The development of an international marketing plan, which
would help a firm exploit the market opportunity to sell products to the target
customers in a specific foreign market.
The firm must be a ‘real manufacturing firm’.
Examples of manufacturing firms: Volkswagen, Apple, Nestle, Bosch, PepsiCo etc.
The level of analysis could be a specific product/brand (existing product/brand) or company level. You will need to make sure that the product/brand/company has not entered the chosen market before by searching for information from numerous sources.
Select a country where the company is not currently operating, which could be a
the viable target for foreign market entry.
Note: Try to avoid to select a country for the firm to enter that is your home
country.
Develop an international marketing plan which should include, at a minimum, the
following key international marketing concepts/principles:
- Company analysis (descriptive data could be included in an Appendix)
- International market segmentation and selection
- Strategic Plan
o Entry strategy
o Analysis of potential competitors in the market - Marketing Plan (at least two dimensions should be included)
o Product strategy
o Promotion strategy
o Price strategy
o Distribution strategy - Conclusions
- References