Planning a Global Promotion Strategy

Goals

1. To identify promotional goals for global marketing activities

2. To recommend promotional strategies for international operations

Purpose

International communications create some of the most interesting and difficult aspects of global marketing activities. In this assignment, your goal is to plan various elements of an international promotional plan.

Conduct Research

Based on the country  (Malaysia)  you have analyzed for your global marketing opportunity (in your group assessment), as well as the product (or service) offerings that you plan to promote there (the specific product or service offerings are at the discretion of yourself), research information related to the following areas:

1. PROMOTIONAL GOALS

Identify specific objectives related to the promotion of your global marketing operation and product (or service). (Promotional goals vary. Some organizations need to create awareness of their products benefits compared to competitors. Other promotional goals may involve communicating new uses for an item, or informing customers of lower prices.)

2. MARKETING ENVIRONMENT

Discuss cultural and legal factors that might influence promotional decisions (e.g., in some countries, certain information is required in television commercials selling products aimed at children.)

3. MEDIA PLAN

Analyze media availability in the country to determine cost-efficient methods of communicating with potential customers (e.g., while television, radio, newspapers, magazines, and the Internet may be common in industrialized countries, developing economies may require other different media; in some countries, advertising messages are broadcast through large speakers mounted on moving trucks.)

4. PROMOTIONAL STRATEGY

Compare the benefits of push and pull promotions for your global marketing operation. (A pull strategy is aimed at the end-user of consumer goods and services. A push strategy is aimed at intermediaries, such as retailers, and is more common among firms selling industrial products or services.)

Prepare the Promotional Plan

In a Word document, prepare a promotional plan consisting of the following components:

1. A short profile of the proposed product or service offerings.

2. An overview of promotional goals for the proposed global marketing operation and product/service offerings.

3. A discussion of the economic, cultural, and political-legal environment of the country under investigation that might affect promotional messages and media.

4. Recommend a promotional strategy for your planned global marketing operation. Suggest actions related to promotional goals, needed adaptations due to cultural or legal factors, and a media plan. Provide evidence to support your proposal.

5. Provide a reference list at the end of the plan.

The word count of this plan is 2000 in maximum (excluding tables, figures, graphs, and reference list). Please note that the information in your plan must be more than a collection of facts. In preparing your plan, you should use relevant theories raised in the lectures, course materials, journal articles, etc. to analyze and justify your choices and decisions. Please submit the assignment onto BB by 8pm, Friday January 7th, 2022.

This individual assignment will be assessed as follows:

Extent and relevance of secondary data

30%

Depth of analysis

30%

Application of theory to the evaluation of choices and decisions

30%

Style and presentation

10%