MRK
460 Jan - Apr 2020
updated
2020 Jan 3rd
Global
Marketing - International marketing plan
– Group Report and Presentation
..
The
MAIN purpose of this group project is to have you take all of the content
(or as much as you can which is relevant) we covered in this course and
apply it into a situation related to a real company involved in Global
Marketing.
Bottom
line - to achieve a high mark in this Report you will write a report with
enough content and covering enough material that you will have convinced
the professor that you understand the key concepts in the context of a
real company,
-
and that during this process you learned things which were "useful and
interesting".
One
of the keys to success
would be to pick a good company that does many things in many places, such
that you could talk about the many things in the course, such as
-
6 environments
-
collaborative
arrangements
-
contingency
planning
-
etc.
So what
you do (using the examples above) is write something (pretend you picked
Magna auto parts) about how Magna was
-
effected
by the political environment
-
had a
joint venture with ....
-
musthave
needed a contingency plan for ....
To
"find info", keep in mind sources of info on countries
witiger.com/internationalbusiness/countryinfo.htm
- govt/assoc/corp
The
presentation part of your Report will be the "fun" and interesting and
exciting things you learned to share with the rest of the class
Global Marketing Plan
Components
-
T.O.C. - Table of Contents
-
who is in the group and who
did what
-
identify your product
-
discuss how you arrived at doing
that product New
Product Development Process (comes from MRK106)
-
what opportunities are you exploring
4 types of
opportunities
-
Market
Penetration
-
Market
Development
-
Product
Development
-
Diversification
-
identify the influencing environments
6E's
-
economic
-
technological
-
political/legal
- regulatory
-
social-cultural
-
geographic
/ weather
-
competitive
-
Other
organizations offering the same product now
-
Other
organizations offering similar products now
-
Other
organizations offering a variation on the product that you cannot
-
Organizations
that could offer the same or similar products in the future
-
Organizations
that could remove the need for the product you are marketing
-
explain your target market segment(s)
-
remember your target market
discussion is preceeded by a SWOT
analysis so you'll know what your strengths and weakness are
-
market research 5
step approach
-
define the problem
-
analyze the situation
-
get problem specific data
-
interpret the data
-
develop conclusions
-
Product
-
branding
-
what changes to the product,
product packing or FABs (Features, Advantages, Benefits) might you need
to do to successfully sell this overseas
-
Price
-
Promotion
-
promotional mix
-
mass selling
-
personal selling
-
sales promotion
-
Place
country(ies) in which you
are expanding to
.. . .,,,,
.