MKT 3130 – International Marketing – Dr. Doyle
Team Project: International marketing program plan
Due Date: Please see course syllabus.
Please note: Though obviously a group effort, the document and presentation are to be uploaded to Canvas by one group member only.
Expected Length
Document: 15-20 pages, double spaced.[1]
Presentation: 15 minutes/15-20 slides.[2]
Instructions
Groups are to imagine that a business based in the United States has asked them to prepare an international marketing program plan for a product or collection of products (e.g., a product line)[3] to be targeted toward consumers in the Commonwealth of Independent States (CIS). Assuming the company selection requirements outlined below are met, groups are free to prepare their international marketing program plan for a U.S.-based business competing in one of the following product (i.e., physical good) categories:[4]
Denim clothing
Eyewear
Frozen foods
Jewelry
Power tools
Sports equipment
Please note that, unlike for the market attractiveness evaluation assignment, this project will require you to prepare an international marketing program plan document and presentation for a specific U.S.-based business (e.g., Stanley Black & Decker, Inc.) already competing in the relevant product category. You are free to choose the U.S.-based business, but you are required to select one that is publicly traded and that is actually involved in the production of goods in the relevant product category (instead of simply the retailing or other distribution of goods). Further, please identify a company that is not already active in the consumer market in CIS nations. For the purposes of this project, it would be ideal if goods manufactured by your company were not available to consumers in CIS nations. (I recognize the complications created by gray markets, cross-border shopping, and even counterfeit goods, and you may want to consider the impacts of these complications in this final project.)
Instructions – International marketing program plan document
Your document is to be structured as follows:[5]
Title page (not included in page count)
Executive Summary (~ one page)
Table of Contents (not included in page count)
List of Appendices (if applicable; not included in page count)
Introduction (~ one page)
Small number of introductory paragraphs, with particular emphasis on the CIS
Cultural analysis (~ two-to-three pages)
Information and discussions of the region’s relevant history, geographical setting (location, climate, topography[6]), cultural characteristics (values,[7] diet, recreation, clothing preferences, etc.), and relevant related topics
It may be important to address significant within-region cultural differences here
Demographic analysis (~ one-to-three pages)
Information and discussions of population (size, growth, life expectancy, income, etc.), population distribution (age, sex, ethnic groups, geographic areas such as urban, rural, etc.), social development (education and literacy, defined gender roles), family/household composition, and relevant related topics
It may be important to address significant within-region demographic differences here
Economic analysis (~ two-to-four pages)
Information and discussions of Gross National Product (total[8] and rate of growth), income per capita, income distribution, unemployment rate, principal industries, trade with U.S.-based companies, trade restrictions, attitudes toward investment by foreign organizations, opportunities, threats, and relevant related topics
It may be important to address significant within-region economic differences here
Political analysis (~ one-to-three pages)
Political relations with the United States, political risk, level of democracy, corruption, terrorism, and relevant related topics
It may be important to address significant within-region political differences here
Market and competitive analysis (~ two-to-four pages)
Information and discussions of product consumption statistics, the existence and intensity of local and foreign competition, the availability of retailers, attitudes toward the United States and American brands, and relevant related topics
It may be important to address significant within-region market and competitive differences here
CIS nation prioritization (~ one page)
Although your company may ultimately pursue the entire CIS market, you are asked to please identify the three CIS nations that your company should target during the initial phases of its CIS expansion initiative
Please construct a country rating system based on the preceding analyses that will allow you to identify the most attractive CIS markets. It may be important to weigh dimensions differently in order to reflect your reflection of their relative importance levels
Please consider making this process clear and explicit so that your audience knows exactly where you stand on this topic for each CIS nation
Most likely, attractive CIS markets will be the ones that receive the highest ratings here
Hey my lady, I’m Yarui, this is my part, entry model and marketing program. And also provide the powerpoint slides(maybe 4-5 slides) for my two sections
Entry mode (~ one-to-two pages)
Please provide an entry model recommendation based upon the analyses you have conducted. It may also be useful to consider the availability of slack financial resources in order to support the various entry mode options, since some clearly require more resources than others. It will be necessary for you to research the financial characteristics (e.g., cash reserves, creditworthiness, etc.) of your business as well as riskiness of the CIS nations in order to support your recommendation.
Marketing program (~ three-to-four pages)
Discussions of any necessary product modifications (including to packaging, performance quality, and competitive position) and proposed line/brand extensions, your plan for promoting[9] and selling your good(s) to distributors (if applicable) and consumers, your plan for distributing your good(s) from origin to destination,[10] and your plan for pricing your good(s). For more details, refer to Chapters 13 and 15-18 of the text as well as pages 599-601 of your textbook.
It will be important in this section that you show how your marketing program plan is consistent with the cultural, demographic, economic, political, and market/competitive analyses reported earlier in this document.
Throughout your document, please identify questions or topics that require additional investigation by numbering them (e.g., Q1, Q2) and displaying them in a red font (up to one page). The LAST SECTION OF YOUR DOCUMENT should be a discussion of your plan as to how answers for outstanding questions could be obtained. You will likely need to refer back to marketing research from your Principles of Marketing, etc., class(es) for this section.
Note: As always, your work must be presented in paragraph form with full and complete sentences and must not contain any spelling, grammar, or punctuation error(s). Tables and illustrations are not to be included in the page count, and (in general) should be included at the end of the report as appendices. As always, it is necessary that you properly cite and reference all sources. It would not be unusual for your work to be based on ten or more difference sources. Points will be deducted/penalties applied if you do not follow these instructions.
Instructions – International marketing program plan presentation
Please provide a fifteen-minute presentation of your international marketing program plan project. You are to assume that you are giving this presentation to employees of the U.S.-based business and, as a result, you should emphasize the CIS nations and your marketing program plan in your presentation. You will want to ensure your presentation is persuasive, as it may not be guaranteed that company executives will support your marketing program plan if the evidence is not compelling. Please note that it is necessary for every group member to participate in/contribute to the presentation in order to receive credit for it. It is necessary that group members record their voices directly in the PowerPoint presentation and that the file be accessible using Microsoft PowerPoint for Windows.
As always, it is necessary that you properly cite and reference all sources. Points will be deducted/penalties applied if you do not follow these instructions.
[1] Excluding title page, Table of Contents, List of Appendices, List of References, and all appendices). Tables, lists, and illustrations may be single spaced. All 12 pt. font.
[2] For online classes, this presentation is to feature an audio recording involving all members of the team.
[3] Including a proposed line extension.
[4] You are free to define your product category further. For example, you could focus in on denim jackets, children’s eyewear, or frozen organic vegetables.
[5] Adapted from Cateora, Gilly, and Graham (2013, starting page 593).
[6] Physical features (e.g., mountains, etc.) of an area.
[7] Hofstede did not really cover the CIS region so it will be necessary to consult complementary sources in order to assess cultural values in the CIS region.
[8] Expressed in U.S. dollars.
[9] Including media, message characteristics, sales promotion, etc.
[10] Including specific online and brick-and-mortar retailers, etc.
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