International Marketing IBN302

Outline I. Executive Summary II. Introduction III. Marketing Goals and Objectives IV. Market Review V. Consumer Attributes VI. Trade Attributes

Outline VII. Positioning VIII. Marketing Program A. Product and Packaging B. Price C. Place D. Promotion

Outline IX. Financial Projections X. Contingencies Addendum 1. Quantitative Model 2. Sensitivity Analysis 3. Break Even Analysis Use footnotes throughout plan

Introduction 1. Product 2. Target Market 3. Payment 4. Country Characteristics 5. Other Issues and risks (examples) A. Regulatory and Legal B. Transportation

Payment - currency - incoterms - method - cod - credit card - money transfer - letter of credit

Country Characteristics 1. Geography and Weather 2. Political Environment 3. Economic Environment 4. Social Environment -demographics 5. Technological Environment 6. Country Risk Assessment

Marketing Goals 1. Strategic Goals 2. Marketing Goals 3. Quantifiable Marketing Objectives

Market Review the 3 S 1. Size 2. Segments 3. Structure

Market Segmentation 1. Business - by industry, size, etc. 2. Consumer a. Behavioral - demographic, psychographic b. Geographical c. Usage d. Benefits

Market Segmentation It is possible to measure. It must be large enough to earn profit. It must be stable enough that it does not vanish after some time. It is possible to reach potential customers via the organization's promotion and distribution channel. It is internally homogeneous (potential customers in the same segment prefer the same product qualities). It is externally heterogeneous, that is, potential customers from different segments have different quality preferences. It responds consistently to a given market stimulus. It can be reached by market intervention in a cost-effective manner. It is useful in deciding on the marketing mix.

MArket Structure A. Vertical 1. Supply Chain including Suppliers 2. Distribution Channels B. Horizontal Competition

Consumer Attributes - Attitudes - Value Proposition - Price Elasticity - Market Research Plan - Method - Questions

Market Research - Secondary research - Primary research - Observation - Interviews - face to face - phone - online

Trade Attributes - Distribution Channels and Supply Chain - Suppliers and Partners - Service Providers - Pricing - Attitudes - Trade Research Plan

Positioning - Market segmentation - Target Segments - Positioning Matrix - Price - Product Attribute - Product Benefits - Competitor’s Positioning

Financial Projections - Assumptions - Sources of data - 3 year unit sales projection - 3 year pro forma profit and loss projections - in dollars and local currency

Contingencies - Competitive reaction - Risk factors - Other environmental factors