You are a business that is conducting operations in multiple countries.

Goal: You are a business that is conducting operations in multiple countries. To engage the audiences in the different geographies with diverse cultural needs, your company will need to create a core message that can be used as a base upon which to create messages that are tailored to each of your audiences.

Thought Process

Creating core and tailored marketing messages that you can measure the effectiveness of is critical to maximizing your company brand across all stakeholder groups.

If you were going to present this information to your management in a real-world situation, and requesting funds to support your plan, you will need to present a data driven plan with a Return on Marketing Investment (ROMI) measurement strategy to be seen as credible and win support for your plan.

These profiles will help you tailor the core message to and create the tailored message and select the best delivery mechanisms for the product lines (Speed, Mountain, Recreational bicycles)  Make sure you include specifics on measurement (ROMI)

Requirements

In a 4-6 page APA formatted paper excluding text, diagrams, and other visual/oral aids as appropriate, you will prepare the following:

• Present a summary incorporating at least three (3) academically credible sources in addition to the weekly reading of the best practices: 
• creating a core marketing/advertising strategy
• differentiating elements of this strategy tailored to individual markets, cultures, and age groups

integrating traditional and non-traditional sources

calculating Return on Marketing Investment (ROMI)

Select at least one (Speed, Mountain, Recreational bicycles) and submit a specific marketing plan that contains a:

• Core unified message, and how this message was derived

Specific messages to the target customers in all of the countries that are included,  North America (NORAM), Latin America (LATAM), Europe, the Middle East and Africa (Europe-MEA), and Asia Pacific (APAC) regions. Four geographic markets have been selected as sites for test marketing, one in each region: New York, Rio de Janeiro, Amsterdam, and Bangalore.

A description of the marketing venues you would use, i.e., mix of traditional vs non-traditional for each country. Explain your rationale for these choices.

Plan for how you will measure your results.

Our simulation company called, Buy R’ Cycles, mission is to build the best bicycles on planet Earth. Our values include earning customer trust and business every day, treating everyone fairly and valuing diversity, offering excellent customer service, creating shareholder value, and building strong relationships. Our high-quality products include a mountain bike called, Top Fuel, and a speed bike called, Speed Demon. Our products were launched in New York City and Amsterdam.            Our core marketing message marketed to bike enthusiasts is to create superior customer value by empowering our employees and manufacturing high quality bikes. Here are other marketing messages tailored towards customers and potential recruits in the country’s where we launched our products:New York City Marketing Messages (United States)Customer Perspective: Our company offers affordable high-quality bikes for you to enjoy and be yourself.Recruitment Perspective: We believe in empowering our employees with the support that they need to succeed.Rationale: The United States of America ranks high in individualism, indulgence, and low in power distance (Hofstede Insights, 2022).Amsterdam Marketing Messages (Netherlands)Customer Perspective: Our company offers high-quality bikes for you to enjoy that will last longer.Recruitment Perspective: We believe in empowering our employees with the support that they need to succeed.Rationale: The Netherlands ranks high in individualism, indulgence, and long-term orientation (Hofstede Insights, 2022). The same marketing message applied for recruitment perspectives in both regions.

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