International Marketing Plan

You are required to undertake the post of Marketing Manager for the award winning tour operator Club Med. Critically review the current marketing and promotional activities of the organisation. You are required to prepare a marketing report to enhance the existing practices for international marketing in order for the group to continue to pursue its successful strategy of upscale transition and internationalisation e.g. amendment, improvement or extension.

International Marketing Plan

This should include:

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A situation analysis including SWOT analysis with a particular focus on overseas growth if applicable. Micro/macro environmental analysis, market and competitor analysis should all be undertaken.

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Summary of organisation’s current international marketing practice, which should continue to include evaluation of potential, specific geographical market/opportunity with justification.

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Supporting rationale for market selection, market entry and barriers to entry if applicable.

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Recommended marketing segmentation, targeting and positioning strategy with justification

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Critical analysis of a range of methods organisation could employ to evaluate cost effectiveness of sales promotion with particular focus on segments to be reached.

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Identify at least one significant issue which will affect the overall strategy

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Recommended promotional strategy with supporting marketing mix outlined for the proposed market, ensuring its relevance to the target audience.

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Risk assessment of the implementation of the promotional strategy

Please note additional supporting research data to be included in the appendices.  Ensure you reference the material in the appendices within the main body of the plan to ensure you receive relevant marks.


Additional Information:

http://www.clubmed.co.uk

 

http://www.worldtravelawards.com/profile-411-club-med