MKTG332 International Marketing Fall 2018
This project gives you the opportunity to apply your course learning to the real world. You accomplish this through the development of an international marketing plan for a Canadian product that you intend to export.
Assignment
1.
Form groups of Four or Five. During this formation process, interview prospective members before committing to a particular group. Verify that each of you is in agreement to:
i.
The amount of work you are willing to do
ii.
The grade you want to achieve
iii.
Your availability and/or your means of communication (for example, in person, phone, facetime, etc., so you may need to commit to being online at the same time). Be sure you have each other’s names, telephone numbers, and e-mail addresses. Write them down and
2.
Choose a Destination Country and a product or service of Canadian origin that you believe would be a good fit/opportunity for a target segment(s) in that country. Each group must choose a different product and country: first come, first served. Do some preliminary “homework” prior to deciding on a product and country to make sure that needed information is indeed available.
Progress Report # 2: .
This includes consultation, research report, draft bibliography (sources), presentation in class and everyone must play a role.
Content and Format
The report should look like this but may include additional relevant information:
A.
Introduction position your country in the world – include a map
B.
Situation Analysis
1.
Country Analysis
i)
trade and economic situation
a)
facts
b)
implications for your product’s marketing strategy
ii)
political situation
a)
facts
b)
implications for your product’s marketing strategy
iii)
legal/regulatory situation
a)
facts
b)
implications for your product’s marketing strategy iv) social and cultural forces
a)
facts
b)
implications for your product’s marketing strategy
v)
the situation with respect to other environmental variables
a)
facts
b)
implications for your product’s marketing strategy
2.
Market Structure and Competitive Analysis
i)
description of the market – size and growth
a)
facts
b)
implications for your product’s marketing strategy
ii)
factors affecting size and growth of the market
a)
facts
b)
implications for your product’s marketing strategy
iii)
description of major competitors – market share and growth, source of competitive advantages and disadvantages, future prospects
a)
facts
b)
implications for your product’s marketing strategy
3.
Company and Brand Analysis
i)
Firm’s strengths and weaknesses vis-à-vis entry into the foreign market
b)
implications for your product’s marketing strategy
ii)
History of the brand and future prospects, if applicable
a)
facts
b)
implications for your product’s marketing strategy
C.
Conclusions/Indicated Action
•
four to six major conclusions drawn from the preceding analysis
D.
The Marketing Plan
1.
Marketing Objective
•
forecast in terms of both market share and sales volume
2.
Marketing Strategy
i.
Identification and description of the target market (core consumer)
ii.
Product positioning statement
iii.
Marketing mix: a) Product
b)
Promotion
c)
Price
d)
Distribution
E.
Financial P&L Statement, please include revenue and key costs. Consult and review a corporate financial statement to ensure you include the correct detail.
F.
Appendices
•
tables, charts, exhibits G. Works Cited
