International Marketing Final Project
This assignment consists on preparing a consultant-like report that discusses selling a product or service "made in the USA" abroad.
The report must include the following elements:
1. Executive summary
2. A rationale for your country selection.Once a country is selected, be specific about choice location (e.g., province, city, and village) and targeted segment (e.g., healthy conscious millennials). This selection must include a thorough assessment of 1) relevant national culture variables, 2) political risk, and 3) ease of doing business rankings.
3. A section containing customer value analyses.
- What problem does the product/service solve?
- What specific customer needs does the product/service meet?
- Benefit/cost descriptors
4. A section describing the competitive environment. This section must include a description of product/service alternatives that are currently available for the target market. This analysis is followed byabrief description of your competitive advantage.
5. Marketing mix decisions. This section must explain how the marketing mix variables are adapted to the country and market you selected and a comparison with how the product is marketed in the U.S.A discussion that links adaptations to factors involving national culture must be included.
- Price. Specific price you would charge followed by a rationale for this pricing.
- Product description and adaptation for the overseas market.
- Place. Describe your market entry strategy, e.g., Internet, agents, company-owned salesforce.
- Promotion. Describe your advertising strategy.
6. Conclusions