1. International Marketing
IBN302

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

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

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

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

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

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

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

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

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

11. 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.

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

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

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

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

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

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

18. Contingencies - Competitive reaction - Risk factors
- Other environmental factors