International Marketing Plan Guide

International Marketing Plan Guide Compiled from plan developed by Insearch, University Technology Sydney and additional sources from Darren Paproski, Vancouver Island University © 2010 All rights reserved. Insearch University of Technology, Sydney and Darren Paproski, Vancouver Island University. TABLE OF CONTENTS Acknowledgments Executive Summary Table of Contents List of figures, Tables and Matrices (NB: These are listed at the end of the Contents) 1.0 Introduction Brief overview of the company, its main products, target country, main target markets, and primary entry strategy 2.0 Research Methodology (For reference purpose here) 3.0 Situational Analysis 3.1 Company Analysis 3.2 Organization’s Assets and Skills 3.3 Market Analysis 3.3.1 Business Environment analysis 3.3.1.1 Political/Legal/Institutional Environments 3.3.1.2 Regulatory Environment (Present and anticipated) 3.3.1.3 Economic Environment (Conditions and Trends) 3.3.1.4 Social and Cultural Environment (Factors and Trends) 3.3.1.5 Demographic Environment (Data and Identification of Trends) 3.3.1.6 Technological Environment (Factors and Trends) 3.3.1.7 Natural Environment (Effect of Seasonal or Climatic Factors) 3.3.1.8 Physical Environment (Infrastructure Indicators) 3.2.2 Nature of Demand 3.2.3 Size and Extent of Demand 3.2.4 Product Category Stage of Product Life Cycle 3.2.5 Structure of the Industry 3.2.5.1 Cost Structure of the Industry 3.2.5.2 Competitive Structure of the Industry 3.4 Competitor Analysis (in country of investment) 4.0 SWOT ANALYSIS 4.1 Internal Company Strengths and Weaknesses 4.2 External Market Opportunities and Threats 4.3 Implications of SWOT Analysis 5.0 OBJECTIVES should follow from SWOT 5.1 International Objectives 5.2 Market Objectives 6.0 RECOMMENDED MARKETING STRATEGY (TSP Framework) 6.1 Target Markets Identification and Segmentation Strategy 6.2 Market Positioning 6.3 Market Entry Strategy 7.0 MARKETING MIX STRATEGIES AND TACTICS 7.1 Product/Service and Branding Strategy 7.2 Place (Distribution) Strategy 7.3 Price Strategy Structure 2 7.4 Promotion Strategy (including Promotional Budget) 8.0 PLANNING BUDGET 8.1 Planning Assumptions 8.2 Forecast Sales (and Market Share) and Costs (Capital, Operating, Marketing, etc.) 8.3 Forecast Profitability (or Break Even Analysis) 8.4 Sensitivity Analysis (incorporating contingency issues) 9.0 IMPLEMENTATION AND CONTROL 9.1 Formal Project Plan for Implementation of Recommendations 9.2 Monitoring of Action Plan 9.3 Formal Contingency Plans 10.0 BIBLIOGRAPHY/REFERENCES 11.0 APPENDICES 11.1 Situation Analysis 11.2 SWOT Analysis 11.3 Evaluation of Alternative Marketing Strategies 11.4 Company promotional/product brochures 11.5 Tariff Rates 11.6 Summary Table of interviews 11.7 Record of Contact and Activities, and Project Plan 3 THE MARKETING PLAN This report (or guide) has been written as an aid to developing an international marketing plan. It is divided into a number of key sections that are a suggested framework for your plan. The guide is a generalized approach to writing an international marketing plan. Each section identifies many key issues that can be addressed in the preparation of such a plan. Not all the issues are relevant to each company`s case. Also, additional issues may arise that are not covered in this guide. You will, however, find it a useful tool in tackling many of the questions that do arise. It can be used to document an approach for new market entry or existing market expansion. A key assumption is that only one new country market will be considered at a time. The guide is relevant to marketers of both products and services. For simplicity, however, the term "products" is used throughout. Planning is an essential part of developing a successful international business. It is a process that examines a firm`s business in relation to: Where it is now Where it wishes to go How it can get there Generally it follows the process of: Company and market assessment Generation of achievable objectives International strategy development Evaluation of alternative marketing strategies Operational programs to support the strategy The plan is principally of benefit to the company`s managers and current or potential owners of the business. It is a document prepared at a point in time that should describe a clear and concise series of activities that will achieve a particular international marketing objective, in line with the selected marketing strategy. DO NOT fill your marketing plan with a lot of irrelevant information. All information contained in the report must be analyzed and related back to the company and the new market. Remember: The plan must be action oriented! 2.0 RESEARCH METHODOLOGY (For reference purposes here) You must provide details of the type of methodology you employed for this report. Ideally, you should conduct extensive secondary research and then obtain further, more tailored/specific information from primary sources. The primary data can be analyzed using either quantitative or qualitative methodology or a combination of both. Full details of your methodology should be provided in an appendix (e.g. Summary Table of Interviews, which will describe part of your methodology in terms of respondents). 4 SECTIONS 3.0, 4.0 AND 6.0 (See Appendix 11.1) Sections 3.0, 4.0 and 6.0 in the Main Report should contain a summary of the main points of the Appendices. Although there is no clear cut formula for incorporating material from the Appendices in the main report, some sections (SWOT Analysis and Alternative Marketing Strategies) will contain almost all of the Appendix material in the equivalent section of the Main Report, while other sections (Situation Analysis) will be abbreviated in the Main Report - but with sufficient content to clearly address the key questions and issues related to that section. You can, if you wish, abbreviate the Appendices in the Main Report and reference material back to the Appendices. In all cases, in the Main Report, you must clearly reference the appendix material. 3.0 SITUATION ANALYSIS This section will contain the results of your analysis of the information contained in Appendix 11.1. 4.0 SWOT ANALYSIS The data gathered together in Appendix 11.1 and clearly stated in section 3.0 Situation Analysis now needs to be analyzed in order to assess the market opportunities in relation to the likely barriers to market entry or expansion. The strengths, weaknesses, opportunities and threats should be clearly laid out in your report. It is often best to present the SWOT in a table, either in the Main Body or in the Appendix. It is vital that you analyze the information in the SWOT analysis and discuss the implications for your company in the new market. The implications should be stated in the main body of your report. Figure 1 - The SWOT Analysis (See Appendix 11.3) Strengths Identify the company`s strengths relative to those of its competitors. What are the characteristics of the company`s product/service offering that are not generally matched by competitors? The Company The Market Opportunities Identify the trends and actions external to the company which may provide opportunities. These market opportunities may be current or emerging. What is the nature and extent of these opportunities in the target market and what are the consequences for the company? Weaknesses Identify the company`s weaknesses relative to those of its competitors. What are the characteristics of the company’s product/service offering that are not generally equal to its competitors? (Internal) (11.1.1) (External) (11.1.2) Threats Identify the trends and actions external to the company which may create threats. These market threats may be probable or possible. How likely are these threats in the target market and what are the consequences for the company? 5 ... - tailieumienphi.vn