Benchmark – Global Marketing Plan Presentation

The purpose of developing a global market entry plan is to provide you with practical experience designing an international marketing strategy that accommodates the distinctive cultural and economic features of a foreign market entry.

Begin by researching and selecting a product or service and target foreign market. The cultural and economic research will inform your marketing analysis and strategies as well as your entry and implementation plan. A successful plan entails developing a targeted marketing strategies that takes into account the unique cultural and economic demands of your proposed cross-border market entry. Please refer to “The Country Notebook – A Guide for Developing a Marketing Plan” in the topic materials for detailed suggestions about what constitutes a cultural and economic analysis (as well as detailed marketing activities) for an international marketing plan. 

At a minimum, the elements of your plan should include the following sections: 

Product and Country Background

1. Description of the product and its features and benefits
2. Brief target country background
3. Rationale for introducing the product into the respective foreign market

Cultural and Economic Analysis

Identify the factors that may affect marketing operations. Address each of the following:

1. Cultural and economic analysis (norms, values, beliefs, religion, language, GDP, income distribution, population characteristics, etc.)
2. Technological changes and advancements including an overview of the promise and challenges that e-business, e-commerce, and e-marketing present for the future
3. Political, regulatory, and legal factors that may pose a challenge and affect marketing operations
4. Target market and competitive analysis

Marketing Analysis and Strategies

Develop a marketing analysis and strategy plan:

1. Product requirements/adaptation
2. Promotional decisions/strategies
3. Distribution decisions/strategies
4. Pricing decisions/strategies

Market Entry and Implementation

1. Market entry structure
2. Organizational structure
3. Technological factors
4. Budget and financial projections

You may use references from books, articles from reputable journals, or government sources.

The purpose of this assignment is to apply what you are learning in class to a real-life marketing situation. It is critical that you correctly use the international marketing concepts