International
Marketing
IBN302
Outline
I. Executive Summary
II. Introduction
III. Marketing Goals and Objectives
IV. Market Review
V. Consumer Attributes
VI. Trade Attributes
Outline
VII. Positioning
VIII. Marketing Program
A. Product and Packaging
B. Price
C. Place
D. Promotion
Outline
IX. Financial Projections
X. Contingencies
Addendum
1. Quantitative Model
2. Sensitivity Analysis
3. Break Even Analysis
Use footnotes throughout plan
Introduction
1. Product
2. Target Market
3. Payment
4. Country Characteristics
5. Other Issues and risks (examples)
A. Regulatory and Legal
B. Transportation
Payment
- currency
- incoterms
- method
- cod
- credit card
- money transfer
- letter of credit
Country Characteristics
1. Geography and Weather
2. Political Environment
3. Economic Environment
4. Social Environment
-demographics
5. Technological Environment
6. Country Risk Assessment
Marketing Goals
1. Strategic Goals
2. Marketing Goals
3. Quantifiable Marketing Objectives
Market Review
the 3 S
1. Size
2. Segments
3. Structure
Market Segmentation
1. Business - by industry, size, etc.
2. Consumer
a. Behavioral - demographic, psychographic
b. Geographical
c. Usage
d. Benefits
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.
MArket Structure
A. Vertical
1. Supply Chain including Suppliers
2. Distribution Channels
B. Horizontal
Competition
Consumer Attributes
- Attitudes
- Value Proposition
- Price Elasticity
- Market Research Plan
- Method
- Questions
Market Research
- Secondary research
- Primary research
- Observation
- Interviews
- face to face
- phone
- online
Trade Attributes
- Distribution Channels and Supply Chain
- Suppliers and Partners
- Service Providers
- Pricing
- Attitudes
- Trade Research Plan
Positioning
- Market segmentation
- Target Segments
- Positioning Matrix
- Price
- Product Attribute
- Product Benefits
- Competitor’s Positioning
Financial Projections
- Assumptions
- Sources of data
- 3 year unit sales projection
- 3 year pro forma profit and loss projections
- in dollars and local currency
Contingencies
- Competitive reaction
- Risk factors
- Other environmental factors