Environmental and internal analysis-
a) Statement of the name of the company for whom the plan is to be written, and the chosen country market.
b) Product selection. One product category will be selected from the organisation's portfolio of products. Based on this selection the brief requires an assessment of
1. the choice between private label and branded product supply to the selected foreign market;
2. market demand (market analysis);
3. an assessment of the segmentation and positioning opportunities in the selected foreign market;
4. an assessment of the size of the international market for the product and a forecast of future demand.
c) Researching the internal and external environments of the company. (One important element of the foreign market environment is its cuisine and its relevance to demand for the product). This research phase is essential since marketing decisions are only ever as good as the information on which they are based (Tookey, 1964). Thus, gathering valid, reliable and relevant information is a critically important stage in the process of formulating effective international marketing strategies. I look forward to being delighted by the excellence of the marketing research skills that will be demonstrated by the groups in this regard. Further details on the requirements of this section are to be found in the document "Suggested Guidelines for Writing the International Marketing Plan." Note: a formal statement of the organisation's mission statement is required.
To assist in the research process a list of secondary information sources have been embedded in subject LMS. The site includes URL's for several high grade sources of secondary data, both macro-level and micro-level. Specifically, the World Bank Group web site provides valuable macro level (country/regional) information that will be of value in the assessment of the economic, social, cultural, political and legal environments. Equally, the country reports provided by Austrade are very good. They are also free.In this the mentioned product is Australian based, we need to launch this product in Thailand market. so its kinda market plan for the company and the products. which problems they are gonna face and how to overcome those problem and the market conditions
SUGGESTED GUIDELINES FOR WRITING THE INTERNATIONAL MARKETING PLAN
Title Page
Subject of the report
Name of the organisation for whom the report is made
Names of the people (and group) submitting the report
Date
Table of Contents
List of divisions and sub-divisions with page references
List of tables and figures with page references
List of appendices with page references
Executive Summary
Please remember, this is not an abstract of the report, neither is it a simple restatement of the subject, nor is it a statement of the conclusions. A true summary gives the high points of the entire body of the report. The summary should stand on its own, without collapsing if the full report is not read. It is not broken down through the use of headings and sub-headings.
It should contain:
Background information
Most important and relevant information collected
Main conclusions and recommendations
Introduction
The introduction provides background information that readers need in order to appreciate the discussion in the body of the report.
It may contain:
The context of the firm's internationalisation decision (e.g., exporting).
Definitions of unfamiliar terms or terms that are used in a specific way in the report (e.g., define the market in terms of its particular segments, or which companies are considered "competitors" in calculating market share)
Specific objectives of the report (not research or marketing objectives). Here, for example, you could state what you considered to be your brief as "consultants" to the firm.
Mission Statement
In some instances, this mission statement will already exist and be accessible for you to report. In other cases, you will not be able to access the mission statement or the company you have chosen will not have one. In this case, outline what you believe to be an appropriate statement of the company's mission, and why you believe your statement to be appropriate.
Environmental and Internal Analysis
Briefly explain your data collection methods. In terms of information content, what follows is a list of the factors which may be relevant to your company, as you evaluate a potential foreign market. Bear in mind that this list is not exhaustive. Other factors relevant to your company and market may be important. It is up to you to identify these based on your discussion(s) with the management of your chosen company, your reading of the international marketing literature, and the International Marketing lectures. Also, do not forget that not all of the elements outlined below will be relevant to all firms. Only gather information on the particular topics of direct relevance to your chosen company. In the "real world" marketing managers are often overloaded with external information and this can lead to poor decisions being made. Be selective in your approach to collecting information. As far as possible plan your "research" in advance, by defining a set of research objectives. Use the skills of the group to maximum effect.
Political system
a) Political structure
b) Political parties
c) Local government
d) Stabilityofgovernment
e) Summary analysis of domestic, foreign and international political environment
f) Risk assessment
Legal system
a) Organisation of the judiciary
b) Code or common law country
c) Patents
d) Conventions
e) Summary analysis of domestic, foreign and international legal environment
f) Risk assessment
Economic statistics and activity
a) Gross national product (GNP) - Total Rate of growth
b) Personal income per capita
c) Average family income
d) Distribution of wealth; income classes
e) Principal industries
f) Percent foreign investment / industry
g) Principal exports, imports (A$ value)
h) Balance-of-payment situations, recent trends, debts, surplus or deficit
i) Exchange rate, trends
j) Extent of economic activity not included in cash income systems (developing countries)
k) Labour force, unemployment rates
l) Inflation rates
m) Regional agreements
n) Summary
Geographical setting
a) Topography
b) Climate
c) Minerals
d) Surface transportation and communication
e) Summary
Social environment
a) The family
- Dynamics of the family (e.g., parental role, marriage)
- Male/female roles
b) Education
- Role of education in society
- Literacy rates
c) Demographics
- Total population
- Growth
- Number of births - Birth rates
- Distribution - Age
- Gender
- Geographic concentration and density
d) Social class
- Population by social class
- Income by social class
e) Living standards and leisure
- Diet and nutrition
- Housing
- Clothing
- Recreation
f) Summary
Cultural environment
a) Cultural variability, complexity, hostility, heterogeneity, interdependence (including sub-cultures)
b) Belief systems
c) Values
d) Aesthetics (including colour)
e) Music, drama, dance
f) Symbols
g) Religion
h) Language
- Spoken versus written
- Official languages
- Dialects
i) Summary
7. Technology
a) Manufacturing
b) Information systems
c) Strategic systems
d) Summary
Trading infrastructure
a) Number and size of retailers, methods of operation (cash or credit), scale of operation (large or small), power of chain stores (typical volume)
b) Middlemen,availability,servicesoffered,customarymarkups-retailandwholesalefor various classes of goods and commodities
c) Penetration of non-urban market
d) Facilities and technology
e) Summary
The market (describe the market in which the product is to be sold)
a) Customers
- Characteristics of consumer target groups (age, gender, income, occupation, lifestyle
and personality, family size, geographic location etc)
- Consumer preferences and buying habits
- Product use patterns (and intended product use)
- Product feature preferences
- Shopping habits
b) Competition
- Identification of the main players
- Relevant market shares
- Industry type (e.g., monopoly, oligopoly)
- Significant differences between your product(s) and the competition's product(s) in terms of the 4Ps
c) Market size and sales estimates
- Industry sales estimates for the year
- Sales estimates for your company
d) Summary
10. Your company
a) Organisational factors (e.g., current performance, structure, information systems, corporate culture, leadership, managerial capabilities, workforce satisfaction)
b) Marketingfactors(e.g.,relativemarketshareinthedomesticmarket,breadthofproduct range, product/service quality, customer loyalty, distribution costs, dealer network)
c) Financial factors (e.g., capital, profitability, margins, financial stability)
d) Manufacturing factors (e.g., production facilities, economies of scale, flexibility, technical skills)
e) Summary.