A guide for developing
a marketing plan
Guideline for cultural analysis
Guideline for economic analysis
Guideline for market audit and competitive analysis
Guideline for preliminary marketing plan
In each case, specific points must be adapted to reflect a company´s
products, target market and company´s objectives.
Cultural analysis
Economic analysis
Market audit and
competition analysis
Positioning
Product, Price, Place,
Promotion
Marketing plan
Cultural analysis
• Introduction – includes short profiles of the company, the product to
be exported, and the country with which you wish to trade
• Geographical setting, political and legal system
• Business customs and practices
• Religion and aesthetics
• Living conditions (including housing, clothing, leisure activities)
• Language
Cultural analysis
Economic analysis
Market audit and
competition analysis
Positioning
Product, Price, Place,
Promotion
Marketing plan
Economic analysis
• Population, distribution of population
• Economic statistics and activity
– GDP, economic growth, personal income, principal industries, foreign
investors
– International trade statistics
– Trade restrictions
• Channels of distribution
– Retailers, role of chain stores and other types of stores
– Wholesale middlemen
– Media availability
Cultural analysis
Economic analysis
Market audit and
competition analysis
Positioning
Product, Price, Place,
Promotion
Marketing plan
Market audit and competitive
market analysis
• The market: describe the markets in which the product is to be sold
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Geographical regions
Forms of transportation and communication available in those regions
Consumer buying habits, shopping habits
Distribution of the product
Advertising and promotion
• Compare your product and the competition´s products
– Brand name
– Features
– Prices, advertising methods, distribution channels, regulations
Cultural analysis
Economic analysis
Market audit and
competition analysis
Positioning
Product, Price, Place,
Promotion
Marketing plan
Preliminary marketing plan
• Marketing objectives: target markets, expected sales, profit, market
penetration and coverage
• Product adaptation or modification: use the product component
model as a guide:
– core components: product platform, functional features,
– packaging components,
– support services components.
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Promotion mix, objectives, media mix, message, costs
Distribution: from origin to destination
Channels of distribution
Price determination, terms of sale, methods of payment
Marketing budget (????)
Executive summary: after completing the research for this project,
prepare an one page summary of the major points of your successful
marketing plan, and place it at the front of the report.