INT 640 Final Project Milestone Three Guidelines and Rubric
Overview: For the final project in this course, you are tasked with launching a product and accompanying marketing campaign in the international market of
your choice. You will select a specific international market in the world, excluding the United States, and a specific product, and then assess the marketing
conditions in the international market in several important areas. You should select a country that you were always interested in that might be your “dream”
country to work in one day.
Prompt: Market segmentation is an important and integral part of marketing strategy. In Milestone Three, you will recognize or recommend the appropriate
target market for your product/service in your selected international market. Develop a sound and appropriate promotion strategy as part of the target
marketing. Note that it should ultimately complement your final advertisement design due in Module Nine. A product or service cannot be launched without
appropriate financial backing. As part of this milestone, you will also develop a complete, realistic marketing budget. As part of it, you need to correctly price
your product/service to reflect financial possibilities of your target market.
Specifically, the following critical elements must be addressed:
IV. Target Market and Market Segmentation
a. Justify why your product is correctly customized to the market you are selling in. Be sure to include your logo image and describe any changes
you made to it.
b. Justify how your product is appropriately priced for the intended target market group.
c. Justify your product placement within the specific international market.
d. Develop a promotion strategy for your product in the specific international market. Provide justification for your selected platform(s):
i.
Media marketing
ii.
Social media
iii.
Print
iv.
Other
V. Pricing and Budgeting: In this section, you will develop a complete marketing budget.
a. Produce an overall budget for your marketing campaign, consisting of all the required budget items based on your budgeting strategy.
b. Provide exact pricing for your selected promotion strategy. The prices should reflect current pricing options in the specific international market.
c. Determine whether or not the current product price covers the current marketing budget. Is your budget fiscally responsible?
d. Evaluate the impact of adjustments of the current product price to the highest-priced competitor and the lowest-priced product competitors on
your budget.
Guidelines for Submission: Milestone Three must be submitted as a 2–3 page Microsoft Word document with double spacing, 12-point Times New Roman font,
and one-inch margins. Included should be at least two scholarly references. All references should be cited in APA format.
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information,
review these instructions.
Rubric
Critical Elements
Proficient (100%)
Target Market: Product Logically justifies why product is
correctly customized to market,
including logo image with
annotated changes
Needs Improvement (70%)
Justifies why product is correctly
customized to market, but does
not include logo image with
annotated changes or has gaps in
logic or detail
Target Market:
Logically justifies how product is Justifies how product is
Appropriately Priced appropriately priced for intended appropriately priced for intended
target market group
target market group, but with
gaps in logic or detail
Target Market:
Logically justifies product
Justifies product placement in
Placement
placement in specific
specific international market, but
international market
with gaps in logic or detail
Target Market:
Develops appropriate promotion Develops promotion strategy for
Promotion Strategy strategy for product in specific
product in specific market,
market, providing logical
providing justification for selected
justification for selected
platform(s), but promotion
platform(s)
strategy is lacking detail or
relevance to product or
justification has gaps in logic
Pricing and Budgeting: Produces overall budget for
Produces overall budget for
Overall Budget
marketing campaign consisting of marketing campaign, but does
all required budget items based
not contain all required budget
on marketing strategy
items based on marketing
strategy or has gaps in accuracy
Pricing and Budgeting: Provides exact pricing for
Provides exact pricing for
Exact Pricing
selected promotion strategy
selected promotion strategy, but
based on current pricing options with gaps in accuracy with
in specific international market
respect to current pricing options
in specific international market
Pricing and Budgeting: Determines whether the current Determines whether the current
Product Price
product price covers the current product price covers the current
marketing budget, addressing the marketing budget, addressing the
budget’s fiscal responsibility
budget’s fiscal responsibility, but
with gaps in accuracy or detail
Not Evident (0%)
Does not justify why product is
correctly customized to market
Value
15
Does not justify how product is
appropriately priced for intended
target market group
10
Does not justify product
placement in specific
international market
Does not develop promotion
strategy for product in specific
market
10
Does not produce overall budget
for marketing campaign
15
Does not provide exact pricing for
selected promotion strategy
10
Does not determine whether the
current product price covers the
current marketing budget
10
10
Pricing and Budgeting: Logically evaluates the impact of
Adjustments
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget
Articulation of
Response
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Evaluates the impact of
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget,
but has gaps in logic or detail
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Does not evaluate the impact of
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget
10
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Total
10
100%
Running head: INTERNATIONAL MARKET CHANEL
1
International Market
Dr. Ike Ugboaja
Multinational Market Strategies
9/15/17
Kumyiah McDonald
INTERNATIONAL MARKET CHANEL
2
In 1921, Coco Chanel made the absolute most celebrated scent in history to date, Chanel
No. 5. Chanel is viewed as a high form mark that comprises on couture garments, extravagance
excellence items and embellishments (Siddiqui, H., 2014). Chanel keeps on remaining
overwhelming in the consistently changing popular universe of design and magnificence by
broadening their cosmetics line with regular dispatches and restricted release accumulations. One
noteworthy element of Chanel is that it is a pioneer in content promoting; instructing purchasers
about the brand and its history alongside its esteems. Chanel is viewed as a classy rich brand with
items that are for the affluent (Siddiqui, H., 2014).
Chanel is an overwhelm image in extravagance brands keeping their picture of tasteful and
effortlessness. The heritage of the organization's late organizer Gabrielle "Coco" (Siddiqui, H.,
2014). One of the magnificence mark techniques is to engage more youthful customers. (Siddiqui,
H., 2014). Chanel has practical experience in all cosmetics classes, for example, confront
establishment, powder, and bronzer; eye shadow, liner, mascara, lipstick, lip gleam, lip liner, nail
care and healthy skin line (Siddiqui, H., 2014). Notwithstanding, there is one cosmetics thing
specifically that they don't have setting shower. Setting splash enables your cosmetics to last more,
like a best coat for your nail clean.
Most setting splashes are reasonable for all skin sorts giving a reviving fog that sets your
cosmetics and draws out your cosmetics for a considerable length of time. I pick this item since it
is not a thing at present in Chanel's excellence line (Siddiqui, H., 2014). The Chanel mark is rich
with culture and history and buyers look to these worldwide brands to the most recent patterns.
Chanel evades selectiveness and uniqueness inside its image and it appears by the way they
publicize. With regards to being an extravagance mark being remarkable is the thing that issues;
putting forth the intense expression to not be contrasted and some other brand (Siddiqui, H., 2014).
INTERNATIONAL MARKET CHANEL
3
The international market I have chosen is Japan. Japanese ladies are known to be amazingly
magnificence cognizant and have significant information and enthusiasm for excellence items.
Remote beauty care products brands are anxious to pick up a decent footing in this testing Japanese
market (Boone, L. and Kurtz, D., 2013). Chanel enthusiastically coordinates endeavors in the
advertising fragment as well as in the mechanical angle. These days it is not uncommon for an
outside organization to have an examination research center in Japan or to limit an entire scope of
items for the Japanese and other Asian markets.
INTERNATIONAL MARKET CHANEL
4
References
Boone, L. and Kurtz, D. (2013) Contemporary Marketing. Belmont: Cengage Learning.
Siddiqui, H. (2014) What makes the House of Chanel a successful fashion brand. Dawn.
Available from http://www.dawn.com/news/1127969.
Joy, C. (2017, February 6). 5 Luxury Brands That are Doing Digital Marketing Right.
EpicBrandz.com. Retrieved from http://www.epicbrandz.com/perspectives/5-luxury-brands
digital-marketing-right/
Running head: INTERNATIONAL MARKET
International Market
Kumyiah McDonald
Southern New Hampshire University
10/07/17
1
INTERNATIONAL MARKET
2
SWOT analysis for India
As a market of choice, India is among the most diversified economies with the free market.
It is ranked eighth world economy regarding the Nominal gross domestic product (GDP). It is
among the fastest developing economies in the world and is projected to rank third by 2020.
Regarding exports and imports, India is sixteenth and eight respectively. Therefore, there is a high
probability of an imported product to find consumers (Siddiqui, 2014). A large population
promotes its market with a reservoir of a skilled workforce. The products to be launched include
the beautiful garment and related items. These are considered essential products with high demand
among women.
Strengths
It has a good market environment characterized by free market properties. There is a little
language barrier since there is a huge English-speaking population. The large community with a
high rate of unemployment provides industries with cheap skilled labor. It has a rapidly growing
information technology and BPO sectors allowing easier access to information and better avenues
of marketing. There is also an abundance unexploited natural resources. India had a stable
government with little interference with businesses. The regulations set by the state motivate
foreign investors.
Weaknesses
A Large population of skilled labor is involved in agricultural activities. High
unemployment rate forces most people to lead poor standards of living. The nature of market may
not support luxury products due to the poverty level (Siddiqui, 2014). Most of the areas are still
underdeveloped with poor infrastructures. Lack of living motivation leads to low productivity.
INTERNATIONAL MARKET
3
Low employment level leads to increased criminal activities. The deteriorated security creates fear
among international investors (Boone, 2013). There are no restrictions involved in essential
commodities like jewelry, clothes, and beauty products.
Opportunities
The economy provides a better scope for market entry among private sectors. The
regulations for foreign investors are not strict as in many developed and developing countries. The
scarcity of resources due to large population creates avenues for importation. There is a high
demand for beauty products especially those that concern women (Siddiqui, 2014). Introduction
of this product will benefit from a high enthusiasm of the love for beauty products among women.
The domestic market of India is huge giving avenues for marketing the product.
Threats
There is a threat of a global economic slowdown. This may have adverse effects on a new
enterprise depending on the local market and imported products. In some areas, the government
intervenes to prevent exploitation of consumers. Hence, the market is not entirely free. The
economy is suffering from the high deficit. Therefore, taxation might be unpredictable in
government's endeavor to generate revenue to settle the debt (Boone, 2013). There are also effects
of volatile prices of crude oil across the world may affect the growth of new ventures. Further, the
rate of population growth is still high.
Marketing
The companies involved in the sale of beauty products have not fully exploited the potential
market. There is no well-established brand specialized in the importation of beauty products. They
also rely on the open market where customers come to their outlet willingly and without external
INTERNATIONAL MARKET
4
pressure. The availability of wide market and few competitors can lead to consumer exploitation.
There is lack of stiff competition, which will imply provision of varieties where customers can
select depending on their desires (Boone, 2013). They do not have specially designed logos while
those with simple logos do not use the power vested in them to attract large customers. Therefore,
the introduction of product with a catching logo that comprises a slogan will attract more
customers.
Most investors do not conduct adequate marketing campaign using logos, pamphlets, and
leaflets. The use of social media as a marketing tool has also not been efficiently utilized. It is a
rich platform with potentials for faster sales (Joy, 2017). The competitors use traditional means of
marketing which involves displaying products at the stores and waiting for customers. This is not
an effective means of marketing.
The products are sold to the customers as imported. The competitors do not customize
products to suit the market needs. Therefore, the new product will be tailored to fit the market
needs as well as to attract more customers.
The prices depend on the global economy because most of these products are imported.
Other factors may affect prices like the price of crude oil, tariff changes, and government
intervention. However, these occurrences are not frequent.
The competitors have competitive brands because they rely on external market changes.
Therefore, these products will compete productively with the new product. However, the new
product will adopt new approaches to marketing which may reach out to more customers.
INTERNATIONAL MARKET
5
References
Boone, L. and Kurtz, D. (2013) Contemporary Marketing. Belmont: Cengage Learning.
Siddiqui, H. (2014). What makes the House of Chanel a successful fashion brand. Dawn.
Available from http://www.dawn.com/news/1127969.
Joy, C. (2017, February 6). 5 Luxury Brands That are Doing Digital Marketing Right.
EpicBrandz.com. Retrieved from http://www.epicbrandz.com/perspectives/5-luxurybrands digital-marketing-right/
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