DATE,,,,,,,,, 25-03-2012

Assignment --------------------------- International Marketing

Name -----------------------------------Muhammad Naseem Khan Class -----------------------------------------MBA 4TH semester Submitted to-------------------------------- Sir,Ahmed Shah

International Marketing Plan

Outline INTRODUCTION introduce the product to be marketed in your country and briefly explain your rationale for choosing this product CULTURAL ANALYSIS thoroughly describe the country in which your product is to be marketed, selecting pieces of information that show how or why your product is suitable to the countrys culture. .Gaphical Setting Location Typography Countrys relevant history and/or recent events Description of Political System Political Structure and Parties Stability of Government Population and Demographics Total Population Size Growth rate Birthrates Distribution of Population (by) Age Sex Races or Ethnicities Geographic locale (urban, rural) Economic Statistics and Descriptions Gross National Product (GNP) Total Rate of Growth in real GNP Personal Income Per Capita Average Family Income Distribution of income (by) Income or Social classes Proportion of population in each class Is the distribution distorted? Inflation Rate Government Social Programs Social Security Health Care

Labor Force Size Unemployment Rate Typical Working Conditions Principal Industries Portion of GNP contributed by various major industries Ratio of private to publicly-owned businesses Foreign Investment Rate of Which industries? Types of Minerals and Resources TransportationModes and Availability Communication SystemsModes, Availability, and Usage Rates International Trade Statistics Major ExportsDollar Value and Trends Major ImportsDollar Values and Trends Balance-of-Payments (Surplus or Deficit?) Currency strength and stability and current rate of exchange General Trade Restrictions and discussion of trade environment Tariffs, Quotas, License Fees, Import Taxes, etc. Memberships (WTO, Trade blocs, NATO, UN, etc.) Description of Religion and Its Impact on Daily Life Prominent religions Membership size and power Language Official languages Dialects Description of Daily Life and Lifestyles Male/Female Roles in Society Typical and popular foods available and meat/vegetable consumption rates Types of housing available (single-family, multi-family, etc.) Do most people own or rent? Recreation/sports/and leisure activities Types available and in demand Percent of income spent on such activities Impact of Technology (Available technologies and skill level of the general population and labor force) Availability and Impact of Media this section reports data on all media available within a country. Later you will select specific media from among these as part of the promotional mix strategy for your product. Availability of Media Availability of agency assistance Percentage of population reached by each medium Availability of Channels of Distribution

this section reports data on all channel middlemen available within the country. Later you will select specific channels as part of your distribution strategy. Retailersnumber and typical size (small or large) of retail outlets/role of chain stores, department stores, and specialty stores Wholesalersnumber and typical size/cash or credit operators? Other types of available agents or intermediaries . COMPETITIVE ANALYSIS this section describes the competitive situation facing you in your focal country. Compare and contrast your product with competitors products Competitive brands available in the market Features Packaging Pricing Promotion and advertising methods used Relative market shares and strengths enjoyed in the market Estimated industry-wide sales (or volume) for yearall brands Market Conditions Faced Forms of available transportation and communication in the region Consumer buying habitsproduct feature preferences, use patterns, and shopping patterns Distribution of similar or competitive productstypical retail outlets used and sales by other middlemen Advertising and Promotion Media that can be used to reach target market Sales promotions customarily used in this product category (samples, coupons, etc.) Pricingcustomary markups and types of discounts available for this kind of product MARKETING PLAN Describe the target market(s) in which the product is to be sold Geographic region(s); demographics, lifestyles, etc. Your Product Brand Nameorigin and significance Positioning Strategy Evaluate the product as an innovation as it is perceived by the intended market Discuss also major product problems and resistances based on the preceding evaluation Your Marketing Objectives Target market (specific description of the market) Expected market share or market penetration rate Expected sales in dollar volume

Your Product Strategy Product differentiators or competitive advantage Packaging Support Services Your Promotion Strategy Major message thrust Advertisingmedia mix, reach, costs Sales Promotionforms, objectives, and costs Personal Selling Miscellaneous promotional methods Your Distribution Strategy (Macro) Port Selection Origin Port Destination Port Mode SelectionSpecify your mode of choice and discuss the advantages/disadvantages of each mode for reaching your country (Railroad, Air carrier, Ocean carrier, Motor carrier) Documentation Required Bill of Lading Dock Receipt or Air Bill Commercial Invoice Shippers export declaration Statement of Origin Your Distribution Strategy (Micro) Warehousing Needs RetailersType of retail stores, scale of operation (large or small), and retail markup WholesalersType of wholesalers, scale of operation, and wholesale markups Import/Export Agents Your Pricing Strategy Handling Expenses (pier charges, wharfage fees, loading/unloading charges) Customs duties Import taxes Wholesale and Retail Markups Companys gross margin Retail price Methods of Payment (cash in advance, open account, consignment, sight/time/date draft, letter of credit, etc.) Government Participation Agencies that can help you Regulations you must follow Budgets and Profitability Analysis Marketing Budget Product Cost

Distribution expense Selling expenses Advertising and promotion expenses Other Costs Annual profit and loss statement (first and fifth years)

Evolution to global marketing

Global marketing is not a revolutionary shift, it is an evolutionary process. While the following does not apply to all companies, it does apply to most companies that begin as domestic-only companies.

Domestic marketing
A marketing restricted to the political boundaries of a country, is called "Domestic Marketing". A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market. Products and services are developed for customers in the home market without thought of how the product or service could be used in other markets. All marketing decisions are made at headquarters..

International marketing
If the exporting departments are becoming successful but the costs of doing business from headquarters plus time differences, language barriers, and cultural ignorance are hindering the companys competitiveness in the foreign market, then offices could be built in the foreign countries

Elements of the global marketing mix

Product
A global company is one that can create a single product and only have to tweak elements for different markets. For example, Coca-Cola uses two formulas (one with sugar, one with corn syrup) for all markets. The product packaging in every country incorporates the contour bottle design and the dynamic ribbon in some way, shape, or form. However, the bottle can also include the countrys native language and is the same size as other beverage bottles or cans in that same country.

Price
Price will always vary from market to market. Price is affected by many variables: cost of product development (produced locally or imported), cost of ingredients, cost of delivery (transportation, tariffs, etc.), and much more. Additionally, the products position in relation to the competition influences the ultimate profit margin. Whether this product is

considered the high-end, expensive choice, the economical, low-cost choice, or something in-between helps determine the price point.

Placement
How the product is distributed is also a country-by-country decision influenced by how the competition is being offered to the target market. Using Coca-Cola as an example again, not all cultures use vending machines. In the United States, beverages are sold by the pallet via warehouse stores

Promotion
After product research, development and creation, promotion (specifically advertising) is generally the largest line item in a global companys marketing budget. At this stage of a companys development, integrated marketing is the goal. The global corporation seeks to reduce costs, minimize redundancies in personnel and work, maximize speed of implementation, and to speak with one voice

Advantages and Disadvantages

Advantages
The advantages of global market we can introduce our product by using advertising:

Economies of scale in production and distribution Lower marketing costs Power and scope Consistency in brand image Ability to leverage good ideas quickly and efficiently Uniformity of marketing practices Helps to establish relationships outside of the "political arena" Helps to encourage ancillary industries to be set up to cater for the needs of the global player

Disadvantages

Differences in consumer needs, wants, and usage patterns for products Differences in consumer response to marketing mix elements Differences in brand and product development and the competitive environment Differences in the legal environment, some of which may conflict with those of the home market Differences in the institutions available, some of which may call for the creation of entirely new ones (e.g. infrastructure) Differences in administrative procedures Differences in product placement. Differences in the administrative procedures and product placement can occur 7