Assignment 2
Focus: The focus of this assignment is on developing an appropriate marketing plan with emphasis on ‘marketing mix’ strategy for a new product or service in an existing or new international market.
Task: The purpose of this assignment is to provide an opportunity to utilise your knowledge of international marketing to undertake an analysis of the overseas market condition to develop a practicable marketing plan.
Below is an example of an international marketing plan which is shown and explained in detail in chapter 8 of your text book.
In completing this assignment students should determine their own format and content based on the assignment focus and task as detailed above.


Title Page
Table of Contents
Background
• The industry
• The company
Situation analysis
• Business environment e.g. Political & Legal factors
• Market analysis e.g. Characteristics, forecasts & trends
• Competitor analysis e.g. Strengths
• Organisational capabilities e.g. Capacity
• SWOT analysis
Marketing strategies:
• Foreign market entry strategy
• Target market and segmentation strategy
• Positioning strategy
• Marketing mix strategy
Company objectives
Economic evaluation
• Planning assumptions
• Forecast sales & costs
Marketing Implementation & Control
• Action plan
• Budgets
Monitoring & Control Mechanism(s)
References
Appendix