Assignment
2: International Marketing Plan
Due Week 8 and worth 220 points
You will use your chosen country (Ethiopia) for this Assignment. In addition to
the country, you will reference the shoe manufacturing firm (introduced in the
Discussions).
Write a four to six (4-6) page paper in which you:
1.
Identify two (2) forms of
market segmentation for your shoes, and support your choices. Then, identify
two (2) target markets for each segment, and explain those choices. Note: A
market segment (generally) is the group(s) the firm wants to market to; while
the target market(s) is the specific market (e.g., city) that the segment(s)
are located in.
2.
Give examples of four (4)
actionable goals for your business as you embark on your mission to import
shoes into your chosen country. Describe why each goal is important to the
firm.
3.
Select the global product
marketing program that you feel best suits your firm as a strategic alternative
in your chosen country. Provide a rationale to support why you chose this
program.
4.
Choose the global pricing
policy that will best suit your firm and selected country. Support your
decision for choosing such a policy.
5.
Choose the marketing channel
alternative that will best suit your firm and selected country. Describe the
function of each channel member.
6.
Describe the sales promotions
that will be used entice both consumers and trade channel partners.
7.
Determine whether the firm
will use salespeople or sales agents to promote and sell your products in the
chosen country.
8.
Use at least three (3) quality
academic resources for in-text citations in this assignment. Note that
Wikipedia and similar type websites do not qualify as academic sources.
9.
Format your assignment
according to the following formatting requirements:
a.
Typed, double spaced, using
Times New Roman font (size 12), with one-inch margins on all sides.
b.
Include a cover page
containing the title of the assignment, the student’s name, the professor’s
name, the course title, and the date. The cover page is not included in the
required page length.
c.
Include a reference page.
Citations and references must follow APA format. The reference page is not
included in the required page length.
The specific course learning outcomes associated with this assignment are:
·
Evaluate the considerations
for product adaptation in foreign markets and common approaches to adjusting
promotional strategy to fit foreign markets.
·
Examine the process for market
research to assess foreign market potential.
·
Analyze the strategic
marketing planning process, strategies for entering foreign markets, and
considerations for subsequent market expansion.
·
Determine the logistics and
product distribution channel options available to support international
marketing.
·
Formulate the core marketing
concepts into viable marketing strategies to support exporting and the full
range of global marketing operations.
·
Assess the key factors in
price determination, alternative pricing strategies used in international
marketing, and the common terms of sale and payment used in international
marketing.
·
Use technology and information
resources to research issues in international marketing.
·
Write clearly and concisely
about international marketing using proper writing mechanics.
