Country Notebook
Country Notebook
The Country Notebook—A Guide for Developing a Marketing Plan
The Country Notebook Outline writing guide
• Cultural Analysis
• Economic Analysis
• Market Audit and Competitive Market Analysis
• Preliminary Marketing Plan
writing guide
I. Cultural Analysis writing guide
Guideline
I. Introduction writing guide
South Korea, an East Asian nation on the southern half of the Korean Peninsula, Korea is a country where all the world’s major religions—Christianity, Buddhism, Confucianism and Islam, peacefully coexist with shamanism.
II. Brief discussion of the country’s relevant history writing guide
Korean peninsula has been inhabited for half a million years, Neolithic culture has occurred around 6000 B.C.E. The real original of Korean people was in 2333 B.C.E, which is the time of Tan'gun established the kingdom of Choson. The Old Choson period is divided into the Tan'gun, Kija, and Wiman periods. Invasions by Japan and Manchu (Qing) in the sixteenth and seventeenth centuries, Choson stilled for more than five centuries, which was the time of Japan colonized the nation.
III. Geographical setting writing guide
South Korea is a nation located in East Asian on southern half of the Korean Peninsula.
A. Location writing guide
South Korea is in the continent of Asia, it covers 96920 square kilometers.
B. Climate writing guide
It has a temperate climate with four distinct seasons. In Seoul is a humid continental/subtropical climate with dry winter.
C. Topography writing guide
South Korea is very hill and mountainous in the east, the total land area of the peninsula, including the islands, is 223170 kilometers.
IV. Social institutions writing guide
Welfare, Justice, Education, Health
A. Family writing guide
1. The nuclear family
consisting of a husband, wife, and children is becoming predominant in contemporary
2. The extended family
Extended families in comtemporary Korea cannot be regarded as continuing the traditional family structure.
3. Dynamics of the family
cannot be regarded as continuing the traditional family structure.
a. Parental roles
Parent should be treat with full respect and children usually should listen to their parents when making decision.
b. Marriage and courtship
Marriage arrangement is still very important to some Koreans because marriage represents a merging of families, not just a relationship between a man and a woman.
Female/male roles (changing or static?)
Changing. Female is having more equal right and more of female are going to college. But even if their grades are higher than their male colleagues, they are unlikely to be hired at the same job or pay level.
B. Education writing guide
1. The role of education in society
a. Primary education (quality, levels of development, etc.)
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b. Secondary education (quality, levels of development, etc.)
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c. Higher education (quality, levels of development, etc.)
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2. Literacy rates
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C. Political system writing guide
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1. Political structure
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2. Political parties
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3. Stability of government
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4. Special taxes
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5. Role of local government
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D. Legal system writing guide
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1. Organization of the judiciary system
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2. Code, common, socialist, or Islamic-law country? writing guide
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3. Participation in patents, trademarks, and other conventions writing guide
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4. Marketing Laws writing guide
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E. Social organizations writing guide
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1. Group behavior
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2. Social classes
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3. Clubs, other organizations
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4. Race, ethnicity, and subcultures
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F. Business customs and practices writing guide
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V. Religion and aesthetics writing guide
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A. Religion and other belief systems
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1. Orthodox doctrines and structures
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2. Relationship with the people
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3. Which religions are prominent?
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4. Membership of each religion
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5. Any powerful or influential cults?
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B. Aesthetics writing guide
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1. Visual arts (fine arts, plastics, graphics, public art, colors, etc.) writing guide
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2. Drama, ballet, and other performing arts writing guide
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3. Folklore and relevant symbols writing guide
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VI. Living conditions writing guide
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A. Diet and nutrition writing guide
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1. Meat and vegetable consumption rates
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2. Typical meals
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3. Malnutrition rates
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4. Foods available
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B. Housing writing guide
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1. Types of housing available
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2. Do most people own or rent?
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3. Do most people live in one-family dwellings or with other families?
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C. Clothing
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1. National dress
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2. Types of clothing worn at work
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D. Recreation, sports, and other leisure activities writing guide
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1. Types available and in demand
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2. Percentage of income spent on such activities
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E. Social security writing guide
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F. Health care
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VII. Language writing guide
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A. Official language(s) writing guide
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B. Spoken versus written language(s)
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C. Dialects writing guide
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VIII. Executive summary writing guide
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IX. Sources of information
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X. Appendixes
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II. Economic Analysis writing guide
Guideline
I. Introduction
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II. Population writing guide
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A. Total writing guide
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1. Growth rates
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2. Number of live births
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3. Birthrates
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B. Distribution of population writing guide
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1. Age
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2. Sex
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3. Geographic areas (urban, suburban, and rural density and concentration)
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4. Migration rates and patterns
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5. Ethnic groups
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III. Economic statistics and activity writing guide
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A. Gross national product (GNP or GDP)
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1. Total
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2. Rate of growth (real GNP or GDP)
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B. Personal income per capita writing guide
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C. Average family income
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D. Distribution of wealth
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1. Income classes
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2. Proportion of the population in each class
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3. Is the distribution distorted?
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E. Minerals and resources writing guide
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F. Surface transportation writing guide
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1. Modes
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2. Availability
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3. Usage rates
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4. Ports
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G. Communication systems writing guide
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1. Types
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2. Availability
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3. Usage rates
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H. Working conditions writing guide
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1. Employer-employee relations
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2. Employee participation
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3. Salaries and benefits
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I. Principal industries
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1. What proportion of the GNP does each industry contribute?
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2. Ratio of private to publicly owned industries
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J. Foreign investment writing guide
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1. Opportunities?
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2. Which industries?
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K. International trade statistics writing guide
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1. Major exports
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a. Dollar value
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b. Trends
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2. Major imports
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a. Dollar value
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b. Trends
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3. Balance-of-payments situation
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a. Surplus or deficit?
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b. Recent trends
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4. Exchange rates writing guide
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a. Single or multiple exchange rates?
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b. Current rate of exchange
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c. Trends
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L. Trade restrictions writing guide
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1. Embargoes
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2. Quotas
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3. Import taxes
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4. Tariffs
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5. Licensing
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6. Customs duties
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M. Extent of economic activity not included in cash income activities writing guide
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1. Countertrades
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a. Products generally offered for countertrading
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b. Types of countertrades requested (i.e., barter, counterpurchase, etc.)
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2. Foreign aid received writing guide
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N. Labor force
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1. Size
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2. Unemployment rates
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O. Inflation rates writing guide
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IV. Developments in science and technology
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A. Current technology available (computers, machinery, tools, etc.)
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B. Percentage of GNP invested in research and development
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C. Technological skills of the labor force and general population writing guide
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Channels of distribution (macro analysis) writing guide
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A. Retailers writing guide
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1. Number of retailers
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2. Typical size of retail outlets
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3. Customary markup for various classes of goods
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4. Methods of operation (cash/credit)
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5. Scale of operation (large/small)
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6. Role of chain stores, department stores, and specialty shops
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B. Wholesale middlemen writing guide
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1. Number and size
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2. Customary markup for various classes of goods
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3. Method of operation (cash/credit)
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C. Import/export agents
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D. Warehousing
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E. Penetration of urban and rural markets writing guide
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VI. Media writing guide
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A. Availability of media writing guide
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B. Costs
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1. Television
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2. Radio
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3. Print
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4. Other media (cinema, outdoor, etc.)
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C. Agency assistance
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D. Coverage of various media
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E. Percentage of population reached by each of the media
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VII. Executive summary writing guide
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VIII. Sources of information
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IX. Appendixes
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III. Market Audit and Competitive Market Analysis writing guide
Guideline
I. Introduction writing guide
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II. The product writing guide
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A. Evaluate the product as an innovation as it is perceived by the intended market writing guide
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1. Relative advantage writing guide
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2. Compatibility writing guide
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3. Complexity writing guide
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4. Trialability writing guide
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5. Observability writing guide
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B. Major problems and resistances to product acceptance based on the preceding evaluation writing guide
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III. The market writing guide
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A. Describe the market(s) in which the product is to be sold
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1. Geographical region(s)
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2. Forms of transportation and communication available in that (those)
region(s)
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3. Consumer buying habits writing guide
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a. Product-use patterns
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b. Product feature preferences
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c. Shopping habits
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4. Distribution of the product writing guide
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a. Typical retail outlets
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b. Product sales by other middlemen
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5. Advertising and promotion writing guide
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a. Advertising media usually used to reach your target market(s)
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b. Sales promotions customarily used (sampling, coupons, etc.)
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6. Pricing strategy
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a. Customary markups
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b. Types of discounts available
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Compare and contrast your product and the competition’s product(s)
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1. Competitor’s product(s) writing guide
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a. Brand name
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b. Features
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c. Package
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2. Competitor’s prices
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3. Competitor’s promotion and advertising methods
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4. Competitor’s distribution channels
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C. Market size writing guide
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1. Estimated industry sales for the planning year
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2. Estimated sales for your company for the planning year
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D. Government participation in the marketplace
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1. Agencies that can help you
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2. Regulations you must follow
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IV. Executive summary writing guide
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V. Sources of information
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VI. Appendixes
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IV. Preliminary Marketing Plan writing guide
Guideline
I. The marketing plan
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A. Marketing objectives writing guide
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1. Target market(s) (specific description of the market)
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2. Expected sales 20-
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3. Profit expectations 20-
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4. Market penetration and coverage
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B. Product adaptation or modification writing guide
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1. Core component
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2. Packaging component
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3. Support services component
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C. Promotion mix
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1. Advertising
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a. Objectives
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b. Media mix
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c. Message
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d. Costs
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2. Sales promotions
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a. Objectives
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b. Coupons
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c. Premiums
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d. Costs
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3. Personal selling
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4. Other promotional methods
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D. Distribution: From origin to destination writing guide
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1. Port selection
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a. Origin port
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b. Destination port
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2. Mode selection: Advantages/disadvantages of each mode
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a. Railroads
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b. Air carriers
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c. Ocean carriers
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d. Motor carriers
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3. Packing
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a. Marking and labeling regulations
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b. Containerization
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c. Costs
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4. Documentation required
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a. Bill of lading
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b. Dock receipt
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c. Air bill
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d. Commercial invoice
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e. Pro forma invoice
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f. Shipper’s export declaration
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g. Statement of origin
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h. Special documentation
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5. Insurance claims
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6. Freight forwarder writing guide
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E. Channels of distribution (micro analysis) writing guide
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1. Retailers
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a. Type and number of retail stores
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b. Retail markups for products in each type of retail store
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c. Methods of operation for each type (cash/credit)
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d. Scale of operation for each type (small/large)
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2. Wholesale middlemen
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a. Type and number of wholesale middlemen
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b. Markup for class of products by each type
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c. Methods of operation for each type (cash/credit)
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d. Scale of operation (small/large)
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3. Import/export agents
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4. Warehousing
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a. Type
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b. Location
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F. Price determination writing guide
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1. Cost of the shipment of goods
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2. Transportation costs
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3. Handling expenses
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a. Pier charges
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b. Wharfage fees
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c. Loading and unloading charges
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4. Insurance costs
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5. Customs duties
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6. Import taxes and value-added tax
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7. Wholesale and retail markups and discounts
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8. Company’s gross margins
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9. Retail price
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G. Terms of sale
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1. EX works, FOB, FAS, C&F, CIF
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2. Advantages/disadvantages of each
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H. Methods of payment writing guide
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1. Cash in advance
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2. Open accounts
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3. Consignment sales
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4. Sight, time, or date drafts
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5. Letters of credit
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II. Pro forma financial statements and budgets
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A. Marketing budget
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1. Selling expense
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2. Advertising/promotion expense
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3. Distribution expense
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4. Product cost
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5. Other costs
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B. Pro forma annual profit and loss statement (first year and fifth year)
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III. Resource requirements
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A. Finances
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B. Personnel
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C. Production capacity
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IV. Executive summary writing guide
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V. Sources of information
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VI. Appendixes writing guide
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