Course Project & Youdecide International Marketing
This international marketing plan assignment gives you the opportunity to practice developing an integrated business and marketing strategy for a global product of your choice. It also helps you develop a strong business-oriented written proposal and communication expertise. As the course progresses, you will be developing each of the elements of this marketing plan. Good marketing plans come in many different formats.
For this plan you are marketing an existing product to a country different than where you live. Ideally the product should not be in the country already.
You can use the Internet, online library resources, and other electronic sources available to you. You also have many other sources of potential information:
Internal, non-proprietary company information
Consider calling competitors for product and company information
Conduct a literature search at the library
Review periodicals for articles and advertisements
Guidelines
Content grading will look at clarity of thinking, understanding and application of basic marketing principles, and creative but realistic use of marketing tools. Explorations of your options and choices are an important part of your demonstration of your mastery of this proposal. Your instructor will look at your plan from the point of view of a business proposal. Have you thought through and considered your options and the details of your proposal? Have you looked at the entire strategy, the "big picture" while still considering the more detailed elements that make for a successful implementation?
All submissions must be typed and double-spaced. Proper spelling, grammar, clarity, and style appropriate for a business proposal are expected and will be graded. The final International Marketing Plan should be minimum 15-20 pages in length.
Grading Rubrics
This International Marketing Plan will make the course come alive! You, your fellow students, and your instructor will work together to make this a living, breathing application of the marketing principles you will learn during the course.
MARKETING PLAN OUTLINE AND GRADING ALLOCATION
Part 1 (70 Pts) of your marketing plan is due by the end of week 2. You will complete sections A-C of your marketing plan.
Product Description:A complete description of the product to be offered, including an explanation of any competitive advantages. (2 pages)
Goals and Strategy:Outline of marketing goals and strategy, including market share, sales forecasts (units and dollars), and projected
growth. (1-2 pages)
Target Market:A complete description of the target market, including size, growth, and important characteristics. Should include an explanation of why the target market is attractive. It should include the estimated size of the market in dollars or units and should have a description of the possible risks. (2-4 pages)
Youdecide
Prepare a written response to the questions following the You Decide assignment. The length of this case study should be 2-3 pages, double spaced. Spell check your work before turning it in and remember to submit your assignment in the DropBox. The written assignment should address the following:
1. What are the implications of the global baby bust for marketers of consumer goods?
What are the implications of the global baby bust for marketers who sell to governments?
3. Why do you think entrepreneurship in a nation declines as its population ages? How could this impact global marketing?
4. How does the global baby bust affect the relative attractiveness of different national markets?
Youdecide
Prepare a written response to the questions following the You Decide assignment. The length of this case study should be 2-3 pages, double spaced. Spell check your work before turning it in and remember to submit your assignment in the DropBox. The written assignment should address the following:
1. Why do you think hypermarkets are more common in some countries than others?
2. What competitive advantages do foreign retailers such as Wal-Mart and Carrefour enjoy when they enter Asian markets?
3. What are some possible competitive advantages of local retailers? Are those advantages transferable to other Asian countries?