Individual Report (50%)
You are required to prepare a report for management, recommending that the Company enter into a new overseas market (defined as a country or large region within it) and outline the main features of the marketing plan. The new market that you recommend is your choice but it must not be one where the Company is already present. The report should be 3000 words max and the hand in date is 13th March 2013 via Blackboard before 12 noon.
Your recommendation needs to contain the following:
1 Reasons for selection of new market for entry by the Company
2. Alternative markets which were candidates and reasons not selected
3 Proposed market entry strategy, including rationale
4 Outline of recommended marketing
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This is very important to set the scene of the report. Do not write the history of the company.
2 Justification for country x
Using your research and analysis propose reasons for your selection of the new market to enter. A competitive analysis should be evident. Refer to appropriate theory and reference.
3 Alternative market(s) rejected – suggest markets that were considered and justify why they were not as suitable Refer to appropriate theory and reference.
4 Market entry strategy
Propose your market entry strategy which must make sense with the research and analysis from section 2, the attitude towards risk of the company, and your rationale for the entry strategy. Do not just describe the entry strategy – you must justify what you propose. 5 Outline marketing mix strategy – these are your recommendations for the marketing mix with justification. You must use appropriate theory and references throughout.
You should include here the brand values, positioning, segments and targets for the country you are choosing to enter and provide a justification based on theory and research. For each strategy make sure you mention whether this is a global position whether it has been standardise or adapted. Refer to appropriate theory throughout. You may use examples to illustrate your points but we do not expect a full tactical marketing mix outline i.e.
This worksheet is a complement to the study guide for both the MKT1. The purpose of this worksheet is to help you think about and apply important marketing concepts to Company G. By working through the exercises and matrices introduced in this worksheet (Section A, Section B, and Section C), you are laying the foundation for your marketing plan required in this assessment. This worksheet should be completed before you write your Marketing Plan, for which a template is provided.
I. Executive Summary II. Situation Analysis o Market Summary Target Market Demographics Geographic Demographics Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis Strengths Weaknesses Opportunities Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast
30) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________.
2. Determine the need for the new product or service. Next, provide an overview of the market you intend to enter, and defend why this market is ripe for the introduction of this product or service at this particular time.
2. Determine the need for the new product or service. Next, provide an overview of the market you intend to enter, and defend why this market is ripe for the introduction of this product or service at this particular time.
1) What are the four variables of the marketing mix? Who controls the marketing mix variables? Explain briefly.
Whilst making marketing decisions a business must decide their method of marketing. This will then be the way in which all future marketing activities will be planned. This is marketing planning. It has a huge number of benefits for any business. It’s influenced by the strategic plans of the business and its corporate objectives. Large public limited companies such as Nestle will usually have an overall plan for the business and has set objectives which they’re able to achieve. Smaller companies within the business will then create their own marketing plans which fit in with the overall strategic plan. The business has to consider several questions before coming up with the marketing plan:
The third table is to outline some of the activities we might find at each stage of the marketing process; this is brief summary of the importance of the different stages.
Carefully evaluate the pros and cons of the segment markets and determine the market where the product has definite advantages over other
6. You have been asked to develop a product for sale throughout the ASEAN region. What are the criteria you would apply in the
Executive Summary There has been a heated debate on the marketing opportunities for an organisation and develop marketing activities that reflect strategic directions of the organisation recently. The report covers matters of organisational overview, which includes the outlines the strategic direction and organisational objectives, outlines the current size, capabilities and resources of the organisation, including any notable strengths and weaknesses, identifies any gaps between the objectives and the current capabilities and resources. The second matter is the opportunities. It evolves the develop a marketing mix strategy that fits within the capabilities and resources of the organisation, describe how your strategies align with the strategic
Briefly state your marketing strategy (horizontal vs. vertical); summarize your product positioning and launch strategy (5 Marks Total)
2. What specific product, promotion/brand, and pricing adjustments are necessary to market your business abroad?
After sifting through the leads and finding the right ones to investigate management must formulate an international marketing plan. This further helps management in locating potential markets for their products. The first step is to use secondary research to find out what the sales potential is in a given market. Asking the questions of need, demand, and support gives one a starting point for research. If we were a company that sold pants we might want to ask the following questions. Is there a need for pants? Is it cold enough there to wear pants? Do people that demand the pants have money? These are the questions that one should ask of potential markets. Table 1-located at the end of the paper-shows the statistics that are needed for a general market picture. After gathering the information from the secondary research, the picture of a potential market becomes more evident. However, to make the picture clearer, one must conduct primary research. This research outlines the specifics of the potential market that directly pertain to the product. Robert Douglas' book, Penetrating the International Market, addresses the issue of locating potential markets in greater detail.2
The purpose of this business report to be made is to specifically analyse a multinational company on how well they use their marketing mix strategy from their original home country and the foreign market that they venture in.