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International Marketing Plan

International Marketing Plan

Ratings: (0)|Views: 297|Likes:
Published by Shohabe Khan
For all International Business Executives, Entrepreneurs.
For all International Business Executives, Entrepreneurs.

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Published by: Shohabe Khan on Oct 18, 2009
Copyright:Attribution Non-commercial


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International Marketing PlanOutline
Md. Imdad Hossain Khan.MBA (East West University, Dhaka, Bangladesh)For any suggestions please mail, ewu.mba@hotmail.com
EXECUTIVE SUMMARY—prepares a single-spaced, 2-page (maximum) summary of the major pointsof your marketing plan and places it at the front of the document 1.
INTRODUCTION—introduce the product to be marketed in your country and briefly explainyour rationale for choosing this product 2.
CULTURAL ANALYSIS—thoroughly describe the country in which your product is to bemarketed, selecting pieces of information that show how or why your product is suitable to thecountry’s culture. You may or may NOT include all of the following pieces of information: Geographical SettingLocationClimateTypography Country’s relevant history and/or recent events Description of Political SystemPolitical Structure and PartiesStability of Government Population and DemographicsTotal Population SizeGrowth rateBirthratesDistribution of Population (by)AgeSexRaces or EthnicitiesGeographic locale (urban, rural) Economic Statistics and DescriptionsGross National Product (GNP)TotalRate of Growth in real GNPPersonal Income Per CapitaAverage Family IncomeDistribution of income (by)Income or Social classesProportion of population in each classIs the distribution distorted?Inflation RateGovernment Social ProgramsSocial Security
Health CareLabor ForceSizeUnemployment RateTypical Working ConditionsPrincipal IndustriesPortion of GNP contributed by various major industriesRatio of private to publicly-owned businessesForeign InvestmentRate of Which industries?Types of Minerals and ResourcesTransportation—Modes and AvailabilityCommunication Systems—Modes, Availability, and Usage RatesInternational Trade StatisticsMajor Exports—Dollar Value and TrendsMajor Imports—Dollar Values and TrendsBalance-of-Payments (Surplus or Deficit?)Currency strength and stability and current rate of exchangeGeneral Trade Restrictions and discussion of trade environmentTariffs, Quotas, License Fees, Import Taxes, etc.Memberships (WTO, Trade blocs, NATO, UN, etc.) Description of Religion and It’s Impact on Daily LifeProminent religionsMembership size and power  LanguageOfficial languagesDialects Description of Daily Life and LifestylesMale/Female Roles in SocietyTypical and popular foods available and meat/vegetable consumption ratesTypes of housing available (single-family, multi-family, etc.)Do most people own or rent?Recreation/sports/and leisure activitiesTypes available and in demandPercent of income spent on such activitiesImpact of Technology (Available technologies and skill level of the general population and labor force) Availability and Impact of Media—this section reports data on all media available within acountry.Later you will select specific media from among these as part of the promotional mix strategy for your product.Availability of MediaAvailability of agency assistancePercentage of population reached by each medium
 Availability of Channels of Distribution—this section reports data on all channel middlemenavailable within the country. Later you will select specific channels as part of your distributionstrategy.Retailers—number and typical size (small or large) of retail outlets/role of chain stores,department stores,and specialty storesWholesalers—number and typical size/cash or credit operators?Other types of available agents or intermediaries III. COMPETITIVE ANALYSIS—this section describes the competitive situation facing you in your focal country. Compare and contrast your product with competitors’ productsCompetitive brands available in the marketFeaturesPackagingPricingPromotion and advertising methods usedRelative market shares and strengths enjoyed in the market Estimated industry-wide sales (or volume) for year—all brands Market Conditions FacedForms of available transportation and communication in the regionConsumer buying habits—product feature preferences, use patterns, and shopping patternsDistribution of similar or competitive products—typical retail outlets used and sales by other middlemenAdvertising and PromotionMedia that can be used to reach target marketSales promotions customarily used in this product category (samples, coupons, etc.)Pricing—customary markups and types of discounts available for this kind of product 3.
MARKETING PLAN Describe the target market(s) in which the product is to be soldGeographic region(s); demographics, lifestyles, etc. ProductBrand Name—origin and significancePositioning StrategyEvaluate the product as an innovation as it is perceived by the intended marketDiscuss also major product problems and resistances based on the preceding evaluation Marketing ObjectivesTarget market (specific description of the market)Expected market share or market penetration rateExpected sales in dollar volume 

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