Stand-Alone Project: International Business Plan

Stand-Alone Project: International Business Plan

Question
Assume the role of a corporate manager responsible for selling your company’s products in three (3) new international markets. You have been directed to conduct a competitive analysis of potential international markets for distribution of your company’s products/services and to develop an international business plan, which is both strategic for each region (European Union, Pacific Rim and Latin America) and specific in detail for the establishment of milestone, forecasts capital requirements, human resource, and financial issues. Your business plan is to be submitted to the Executive Committee by the third business quarter. First, select a product or service. It cannot be a product that is sold solely via the Internet, although the Internet can be one distribution outlet. You must have a physical sales presence in each region. For example, your product must be sold in “stores” in each of the three (3) new international markets. The Internet can be used as a communication tool to build awareness and drive traffic to your physical location within the region. Next, select three (3) international markets for marketing your product/service. The Executive Committee has provided the following guidance for your selection. 1. European Union: We want to have a physical presence with our name on the building. 2. Pacific Rim: We must be focused on China. 3. Latin America: We must be protected from the downside risks in this potentially unstable environment. While this situation is hypothetical with respect to your role and your new product/service, base your competitive analysis on reality. Below is a guide (outline format) to assist you in writing your International Business Plan. You must provide the information identified in the outline (at a minimum), and you must also include descriptive explanations. Your business plan should be tailored to the specific needs and requirements of your selected product/service and international markets. If you feel that any part of the instructions does not apply to a specific region/product, then you must address why the issue does not apply. Your Stand-Alone Project responses should be both grammatically and mechanically correct, and formatted in the same fashion as the project itself. If there is a Part A, your response should identify a Part A, etc. (A 20-page,double-spaced, response is required.) Part A Title Page In addition to the required Activity Cover Sheet, you must submit a title page for your International Business Plan. Create a title page including the name of your company, a description of your product/service, the three international markets, your name and student identification number, and the date. Part B Executive Summary Your International Business Plan is a proposal to the Executive Committee. The committee members must first understand the scope of your proposal before delving into the details. So, summarize the primary points of your proposal, get to the point quickly, and report the most important facts contributing to the adoption of your proposal and your anticipated business results. This is not a selling document, but rather a clarifying document to ensure the reader has a general understanding and positive disposition toward your proposal. Use the key approach (who, what, where, why, when, how, and how much) to summarize the following. 1. Your globalization plan 2. Factors critical to the plan’s success 3. Key issues that require decisions by the Executive Committee 4. Key risks, risk triggers, and contingency plans to manage the identified risks Part C Product/Service (By Region) 1. Description of the Product/Service: Include pictures or graphic representations; these can be very important to your success. Detail the product/service, marketing channels, distribution, etc. Make sure you indicate any modifications to the product description needed for each of your new international market regions. A product description is a clear, precise statement of the “product,” including, from an international perspective, factors that must be included to be accepted in the specific region. Provide detailed information on the transformation required to be regionally successful. a. European Union b. Pacific Rim c. Latin America 2. Description of Consumer Target Market: This information must be supported with specific information about the size in units and value ($). You must be specific in your target market information. For example: males, ages 18-24, high-school graduates going to college must be linked to individual countries. Alternatively, limit the market size information by excluding select elements. a. Target Market Size b. Value c. Growth Rate 3. Product/Service Consumer Benefits and Costs: For each region, provide region specific information on the value proposition to the consumer. This information must be specific and detailed to the region. This section must answer the questions, “What’s in it for me?” and “When I purchase your product what benefit do I receive?” 4. Price Strategy and Estimate of Price Elasticity: Each region requires a separate pricing strategy. Make sure that your pricing strategy is specific to the region, as well as to the cultural and economic realities of the target market. A “poor response” is one claiming that your product will be the lowest priced product. Establishing a price on an international scale requires an understanding of the relationship between price and demand: elasticity. In most cases, this is the difference between profitability and losses. You must develop price elasticity curves consistent with your pricing strategy and your target market. Part D Manufacturing/Operation/Supply Chain (By Region) 1. Compatibilities of Supply Chain: Both global and corporate business strategies 2. Configuration of Supply Chain: Location and type of operations 3. Coordination of Supply Chain: Relationship to other global operations 4. Control of Supply Chain: Span and freedom of independence 5. Implementation Plan 6. Capital Requirements (very broad brush) Part E Market/Sales (By Region) 1. Global Marketing Strategy 2. Sales Structure (local, regional, global) 3. Branding 4. 4 P’s of Marketing (product, price, place, promotion) Part F Financial, Payment, Collections, Currency (By Region) 1. Currency Issues (By Country and Region) 2. Credit Terms 3. Financial Records a. Income Statement b. Cash Flow c. Corporate Reporting 4. Capital Requirements 5. Taxes Part G Management Structure and Human Resource Requirements 1. Management Structure (By Country and Region) 2. Experience and Skill Level 3. Transitional Strategy 4. Form of Operations

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markets xxxxx in these xxxxxxxx and xxxx x huge xxxxxxxxx for our xxxxxxx And thus xx makes x xxx of xxxxx for us xx a marketer xx explore xxx xxxxxx these xxxxxx segments in xxxxx countries Now xxx us xxxx x closer xxxx at these xxxxxxxx one by xxx So, xxx xx begin xxxx the segment xxxxx adults This xxxxxxx market xxxxxxx xxxxxxxxx of xxxxxxxx in the xxx group of xx to xx xxxxx living xx cities Their xxxxxxxxxxxxx characteristic is xxx passion xxxx xxxxx body xxx and in xxxxxxx shape The xxxxxx primary xxxxxx xxxxxxx is xxxxxx   This xxxxxxx market segment xxxxxxxxx of xxxxxxxx xx the xxx group of xx to 50 xxxxx and xxxxxxx x hectic xxxx In terms xx psychographics this xxxxxx consumer xxxxx xx very xxxxxx conscious and xx the low xxxxxxx and xxxxx xxxx benefits xxxxxxx them strongly xxx third primary xxxxxx segment xx xxxxxxxxx with xxxxxxxx in all xxxxx three markets, xx have xxxxx xxxx there xx an increasing xxxxxx of consumers xxx suffering xxxx xxxxxxxxx disease xxxx diabetes These xxxxxxxxx are not xxxxxxx to xxxx xxxxxx as xxx sugar is xxx good for xxxx But xxxx xxx Sugar xxxx Dalle’s delight, xxxx can enjoy x sweet xxxxx xxxxxxx worrying xxxxx health These xxxxx market segments xxxx be xxx xxx segments xxxx the company xxxx focus for xxx new xxx xxxxxx product xxxxxxxxx Delight Similarly, xxxxx is an xxxxxxxxxx number xx xxxxxxxxx which xxx very health xxxxxxxxx (across these xxxxx international xxxxxxxx xxxxx consumers xx not prefer xx have sweets xx high xxxxxxx xxxx because xxxx want to xxxx care of xxxxx body xxx xxxxxx But xxxx new Sugar xxxx Dalle’s delight, xxxx can xxxxx x sweet xxxxx without worrying xxxxx health or xxxxxxx extra xxxxxxxx xxx pounds xxxxx four market xxxxxxxx will be xxx key xxxxxx xxxxxx for xxxxxxxxxx delight across xxx international markets xx European xxxxxx xxxxxxx Rim xxx Latin America xxxx the company xxxx focus xxx xxx new xxx unique product xxxxxxxxx Delight Product/Service xxxxxxxx Benefits xxx xxxxxxx this xxxx of the xxxxxx we will xxxxx on xxxx xx these xxxxxxxxxxxxx regions and xxxxxxx them for xxx specific xxxxxx xxxxxxxxxxx and xxx value proposition xx the consumer xx short, xx xxxx now xxxxx on questions xxxx the consumer xxx ask xxxxx xxxxxxxxxxx in xx for me?” xxx “When I xxxxxxxx your xxxxxxx xxxx benefit xx I receive?” xx can start xxxxxxxxx this xxxxxxxx xxxx multiple xxxxxxxxxxxxx the first xxx is the xxxxxxxx taste xx xxxxxxxxx despite xxxx product being x low calorie xxxxx free xxxxxxxxx xxx reason xxx this is xxxxxx that we xxx pure xxxxxxxxx xx Dalle’s xxxxxxx and not xxxx a coating xx chocolate xx x wafer xx bar of xxxx which only xxxxxx an xxxxxxxx xx the xxxxxxxxx This offers xxxxxxxx the benefit xx enjoying xxxx xxxxxxxxx which xxxxxxxx the flavor xxx the taste xxxx more xxxx xxx ones xxxxxxxxx with just x layer of xxxxxxxxx This xxxxx xxxxxxx is xxxx relevant in xxx European Union xxxxxx and xxx xxxxx American xxxxxxx as these xxxxxxxxx are exposed xx the xxxx xx the xxxxxxxx and hey xxxxx an amazing xxxxx If xxx xxxxxxx can xxxxx up to xxxx taste along xxxx its xxxxxx xxxxxxxx it xxx be an xxxxxxx Unique Selling xxxxxxxxxxx for xxx xxxxx But xx the product xxx not have xxxx taste, xx xxxxx have xxx no scope xx success despite xxx the xxxxxx xxxxxxxx Another, xxxxx benefit for xxx consumer is xxx health xxxxxxx xxxxxxx by xxx product, Dalle’s xxxxxxx Our product xxxx natural xxxxx xxxxxxx in xxxxxxx food products xx sweeten the xxxxxxxxx and xxx xxx usual xxxxx or the xxxxxxxxxx sweetner, both xx which xxxx xxxxx own xxxx effects This xxxxxxxxx offers consumers xxxx health xxxxxxxx xxx also xxxxxxxx the negative xxxxxxx of having xxx much xx xxxxxxxxxx sugar xxxx is quite xxxxxxxxxxx to stress xx all xxx xxxxx markets xxx more so xx the Chinese xxxxxx The xxxxxxxxx xx this xxxxxxx are very xxxxxxxxx about health xxx thus x xxxxxx proposition xxxx be best xxxxxx to them xxx size xx xxx product xx very unique xxx is another xxxxxxxx benefit xxxx xxx of xxxx product is xxxxxxx based on xxxxxxxxxxxx from xxxxxxx xxxxxxxxxxxxx which xxxx given the xxxx after studying xxxxxxxxxx food xxxxxx xxxxxxxxx and xxxx responses and xxxxxxxx them with xxx ingredients xxxx xx the xxxxxxx This feature xxxxxx the consumer xxx benefit xx xxxxxx the xxxxxxxxx in right xxxxxx and not xxxx indulging xx xxxx two xxxxx in this xxxxxxxxxx one for xxxxx snacking xxx xxx other xxx bigger hunger xxxxx Strategy and xxxxxxxx of xxxxx xxxxxxxxxxxxx looking xx the three xxxxxxx that we xxxx chosen xx xxxxxxx for xxx product, we xxxx to the xxxxxxxxxx that xx xxxxx of xxxxxxxx behavior, buying xxxxxxx values and xxxxxxxxx these xxxxx xxxxxxx are xxxxxxx different from xxxx other It xx very xxxxxxx xxxx each xxxxxx requires a xxxxxxxx pricing strategy xxx so xxxx xx what xx are going xx follow in xxxx global xxxx xx our xxxxxxx Another factor xxxx we need xx keep xx xxxx is xxx cultural and xxxxxxxx realities of xxxxx markets xxx xxxxxxxxx while xxxxxxx our products xxx us begin xxxx the xxxxxxx xxx the xxxxxxxx Union market xxxxx This is x rich xxxxxx xxxxx is xxxxxxxx around good xxxxxxx and ready xx spend xxx xxxxx asked xxx a good xxxxxxx product Moreover, xxxx market xxx x lot xx exposure to xxxx international brands xxxxx are xxxx xxxxxx priced xxx the good xxxxx is that xxx consumers xx xxxx market xx not really xxx away from xxxxxx high xxxxx xx the xxxxxxx is right xxxx thus keeping xxxxx key xxxxxx xx mind xxx the economic xxxxxxxxx of this xxxxxxx it xx xxxx obvious xxxx a premium xxxxxxx will make xxxxx for xxx xxxxxxx Dalle’s xxxxxxx in this xxxxxx as it xxxx position xx xx a xxxxxxx product Also xx one ignores xxxxx trends xxx xxxxx the xxxxxxx low, the xxxxxxxx in this xxxxxx may xxxxxxxx xxxxx the xxxxxxx quality and xxxx may not xxxxxx to xxx xx Some xxx go to xxx extent of xxxxxxxx that xxx xxxxxxxx of xxx the product xxxxxxx made by xxx brand xxx xxxx not xx