Internation Markeing–Suriname

Country Project Part II (Marketing Plan) (150 points)

Cover page: Your Full Name, Assigned Country (2 points)
Content page: Table of Contents with page numbers (3 points)
Summary page: A brief executive summary of your project (5 points); embed here the assigned country’s flag and map.

Marketing Plan: Select a product of your choice and assume that you have been asked to develop a marketing plan to EXPORT this product to the assigned country.
Your Company: Assume you are the owner of an exporting company. You are in-charge of exporting a product of your choice to the assigned country. You need to develop the following:
–Mission Statement of your company (8 points): Develop a mission
statement for your company. This depends entirely on you—there is no right or wrong statement. You can review few of mission statements online to get some ideas.

–Three Export Goals to be accomplished (12 points): Develop three goals that you wish to accomplish by exporting your product to the assigned country. Again, there are no right or wrong goals. Be as specific as you can be.

Marketing Plan: Select a product of your choice and assume that you have been asked to develop a marketing plan to EXPORT this product to the assigned country.
a. Who are your potential target market(s) in the country: describe them in terms of age, gender, occupation, marital status, income level, social class, needs, and other descriptors such as interests, lifestyle, etc. (30 points)
At least three embedded images/pictures of the above

b. Product Mix: (20 points)
–Core component of your product: main features, benefits, functional
features, etc.
–Packaging component of your product: style features, packaging, labeling,
brand name, quality level, special instructions if any, etc.
–Support service component: repair and maintenance, instructions for
installation and consumption, warrantee, etc.
At least three embedded images/pictures of the above
c. Promotion Mix: (20 points)
–Describe which of the four components out of advertising, personal selling, sales promotion, and public relations activities will you be using to promote your product? Be as specific as possible. For example, will you be using TV ads, newspapers, what type of sales promotions will you be using, etc.
At least three embedded images/pictures of the above

d. Pricing Mix: (15 points)
–What is the exchange rate in your assigned country as compared to US$?
–What will be the price of your product and why?
At least three embedded images/pictures of the above

e. Distribution Mix: (15 points)
–Port of origin (in USA)
–Port of Destination (in your assigned country)
–Modes of transportation from USA to your assigned country
–What type of retailers will carry your product? Why?
At least three embedded images/pictures of the above

f. Evaluation and Control (15 points) Once a marketing plan is implemented, companies evaluate its implementation and take corrective actions (control), if needed. The evaluation task is based a set of criteria based on which a given plan’s performance is assessed; the purpose here is to find answers such questions as: what went wrong when implanting the plan, what are some positive outcomes from the plan, etc. To evaluate their implementation of marketing plans, many companies use what is called balanced-score-card (BSC). BSC is defined as: The balanced scorecard is a strategic planning and management system that is used extensively in business and industry, government, and nonprofit organizations worldwide to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organization performance against strategic goals. It was originated by Drs. Robert Kaplan (Harvard Business School) and David Norton as a performance measurement framework that added strategic non-financial performance measures to traditional financial metrics to give managers and executives a more ‘balanced’ view of organizational performance (www.balancedscorecard.org). Examples of BSC criteria can be customer satisfaction, return on investment, return on equity, market share, sales patterns, employee satisfaction, marketing effectiveness, and so on. It all depends on each organization to define its BSC.

Please identify what type of criteria of your BSC your team plans to use to evaluate your company’s export marketing plan (at least five) and why?

g. Briefly describe five (5) required documents needed to complete export transactions to the assigned country (example, bill of lading, letter of credit, etc.): (10 points)

The above outline is for your guidance. You can use your creativity and imagination to write up Part II.
Additional Instructions for Part II (10 points): Part II must be single-spaced, typed, size-12 font of Time New Roman, MSWORD. You must submit the project in class only. In each section, you must describe various part of Target Market, four Ps, etc. Use appropriate headings/subheadings to organize your Sections. Make sure to check for grammar, typos, etc.
In Part II (please read the instructions very carefully), you are to develop a EXPORT marketing plan (exporting from USA to your assigned country (same as the one in Part I). One thing you need o consider is to focus on a CONSUMER product hat you wish to EXPORT to your assigned country—do not select an industrial product (coal, iron, tractors, etc.). The product you select can be an existing consumer product or if you think of a “new” consumer product, you are welcome to do so.
In Part II, you need to be specific and not simply list things as an outline. For example, under Product Mix, be sure o describe your product in details, along with images, pictures, etc. Same goes for Distribution, Promotion. As or pricing, focus on what price level you will charge in that country in that country’s currency. Be sure to include here an exchange rate between your assigned ountry’s currency versus US dollar, and explain why the price level for your product. Similarly, under Promotion, do not simply write: Advertising. I need what specific promotional mix you will use, along with images, examples of advertising, and so on. This is where your creativity will come in. Same goes for Distribution,etc.