ONLY PART 2 IS REQUIRED FOR THIS ORDER AND IT HAS TO BE BASED ON PART 1 WHICH IS THE DOCUMENT NAMED: COUNTRY PROJECT READ THIS DOCUMENT AND FOLLOW UP WITH PART 2.
THE INSTRUCTIONS FOR THIS ORDER ARE THESE:
COMPLETE PART 2 OF THE PROJECT:
Part II Paper-Marketing Plan Format (10 PAGES):
Below are the guidelines for developing your country marketing plan. You don’t need to use all the items below, please adjust as you see fit according to your product/service.
I. Marketing Opportunity or Problem
a. Include a short summary about the problem or opportunity gap, your product/service, the markets in which the product currently sells.
b. Describe the potential market in which the product could be sold.
II. Briefly state the overall objectives of the company. You can include the following:
a. Mission and vision statement
b. Corporate objectives
c. Financial objectives
d. Marketing objectives
e. Long-term and short-term objectives
f. Mode of entry, explain why
III. S.W.O.T. analysis
IV. Target segment in the new country
a. Description, demographics, psychographics, habits.
b. Size
c. If different markets, describe each separately
d. Wants and needs
e. Buying decision process
V. Product/service- any adaptation or modifications, brand name, features, guarantees, position relative to competitors, etc.
a. Product mix
b. Product strengths and weaknesses
c. Product life cycle management and new product development
d. Brand name, brand image, and brand equity
VI. Price- match existing price, specials, bundling
a. Price objectives
b. Method (cost plus, demand based, etc.)
c. Strategy (skimming, penetration)
d. Discounts and allowances
e. Price elasticity and customer sensitivity
f. Break even analysis at various prices (best possible, worst case, average)
VII. Place – channels of distribution, distribution from origin to destination, locations, motivating the channel etc.
a. Geographical coverage
b. Distribution channels
c. Logistics
d. Electronic distribution
VIII. Promotion – objectives and mix (media, message, examples, packaging etc.), public relations, budget
a. Promotional goals
b. Promotional mix
c. Advertising reach, frequency, flights, theme, and media
d. Sales force requirements, techniques, and management
e. Sales promotion
f. Publicity and public relations
g. Electronic promotion (web, mobile)
h. Word of mouth marketing (buzz), viral marketing
IX. Compare/contrast to the competition (product features, brand, packaging, price, distribution.
X. Expected Outcomes (expectations of financial results)
Forecasts of revenue, costs and financial results to implement your marketing plan for the next three years.
Other things to consider: How do you measure “success”? Milestones, Conclusion.
Deliverables Must be Submitted through Blackboard:
1) Title Page – Include title of the project and date, students’ names, course title, and team name.
2) Table of Contents – List title and page number for each section. You can begin page #1 on the body of the plan. This section is done until the whole plan is completed.
3) Executive Summary – Present a brief overview of your project in one single page. This is the overview of the whole report and not an introduction, so write it until the report is finished. If someone were to read just this section, they should have a good understanding of what problem(s) you’re addressing, a brief analysis of your goals, strategies, and outcomes.
4) Body of the paper-Part I and Part II (you will need 1,2,3,5 and 6 deliverables for each part)
5) List of references
6) Appendices
The plan will be graded based on meeting these criteria: organization and professional appearance of plan, coherence and clarity, insights gathered from the assessment process, depth of analysis, incorporation of international marketing concepts and application into the marketing plan, creativity, ability to be effective in reaching the target, following directions, references, spelling, and grammar. The plans should be double-spaced, with Times New Roman or any serif type, size 12-font, one-inch margins.
Suggestions for the marketing plan
Think in terms of the 5Ps-Prior Preparation Prevents Poor Performance. Conduct your research and take time to think it through. The outline should take you through basic background information to actionable items. Adjust your plan as you see fit. If there are sections that don’t make sense for your product/service, modify your plan.
When referencing sources use APA style. You can use the APA Manual 6th edition to guide you, and many other online tools that show you how to site properly. Please abstain from using others’ work as your own. Please refer to your plagiarism table on your team agreement for more information on how to cite.
Use exhibits throughout your plan. This includes tables, graphs, charts, etc. Make sure you reference those too. They will not count towards your page limit

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