Final Portfolio Project

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timer Asked: Dec 21st, 2017
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Question description

Your final Portfolio Project for this class will be to create a comprehensive marketing plan for a company and product of your choosing in a country of your choosing (selected in Week #1). This should be a new product in a hypothetical company, or for an existing company where you are proposing a new country market entry where they do not currently market in. You have created marketing plans before, but this plan will vary depending on the international strategies and the concepts you have learned in class. Apply international theory, concepts, and terminology throughout the plan.

Use the marketing plan offered in Part 6, Section IV: “Preliminary Marketing Plan” in the course textbook, International Marketing, as a guide. Another resource you may use throughout the course is the Country Notebook, found in Part 6 of International Marketing or, alternatively, at the following link:

http://highered.mcgraw-hill.com/sites/dl/free/007352994x/862077/cat2994X_cn_579_588.pdf

Although you will not be responsible for constructing and submitting your own country notebook, research and take notes as if you were. The more research you can do on your country and your product, the better equipped you will be for this final project.

Your final paper and plan must include the following components (consider using them as headers in the paper):

  • Company and Product
    • Describe company and product/services offered
    • Objectives and Goals
  • Overview of Country
    • Details about country
  • Situation Analysis
    • PEST Analysis
    • SWOT Analysis
  • Competitive and Industry Analysis
  • Market entry mode and why it was selected
  • Marketing Strategies (this area should be extensive)
    • Product
    • Price
    • Place
    • Promotion
  • Measurement and Control
  • Ethical Considerations
  • Implementation Steps and Recommendations

Your international marketing plan should be a professional Word document, 10-12 pages long (not including the title page and reference page). You must use 5-7 sources beyond the text to support your plan, and you must document them correctly using APA formatting per the CSU-Global Guide to Writing and APA Requirements. The CSU-Global Library is a good place to find credible sources to support your plan.

Important Note: I have chose the Netherlands as the country.

Tutor Answer

Doctor Ralph
School: Carnegie Mellon University

Attached.

Running Head: ExxonMobil INTERNATIONAL MARKETING FOR ExxonMobilADVANCE
DUCATI
1

ExxonMobil International Marketing for ExxonMobil Advance Ducati
Student’s Name
Institution of Affiliation
Course
Date

ExxonMobil INTERNATIONAL MARKETING FOR ExxonMobil ADVANCE DUCATI
Company and Product
ExxonMobil is an American Company dealing in petrochemicals, petroleum, oil and
natural gas. It has its headquarters in Irving, Texas USA. It is the eight largest publicly owned oil
and gas companies and the largest oil company in terms of revenues. Its operations and services
are present in over 70 countries globally with over 73,500 employees. It revenue as at 2016 was
US$218.6 Billion with an operating income of US$7.969 Billion. The net profit of the company
was US$7.84 Billion with total assets amounting to US$411.2 Billion and total equity amounting
to US$330.3 Billion. And total equity of US$167.3Billion The Company has launched a new
product, the ExxonMobil Advance Ducati, which is a new motorcycle oil that has been
specifically developed for Ducati motorbikes. The Company is listed in NYSE as XOM and is
also listed as a component of DJIA, S&P 100 and S&P 500 Components (ExxonMobil, 2017).
o

Objectives and Goals

Overview of Netherlands
The Netherlands was founded by Julius Caesar initially inhabited by the Germans before
the Spanish occupied it. Today, Amsterdam is the capital city of Netherlands and its national
language is Dutch. It relies on the Euro and USD as the national currency and has an ethnic
composition comprising of the Dutch as the majority and the Indonesian, Turks, Caribbean and
other ethnic communities forming the remaining population (Birkinshaw, 2013). The country has
a total population of 16,856,620 million people and a GDP of US$798,106 Billion. The per
capita of the country stands at US$47,365. The political system of the country is ruled by a
constitutional monarchy. Amsterdam, Roternderm, The Hague, and Utrecht are among the four
major cities with a population of 800,000, 600,000, 500,000 and 300000 respectively.

2

ExxonMobil INTERNATIONAL MARKETING FOR ExxonMobil ADVANCE DUCATI
The oil and gas sector is a well-developed sector in the country contributing up to 34% to
the country’s economy with oil, natural gas, petrochemicals and other petroleum products
forming the main products. The Netherlands is among the world’s largest exporter of petroleum
products amounting to 0.25 of the world's export. The country has well established and
developed green genomics and greenhouse horticultural practices (Doole & Lowe, 2013). The
country has managed to attract more investors in the oil and gas market through an effective
supply chain and logistics network. Oil refinery, mining, chemicals, food processing and metal
work form the major secondary industry in the Netherlands. The BarbantStad are of Netherlands
was voted as the most innovative industrial area in Europe. The tertiary industry of the country
comprises of telecommunication, transpiration, financial services and logistics and distribution
services.
The economy of Netherlands is 78.2% dominated by the service sector that generates
80.71% of the country’s GDP although the government contributes 19.8% of this GDP.
However, the country has embarked on diversification strategies that will see its education,
health, oil and gas and infrastructure sectors open up new investment opportunities (Inkpen &
Moffett, 2014). It has come up with development goals that are aligned with the UN sustainable
development goals which have led to the prioritization of capital investment to create jobs for its
citizens in the oil sector.
Its major focus is the implementation of tax reforms that will be used to encourage
consumer spending as a way of achieving sustainable economic growth. It faces political stability
with a constitutional monarchy and a decentralized state system of government. Its foreign
exchange earner is export of agricultural products and mineral oils. It has however initiated large
infrastructural projects to open up more economic growth opportunities.

3

ExxonMobil INTERNATIONAL MARKETING FOR ExxonMobil ADVANCE DUCATI
• Situation

Analysis

o

PEST Analysis

Political
Netherlands economy is internationalized with less government interference and open
trade investment policies...

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Review

Anonymous
Outstanding Job!!!!

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