Paper Assignment: Part 1
1. Select a personal hygiene product like toothpaste, shampoo, deodorant, soap, shower gel that's manufactured in the US that you want to sell to international markets. Explain why you selected this product.
2. Select two different countries on two different continents (Asia and Africa for example) and identify two different target markets for your product. For example, Asia/China/men over 50 and Africa/Libya/women under 30. Explain why these markets are good targets for your product. Remember to address all pertinent internal and external environmental influences.
3. List and describe at least 8 specific criteria from the demographics, psychographics, benefit, and use patterns/situation of your target market.
4. Estimate how many people fall into your target market and estimate the "hit-rate" or "buy-rate" (response rate) of this target market. Explain how you obtained this estimate and why it works for your product. Cite your sources.
Achieve the following guidelines: The paper clearly addresses all aspects of the assignment and has a thoughtful thesis that is developed thoroughly and consistently. The paper also includes a fully developed, interesting introduction and a strong conclusion, and the body develops the main idea in a sharply focused, coherent fashion that includes the use of appropriate transitions. The style and tone of the writing are consistent and reflect the standards required of the profession, and the audience is properly and consistently addressed. The writing reflects the standards of written English and displays almost no errors in grammar, spelling, punctuation, or mechanics. The content of the paper is well reasoned and reflects the highest standards of analysis expected in the discipline. Solid independent thinking is evident. Sources provide excellent, appropriate support for the thesis, and the sources are accurately represented. The paper also recognizes and admirably addresses other points of view. Both in-text and bibliographic sources are properly documented.
Reference: Keegan, W.J., & Green, M.C. (2014). Global Marketing, (8th ed.). Boston, MA: Pearson. ISBN: 978-0133545005
Paper Assignment: Part 2
1. Go back to your Part 1 paper. Now it's time to decide where and how to enter the selected markets and how to position your products. Remember to provide a separate answer for each market.
a. How would you enter these new markets? Be sure to include licensing, direct investment, exporting, and joint venture in your narrative.
b. Is the outsourcing of new product packaging and production to the countries in the new markets feasible? Explain why and defend your answer.
c. How would the packaging in the new countries differ from US packaging (brand name, brand identity, branding)? Why? Defend your answer.
Achieve the following guidelines: The paper clearly addresses all aspects of the assignment and has a thoughtful thesis that is developed thoroughly and consistently. The paper also includes a fully developed, interesting introduction and a strong conclusion, and the body develops the main idea in a sharply focused, coherent fashion that includes the use of appropriate transitions. The style and tone of the writing are consistent and reflect the standards required of the profession, and the audience is properly and consistently addressed. The writing reflects the standards of written English and displays almost no errors in grammar, spelling, punctuation, or mechanics. The content of the paper is well reasoned and reflects the highest standards of analysis expected in the discipline. Solid independent thinking is evident. Sources provide excellent, appropriate support for the thesis, and the sources are accurately represented. The paper also recognizes and admirably addresses other points of view. Both in-text and bibliographic sources are properly documented.
Reference: Keegan, W.J., & Green, M.C. (2014). Global Marketing, (8th ed.). Boston, MA: Pearson. ISBN: 978-0133545005.