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Baack International Marketing

A Guide for Developing a Marketing Plan

Learning Objectives

To give the students actual practice in developing and writing a marketing plan.

To help students better understand the material by relating it to the international entry of a

firm. To teach students how to determine the potential attractiveness or difficulties in entering a

new, foreign market. To further develop students ability to create a marketing plan by learning to adapt such plans

to an international market.

To further develop students presentation, writing, and group leadership skills.

To assist students in developing independent thinking skills and showcasing their creative

ability.

Assignment Overview:

This assignment involves two related activities. irst, a group of students will represent the international

research and market implementation group of a multinational corporation that is deciding whether toenter one of two different countries. !tudent responsibilities, as a group, are to first select one foreign

country to enter. !econd, each group will develop a written international marketing plan discussing theentry into the market selected. The length of the paper will vary depending on facultys e"act

re#uirements. $ach group will formally present their marketing plan to the rest of the class. Both the

paper and the presentation will be graded.

Assumptions:

%ssumptions are a crucial part of any academic e"ercise& they put limits on what would otherwise be

unmanageable task. 'ere are some important assumptions for this assignment()* !tudents will read the full instructions, their te"tbook, and pay attention during class&+* The end document should reflect the information learned in this class&

* The end document should be formatted and written well -see below for writing suggestions*&

* !tudents will effectively divide the responsibility for particular parts of the marketing plan andassign a part or parts to individual group members&

/* $ach group member is responsible for the entire assignment.

!tudents should make sure everything is internally consistent and realistic. Instructors can allow

students to pick their own company or instructors can create a fictitious one, depending on their

preference.

Grading

0rading will focus on the following(

)* Theory, concepts, and terms learned in class and used in the marketing plan.

+* %bility to apply the concepts and theories that best apply to your countries.

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ii. Infrastructure roadsor, direct competitors in the country. =iscusshow your firm would be positioned relative to its competitors and if there are

any competition concerns.

:I. $ntry Mode !electiona. ocus on the strengths and weaknesses of each entry mode and how that relates to the

various features of the country you have chosen.

:II. Target Market begin the market analysis with a description of the target market for thefirm within the new country. If this market differs greatly from the firms e"isting

market, e"plain how the firm will change its marketing strategy to meet the needs of this

new market.i. ocus on the target markets needs and benefits of the firms products that

meet these needs.:III. %ny critical e"ternal environment issues not covered in the country selection discussion

I@. Marketing Ab>ectivesa. $"amples of vagueC marketing ob>ectives -what ;AT to do*(

i. !atisfy customers

ii. Be located in the right placeiii. Make sure production meets demand

b. $"amples of actionableC marketing ob>ectives -what TA =A*(

i. $arn a )DE 7AI by the second year of operationsii. Increase market share from )1E to )FE by the end of fiscal year +DDG

iii. Improve the firms reputation within the company by increasing local charity

spending by /DE over the ne"t three years.@. Marketing !trategies to reach Marketing Ab>ectives

a. 8roduct strategies

i. 'ow innovative is the productH

ii. 8roduct adaptations.iii. 9ompare it to competitors products.

b. 8ricing strategies

i. 9ustomary markups.ii. Types of discounts available.

iii. 9ompare to competitors prices.

c. 8romotion strategies

i. Media used to reach the target market.ii. !ales promotion used.

iii. :alue of personal selling.

iv. 9ompare it to competitors promotion.d. =istribution strategies

i. 8ort selection.

ii. Mode of transportation selection.iii. 8ackaging.

iv. =ocumentation needed.

v. Typical retail outlets.

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vi. 8roduct sales by middlemen.

vii. 9ompare it to competitors distribution.

@I. inal 7ecommendations

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'elpful 'ints for 3riting 8apers

37ITI;0 M$9'%;I9!). =ouble6space everything.

+. !et margins at one inch.

. %lways make back6up copies of the paper on disk, hard copy, etc.

. ;umber the pages./. se )+ point Times ;ew 7oman to prepare the paper.

9AMMA; 87ABJ$M %7$%!). !pelling and grammar should be checked to assure accuracy.

+. % sentence must include only one basic idea.

. % paragraph must contain at least two sentences.. % paragraph must include only one basic topic.

!T79T7$). 3rite in complete sentences. =o not write sentence fragments or run on sentences.

+. =o not attempt to convey too much information in one sentence. 7ather than write one long,wordy sentence write several short, clear ones.

. %void writing in the passive voice.

. =o not begin a sentence with a number.

/. !pell numbers less than )D. 3rite as a numeral those )D or greater.1. 3rite percentages with a number and percentage sign -/FE*.

2. 8ersonal pronouns must agree with their antecedents -the nouns they represent* in gender and

number.F. % verb must agree with its sub>ect in person and number.

G. se headings, sub6headings, sub6sub6headings, etc. whenever you change the topic.

)D. Indent the beginning of each new paragraph.

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