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Brief discussion of country’s relevant historical developments.

Marketing Plan Outline:
The final paper should include the following topics.

Title Page
Executive Summary
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
Country selected
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.)
Competitive Environment
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
Marketing Objectives
Examples of vague marketing objectives (what NOT to do):
Satisfy customers
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
Product strategies
How innovative is the product?
Product adaptations.
Compare it to competitors products.
Pricing strategies
Customary markups.
Types of discounts available.
Compare to competitors prices.
Promotion strategies
Media used to reach the target market.
Sales promotion used.
Value of personal selling.
Compare it to competitors promotion.
Distribution strategies
Port selection.
Mode of transportation selection.
Packaging.
Documentation needed.
Typical retail outlets.
Product sales by middlemen.
Compare it to competitors distribution.
XI. Final Recommendations
Helpful Hints for Writing Papers
WRITING MECHANICS
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.
STRUCTURE
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
World Bank
Home Page
www.worldbank.org
Countries & Regions
http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/0,,pagePK:180619~theSitePK:136917,00.html
World Development Indicators
http://devdata.worldbank.org/data-query/
Doing Business Database
www.doingbusiness.org

United Nations
Home Page
www.un.org/english/
UN Statistics Division
http://unstats.un.org/unsd/
UN Conference on Trade & Development
http://www.unctad.org/Templates/Page.asp?intItemID=3198&lang=1
World Investment Reports
http://www.unctad.org/Templates/Page.asp?intItemID=1485&lang=1

CIA World Factbook
Home Page
http://www.odci.gov/cia/publications/factbook/index.html

US Dept. of Commerce
Home Page
http://www.commerce.gov/
Central & Eastern Europe
http://www.mac.doc.gov/ceebic/ceebicswebchange.htm
Newly Independent States (formerly USSR)
http://www.bisnis.doc.gov/bisnis/bisnis.cfm
Country Commercial Guides
http://www.buyusainfo.net/adsearch.cfm?search_type=int&loadnav=no
Doing Business in Europe
http://www.buyusa.gov/europe/doing_business.html
Trade in N. & S. America
http://www.buyusa.gov/tradeamericas/
Trade in Asia
http://www.buyusa.gov/asianow/
Trade in Eastern Mediterranean
http://www.buyusa.gov/easternmed/

International Monetary Fund
Home Page
www.imf.org
Country Information
http://www.imf.org/external/country/index.htm
World Economic Outlook Database
http://www.imf.org/external/pubs/ft/weo/2004/02/data/index.htm

Europa Online
Home Page
http://europa.eu.int/index_en.htm
Euro Statistics
http://epp.eurostat.cec.eu.int

Heritage Foundation
Index of Economic Freedom
http://www.heritage.org/research/features/index/

Transparency International
Corruption Perceptions Index
http://www.transparency.org/policy_and_research/surveys_indices/cpi

Freedom House
Freedom in the World (political freedom) & Freedom of the Press
http://www.freedomhouse.org/template.cfm?page=5

World Economic Forum
Competitive Country Profiles
http://www.weforum.org/site/knowledgenavigator.nsf/Content/KB+Country+Profiles
Country Competitive Rankings & Business Competitive Rankings
http://www.weforum.org/site/homepublic.nsf/Content/Global+Competitiveness+Programme%5CGlobal+Competitiveness+Report

Michigan State Universitys Global Edge
General Information, web links
http://globaledge.msu.edu/

Miscellaneous Country Briefings
BBC
http://news.bbc.co.uk/2/hi/country_profiles/default.stm
Economist
http://www.economist.com/countries/index.cfm

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