Outline for an International Marketing Plan

Cover Page  –  This page must be signed, indicating that the work

                            attached is the work of the student submitting the

                            assignment

Your front page  –  Must contain the subject name & number;

                                    student name & number;

                                    tutors name; and the due date.

Executive Summary    Part 1:  Introduction – one or two

                                                       brief paragraphs explaining the

                                                       objectives of the assignment

                                           Part 2:  Major Findings presented in bullet point

                                                        format

                                           Part 3:  Recommendations presented in bullet

                                                        point format; must be action statements

Table of Contents

1. Introduction………………………………………………..Page 1
   1. Objectives of this assignment
   1. Company / Product / Market selected

• Situation analysis…………………………………………..Page 2
  • PESTLE analysis
  • Market analysis – Incl. an estimate of the market size
  • Industry analysis
  • Competitor analysis
  • Company analysis
  • Implications of situation analysis

• SWOT analysis…………………………………………….Page 5
  • Opportunities and Threats
  • Strengths and Weaknesses
  • Implications of SWOT analysis

• Objectives………………………………………………….Page ?
  • Mission statement
  • Generic Business Strategy

• Marketing strategies……………………………………….Page ?
  • Market selected
  • Market entry mode
  • Consumer behaviour
  • Market positioning
  • Marketing mix
    • Product/Service
    • Price
    • Distribution
    • Promotion

• Economic (Financial) evaluation…………………………….Page ?
  • Planning assumptions
  • Forecast sales (and market shares) and costs
  • Forecast profitability (break-even analysis)
  • Sensitivity analysis (and any contingency plans)

• Implementation & Control…………………………….……..Page ?
  • Action plan for implementation
  • Monitoring of action plan

• Conclusion……………………………………………………Page ?   

              Part 1:     Two or three brief paragraphs that

                                summarise the main points (issues)

                                discussed in the body of your report

                 Part 2:    One final paragraph that tells the reader

                                what this whole assignment was all about

Reference List

Appendices  –  Each appendix should have a cover sheet.

                            Each appendix should be numbered 1,2,3 etc.