Ratio of private to publicly-owned businesses Foreign Investment Rate of Which industries? Types of Minerals and Resources Transportation — Modes and Availability Communication Systems —Modes, Availability, and Usage Rates International Trade Statistics Major Exports — Dollar Value and Trends Major Imports — Dollar Values and Trends Balance-of-Payments (Surplus or Deficit?) Currency strength and stability and current rate of exchange General Trade Restrictions and discussion of trade environment Tariffs, Quotas, License Fees, Import Taxes, etc. Memberships (WTO, Trade blocs, NATO, UN, etc.) Description of Religion and Its Impact on Daily Life Prominent religions Membership size and power Language Official languages Dialects Description of Daily Life and Lifestyles Male/Female Roles in Society Typical and popular foods available and meat/vegetable consumption rates Types of housing available (single-family, multi-family, etc.) Do most people own or rent? Recreation/sports/and leisure activities Types available and in demand Percent of income spent on such activities Impact of Technology (Available technologies and skill level of the general population and labor force) Availability and Impact of Media — within a country. this section reports data on all media available Later you will select specific media from among these as part of the promotional mix strategy for your product. Availability of Media Availability of agency assistance Percentage of population reached by each medium Availability of Channels of Distribution — this section reports data on all channel middlemen available within the country. Later you will select specific channels as part of your distribution strategy. Retailers — number and typical size (small or large) of retail outlets/role of chain stores, department stores, and specialty stores Wholesalers — number and typical size/cash or credit operators? Other types of available agents or intermediaries III. COMPETITIVE ANALYSIS — this section describes the competitive situation facing you in your focal country. Compare and contrast your product with competitors’ products Competitive brands available in the market Features Packaging Pricing Promotion and advertising methods used Relative market shares and strengths enjoyed in the market Estimated industry-wide sales (or volume) for year—all brands Market Conditions Faced Forms of available transportation and communication in the region Consumer buying habits — product feature preferences, use patterns, and shopping patterns Distribution of similar or competitive products—typical retail outlets used and sales by other middlemen Advertising and Promotion Media that can be used to reach target market Sales promotions customarily used in this product category (samples, coupons, etc.) Pricing — customary markups and types of discounts available for this kind of product IV. MARKETING PLAN Describe the target market(s) in which the product is to be sold Geographic region(s); demographics, lifestyles, etc. Your Product Brand Name — origin and significance Positioning Strategy Evaluate the product as an innovation as it is perceived by the intended market Discuss also major product problems and resistances based on the preceding evaluation Your Marketing Objectives Target market (specific description of the market) Expected market share or market penetration rate Expected sales in dollar volume Your Product Strategy Product differentiators or competitive advantage Packaging Support Services Your Promotion Strategy Major message thrust Advertising — media mix, reach, costs Sales Promotion — forms, objectives, and costs Personal Selling Miscellaneous promotional methods Your Distribution Strategy (Macro) Port Selection Origin Port Destination Port Mode Selection — Specify your mode of choice and discuss the advantages/disadvantages of each mode for reaching your country (Railroad, Air carrier, Ocean carrier, Motor carrier) Documentation Required Bill of Lading Dock Receipt or Air Bill Commercial Invoice Shipper’s export declaration Statement of Origin Your Distribution Strategy (Micro) Warehousing Needs Retailers — Type of retail stores, scale of operation (large or small), and retail markup Wholesalers — Type of wholesalers, scale of operation, and wholesale markups Import/Export Agents Your Pricing Strategy Handling Expenses (pier charges, wharfage fees, loading/unloading charges) Customs duties Import taxes Wholesale and Retail Markups Company’s gross margin Retail price Methods of Payment (cash in advance, open account, consignment, sight/time/date draft, letter of credit, etc.) Government Participation Agencies that can help you Regulations you must follow Budgets and Profitability Analysis Marketing Budget Product Cost Distribution expense Selling expenses Advertising and promotion expenses Other Costs Annual profit and loss statement (first and fifth years) V. REFERENCES/SOURCES OF INFORMATION VI. APPENDICES (as needed)
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Running head: INTERNATIONAL MARKETING PLAN

Mante Software Marketing Plan
Student’s Name
Institutional Affiliation

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INTERNATIONAL MARKETING PLAN

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EXECUTIVE SUMMARY
Mante software is a company that is owned by the family members. The business was
started three years ago as a photocopying and printing station, which has since then become
popular across the country. The company’s operational base is based in the city of Florida, and it
has managed to open branches across the State with a total of 18 employees. Custom –made
calendars and other related products make up the company’s product. Software Company
distributes its products to about 500-retail business within the state. The Company is a businessto-business marketer since its products are majorly used as a promotional tool by the end users.
The performance of the company regarding sales and profits is highly volatile due to the
nature of the business. According to the statistical data of the company, performance is high during
peak seasons as compared to the off-peak season, which is low. The business peak seasons starts
in October and ends in December. The seasonality nature of the business has been a source of
scheduling problems that the employees are facing.
Low sales and profits during the low seasons have been a significant challenge the business
is experiencing. This marketing plan, therefore, will serve as the basis with which the company
shall improve its profits and sales as well as maximizing the utilization of its resources during offpeak seasons. Additionally, the plan aims at improving the customer relationship with the business
as well as the overall growth.

INTERNATIONAL MARKETING PLAN

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Introduction
Due to rapidly changing technology, paperwork is no longer required as people are
developing new tastes and preferences towards the digitals items such as digital calendars. The
Mante Software company has seized the market opportunity to produce and distribute Computerbased or electronic calendars to substitute the paper calendars in the market. The computer-based
calendars are easily distributable unlike paper calendars since it utilizes emails for distributions.
Additionally, the production cost is low and can be customized to meets the clients’ promotional
needs.The product shall be distributed across the State with a much lower price as compared to the
paper calendars prevailing in the market.
The sole reason why the product is chosen for this marketing plan is that most institutions
across Florida are mostly engaging in promotional activities in which they utilize calendars to
promote and advertise for such activities.
ENVIRONMENTAL ANALYSIS
Mante Software Inc., from a commercial printing, has grown into a high-quality marketer,
producing business -to -business specialty items as well as a custom-made calendar. The company
has since then been successful under a firm commitment ...


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