International Marketing

2,000–2,500 words

In addition to organizing sections of the marketing plan that you have been working on for your expansion, you do the following this week:

Add the marketing plan section, which should include the following:

• Identify 1 promotional strategy and advertising message that you recommend to differentiate your particular brand.
• Establish where the product will be available, naming at least 3 distribution outlets, with one being an online storefront.
• Develop the pricing strategy.

Develop your client’s international marketing plan. It’s time to polish the international marketing plan from Weeks 1–3. The plan will include the following sections:

• Executive Summary: This summarizes major points of the plan.
• Introduction: Include a brief explanation of the company, product, and the country chosen for global expansion.
• Cultural Analysis: Briefly describe how the product fits your selected country’s culture.
  • Include the following information about expansion into your particular country:
    • Geographic Research
    • Target Market Population and Demographics
    • Economic Research
    • Legal Research
    • Political Research
    • Government Considerations
    • Language Considerations
• Competitive Analysis: Include information about the brand’s competition.
  • The 4 Ps of marketing
  • Industry information
• Marketing Plan
  • Marketing Objective
  • Global Positioning Strategy
  • Product Differentiation
  • Advertising and Promotional Strategy
  • Distribution Strategy
  • Pricing Strategy