either Thailand, south korea, poland or turkey
Provide an overview of your chosen product or service (what type of product
consumer or industrial product – Luxury/ FMCG etc.) and the existing
organization- is it a MNC or an SME? Where is it based? If it is a service where are its headquarters?
Country or Origin.
Provide an overview of the
market. Which segment of the market will you target? What are the buyer characteristics?
What is the size of the market? (YOU can use market reports and consumer
What is the competition in the
market place? What is the market structure? – Monopoly/ oligopolistic or
monopolistic competition. Who is the market leader? How many competitors. Are they
local or international companies? How to assess the competition You could use
Porters five force model. (Barriers to Entry/ Exit Bargaining Power of Suppliers
and Buyers & Competitor Rivalry.
Mode of Entry
How will you enter the market?
Which method will you choose? Why is
this the best method (FDI/ Export? Licensing or Franchise) REMEMBER YOU NEED TO
USE SOME THEORY AND YOU MUST JUSTIFY).
MARKETING OBJECTIVES SMART OBJECTIVES % OF THE MARKET YOU WISH TO
CAPTURE LEVEL OF AWARENESS PROFIT LEVELS. DISTRIBUTION OBJECTIVES, PRICING
POSITIONING How will you position your product to your chosen target
market. – Whats the product or services USP.
Will you standardize or adapt the
product if adapt at which level tangible or actual product e.g. packaging
or logo or augmented product i.e. aftersales services? You will need to
provide justification as to why.
How will you price the product / service
to enter the market? Will you use price skimming or price penetration? Use some
marketing theory – justify your chosen strategy.
How will your customers receive /
buy the product/ service. Depends on product/service and mode of entry BUT?
Will there be any middlemen /
agents/ logistical issues. What
marketing channels will you use? Whats
your distribution strategy intensive, selective and exclusive? Level of market
coverage. Ebusiness / E commerce.
What methods will you use
Personal selling, advertising, sales promotion, public relations, interactive
marketing social media, mobile marketing,