MARKET ENTRY STRATEGY PLAN
Group project:
Objectives:
The learning objectives for the international marketing term project are:
1. to apply marketing skills in an international setting
2. to familiarize the student with the social, cultural, economic, and business environment of a country;
3. to give the students an opportunity to prepare a marketing plan for a product which is being considered for marketing in a country they have selected;
4. to effectively reinforce key concepts covered in this and other courses;
5. to stimulate students to expand their learning horizons through the identification of materials required to complete the project; and
6. to provide an opportunity to sharpen their communication skills within a team that will be required in any real workplaces.
Overview:
The project will require you to address the sociocultural environment as well as the economic/business climate of the country. Additionally, through the choice of a (real or fictitious) product or service that you may choose to market in that country, you will also demonstrate your knowledge of (and mastery over) the marketing environment of the country.
Do not choose a product that is already marketed extensively in that country. In other words, do not choose companies, products or brands like Nike, Coca Cola, IBM, Levis, Apple, McDonald ‘s, and so forth. Given these parameters, you may choose to design your project in whatever fashion you choose.
To complete, the project should include the following:
1. Title page: Include students” names, date, MKT 4342, and a brief description of the service. The title page may have a catchy title that captures the general nature and scope of the report. If your MES was bringing the Geely to the U.S., a catchy title may be Geelys Road Map to the U.S.: Steering Clear of the Big Five.
2. Executive summary: After completing all of the other sections, prepare a two-page (maximum length) summary of the major points and place it at the front of the report. This is an overview of the proposed project. Include a description of the product/service, and summarize the marketing plan for introducing the product/service to the new country. The executive summary should be a stand-alone document.
What is the market offering?
What is the focal market?
Why would this market offering be ideally suited to market entry into the focal market?
