Management 405 Fall 2019

Product/Market Report

TOPIC: International Business Development

TYPE: Group Project (2-3 students per group)

PURPOSE: To develop an export marketing strategy for a product or service

DELIVERABLE: You have just been hired as a consultant to [Company of your Choice] formulate an international business expansion plan which involves entering new markets. The CEO wants you to evaluate and select at least one new market to enter and submit a report for his consideration, you have been asked to:

1) Clearly define your market segment, or segments

2) Select at least one target market

3) Determine which products (from the existing line) would be marketed to that target

4) Describe how you will enter the market (market entry strategy)

5) Determine any product/service modification or localization requirements (both mandatory and voluntary).

6) How your will position the product vis-à-vis the competition

7) What will be your promotional mix?

a. Be sure to address how your promotional tactics will effectively reach and serve the targeted audience (e.g. appropriateness)

b. Be sure to integrate digital marketing into your promotional mix

c. What will be your aftersales service engagement strategy?

8) Who will be your cooperators and channel partners in the target market?

PRODUCT/SERVICE IDEAS: Choose a product or service you have an interest in and also select markets that can be justified; you may use an existing company (but it cannot be currently exporting to the market you have chosen); if you have a particularly novel idea, you can invent your own.

WRITTEN REPORT FORMAT: Hard copy; 8-10 pages; double spaced 1” margins all sides; 12 pt font (times roman or Arial);

ORAL REPORT: Each group will present their plan to the class on December 02, 2019. Each oral presentation should be no more than 8 minutes, hitting the major points. Oral reports will be graded on content, presentation and professionalism.

DUE DATE: Due November 19, paper due and oral presentations

GRADE POINTS: 30 points total; 25 points written component; 5 points oral component

REFERENCES: You should cite at least 5 references (at least 2 must be books, periodicals or articles)