International marketing strategy
In your final paper, you will take on the role of an international marketing consultant tasked with creating an International marketing strategy for your product as it seeks to expand into a new country. You will analyze the selected country’s environment, design a marketing mix tailored to its unique market conditions, and develop an integrated marketing communications (IMC) plan that ensures successful market entry and brand positioning.
Let’s select your product and its home country and also select the country you choose to expand to:
| Select your product: Pick one of the following products to write your international marketing plan about this product. Pay attention to the home country of the product. | Select your country: Select one country from any of the following regions as your host country and the destination for this global expansion |
| Qima coffee (from Yemen)Persian copperware; handcrafted kitchenware and home décor (from Iran)FAGE Yogurt (from Greece)Tata Nano Microcar (from India)Llama wool products; blankets, jackets, etc. (from Argentina) | North AmericaSouth AmericaThe Middle EastAfricaAsia Pacific RegionEurope |
Section 1: Environment Analysis
Conduct an environmental analysis of your selected host country. Include the following factors:
- History and Geography
- Cultural: Analyze the key consumer preferences, attitudes toward beverages, and cultural norms influencing your product’s positioning. Are there local preferences to consider?
- Political: Assess the political climate for foreign businesses. Does your host country’s government support foreign investments, or does it have protectionist policies?
- Legal: Evaluate the regulatory requirements for your selected product (e.g., labeling requirements, advertising restrictions).
- Economic: Assess the economic conditions, including income levels, purchasing power, and market potential for your product.
Section 2: Marketing Mix
Formulate a marketing mix tailored to your selected country, covering the following elements
- Product: Explain whether your home country’s existing product works as-is in the host country or whether it needs to be adapted. Consider packaging, style, or brand name.
- Price: Explain the pricing strategy you will use (e.g., premium, competitive, or value-based). How will this pricing align with local income levels and consumer expectations?
- Place (Distribution): Justify the entry mode for your product into the host country (exporting, contractual agreements, strategic alliance, or direct foreign investment). Referring to Exhibit 15.3, what alternatives for the distribution channels will you use to ensure product availability in your host country?
- Promotion: Focus on the IMC plan in the next section.
Section 3: Integrated Marketing Communications (IMC) Plan
Create an IMC strategy to effectively promote your selected product in your selected market, including the following:
- Advertising: Discuss the 7 steps of your advertising plan based on the basic framework of international advertising discussed in chapter 16. What media channels (e.g., TV, radio, direct mail, digital and social media, print, out-of-home) will you prioritize?
- Communication Process: Explain the 7 steps of developing an effective international communication message as discussed in chapter 16, Exhibit 16.4.
Section 4: Challenges and Suggestions
- Examine three potential challenges in entering the selected market (e.g., cultural resistance, regulatory delays, competition).
- Develop two suggestions to mitigate these risks and ensure success.
Directions
The International Marketing Plan final paper
- must be 7 to 9 pages in length (not including title and references pages)
- must use the Template (attached)
- must include a separate title page with the following in title case:
- title of paper in bold font
- Space should appear between the title and the rest of the information on the title page.
- student’s name
- name of institution (The University of Arizona Global Campus)
- course name and number
- instructor’s name
- due date
- title of paper in bold font
- must utilize academic voice.
- must include an introduction and conclusion paragraph.
- Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
Requirements: clear
ATTACHMENTS
Answer preview to International marketing strategy
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