Global Marketing Strategies

Strategic Marketing Plan
The second individual assignment is a strategic marketing plan. This element will
provide students with the opportunity to prepare a marketing plan for a product that is
being considered for marketing in your selected country. Students will consider the
most effective means of marketing the product in this country .The purpose is to
provide you with an opportunity to integrate and apply the material learned on this
module to the development of a strategic marketing plan.
Your Task
Based on the country analysis you conducted for the first assignment, you are to
develop a strategic marketing plan for entering your country which reflects, in your
judgment, the most effective means of marketing your product/service in this country.
Your research should address a number of factors, which might include;
 Identification and justification of appropriate international entry strategy, taking
into consideration the unique features of the foreign country market.
 Identification and justification of appropriate international target consumers for
the foreign country market.
 Develop appropriate international strategies for market development. Consider
the standardisation or any adaptations of the marketing mix you need to make
specifically for the foreign country market.
 Appreciate the theoretical discussion in the academic literature in relation to
concepts considered.
You must know your product/service and its potential in the global marketplace
thoroughly and be able to justify the recommendations you make. You will be
assessed on your ability to investigate a range of source materials as well as your
ability to structure the presentation of your findings. Make sure this is thoroughly
researched and appropriately referenced.
Your grade will be divided between 80% for content (critical analysis, quality and
variety of research) and 20% for organization and presentation style. You will be
assessed on your ability to investigate a range of source materials as well as your
ability to structure the presentation of your findings. Organization refers to readability,
flow, logic, professional organization and writing mechanics of the report. It should be
clear, concise, with a logical flow of thoughts and ideas.

Guidelines for the Report
Report outline Report Guidance Page Limits
Title Page
 Give your report a meaningful title/name
 Who is the author? Who is it addressed to?
 Date of report?
 Be creative and make the title page interesting
Must not exceed
1 side of A4
Executive Summary
 Provide an overview of the report
 Provide an overview of its key findings
 Make sure it is neatly presented
Must not exceed
half side of A4
Table of Contents
 Include page numbers
 Include sections and section numbering
 Make sure it is neatly presented
Must not exceed
1 side of A4
Introduction
 State the purpose and scope of the report
 Briefly describe your product/service.
 What mode of entry do you propose? And
why?
Must not exceed
1 side of A4
Main Body
(Note, don’t use generic
headings like “Main
Body”)
Points to consider:
o Which specific segments of the population
will you focus your marketing efforts on?
o What key product or service and product-line
adaptations do you propose?
o What distribution, pricing and promotion
strategies do you suggest?
o You must justify your decision.
 Organise your material logically into sections,
sub-dividing as necessary.
 Your final headings and sub-headings will
depend on what your analysis has uncovered
and what is relevant
Must not exceed
3 sides of A4
(approx. 1,500
words)
Conclusion
 Brief overview of your key findings and
recommendations.
 Satisfying conclusion that leaves reader with a
sense of closure.
Must not exceed
half side of A4
Appendices
 Any analyses done as part of your research
should be neatly presented here, clearly
identifying the source and referred to within
your report.
As required
Reference List
 List only those references you cite directly in
the report.
 Ensure Harvard Referencing is followed and
presented in alphabetical order.
 Use credible and varied sources of academic
quality.
MINIMUM 1
side of A4
Bibliography
 These are sources you may have used as part
of your research but were not cited directly in
the report.
 Ensure Harvard Referencing is followed and