Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Theme:
Enhancing Competitiveness through Marketing in ASEAN
Choose a particular product or product line from a Thai company to make its product or
one product line (including OTOP products) to enter one of the ASEAN countries. Each
group will be assigned to work on a particular country by using draw. The following is the
list of products and product categories you must not choose for your project.
X Counterfeit products and any other unethical products
X Alcoholic beverages, cigarettes, and any other harmful products
X Sex-related goods and services
X Weapons and military related products
Students must submit the following form, which must be typed to get the approval of your
project. The maximum group member is six and one group should have at least two
Thai students. The deadline for submission of the following form is November 10 th, 2011.
Group Name
Section
Product/product line
Name of the company
Target country
No.
I.D
Name
Email
Mobile
1
2
3
4
5
6
Note: Identity number must be arranged starting from the most senior ID to the most junior
ID number and highlight the name of group leader.
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Project outlines
1. Executive Summary (5 points: Maximum 1 1/2 pages)
2. Introduction (5 points: Maximum 3 pages)
Name of the company
Years of establishment
Registered Capital
Type of ownership
Number of Employees
Current export/foreign markets
(list the name of countries)
2.1 Company background (must fill up the Table and provide brief information
about company such as existing product lines, any major changes in the
company throughout the history (e.g. forming alliance, takeover, repositioning,
rebranding and any significant achievement/awards etc.). The existing product
lines should be put in table format.
2.2 Give reasons for going international markets and discuss why you choose a
particular product/product lines to market in the selected ASEAN country.
3. General information about the industry (10 points: Maximum 3 pages)
3.1 Global level and Regional Level in general (e.g. North America, Western
Europe, Far East, Middle East etc.)
(Identify and Brief market situation – growing market or saturated market, and
per capita consumption if applicable).
Provide more specific information at ASEAN Level or Asia Pacific Level
Discuss demand and supply factors, market growth rate and Identify market
leader and major competitors. Identify market situation – growing market or
saturated market, and per capita consumption if applicable.
3.2 Country level (Thailand)
Identify per capita consumption, demand and supply factors, market situation –
growing market or saturated market, market trend (size and growth rate),
market leader, major competitors, major suppliers)
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Threats and opportunities in the industry in Thailand (rising cost, current
situation before entering into your selected market such as government
support, rules and regulations, exchange rate fluctuation, etc)
4. Target Country Analysis (20 points; Maximum 15 pages)
When conducting target country analysis, students must provide general
information and specific information about external environments in selected
market. In addition, students must discuss how these external environments have
impact on market entry strategy, business operations and marketing strategies.
4.1 Geographic Environment
o
Location
o Terrain
o Availability of natural resources
o Climate
o Certain cities or geographic areas you want to market your product
o Analysis: Discuss how geographic environment could have impact on your
business operations (e.g. in terms of transportation, logistics, sourcing,
distribution etc.).
4.2 Economic Environment (The information provided here must be updated
information which are published in 2009-2011)
Economic Indicators at a glance
Population Size
Population Growth
Age distribution
Degree of Urbanization
GDP/ GDP growth
Contribution of GDP
growth by
manufacturing, service
and agricultural sector
Purchasing power/PPP
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Inflation
Economic System
Major export and
import products
Major export and
import tradition
partners
Balance of Payment
Discuss the following information regarding the economic environment of your
chosen market.
o Infrastructure development
o Per capita consumption level of your product if applicable
o Country development level (may include GDP and GDP growth, inflation,
Purchasing power and PPP in the last 3-5 years)
o Foreign Direct Investment flows
o Exchange rate fluctuations (Current exchange rate in relation to Thai Baht and
US$)
o Economic Integration (which economic integration(s) this country belongs to
and discuss the challenges and opportunities of these economic integrations
and explain how ASEAN Economic Community in 2015 could have impact on
your company.
o Analysis: discuss how economic environment could have impact on your
business operations and country competitiveness and attractiveness in terms
of economic environment.
4.3 Social and Cultural Environment
o
Value, belief, and attitude toward product from particular country
o
Language (verbal and non-verbal), Religion
o
Aesthetics
o
Dietary preference
o
Preferences and Lifestyle
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
o
Openness to foreign culture and products from foreign countries and Thailand
in particular.
o
Analysis: Discuss how social and cultural environments could have impact on
your business operations and marketing strategies.
4.4 Political and Legal Environment
o
Political system and Legal system
o
Political stability and Political risks (possibility of nationalization, confiscation
and expropriation)
o
Trade and investment laws (trade barriers for your product, product category
or industry, Foreign direct investment laws and regulations including
investment incentives, supporting policies)
Investment Climates
% of Foreign Ownership
allowed (any restrictions on
any sector)
Corporate Income Tax
Tax holidays
Incentives provided for
certain sectors
Labor Cost
Special Economic Zones
o
Bribery and Corruption
o
Legal restrictions (antitrust laws, anti-dumping laws, countervailing duties,
intellectual property protection)
o Analysis: Analysis: Discuss how political and legal environments could have
impact on your business operations and marketing strategies.
5. SWOT Analysis regarding the product you are marketing in the target country ( 5
points: maximum 2 pages)
6. Competitor Analysis ( 5 points: maximum 3 pages)
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
You may conduct competitor analysis on two main direct (or indirect in the case that
information on direct competition is not available) competitors in foreign market. If
you could not find the information about them, you may conduct the analysis on
your 2 main competitors from other countries in general (i.e. competitors from
China, competitors from Vietnam in general).
7. Market Entry strategies (10 points: Minimum 1 page and maximum 2 pages)
Provide reasons for choosing a particular entry strategy by linking the information
from target country analysis. Be specific and provide detailed information (e.g. in
case of exporting, describe direct or indirect exporting and in case of joint venture,
discuss who your partners will be and percentage of ownership, location of factory
etc)
8. Marketing plan (35 points: Maximum 10 pages)
8.1 Marketing Objectives (5 points: Maximum half page) (Be specific, realistic, tied
to a particular period of time and should not provide more than 3 objectives)
8.2 STP (apply to what you have studied in class) (10 points: maximum 11/2
pages)
o Segmentation variables
o Target market strategies
o Positioning
8.3 Marketing Strategies (20 points: Maximum 8 pages) (Marketing strategies
should link to the information and analysis from STP and target country
analysis. In addition, you must give reasons and justifications for choosing a
particular strategy using information from industry analysis, SWOT analysis,
competitor analysis and target market analysis)
8.3.1 Product strategy
o Determine which strategy (standardized or localized) your
company will use and give your reasons
o In case of localization, discuss which features or elements of
products (brands, logo, packaging etc.) you are going to make
changes.
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
o In case of new product development, what type of product
innovation you are going to make.
o You may also discuss about strategic alternatives in product
strategy.
8.3.2 Pricing strategy
o Discuss environmental influences on pricing strategies
o Determine price level compared to your competitors.
o Which of three alternative pricing strategies be used and why?
(ethnocentric, polycentric, geocentric)
o Pricing strategies (apply to pricing strategies discussed in class
and give reasons for pursuing a particular pricing strategy)
o Discuss Incoterms in case of export and give reasons for using it.
8.3.3 Distribution strategy
o Direct / Indirect involvement (types of intermediaries involved)
o Distribution intensity
o Geographic areas for initial distribution (e.g. which cities of
Indonesia/Philippines you want to penetrate first and why?
o Logistic activities
o Any changes in distribution strategy which is different from home
country
8.3.4 Communication strategy
o Standardized or localized or pattern advertising strategy
o Discuss how external environments (e.g. rules and regulations,
level of education, cultural environment could have impact on your
communication strategy)
o IMC tools (discuss IMC tools you are going use for your product
and give reasons for choosing particular IMC tools)
9. Conclusion (5 points: 1 page)
10. Supplementary (5 points)
o References
o Appendices
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Project Writing:
1. You must read the information you gathered and summarize in your own words.
Make sure you include your own analysis and provide logical reasons and
arguments throughout the project.
2. Total pages of the project should not exceed 40 pages. If your group is found of
copying the whole or part of previous project or copying from some other sources,
you will get ZERO from the project.
3. When writing the project, your content must be creative yet realistic.
4. Put page number and use consistent font, line spacing and format throughout your
report.
In order to complete the term project, each group has to submit;
1. A complete term project with the following mechanics:
 Computer-typed in an A4 paper
 Font:
Arial font style, 12 font size, 1.5 lines spacing
 Alignment:
Justify
 Page Margins:
Top, Bottom, Right =
Left
 Page number:
=
2.54 cm.
3.0 cm. to allow for binding
Bottom right of pages
Even there is no mark allocated for the format, but 1% could be deducted from the total
project mark for those students who fail to follow the format instruction.
2. A CD containing
2.1. A complete files of the project content in both WORD and PDF format
2.2. A PowerPoint file for the presentation must be submitted
References:
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
1. Don’t use Wikipedia or www.scribd.com. Don’t use the information from personal
blogs, power points or students’ reports and assignment. Go to the original source
of information.
2. Use your own words and summarize the information from original sources. Don’t
COPY and PASTE. It is NOT OK to copy and paste even though you cite the
reference. However, when you quote some sentences from the original source, you
could take exactly the same sentence from the original source.
3. You may use the references or footnotes or both. If you use the references, you
must cite the references in the text and provide the list of references at the end of
the project. For example, you have to cite the name of the author and year of
publication in the text. See the example below.
4. If you use the footnotes, you have to include them at the end of every page.
Our company has been exporting our products to USA, Europe (France, Spain and Italy) and some
Asian countries. We employ new special employees for our office and factory. All of products have
been using pure hand woven Thai silk.1
The location located in Southeastern Asia. Vietnam has an area of 329,560 square km. Vietnam
capital city is Hanoi, is located in the northern part of the country. The nation is bordered China on
the north, the Gulf of Tonkin on the east, the South 2China Sea on the east and south, the Gulf of
Thailand on the southwest and Cambodia and Laos on the west.
5. Provide the source of information under the table, graphs or figure.
1
2
www.Thaisilkvillage.com
https://www.cia.gov/library/publications/the-world-factbook/geos/vm.html
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Source: Calculated from World Bank World Development indicators
6. Use up to date figure e.g. GDP, PPP, population size and growth in
2009/2010/2011 figure.
IMPORTANT NOTE: READ IT CAREFULLY.
 Inform your lecturer as early as possible if any group member does not contribute
their proportion of assignment. If any of your group members do not equally
contribute to group works, you should inform your lecturer before midterm exam or
right after the midterm exam or after submission of part 1 to part 4 (Not during the
last week of the semester before your final exam). You must start working on your
project as soon as possible.
 Include a page in your assignment where a chart shows the topics contributed by
each member. However, all members must work together for most part of the
project. Each group member should see that chart before submitting the project.
Any member who fails to sign a name will not get any marks for the paper.
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
No.
I.D
Name
Topics contributed
Signature
by each member
1
2
3
4
5
6
 Late submission will be accepted. However, 1% out of 10 % will be deducted per
day regardless of any reasons. Those students who do not show up on their
presentation day will not get presentation marks.
 Avoid plagiarism, which is taking someone’s thought, writing or invention and
claiming it as your own. Students who plagiarize others’ works and who allow other
students to copy their work will get zero.
 Write the following statements on the cover sheet of project and must be signed by
all group members next to their names and IDs. If any group member do not sign
their names will have their project mark lost.
“We certified that the attached assignment/report is our own work and that all
materials drawn from other sources have been fully acknowledged.”
 Students must complete and submit Part 1 to Part 4 by December 30, 2011 in class.
 The date of submission for the complete term project is Friday, February 10 th, 2012 by
4.30 p.m. at MSM 2nd floor (The office of Martin de Tours School of Management)
Make sure you follow all instructions strictly. Good luck!
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Evaluation Criteria for Group presentation
Group Name ________________________ Date (Time) ________________
Section__________
Mark Allocation for Group Presentation
Poor
Presentation Style (clarity, visual aid,
creativity, professional presentation
including dress code regulations)
Content (presentation must cover all the
important topics and analysis)
Analysis (presenters must provide their
own analysis/arguments and justifications
by linking with external environment
analysis, competitor analysis, company
analysis, market entry strategy and
marketing plan)
Timeliness (Readiness and timeliness to
start and finish the presentation. This
includes set-up time. Make sure to have
back-up file. If you have any problem that
delays the presentation such as difficulty in
accessing your file, you will have your
points deducted
Total
Excellent
Wgt
Total
1
2
3
4
5
2
10
1
2
3
4
5
2
10
1
2
3
4
5
4
20
1
2
3
4
5
2
10
50
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
_______________________________________________________________________
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Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Evaluation Criteria for Group Project
Group Name ________________________
1.Executive Summary
2. Introduction
3. Industry information
4.1 Market analysis: Geography
4.2 Market analysis: Economy
4.3 Market analysis: Culture
4.4 Market analysis: Political and Legal
5. SWOT Analysis
6. Competitor Analysis
7. Market Entry strategy
8. 1 marketing objectives
8.2 STP
8.3.1 Marketing Strategy: Product
8.3.2 Marketing Strategy: Pricing
8.3.3 Marketing Strategy: Distribution
8.3.3 Marketing Strategy: Communication
9. Conclusion
10. References and Appendices
Total
Poor
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
13
Section _____
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
Excellent
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
Wgt
1
1
2
1
1
1
1
1
1
1
1
2
1
1
1
1
1
1
Total
5
5
10
5
5
5
5
5
5
5
5
10
5
5
5
5
5
5
100
Project Guidelines for MKT 3620: Global Marketing
Semester 2/2011
Some useful web links:
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http://trade.gov/td/standards/Markets/East%20Asia%20Pacific/East%20Asia%20Pacific.ht
m (country commercial guide)
http://www.unescap.org/tid/publication/asia-pacific-trade-and-investment-report-2010.pdf
(Asia pacific trade and investment report 2010)
www.adb.org (Asian Development Bank)
www.asean.org and http://www.aseansec.org (ASEAN Websites)
http://www.usitc.gov/publications/332/pub4176.pdf (ASEAN: Regional Trends in
Economic Integration, Export Competitiveness, and Inbound Investment for Selected
Industries)
http://www.set.or.th
http://money.cnn.com/magazines/fortune
http://www.fti.or.th
http://www.euromonitor.com
http://www.unescap.org
http://www.thaiechamber.com
http://www.depthai.go.th
http://www.sme.go.th/Pages/welcome.aspx
http://www.smebank.co.th/cata.php
http://www.thaitambon.com/tambon/tcatlist.asp (OTOP list)
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