International Planning Process
Prior to beginning work on this discussion forum, review the following resources:
- Chapter 13 in your course textbook, International Marketing (attached)
- Exhibit 12.1 – International Planning Process infographic (attached)
Discussion Prompts
Initial Response
Whether a company is marketing in several countries or is entering a foreign market for the first time, planning is essential to success. Take Inca Kola, a popular soft drink from Peru, as an example. Known for its bright yellow color and sweet, bubblegum-like flavor, Inca Kola is widely available in Peru and certain Latin American countries but has limited distribution in other regions. It is particularly tied to Peruvian culture, often served with traditional foods and promoted as a national drink, which adds to its unique regional identity and appeal.
Imagine you are part of the international marketing team planning to introduce Inca Kola in another region. Put your international marketing consultation hat on and pick one of the following countries to introduce your product. Address the following questions regarding your planning process:
- Select one country from the following to focus on:
- Thailand
- Portugal
- South Africa
- Mexico
- China
For your selected country, answer the following questions, referring to Exhibit 12.1
- Assess one constraint of the home country (Peru) that you consider significant, keeping in mind that all constraints should be researched, analyzed, and evaluated. However, for the sake of this activity, you will pick and choose.
- Analyze one element of the host-country constraints to consider.
- Define a market segment for Inca Kola in your host country.
- Discuss the 4Ps of the marketing mix:
- Product (will you change the formula, packaging, brand name, and why)
- Price (what price range would you consider compared to Peru, higher or lower, and why)
- Promotion (will you promote mainly digital or traditional or both, and why)
- Distribution (will you penetrate deep or keep it limited to certain stores/restaurants, and why)
- Evaluate which market-entry strategy you will pursue from the list of four main entry modes and why.
Directions
Follow these instructions for your initial post:
- Your initial post must be a minimum of 350 words.
- You must use your textbook to support your ideas and analysis.
- You must use headers and sub-headers.
- Cite sources, within your text
- Format your reference list in APA style
Keywords
Use these suggested keywords, or similar ones, to create headings for your post and identify important sections in your submission. Please note that including headers is mandatory.
- Selected country
- Home country constrain
- Host country constrain
- Host country market segmentation
- Marketing mix elements
- Market entry strategy for mode of entry
Requirements: clear
Answer preview to International Planning Process
APA
360 WORDS
