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Focus: The focus of this assignment is on developing an appropriate marketing plan with emphasis on ‘marketing mix’ strategy for a new product or service in an existing or new international market.
Task: The purpose of this assignment is to provide an opportunity to utilize your knowledge of international marketing to undertake an analysis of the overseas market condition to develop a practicable marketing plan. Below is an example of an international marketing plan which is shown and explained in detail in chapter 8 of your text book. In completing this assignment students should determine their own format and content based on the assignment focus and task as detailed above
Title Page
Table of Contents
The industry
The company
Situation analysis
Business environment e.g. Political & Legal factors
Market analysis e.g. Characteristics, forecasts & trends
Competitor analysis e.g. Strengths
Organisational capabilities e.g. Capacity
SWOT analysis
Marketing strategies:
Foreign market entry strategy
Target market and segmentation strategy
Positioning strategy
Marketing mix strategy
Company objectives
Economic evaluation
Planning assumptions
Forecast sales & costs
Marketing Implementation & Control
Action plan
Monitoring & Control Mechanism(s)

Question Set #191

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