marketing plan - international marketing

kk - International Marketing Plan Value: 40% Due date: 16-Oct-2012 Return date: 02-Nov-2012 Length: 4,000 words Submission method options Hand delivery (option applies to Internal only) Alternativ
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International Marketing Plan Value: 40% Due date: 16-Oct-2012 Return date: 02-Nov-2012 Length: 4,000 words Submission method options Hand delivery (option applies to Internal only) Alternative submission method Task The major project involves the development of an international marketing plan for an actual company. In general, the international marketing plan will involve the development of a strategic plan for a company that is considering (a) entering a new country, or (b) considering the entry of a new product/service to an existing international market, or (c) both. Many firms, when going global, need to gather information pertaining to the environment, competition, infrastructure, and specific product/market marketing strategies when entering a country. More specifically, the international marketing plan will need to be comprised of sections on Situation Analysis, Recommended Marketing Strategies and Economic Evaluation (See Project Guide on Interact – Assessment Resources - for details on each section). Students are expected to develop a detailed market entry plan that will involve making decisions on issues such as: mode of entry; local partners; segmentation, targeting, positioning; strategic options for the 4 Ps (or 7Ps), including the extent of standardisation vs. adaptation with respect to domestic or other international marketing plans already in place; and managing, measuring and controlling the international marketing effort. Students are expected to identify a company within the first three (3) weeks of class. The company may be large or small, local or international, have existing products/services or considering new products/services. Students will be expected to meet with companies outside of class and/or have regular contact with the company in developing their marketing plan. Students are expected to utilise numerous data sources in compiling their project, such as government (country) and non-government sources (UN, Worldbank,...