Team members (in alphabetical order please)
Surname Name 1
Surname Name 2
Surname Name 3
Surname Name 4
Abstract
(maximum 300 words)
1

Company overview
(fill in the information required below but do not exceed the 1 page limit)
Vision and Mission statement
Brief history of the company with an emphasis on international experience
Product / brand portfolio
2

Product presentation
(fill in the information required below but do not exceed the
1 page limit)
Industry overview
Product description
Market segmentation and product positioning
3

Target Country presentation
(fill in the information required below but do not exceed the 1 page limit)
Country overview
Country attractiveness evaluation
(200 word summary and conclusion based on the information you present in the three sections following)
Market size and growth potential
Competition intensity
Trade barriers
4

Location Specific Advantages
(fill in the information required below but do not exceed the 1 page limit)
Production Cost
Production quality
Country of origin stereotype
Protective barriers
5

Analysis of the marketing environment
(each table should not exceed the 1 page limit)
Summary of the Macro Environment (external forces)
Dimension of the
Macro environment
Business
Legal
Economic
Political
Cultural
Technological
Political Risk
Factors (if any)
Home country conditions Target country conditions Opportunities Threats
Summary of the Micro Environment (company-specific forces that create Firm Specific Advantages -FSAs)
Dimension of the Micro environment
Brand
Ownership of technology
Advertising
Country of Origin Effect / stereotype
Protective Barriers
Firm Resources and
Capabilities
Main competitors’ Resources and Capabilities
Strengths Weaknesses
6

International marketing strategy
(In this space you should recommend a strategy and justify your choice. Do not exceed the 1 page limit)
7

International marketing management
(In this space you should recommend the appropriate standardization / adaptation mix and justify your choice. Do not exceed the
1 page limit)
8

Data Sources and references
(for every piece of information and all data used you should provide a complete reference including the complete URL for www sources and the day you accessed the information).
EXAMPLE
In the text you write: “ Japan's impressive economic success may be due in some degree to anticompetitive practices through which Japan's domestic markets are protected ”[1]
In the text you write: billion EUR (000 000 EUR)
Member State
CY - Cyprus
Total Central gov. State gov. Local gov.
Social Security
Funds
1.288 1.089 - 168 31
GR - Greece 18.414 12.038 - 2.917 3.458
EU27 1.595.086 454.677 120.723 626.386 393.299
Table 1: Government procurement 2007 [2]
The respective entries in this section should be
1.
2.
Kotabe, M. and K.W. Wheiler, Anticompetitive practices in Japan: Their Impact on
the Performance of Foreign Firms. 2nd ed1996, Santa Barbara, CA: Greenwood
Publishing Group.
WTO, Statistics for 2007 Reported under Article XIX:5 of the Agreement: Addendum,
2009, World Trade Organization Geneva, Switzerland. http://www.wto.org/english/tratop_e/gproc_e/gpstat_e.htm
accessed May 25
2012.
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