Assignment:
International Marketing
1.) Contents page
• product/service
• consumer/industrial
• who makes it
• name of company
2.) Introduction to the product/service
• a paragraph, a logo, something help to understand
3.) Introduction to the country/bricsa/mint
4.) Economic analysis (gnp per capita) wealth distribution /hdi (human development index)
• after page 16 on study pack
• urban /rural
• ratio income per capita
5.) Socio-cultural analysis language/ customs/education
• geography
• climate
• muslim market
6.) Political factors/trade agreements/stability
• who they have trade agreements with at the moment
• what kind of government do they always change it
• same leader? For many years?
• Is it liberal? Or conservative country
7.) Technological factors (including internet speed if relevant)
8.) Competitor analysis
• who are the major players
• local or MNCs
9.) Market analysis
• hand book section three
• who is the customer
• customer behavior
• who am I targeting
• demographics- age gender etc
• geographic- cities town rural
• psychographics (interest status)
• buyer behavior (where they buy/ online/ shop/how often they buy)
10.) Positon strategy
• how you want customer to think about your product/service
• what is your USP (unique selling point) maybe quality?
• Maybe selling point is price (good value)
• Is it solving a problem
• Against competition
• Levels customer service
• Performance/reliability
• Convenience
• Country of origin
11.) Marketing objective
• what are you hoping to achieve
• need to be specific
• to increase the sell product in this country
• profits/sales/awareness/revenue/market coverage
• ex- to penetrate 50 % customer in saopaolo by 2015 with 73638 units
• going for small city? Region? What size? How many units? How much profit?
12.) Mode of entry (ethnocentric/polycentric)
• no one line
• write theories, need justification
Product/service standardize/adaptation-relate to 3 levels of product/service
13.) Pricing strategy
• what pricing strategy will we use....likely to go with the positioning....level of competition
• penetration
• skimming?
14.) Communication strategy
• celebrity endorsement / social media
• buy one get one free
• website
• collect customer information
15.) Distribution strategy
• how to get to end user, what methods can we use
• intensive (in all stores)/selective (will we choose a few places)/exclusive
16.) Control mechanism/measurement
• how are you going to measure success of my plan
• can look at sales figures (depends on objectives)
17.) Conclusion/recommendations
• maybe need to change?
• Maybe exhibition or demonstration
• Recommendation how to go forward with future
18.) references
Attachment:- Assignment.rar