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MKTG600 Marketing Management
Task:
The final project is a global marketing plan. Students will develop a global marketing plan for a country and product. The choice of the country and product or service is yours. It can be a product/service that already exists and you are finding a new global market for it, or it can be one that you have created/developed for a specific market outside of North America. This is where you will put your marketing knowledge and creativity to use.
A one-page proposal will be due by the end of Week 3. The proposal should briefly explain what organization and product or service you have chosen, why, and what region of the world you intend to market the unit. What differences exist in that global market that you must allow for and consider in managing the market of the product or service? What information resources are available to you for completing this project? Based on your proposal, your instructor will accept, reject, or aim to modify the proposal. DONE √
You’ll want to look at the 4 P’s of the marketing mix (product, price, place promotion). What must your brand do to its products to become more attractive to Brazilian consumers? (ie: look at trends, lifestyles, pricing, and promotion) Be sure to research consumer behavior in Brazil, particularly the demographic looking to purchase the kinds of products you plan to sell (think gender, age, socioeconomic status, etc.) What will these consumers pay for your products? What kinds of marketing techniques will likely work with Brazilian consumers that may not work in the U.S.? What techniques work in the U.S. that won’t work in Brazil? Who are the main competitors to your brand in the Brazilian lingerie/body care market? (There is likely a lot of competition). Who holds market share with this group of consumers? What can your brand do to tap into that market? Some things to think about..
The final written report should be organized in the following manner:
Executive Summary
Current Marketing Situation for the Product/Service
Market Analysis of New Market
Similarities and Differences to North America
Objectives and Issues
Marketing Strategy/Positioning Strategy
Measuring Success
Throughout the paper you will need to ensure your plan relates to material learned/discussed in the class. The instructor will be looking for references to theories and/or concepts from the text and the discussion boards.
The paper will be 8-12 pages long. You will include at least 5 references. Paper must adhere to APA guidelines.
MKTG600 Marketing Management
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