Global Marketing Term Project

Summary:
You can choose a consumer or an industrial product which can be a good or a
service. You have to take the point of view of a domestic business making an entry
into a foreign market.
The final plan should include the details on the Global marketing strategy (e.g. 4Ps,
segmentation, targeting). In addition, pay attention to the following items:
(1) The specific marketing environment,
(2) SWOT analysis. This will lead to the identification of (potential) major threats
that the company may be facing and the competitive reactions by the competitors.
Following is a checklist which you may follow:
I.

Executive summary about the company, the brand and your project

II.

About the country (host) where you intend to take your brand

III.

Marketing environment of host country

IV.

SWOT analysis (refer to point 2 given in project summary)

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V.
VI.
VII.
VIII.
IX.
X.
XI.
XII.
XIII.

Demographics (optional)
Culture (material/non-material components)
Economic orientation
Language
Porters five forces model
Environmental sensitivity
Segmentation
Targeting
Positioning
Positioning technique
Positioning Strategy (GCCP/FCCP)
Product and brand strategy
Pricing strategy
Place decisions
Promotion

Note: Marks will be awarded on the comprehensiveness of the report.