M Thursday 20th October 2016 INTERNATIONAL MARKETING PLAN IMPORTING MILK TO THAILAND Prepared by: David Lefebvre 18227193 Jaswinder Kaur 18212699 Jonnala Verkatswara Reddy 18213506 Sanjana Ravi 18387459 Diana Kiplagat 17816177 Executive Summary Table of contents Introduction Environmental and Internal Analysis Briefly explain your data collection methods. In terms of information content, what follows is a list of the factors which may be relevant to your company, as you evaluate a potential foreign market. Bear in mind that this list is not exhaustive. Other factors relevant to your company and market may be important. It is up to you to identify these based on your discussion(s) with the management of your chosen company, your reading of the international marketing literature, and the International Marketing lectures. Also, do not forget that not all of the elements outlined below will be relevant to all firms. Only gather information on the particular topics of direct relevance to your chosen company. In the "real world" marketing managers are often overloaded with external information and this can lead to poor decisions being made. Be selective in your approach to collecting information. As far as possible plan your "research" in advance, by defining a set of research objectives. Use the skills of the group to maximum effect. Political system . a) Political structure 
 . b) Political parties 
 . c) Local government 
 . d) Stability of government 
 . e) Summary analysis of domestic, foreign and international political environment 
 . f) Risk assessment 
 Legal system . a) Organisation of the judiciary 
 . b) Code or common law country 
 . c) Patents 
 . d) Conventions 
 . e) Summary analysis of domestic, foreign and international legal environment 
 . f) Risk assessment 
 Economic statistics and activity 
 a) Gross national product (GNP) - Total - Rate of growth . b) Personal income per capita 
 . c) Average family income 
 . d) Distribution of wealth; income classes 
 . e) Principal industries 
 . f) Percent foreign investment / industry 
 . g) Principal exports, imports (A$ value) 
 . h) Balance-of-payment situations, recent trends, debts, surplus or deficit 
 . i) Exchange rate, trends 
 . j) Extent of economic activity not included in cash income systems (developing countries) 
 . k) Labour force, unemployment rates 
 . l) Inflation rates 
 . m) Regional agreements 
 . n) Summary 
 Geographical setting 
 a) Topography . b) Climate 
 . c) Minerals 
 . d) Surface transportation and communication 
 . e) Summary 
 Social environment . a) The family - Dynamics of the family (e.g., parental role, marriage) 
 - Male/female roles 
 . b) Education - Role of education in society 
 - Literacy rates 
 . c) Demographics - Total population 
- Growth
- Number of births - Birth rates 
 - Distribution - Age 
- Gender 
- Geographic concentration and density 
 . d) Social class - Population by social class 
 - Income by social class 
 . e) Living standards and leisure - Diet and nutrition 
 - Housing 
 - Clothing 
 - Recreation 
 f) Summary 
 Cultural environment 
 a) Cultural variability, complexity, hostility, heterogeneity, interdependence (including sub-cultures) . b) Belief systems 
 . c) Values 
 . d) Aesthetics (including colour) 
 . e) Music, drama, dance 
 . f) Symbols 
 . g) Religion 
 . h) Language - Spoken versus written 
 - Official languages 
 - Dialects 
 i) Summary 
 Technology 
 a) Manufacturing b) Information systems 
 c) Strategic systems 
 d) Summary 
 Trading infrastructure 
 a) Number and size of retailers, methods of operation (cash or credit), scale of operation (large or small), power of chain stores (typical volume) b) Middlemen, availability, services offered, customary markups – retail and whole for various classes of goods and commodities 
 c) Penetration of non-urban market 
 d) Facilities and technology 
 e) Summary 
 Thai market 
a) Customers - Characteristics of consumer target groups (age, gender, income, occupation, lifestyle 
and personality, family size, geographic location etc) 
 - Consumer preferences and buying habits - Product use patterns (and intended product use) 
 - Product feature preferences 
 - Shopping habits 
 b) Competition - Identification of the main players 
 - Relevant market shares 
 - Industry type (e.g., monopoly, oligopoly) 
 - Significant differences between your product(s) and the competition's product(s) in 
terms of the 4Ps 
 c) Market size and sales estimates - Industry sales estimates for the year 
 - Sales estimates for your company 
 d) Summary 
 Your company a) Organisational factors (e.g., current performance, structure, information systems, corporate culture, leadership, managerial capabilities, workforce satisfaction) . b) Marketing factors (e.g., relative market share in the domestic market, breadth of product range, product/service quality, customer loyalty, distribution costs, dealer network) 
 . c) Financial factors (e.g., capital, profitability, margins, financial stability) 
 . d) Manufacturing factors (e.g., production facilities, economies of scale, flexibility, 
technical skills) 
 . e) Summary 
 Statement of Problems and Opportunities This section provides an opportunity for you to summarise, analyse and interpret the research conducted to date. You can use established tools such as SWOT analysis to do this. If you are dealing with a company which has little or no previous international marketing experience you might want to make explicit reference to this fact and indicate that this will likely have implications for your subsequent marketing strategy. Market Choice Which country have you chosen to focus upon? Why? (The choice of country will, typically, be a formal restatement of the decision set out in the company brief, together with a statement regarding your assessment of the market potential) PART B (later on) International Marketing Objectives Explain how these are derived from your research. In other words, justify your objectives, using the information you acquired in the course of conducting your research. Make sure your objectives are relevant, quantified, specific, realistic, and measurable. International Marketing strategy Foreign Market Entry Strategy Now that the decision to internationalise has been made (and explained in the introduction), and the targeted country has been selected, you will need to decide on the type of entry strategy that you will use (market concentration/expansion or market penetration). If the objective is market expansion rather than penetration, foreign market entry will still be an issue to consider and discuss. Indeed, expansion may entail selecting an alternative and more appropriate form of foreign market entry. For example, expansion could entail moving from an exporting scenario, to foreign direct investment to consolidate the firm's position. Use the tools discussed in class and in the textbook, and the results of your market research to decide on a foreign market entry mode. International Marketing Programme Marketing Mix Describe in detail the decisions you have made in terms of the 4Ps. Try to be as practical as possible. Do not propose alternatives unless you specify which of the alternatives is your chosen one. For example, avoid using terminology such as "The company could [etc]". Rather, take a stand, and decide what the company should, rather than could, do. Justify your choices, decisions, tactics, based on your own research and use the tools outlined in class and in the book. Evaluation and Control How do you propose to ensure that you have achieved the expected result(s)? For example, if the expected result, is customer satisfaction, how will you measure customers' levels of satisfaction once the plan has been put into practice? Implementation (where possible) This refers to the ways in which you will put your recommendations into practice and it applies to all elements of the marketing mix. . a) Responsibilities: who is to implement the plan? 
 . b) Time scale: when will it be completed? 
 . c) Budgets: how much will it cost? – optional section 
 . d) Outcomes: what is the expected result?