Strategic Marketing Plan
Your mission is to develop a professional plan for marketing a product from the United States to the country/region selected. An important aspect of the paper is to utilize diverse perspectives to enrich your analytic thinking.This project will include an analysis of the political, legal, social, economic, cultural, historical, geographic analysis of the chosen country. You will use the concepts discussed in the course (books and reading materials) and highlight them wherever applicable.The following topics HAVE to be addressed in your project. Some of these points may be more important or less important depending on the country of your choice.
PART ONE
Country Analysis
? Political Environment
? Any historical issues a potential investor has to know (for example the Arab-Israeli conflicts)
? Current form of government and the current head of state
? Stability of government
? Role of govt. in business – Capitalist/socialist
? Legal system in the country
? Any other pertinent information
? Economic Environment
? Economic indicators such as GNP, per capita income
? Main industries, main trading partners, growth industries
? Economic plans (restructuring if any), position on GATT
? Cultural Environment
? Various issues discussed in class regarding culture – where does your country rank
? Language
? Recreation activities
? Any specific issues like color, number etc.
? Personal relationships
? Religion and belief system
? Aesthetics – music, drama etc.
? Social Environment
? Demographics
? Family (nuclear, extended single parent family etc.)
? Education, literacy
? Geography
? Climate
? Topography
? Location
Competitor Analysis
? Market Share of major competitors – define who the competitor is first
Segmentation and Position Plan
? Your initial market research data will also guide you to come up with segmentation and positioning plan for the product you are trying to market.
Based on your selection of the country, it’s time for you to identify the marketing mix to serve that segment. Use the course materials to come up with
PART TWO
Product/Service Plan
? What product and why? Is there a need?
Brand Name
? Logo if applicable
? How you are planning on selling the concept/product/brand
Pricing Plan
? Pricing strategy and techniques
? How does your price look in comparison to competition?
Distribution Plan
? Details about distribution network and strategy
Promotion Plan
? Advertising plan
? Theme of advertisement
? Media to be used
? Content of advertisements
? Sales promotion plan if any
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