Training Research Project

Subject Logistics and International Marketing

Academic Level Professional
Type of project Logistics and Marketing Plan
General Skills Construction
Specifics Skills
• Identify a problem that can be investigated in its disciplinary
field.
• Performs the problem statement and the objectives of an
investigation in its disciplinary field.
• Identify the components that are part of a methodological
design: types of research (qualitative, quantitative and mixed
approaches), types of sampling, data collection techniques.
• Apply the stages of the scientific research process to study a
problem in your disciplinary field as part of a research team.
• Performance of data analysis and evidence according to the
logic of the discipline and training fields (which includes
statistical techniques of different levels, qualitative analysis,
semiotic image analysis, among others)

INSTRUCTIONS
RATIONALE:
The multiple trade agreements signed between the countries is an open door to increase the
export of added-value products as well as an opportunity to diversify the markets, especially for
Colombia. For that reason, is important to analyze the process of planning and developing an
international marketing and logistics strategy. International Marketing and Logistics can´t be
two separate areas within a company, they are complementary areas that help a company gain
competitiveness in international contexts.
With this Project, students will learn the importance of designing an international marketing
and logistics plan of a product, as a competitive strategy within the company.

OBJECTIVES:
• To identify the best market for a given product, based on a marketing research.
• To analyze the different logistics alternatives in an international distribution chain.
• To define an international marketing and logistics strategy for a given product.

[ POLITÉCNICO GRANCOLOMBIANO ]
METHODOLOGY
The project consists of the following steps:
• Problem Statement: The first step consists of choosing a product (non-commodities) with
export potential and explaining the problem or situation around this product. Why is this
product the best option to be exported? How will the export of this product contribute to
Colombia's competitiveness? Also, a theoretical framework must be included to explain the
basis of the investigation as well as justify the potential of the chosen product.
• Work Development: This step consists of developing a preselection marketing matrix to
select a country to export and think about a Brand name for the product. Next, a market
segmentation must be done, based on market research. After, an international marketing
plan is created and finally, an international logistics and distribution plan.
• Results Analysis: At this level of the project, the student must analyze the results of the
investigation and propose an international marketing and logistics strategy to be
competitive in international markets, as well as take advantage of the free trade
agreements.

OTHER SPECIFICATIONS:
This project must be done in groups of 2-3 people. No individual projects will be accepted. The
project is divided on three deliveries (drafts) with a short article, a Marketing/Logistics Canvas
and a presentation.
An article must be written following APA 7th version specifications. In the article, the procedures
must be described. The final document must be a maximum of 15 pages, including references,
plus the Canvas and a short video (5 minutes) with the pitch presentation.

FIRST DRAFT
The first draft consists of a written document where the student must specify:
• Abstract: Must include Type of product (Excluding commodities), Destination country,
objectives (general and at least three specific) and methodology
• Introduction: theoretical framework, the presentation of a problem of investigation
• Brand proposal, branding strategy, advertising strategy, Price, type of customer, product
adaptation.
• Key words: At least three key words
• Internationalization mode selection (Co-Creation of a new sustainable product, New
Innovative business model – born global-, New International market for a SME, and/or
Women Entrepreneurship).
SECOND DRAFT
In the second draft the proposal of the methodology and distribution logistics plan must be
developed, including:
• International trade terms.
• Export logistics costs.
• Members of the logistics distribution chain.
• The strategy according to the destination country’s requirements.

[Logistics and International Marketing]

 FINAL DRAFT
In the final draft, students must deliver the complete short article including the conclusions, as
well as a business canvas model adapted to the class and the pitch presentation. The Canvas
model must include all the information of the project.

[ POLITÉCNICO GRANCOLOMBIANO ]