MKTG 430 Course Project

MKTG 430 Course Project

This international marketing plan assignment gives you the opportunity to practice developing an integrated business and marketing strategy for a global product of your choice. It also helps you develop a strong business-oriented written proposal and communication expertise. As the course progresses, you will be developing each of the elements of this marketing plan. Good marketing plans come in many different formats.

For this plan you are marketing an existing product to a country different than where you live. Ideally the product should not be in the country already.

You can use the Internet, online library resources, and other electronic sources available to you. You also have many other sources of potential information:

• Internal, non-proprietary company information
• Consider calling competitors for product and company information
• Conduct a literature search at the library
• Review periodicals for articles and advertisements

Content grading will look at clarity of thinking, understanding and application of basic marketing principles, and creative but realistic use of marketing tools. Explorations of your options and choices are an important part of your demonstration of your mastery of this proposal. Your instructor will look at your plan from the point of view of a business proposal. Have you thought through and considered your options and the details of your proposal? Have you looked at the entire strategy, the “big picture” while still considering the more detailed elements that make for a successful implementation?

All submissions must be typed and double-spaced. Proper spelling, grammar, clarity, and style appropriate for a business proposal are expected and will be graded. The final International Marketing Plan should be minimum 15-20 pages in length.

This International Marketing Plan will make the course come alive! You, your fellow students, and your instructor will work together to make this a living, breathing application of the marketing principles you will learn during the course.

MARKETING PLAN OUTLINE AND GRADING ALLOCATION

Part 1 (70 Pts) of your marketing plan is due by the end of week 2.  You will complete sections A-C of your marketing plan.

1. Product Description:A complete description of the product to be offered, including an explanation of any competitive advantages. (2 pages)
2. Goals and Strategy:Outline of marketing goals and strategy, including market share, sales forecasts (units and dollars), and projected growth. (1-2 pages)
3. Target Market:A complete description of the target market, including size, growth, and important characteristics. Should include an explanation of why the target market is attractive. It should include the estimated size of the market in dollars or units and should have a description of the possible risks. (2-4 pages)

Part 2 (70 Pts) of your marketing plan is due by the end of week 4.  You will complete sections D & E of your marketing plan:

1. Competitors/Substitutes:Should include a comprehensive list of current and potential competitors and substitutes. This list could be organized by industry or company type or by actual firm. It should state market share. This section should include information on the likely strategies of each competitor relating to the proposed product. (2 pages)
2. Price:Proposed pricing structure for the product.  It should include any special offers or discounts. (2 pages)