Part A is Screening.
Conduct an international marketing screening process on the target countries and recommend the best target market( select one country or region), explaining and justifying your screening criteria. (2000 words).
Objectives:- 3 SMART marketing objectives should be Justified by PESTEL analysis, SWOT analysis, Porters’five forces and Competitor ananlysis.
Strategy:- should be justified by Ansoff matrix, STP (Segmentation, Targeting, Positioning)
, Push pull and Positioning map. (Part B should be 1000 Words)
Part C is Tactics (4Ps).
1- Product:- branding, packaging, pre/after sales service etc.
2- Price:- Objectives, strategy, positioning, discounts, premium, penetration, skimming etc.
3- Place:- Exporting methods, channel of distributions, sales force organisation. etc.
4- Promotion:- direct sales- sales force, sales promotion, PR, merchandising, advertising expenditure, media (target audiences), agencies. MUST PRODUCE A PHYSICAL EXAMPLE OF 1 TYPE
Part D is Budget.
Promotional budget(You have £1,000,000 allocated for the year to use for all 3 marketing objectives)
How will the promotional budget be monitored?
Part E is Controlling the marketing plan.
Who is involved
Reviews and amendments
Measurement of achievement
read Assignment 2015, Promotional menu, Orchard fruit information