This practical session provide students with an overview of the unique aspects of marketing in the international business environment and provide the framework upon which multinational marketing management can be based. Emphasis will be placed on the role of the international marketing manager in the development of marketing strategies for a variety of markets in diverse cultural, political and economic situations. Focus will be on the decision making process in the areas of foreign market analysis, target identification, product planning, promotion and channels of distribution. Introduction of your report In this part of your assignment you will be required to give details introduction about your report. The introduction should generally include three key types of information. a) Background This section sets the context for the report and provides the (brief) background information required for the reader to understand the report. NOTE: Detailed country background should not be included here. It is best discussed in the body of the report b) Aims/Objectives This tells the reader what the aims/objectives of the report are. It indicates what key questions the report is trying to answer and what it is trying to achieve. Why was it written? c) Scope Tell the reader exactly what areas/ideas are covered in the report. This also helps to explain how the report is organized. Look at your plan and consider your headings and sub-headings. Body of your report WRITE A MARKETING PLAN: 1. Export of a high-end sweets range, made in the USA, to be introduced in Chile. Your report must content the following 4 steps: 1. ANALYSIS 2. COMPARATIVE EXPORT MARKET 3. TARGET 4. STRATEGY 1. ANALYSIS 1.1. Analysis of the export market based on the following points: - Main economic figures: > Population > GDP > GDP per head > Median age - Business SWOT analysis 1.2. Your evaluation of the business potential for the product in the export market: • Visiting the potential of the business market of the export market • Evaluation of the potential demand for the product 2. COMPARATIVE CHOICE: > Based on your market analysis of the export market, assuming you could choose another country, would you change? > Explain the reasons of your choice 3. DETERMINE YOUR TARGETS ? Determine your commercial targets: - Expected sales of the product - Target: segmentation of your market and customers 4. STRATEGY (of your marketing plan) 4.1. Describe the strategy you will implement to launch the product in your country: To create customer value you have to think about the marketing mix (4 P’s) for the product: - Product - Price - Place (distribution/channels) - Promotion (communication / advertising / sales promotion) 3 principles; customer value, competitive advantage and focus 4.2. Indicate minimum 5 marketing activities you will implement to launch successfully the product in the selected country. In-text Referencing The assignment must be fully referenced throughout, using Harvard Referencing Guidelines (In-text referencing) to support ideas. Conclusion of your Report This is your final chance to impress the reader so make it powerful. Most conclusions include three main parts (i) Stating the aim/ context of the assignment again (ii) Followed by a very brief summary of the main points (iii) Final comments often considering the future (for eg: what can be done to improve the implementation of an intervention in the future)