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QUESTION

MKG 400 (CT-8)

Your final Portfolio Project for this class will be to create a comprehensive marketing plan for a company and product of your choosing in a country of your choosing (I chose SCOTLAND for my country). This should be a new product in a hypothetical company, or for an existing company where you are proposing a new country market entry where they do not currently market in. You have created marketing plans before, but this plan will vary depending on the international strategies and the concepts you have learned in class. Apply international theory, concepts, and terminology throughout the plan

Your final Portfolio Project for this class will be to create a comprehensive marketing plan for a company and product of your choosing in a country of your choosing (selected in Week #1). This should be a new product in a hypothetical company, or for an existing company where you are proposing a new country market entry where they do not currently market in. You have created marketing plans before, but this plan will vary depending on the international strategies and the concepts you have learned in class. Apply international theory, concepts, and terminology throughout the plan

http://highered.mcgraw-hill.com/sites/dl/free/007352994x/862077/cat2994X_cn_579_588.pdf (attached file)

Although you will not be responsible for constructing and submitting your own country notebook, research and take notes as if you were. The more research you can do on your country and your product, the better equipped you will be for this final project.

Your final paper and plan must include the following components (consider using them as headers in the paper):

  • Company and Product
    • Describe company and product/services offered
    • Objectives and Goals
  • Overview of Country
    • Details about country
  • Situation Analysis
    • PEST Analysis
    • SWOT Analysis
  • Competitive and Industry Analysis
  • Market entry mode and why it was selected
  • Marketing Strategies (this area should be extensive)
    • Product
    • Price
    • Place
    • Promotion
  • Measurement and Control
  • Ethical Considerations
  • Implementation Steps and Recommendations

Your international marketing plan should be a professional Word document, 10-12 pages long (not including the title page and reference page). You must use 5-7 sources beyond the text to support your plan, and you must document them correctly using APA formatting per the CSU-Global Guide to Writing and APA Requirements. The CSU-Global Library is a good place to find credible sources to support your plan.

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