Hence the need conduct comprehensive country analysis

MARK957 International Marketing Plan

Hints & Guidelines for Writing a Marketing Plan

PART 2 -
3. Develop SMART goals and objectives based upon your knowledge and understanding of the current situation.

4. Develop marketing strategies (sub-divided into the 4 or 7P’s) that will achieve your goals/objectives – and which create competitive advantages.

PART 1 – Situation Analysis including SWOT

For your selected country –

Based upon your in-depth knowledge gained in Part 1, you are now in a good position to progress development of your marketing plan. Timeline for your marketing plan is 3 years.

Thus –

Template
Title Page
Executive Summary
Table of Contents
Part A
Company /Product
Country scan (PESTL)
Market Audit – basically a description of current market within the country (including competitive analysis). Do this for the overall market, which then leads to you selecting & justifying your specific target segment/s – then provide more detailed information for your target segment/s. Use various tools such as SWOT, Porters Five Forces model etc.

This analysis then gives you the background information to now assist you to develop your Marketing Plan.

Product – same as home country, modified etc. (justify your rationale for any product modifications)
Price - indicate your price determination. How did you arrive at your price?

Place – will also be influenced by mode of entry – export, etc.