BUSI 607
MARKETING PLAN PAPER: FINAL ASSIGNMENT INSTRUCTIONS
OVERVIEW You will complete a 16-page, typed, double-spaced (not including title page, abstract and references) international marketing plan paper that describes how a new product or service will be introduced into a foreign country. Provide at least 8 scholarly references (see the Jerry Falwell Library for a description of scholarly articles) in support of your research. The paper must be in current APA format. INSTRUCTIONS
Imagine the board of directors of a firm of your choosing has asked you to investigate the possibility of expanding the company's business into a new country (the choice of specific country is on a first-come, first-served basis). The purpose of this assignment is to develop a marketing plan for this new business, addressing various issues and incorporating many concepts and applications discussed in this course. The product/service chosen can either be existing or new. The paper must contain the following (all bulleted areas must be addressed):
A. Description of the Organization and product selected Provide a brief description of your company—its products/services, customers, core competencies, strengths, and weaknesses.
B. Description of the country i. Describe the local environment in which you will operate and the critical
operational factors that you must consider, and how they will affect your company. Consider economic, political, legal, geographic, social/demographic, and industry factors. Provide a cultural profile of the local area in which you will be operating.
ii. What are the customers going to be like? iii. What kind of reception do you anticipate from local governments,
competitors, suppliers, distributors, and so forth? iv. Why will customers buy your product?
C. Recommended Action Plan i. What is your recommended entry strategy? Provide reasons for this
strategy. ii. Decide on the marketing approach you will use for the product. iii. Discuss the action plan timeline. iv. Discuss pricing and anticipated profit levels. v. Describe the target market and the distribution channel(s) you will use and
BUSI 607
why. vi. Explain any special control issues that concern you. How do you plan to
deal with them? vii. Identify concerns with the host country regarding your operations, as best
you can comprehend. What plans do you have to deal with these concerns and to ensure a long-term cooperative relationship?
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.