Developing an Appropriate Marketing Plan with Emphasis on Marketing Mix Strategy

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Focus: The focus of this assignment is on developing an appropriate marketing plan with emphasis on marketing mix strategy for a new product or service in an existing or new international market. 

Task:  The purpose of this assignment is to provide an opportunity to utilize your knowledge of international marketing to undertake an analysis of the overseas market condition to develop a practicable marketing plan. 

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Below is an example of an international marketing plan which is shown and explained in detail in chapter 8 of your text book. 

In completing this assignment students should determine their own format and content based on the assignment focus and task as detailed above.

• Title Page Table of Contents
• Background? The industry?
• The company Situation analysis?
• Business environment e.g., Political & Legal factors?
• Market analysis e.g., Characteristics, forecasts & trend?
• Competitor analysis e.g., Strengths? Organizational capabilities e.g.,
• Capacity? SWOT analysis Marketing strategies: Foreign market entry strategy?
• Target market and segmentation strategy?
• Positioning strategy?
• Marketing mix strategy   Company objectives Economic evaluation?
• Planning assumptions? Forecast sales & costs Marketing Implementation & Control?
• Action plan? Budgets Monitoring & Control Mechanism(s) References Appendix

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