Topic – Strategic international marketing plan (Part A)
There are two tasks to be completed in Report 1. It is important that students follow the format and guidelines as outlined below.
Task 1 – Strategic international marketing plan
Length: No more than 3000 words (When grading a report, the marker does not need to read more words than the stipulated word limit.)
This is the first of a two part strategic international marketing plan for a product or service to be launched in a foreign country market. Students are required to choose a product or service, and the new foreign country market that it will be launched in. For example, exporting chilled beef from Australia to China.
The objective is to provide students with the opportunity to apply the key concepts of international marketing to a real world marketing challenge. This first part of the strategic international marketing plan emphasizes the need to understand the global environments as an essential first step in preparing a strategic international marketing plan.
Format and guidelines
The report should be structured according to the following format and also in accordance with the presentation guidelines (pp. 11–13) as outlined in the Communication skills handbook (2010).
Strategic international marketing plan
â— Letter of transmittal
â— Title page
â— Table of contents
â— Introduction – this section should clearly state the purpose, limitations and scope of the report. â— Background – this section should introduce the product or service to be marketed in the foreign country market you have selected and provide relevant information about its background. The following issues should be addressed.
ïƒ¼ Introduce the company that will launch the product or service.
ïƒ¼ Description of the product or service including its features and benefits.
ïƒ¼ Rationale for selecting this product or service.
ïƒ¼ Background on the selected foreign country market.
ïƒ¼ Rationales/reasons for introducing the product or service into the selected foreign country market (e.g. growing trend in the selected foreign market).
â—Environmental analysis – this section is to analyse the external environment (i.e. economic and financial, cultural, political and legal) of the selected foreign country market and should address the following:
ïƒ¼ Analyse the relevant factors in the economic and financial environment and discuss the outcomes and their potential marketing implications for your company or product/service.
ïƒ¼ Analyse the relevant factors in the cultural environment and discuss the outcomes and their potential marketing implications for your company or product/service.
ïƒ¼ Analyse the relevant factors in the political and legal environment and discuss the outcomes and their potential marketing implications for your company or product/service.
â— Conclusions – this section should essentially summarise the main points and findings of the report.
â— List of references – this section should include all reference materials used in the report. Harvard AGPS referencing style should be used in the report