International Marketing 

 

This project gives you the opportunity to apply your course learning to the real world. You accomplish this through the development of an international marketing plan for a Canadian product that you intend to export.

 

Assignment

 

  1. Form groups of Four or Five. During this formation process, interview prospective members before committing to a particular group. Verify that each of you is in agreement to:

 

  1. The amount of work you are willing to do

 

  1. The grade you want to achieve

 

  • Your availability and/or your means of communication (for example, in person, phone, facetime, etc., so you may need to commit to being online at the same time). Be sure you have each other’s names, telephone numbers, and e-mail addresses. Write them down and

 

submit your group participants to me (Professor) via dropbox.

 

  1. Choose a Destination Country Chinaand a product or serviceTim hortons of Canadian origin that you believe would be a good fit/opportunity for a target segment(s) in that country. Each group must choose a different product and country: first come, first served. Do some preliminary “homework” prior to deciding on a product and country to make sure that needed information is indeed available.

 

Progress report #1: Due Week 4 (Sept. 26th) in class and is worth 5%.

 

Project overview: Country and Product, 1 page written – why is this a great opportunity? All team members should have a role and the progress report must include a 2-3 in class presentation.

 

  1. Get started. Begin immediately to collect, assemble, and analyze the information you need. This is important. Think in terms of collecting everything at once rather than sequentially. Yes, it is necessary to have a careful and logical plan for project completion, but when you have an “everything at once” mindset, then you are alert and ready for information that may come your way unexpectedly. Whenever it appears, keep it and file it for future reference and sharing with your group members.

 

  1. Get finished. Formulate a timeline plan for completion that synchronizes with the course-imposed deadlines. (See the Course Outline.) List all the tasks that you as a group must complete and identify dates for completion. Have frequent meetings and monitor your progress.

1

This is not a difficult project. However, you do need to organize and coordinate well in order to fulfill its requirements. It is important to recognize at the outset that there is work to be done!

 

You must collect the information, make sense of it (determine the implications), and finally you have to develop your information and analysis into a coherent report. The report identifies the marketing opportunity and convinces the reader that it is viable. Do not fall into the trap of copying something, anything from a website, any website, and expecting that this is sufficient in order to achieve a passing grade on the project.

 

It is not.

 

Progress Report # 2: Due in class on week 8

 

This includes consultation, research report, draft bibliography (sources), presentation in class and everyone must play a role.

 

Content and Format

 

The report should look like this but may include additional relevant information:

  1. Introduction position your country(China) in the world – include a map

 

  1. Situation Analysis(short answer)

 

  1. Country Analysis

 

  1. trade and economic situation

 

  1. facts

 

  1. implications for your product’s marketing strategy

 

  1. political situation
    1. facts

 

  1. implications for your product’s marketing strategy

 

  • legal/regulatory situation

 

  1. facts

 

  1. implications for your product’s marketing strategy iv) social and cultural forces

 

  1. facts
  2. implications for your product’s marketing strategy

 

  1. the situation with respect to other environmental variables

 

  1. facts
  2. implications for your product’s marketing strategy

 

  1. Market Structure and Competitive Analysis

 

  1. description of the market – size and growth

 

  1. facts

 

  1. implications for your product’s marketing strategy

 

  1. factors affecting size and growth of the market

 

  1. facts

 

  1. implications for your product’s marketing strategy

 

  • description of major competitors – market share and growth, source of competitive advantages and disadvantages, future prospects

 

  1. facts
  2. implications for your product’s marketing strategy

 

  1. Company and Brand Analysis
    1. Firm’s strengths and weaknesses vis-à-vis entry into the foreign market

 

 

2

  1. facts
  2. implications for your product’s marketing strategy

 

  1. History of the brand and future prospects, if applicable
    1. facts

 

  1. implications for your product’s marketing strategy

 

  1. Conclusions/Indicated Action

 

  • four to six major conclusions drawn from the preceding analysis
  1. The Marketing Plan

 

  1. Marketing Objective
    • forecast in terms of both market share and sales volume

 

  1. Marketing Strategy
    1. Identification and description of the target market (core consumer)

 

  1. Product positioning statement
  • Marketing mix: a) Product

 

  1. Promotion

 

  1. Price

 

  1. Distribution

 

  1. Financial P&L Statement, please include revenue and key costs. Consult and review a corporate financial statement to ensure you include the correct detail.

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