Go Global: Extending the Product Line
400 Words- Word Document
• Executive summary: Write 100-150 words highlighting key points about the plan. It should act as an abstract that explains the current marketplace and customer market to management. It should outline major sections of the plan.
• Global opportunities: Select 1 country where the product could be successful. Explain how your product could be expanded into the global marketplace by writing a narrative of 200-300 words that justifies the following:
o The country's current marketplace and competitive environment
o The country's economic situation
o 1 cultural value that matches your home country's product values
o 2 demographic characteristics of your proposed target market
o The recommendation for expanding into the selected global market, or a general statement that outlines the conducted research
Your final marketing plan should include all of the following sections:
• Executive Summary
• Company Overview
• Competition
• Research and Marketing Strategy
• The Marketing Mix
• Product Positioning Strategy
• Customer Profile
• Marketing Communications
• Distribution of the Product
• Global Opportunities
• Explain functional planning strategies and assess marketing's role in strategic planning
• Summarize the major channel alternatives open to a company.
• Describe approaches to entering international markets.