International Marketing

2,000–2,500 words

In addition to organizing sections of the marketing plan that you have been working on for your expansion, you do the following this week:

Add the marketing plan section, which should include the following:

  • Identify 1 promotional strategy and advertising message that you recommend to differentiate your particular brand.
  • Establish where the product will be available, naming at least 3 distribution outlets, with one being an online storefront.
  • Develop the pricing strategy.

Develop your client’s international marketing plan. It’s time to polish the international marketing plan from Weeks 1–3. The plan will include the following sections:

  • Executive Summary: This summarizes major points of the plan.
  • Introduction: Include a brief explanation of the company, product, and the country chosen for global expansion.
  • Cultural Analysis: Briefly describe how the product fits your selected country’s culture.
    • Include the following information about expansion into your particular country:
      • Geographic Research
      • Target Market Population and Demographics
      • Economic Research
      • Legal Research
      • Political Research
      • Government Considerations
      • Language Considerations
  • Competitive Analysis: Include information about the brand’s competition.
    • The 4 Ps of marketing
    • Industry information
  • Marketing Plan
    • Marketing Objective
    • Global Positioning Strategy
    • Product Differentiation
    • Advertising and Promotional Strategy
    • Distribution Strategy
    • Pricing Strategy
 
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