MKT 564 -Select a U.S. brand and develop a marketing

MKT 564 -Select a U.S. brand and develop a marketing

Subject: Business    / Management    

Question
MKT 564 – Term Paper Guidelines
Select a U.S. brand and develop a marketing plan for selling it overseas. Select a country where you want
to sell it (this brand should not be sold in this country at this time), and then:
You should e-mail your choice of brand and country to your instructor by the end of Module 1 so
he/she can approve your choice before you proceed.
1.
2.
3.
4.
5.
6.
7. 8.
9.
10.
11. Analyze the key elements of the country’s culture, economic, and political environment.
Select a method of entry in the country and justify your selection.
Select and describe the target market.
Identify the key competitors and identify strategic elements that increase competitive advantage.
Analyze potential ethical issues in the practice of global marketing the US brand may encounter.
Identify a desirable brand image (it may differ than the image this brand has in the U.S.).
Identify key features/performance/benefits of the brand. Depending on the differences between
the country you selected and the U.S., you may need to adjust the product features, benefits, and
performance.
Select a pricing strategy.
Select the appropriate method of distribution.
Explain the role of the company’s Marketing Information System in the global strategy.
Come up with a comprehensive communication and promotion strategy including the various
methods (advertising, personal selling, sales promotions, direct marketing, PR, publicity) as well
as detailed descriptions of key ads and promotional material. Your paper should be typed as a word document and submitted to the Dropbox. (This Dropbox basket is
linked to Turnitin.)
Grading Criteria No
Submission Novice Basic Proficient Exceptional 1. Analyze the key elements of the country’s
culture, economic, and political environment. 0 <7 7-8 9 10 2. Select a method of entry in the country and
justify your selection. 0 <7 7-8 9 10 3. Select and describe the target market. 0 <4 4 4. Identify the key competitors and identify
strategic elements that increase competitive
advantage. 0 <7 7-8 5. Analyze potential ethical issues in the practice
of global marketing the U.S. brand may
encounter. 0 <4 4 6. Identify a desirable brand image (it may differ
than the image this brand has in the U.S.). 0 <7 7-8 9 10 7. Identify key features/performance/benefits of
the brand. Depending on the differences
between the country you selected and the
U.S., you may need to adjust the product
features, benefits, and performance. 0 <7 7-8 9 10 8. Select a pricing strategy. 0 <4 4 5 9. Select the appropriate method of distribution. 0 <4 4 5 5
9 10 5 10. Explain the role of the company’s Marketing
Information System in the global strategy. 0 <4 4 11. Come up with a comprehensive
communication and promotion strategy
including the various methods (advertising,
personal selling, sales promotions, direct
marketing, PR, publicity) as well as detailed
descriptions of key ads and promotional
material. 0 <7 7-8 12. Organization, formulation, logic, and
identification of key points. 0 <4 4 5 13. Grammar, word choice, and terminology 0 <4 4 5 14. Proper use of the APA formatting 0 <4 4 5 TOTAL AVAILABLE = 100
EARNED = _____________ 5 9 10 Written Assignment Grading Rubric Competency
Criteria 1 and 11 Level 1 Novice Level 2 Basic Level 3 Proficient Level 4 Exceptional Identifies and explains
issues related to
company’s marketing
plan Fails to identify or
explain main issues or
topics relevant to the
company’s strategy.
Presents the issues or
topics inaccurately or
inappropriately. Identifies main issues Successfully identifies
or topics relevant to
and summarizes main
the company’s
issues and topics
strategy, but does not relevant to the
explain them clearly or company’s strategy,
sufficiently.
and weakly explains
how to deal with these
issues or topics. Clearly identifies and
summarizes main
issues and explains
how to deal with them
by addressing the
company’s strategy. Frames a concrete
marketing strategy
and acknowledges
possible outcomes Fails to formulate and
clearly express
marketing strategy
and/or fails to
anticipate possible
outcomes. Formulates a vague
and indecisive
marketing strategy
and/or vaguely
describes possible
outcomes. Formulates a clear
and precise marketing
strategy, but
addresses the
company’s strengths,
weaknesses,
opportunities, and
threats only lightly. Not only formulates a
clear and precise
marketing strategy,
but also addresses the
company’s strengths,
weaknesses\opportuni
ties, and threats in
detail. Evaluates
assumptions and
premises used in
developing marketing
strategy Fails to identify and
evaluate any of the
important assumptions
and/or premises used
in developing
strategies and
objectives. Identifies some of the
most important
assumptions and/or
premises used in
developing strategies
and objectives, but
does not evaluate
their validity. Identifies and
evaluates the majority
of important
assumptions and/or
premises used in
developing strategies
and objectives. Identifies and
evaluates the allimportant assumptions
and/or premises used
in developing
strategies and
objectives. Evaluation of facts and
information used in
developing marketing
strategy Fails to identify facts
and information that
counts as evidence
used in developing
strategy and fails to
evaluate its credibility. Successfully identifies Identifies the majority
some facts and
of important facts and
information that
information used as
counts as evidence
evidence in
used in developing
developing strategy
strategy but fails to
and rigorously
thoroughly evaluate its evaluates it.
credibility. Identifies all facts and
information used as
evidence in
developing strategy
and provides
additional data or
information for
consideration. Paper is disorganized,
points of thesis are not
distinct, and
information is not
logically sequenced. Paper is somewhat
disorganized, points of
the thesis are distinct,
but the information is
not logically
sequenced. Paper is organized,
points of the thesis are
distinct, and
information is logically
sequenced and key
points are made
obvious. Criteria 12
Organization,
formulation, logic, and
identification of key
points Paper is organized,
points of the thesis are
distinct, and
information is logically
sequenced and readily
identifiable. Criteria 13
Grammar, word
choice, and
terminology Word choice and
sentence structure are
not suitable for
graduate level work.
Repeated
typographical,
spelling, and
punctuation errors are
an obstacle. Word choice and
Word choice and
sentence structure are sentence structure are
marginally acceptable suitable for graduate
for graduate level
level work. Minimal
work. Moderate
typographical,
typographical,
spelling, and
spelling, or
punctuation errors.
punctuation errors
create reading
interruptions. Word choice and
sentence structure are
suitable for graduate
level work.
Composition and
punctuation issues are
rare. Little use of
references and
citations and/or poor
use of the APA style.
Paper does not meet
word or page
requirements. Some use of
references and
citations and/or
moderate usage of the
APA style. Paper
meets word or page
requirements. Superior use of
references and
citations and/or solid
usage of the APA
style. Paper meets or
exceeds assignment
word or page
requirements. Criteria 14
Proper use of the APA
formatting style Good use of
references and
citations and
reasonable usage of
the APA style. Paper
meets or exceeds
assignment word or
page requirements.

Analyze the key elements of the country’s culture, economic, and political environment.

2. Select a method of entry in the country and justify your selection.

3. Select and describe the target market.

4. Identify the key competitors and identify strategic elements that increase competitive advantage.

5. Analyze potential ethical issues in the practice of global marketing the US brand may encounter.

6. Identify a desirable brand image (it may differ than the image this brand has in the U.S.).

7. Identify key features/performance/benefits of the brand. Depending on the differences between the country you selected and the U.S., you may need to adjust the product features, benefits, and performance.

8. Select a pricing strategy.

9. Select the appropriate method of distribution.

10. Explain the role of the company’s Marketing Information System in the global strategy.

11. Come up with a comprehensive communication and promotion strategy including the various methods (advertising, personal selling, sales promotions, direct marketing, PR, publicity) as well as detailed descriptions of key ads and promotional material.

Peru is the country we will be using and Starbucks is the company.