Global Marketing.
Assignment question: Launching a new product or service
Word limit: 3000 words
Topic: Marketing plan for a new product or service in a new country
The assignment solution should consist of the following:
INTRODUCTION
1) Executive Summary (200 words) - highlight the opportunity and recommendations
2) Background of the company - Starbucks (150 words)
3) Product or service description (150 words) - product or service features, what needs it servces and the technology it uses
4) Statement of export marketing objectives (100 words) - sales, market share, profits, company reputation, social contribution
MARKET ANALYSIS
1) Describe one country and do PESTEL analysis (200 words)
2) Target market (200 words) - buyer characteristics, motivation, influences, segments
3) Market structure (200 words) - characteristics of competition, distribution and supply
GLOBAL MARKETING STRATEGIES
1) Product strategies (150 words) - product design, packaging and labelling
2) Pricing strategies (150 words) - price to consumers, discounts and promotions, margins for distributions, product costs
3) Place/Distribution strategies (150 words) - number of layers in distribution channels, types of distributors, number of distributors, terms and conditions
4) Promotion strategies (200 words) - advertising message, advertising media, sales promotion tools, public relation tools, sales force number and organization
***ALL FOUR AREAS ABOVE MUST HIGHLIGHT STANDARDIZATION OR ADAPTATION COMMENTS***
MANAGING THE INTRODUCTION
1) Issues and challenges (150 words) - finance, people, activities and timing, consumer responses and competitive responses
CONCLUSION
The assignment shall follow the Harvard-style referencing and the report should include in-text referencing. Company to be Starbucks.Countries NOT to be included is United States and Singapore.