The Distinctive Doggie & Cattie Company is a traditional manufacturer of dog and cat foods. After 10 years in the business, the president of the company wants to explore new international markets for expansion of its Marketing Division. The Marketing Department has been directed to develop new and innovative product(s) for emerging markets in a non-English speaking countries around the world.
As Product Marketing Manager, you will develop a comprehensive international marketing plan based on your product innovative idea that does not currently exist in the market today. The president has given the Product Marketing Manager until Week 15 to have a comprehensive international marketing plan and power point presentation to be given to upper level management and the company’s board of directors.
INTERNATIONAL MARKETING PLAN OUTLINE:
- Title Page
- Table of Contents
Executive Summary (1p.):
The Executive Summary is a synopsis of the Marketing Plan
The executive summary provides a general overview of the entire marketing plan project including:
- highlights of potential market conditions of the pet marketplace
- product concept, pricing promotion and distribution
- Stage I – Individual Process: Product Conception (1p.) – Due Date Week 4:
One page document describing in detail an innovative product concept for entry
into a non-English speaking emerging market. Your innovative product which does not currently exist.
- Stage II – Evaluate the International Environmental Factors in relationship to your product (4 – 6pp.) Due Date Week 8:
Marketing Environmental Model applied to the international market of a non-English speaking emerging nation.
(1). International Political & Legal Forces
Conduct an analysis to justify launching your product entry into a non-English speaking emerging market based on your research of the environmental forces below:
Political risk
- Government Stability
- Employment Laws
- Trade Barriers & Restrictions
- Business Regulations
- Commercial Law
- Bureaucracy
- Taxation Policies
- Intellectual Property Protection
- Bribery and Corruption
(2). International Economic Forces
Conduct an analysis to justify launching your product entry into a non-English speaking emerging market based on your research of the environmental forces below:
Economic composition
- GDP Trends & Growth
- Interest Rates
- Disposable Income
- Credit Availability
- Employment Cost
- Economic Risk Factors
- Transportation
- Infrastructure Energy Costs & Infrastructure
(3). International Social & Cultural Forces
Conduct an analysis to justify launching your product entry into a non-English speaking emerging market based on your research of the environmental forces below:
- Demographics
- Income Distribution / Social Classes
- Educational Levels
- Religion
- Language
- Lifestyles
- Consumerism
- Workforce Mobility
- Worker Rights & Benefits
(4). International Technological
Conduct an analysis to justify launching your product entry into a non-English speaking emerging market based on your research of the environmental forces below:
Basic Infrastructure
- communications Infrastructure
- Network Connectedness
- R & D spending
- Adoption Diffusion Patterns
- Speed of Transfer
- Rate Obsolescence
(5). Environmental
Conduct an analysis to justify launching your product entry into a non-English speaking emerging market based on your research of the environmental forces below:
Environmental Awareness & Sensitivity
- Environmental Protection Regulations
- Pollution Levels
- Waste Management
- Attitudes towards Green or Ecological Products
- Presence of Environmental Advocacy Groups
Stage III – SWOT Analysis (1 – 2pp.) – Due Date Week 9:
Conduct an analysis to justify launching your product entry into a non-English speaking emerging market based on your research of the environmental forces below:
Strengths
- Weaknesses
- Opportunities
- Threats
- 7. Stage IV – Research Survey (1 – 2pp.) – Due Date Week 10:
Develop 20 – 25 questions for your potential target audience utilizing Survey Monkey Software Platform.
- 8. Stage V – International Marketing Mix (2 – 4pp.) – Due Date Week 11:
- Target Market Segmentation Strategy
- Product Strategy
- Pricing Strategy
- Distribution Strategy
- Promotion Strategy
- Stage VI – International Sales Product Projections (1 – 2pp.) – Due Date Week 12:
- 10. Stage VII – International Promotional Brochure (1 – 2pp) – Due Date Week 13:
Create a product brochure that provides your target audience with the key information to make a purchasing decision.
- Stage VIII – Conclusion, APA References, and Recommendations to the President of the Doggie & Cattie Co. – Due Date 14:
- 12. Stage IX – The Final Marketing Project includes: – Due Date Week 15:
(1) a 15 – 20 page individual paper (double spaced) integrating the all of the project stages; and (2) develop Power Point slides of the marketing project for class presentation 15 min. Each individual member must present a section of the project.
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