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Task Two: The same client has also asked you to provide
a 500 word report on both the theory behind and the
practical application of the Uppsala model, in particular
they want you to advise on the firms choice of market
and form of entry using the conceptual rational behind the
model.
The contents of the plan will provide details of the following vis:
Situation Analysis
Marketing Objectives
Target Audience and Targeting Strategy
Product Positioning
Marketing Tactics, both Traditional and Digital
Action plan
Budgets and Financials
Ethics and Sustainability
Controls, Measurement, Review, Risks and Contingencies
The corporate
objective is to achieve
a turnover of 500m
within the next 4 years
To open 500 stores
within the same
timescale
Apply the total Product Concept i.e. what are the Core, Actual and
Augmented products?
How do consumers buy products within the target market?
What are likely to be the stages in your consumers of adoption of
this new product?
What are likely to be the product factors that affect the rate of
adoption?
What is your approach to branding and packaging e.g. individual
brands or family brands? Generic brands or store brands?
Is the organisation likely to adopt a standardised approach or an
adapted approach to its product range?
..
Profit/ Sales:
profitability value/volume
Distribution/ Gross
availability margin
Customer MARKETING
satisfaction METRICS Awareness
Relative Number of
price new products