Marketing Plan Outline:
The final paper should include the following topics.
This is the last section written and should focus on presenting your main goals and recommendations. It should not be longer than 1 page.
Companys mission statement and a short profile of the company.
Table of Contents
Brief discussion of countrys relevant historical developments
The National Business Environment
People language(s), culture, religion, work ethic, population, population growth rate, age structure, ethnic makeup, education attainment and literacy, urban/rural composition, family structure, differences between roles of men and women, education levels, etc.
Government type, head of state, government bureaucracy, political stability, economic freedom, legal system / regulations, openness to FDI, currency, fiscal and monetary policies, financial stability, social security, healthcare, etc.
Geography type of surface areas, major bodies of water, major cities, climate, etc.
Market and Size Potential
Economy GDP, GDP per capita (PPP), poverty, size of labor force, inflation rate, currency exchange rates, unemployment rate, major imports/exports, distribution of wealth, principal industries, ratio of private to public industrial ownership, trade restrictions,
Infrastructure roads/highways, airports, railways, ports, housing available, channels of distribution, etc.
Media & Technology radio, TV, computer, mobile phone, land-line phone ownership; internet users; types of media available (TV, cable, radio, newspapers, magazines, outdoor, etc.)
Focus on the firms three major, direct competitors in the country. Discuss how your firm would be positioned relative to its competitors and if there are any competition concerns.
Entry Mode Selection
Focus on the strengths and weaknesses of each entry mode and how that relates to the various features of the country you have chosen.
Target Market begin the market analysis with a description of the target market for the firm within the new country. If this market differs greatly from the firms existing market, explain how the firm will change its marketing strategy to meet the needs of this new market.
Focus on the target markets needs and benefits of the firms products that meet these needs.
Any critical external environment issues not covered in the country selection discussion
Examples of vague marketing objectives (what NOT to do):
Be located in the right place
Make sure production meets demand
Examples of actionable marketing objectives (what TO DO):
Earn a 10% ROI by the second year of operations
Increase market share from 16% to 18% by the end of fiscal year 2009
Improve the firms reputation within the company by increasing local charity spending by 50% over the next three years.
X. Marketing Strategies to reach Marketing Objectives
How innovative is the product?
Compare it to competitors products.
Types of discounts available.
Compare to competitors prices.
Media used to reach the target market.
Sales promotion used.
Value of personal selling.
Compare it to competitors promotion.
Mode of transportation selection.
Typical retail outlets.
Product sales by middlemen.
Compare it to competitors distribution.
XI. Final Recommendations
Helpful Hints for Writing Papers
1. Double-space everything.
2. Set margins at one inch.
3. Number the pages.
4. Use 12 point Times New Roman to prepare the paper.
COMMON PROBLEM AREAS
1. Spelling and grammar should be checked to assure accuracy.
2. A sentence must include only one basic idea.
3. A paragraph must contain at least two sentences.
4. A paragraph must include only one basic topic.
1. Write in complete sentences. Do not write sentence fragments or run on sentences.
2. Do not attempt to convey too much information in one sentence. Rather than write one long, wordy sentence write several short, clear ones.
3. Avoid writing in the passive voice.
4. Do not begin a sentence with a number.
5. Spell numbers less than 10. Write as a numeral those 10 or greater.
6. Write percentages with a number and percentage sign (58%).
7. Personal pronouns must agree with their antecedents (the nouns they represent) in gender and number.
8. A verb must agree with its subject in person and number.
9. Use headings, sub-headings, sub-sub-headings, etc. whenever you change the topic.
10. Indent the beginning of each new paragraph.
Helpful web links for international marketing researCH
Countries & Regions
World Development Indicators
Doing Business Database
UN Statistics Division
UN Conference on Trade & Development
World Investment Reports
CIA World Factbook
US Dept. of Commerce
Central & Eastern Europe
Newly Independent States (formerly USSR)
Country Commercial Guides
Doing Business in Europe
Trade in N. & S. America
Trade in Asia
Trade in Eastern Mediterranean
International Monetary Fund
World Economic Outlook Database
Index of Economic Freedom
Corruption Perceptions Index
Freedom in the World (political freedom) & Freedom of the Press
World Economic Forum
Competitive Country Profiles
Country Competitive Rankings & Business Competitive Rankings
Michigan State Universitys Global Edge
General Information, web links
Miscellaneous Country Briefings