Reference no: EM13766324 , Length:
Country Manager Marketing Plan Instructions:
You will develop a Marketing Plan - the roadmap for managing your entry, growth, and expansion into Asia. You have already reviewed the CountryManager manual. Focus on Section 4 of the manual - Issues in International Marketing. You will use the various reports (environment, competition, internal) to analyze the current situation and create your plan. Your primary goal is maximizing your overall cumulative contribution for the region. Your secondary goals are maximizing your market share and brand equity in each country that you enter.
Your marketing plan will lay out what marketing actions your firm plans to take and why. We're going to do this in a table format.Respond to the questions in the table provided. I will evaluate your submission based on (1) specific actions you plan to take (25%) and (2) your justifications as to why you think those are appropriate actions to take (75%).
In simple terms, what I am looking for in Part 1 is your overall approach and then exactly how you plan to do it - theexact SKUs, their exact prices, the exact channels, etc. Then to the right of these planned actions in Part 2, I want to see your justificationsfor these actions based on information from the simulation or your analysis of it (SWOT, country attractiveness spreadsheet, etc.). Note: I don't need to see the tables/ numbers you are using - I have access to them already. I want to know what information you are using and how it is supporting your decision, just like a manager would want.
Will you use a cost leadership strategy or a strategy based on differentiation? (Google Porter's Generic Strategies if unclear)?
Will you standardize or customize your marketing strategy across countries?
Will you use a push strategy or a pull strategy?
Markets Entered
What countries will you enter and in what sequence?
Distribution Decisions
What channel(s) will you use?
How many sales people will you hire and how will you distribute them across channels?
How much is your promotion budget and what channels will it be applied in?
SKUs & Pricing
What SKUs will you offer?
What is your MSRP (in local currency) for each SKU?
What allowance (%) will be provided for each SKU?
Advertising
Will you create new ads or adapt existing ads?
What will be your ad's language, target, and message?
How much is your advertising budget (in local currency)?
Production
Will you build a plant in Asia and if so where?
What will be your plant's initial capacity?
Performance
What measurable goals do you have for your performance?
What 2 metrics will you use to evaluate your performance?
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