PART 1 WEEK 2

The MKTG430 Course Project Paper assignment is the creation of a strategic International Marketing Plan.
Paper Requirements
Write your Marketing Plan using the outline below. Every draft (and the final version) of the assignment must be formatted per APA 6th edition guidelines, written in the third person, and include the following.

Running head
Page numbers
Double-spacing
Times New Roman, 12-point type font
Headings and subheadings
In-text citations
Title page
Table of contents page
Reference page

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Submit your paper as a Microsoft Word document that is at least 15–20 pages in length, not including the cover page, table of contents, references, or self-reflection as part of the total length.
NOTE: There should be at least one in-text citation for each of the references on your reference page. A minimum of eight references are required.
Paper Outline
Include the following sections in your paper, using the section titles below as your headings. Use subheadings as appropriate. There is no required page length for any individual section, but the total paper should be at least 15–20 pages in length, not including the cover page, table of contents, references, or self-reflection pages as part of the total length. See below for detailed descriptions of each section.

Cover Page
Table of Contents
Executive Summary
Product Selection
Environmental Scan
Entry Strategy
Market Segmentation
Product Positioning
Brand Development and Management
Product standardization and adaptation
Product Pricing
Foreign Currency Implications
Channel Mix
Channel Management
Integrated Marketing Communications
Sales Management
Organizational Structure
Recommendations for Future Marketing
References
Self-Reflection

Part 1: Due Week 2
Submit the sections below.

Product Selection
Environmental Scan
Entry Strategy
Market Segmentation
Product Positioning

SectionDescription
Product Selection
Select a product (good or service) of your choice to be launched into a new, foreign market and briefly discuss the product and its attributes, and how it provides value for customers. Items to include in your discussion are as follows.

Product name
Product attributes
Product value creation

Environmental Scan
Select a new, foreign (host) market for your product and evaluate the environmental effects that are most likely to affect the international marketing of your product. Summarize your environmental scan in a SWOT analysis that covers the top three strengths, weaknesses, opportunities and strength. Present your SWOT as both a table (bullet points are ok) and a written explanation of each key factor. Environmental factors to consider are as follows.

Geographic
Political
Societal
Economic
Legal
Ethical
Cultural

Entry Strategy
Analyze the stage of economic development for your host market. Select an entry strategy and evaluate how it balances control and risk. Discuss any cultural imperatives, electives, or exclusives, as well as any laws or ethics, that will affect the international marketing of your product. Items to include in your discussion are as follows.

Entry mode
Control versus risk
Cultural imperatives, electives, and exclusives
Legal and ethical implications

Market Segmentation
Evaluate the primary factors used to segment international markets and apply regional and/or national segmentation methods to identify target customers or target groups in the host market. Segmentation approaches to consider are as follows.

Demographic
Geographic
Psychographic
Behavioral

Product Positioning
Select one or more of the following seven positions and write a positioning statement that identifies the tactics you will use to establish effective product positioning in the host market. Positioning strategies to select from or combine include the following.

Product attribute
Competitive comparison/contrast
Use or application
Price quality
Product user
Product class
Cultural symbolism

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