Choose a product that you will plan to market in a region of the world other than the United States, Canada, or
Great Britain. Once you choose a product and a region, you can begin planning your campaign.
The final outcome of the project will be a written piece of at least 8 pages.
The precise nature of this piece is unique to this course. It is part marketing plan, part strategic plan, and part
research project. A few important points may clarify the nature of the document:
You choose the format. You will determine how to organize and headline the various sections. Use a structure
that best delivers your message.
https://admin.writerbay.com/orders_available?subcom=detailed&id=323043977 2/4
You define the audience. The instructor is the audience in that she or he will evaluate the effectiveness of your
plan. But develop your project by imagining that you are writing for a) executive level decision makers in your
company, b) potential partners or investors, or c) decision-makers in the region you are marketing to.
Areas to Cover
The project should include a number of general areas of inquiry and analysis, including:
Geography: Describe the region, assess market demographics, gather data. Who are the main trading partners
both within and outside of the region? What are the region’s main products? How well do their distributions
channels function? Is there a modern highway system? rail system? airports? Are computer links easy to
establish? Is the phone system efficient? The Geography section need not be comprehensive – this is not a
geography report but rather a focused analysis of key geographic factors that will affect your plan. It can
actually be a condensed portion of the report, i.e., a few concise paragraphs dense with data. The research for
this section can be quite enjoyable. The main thing is to thoroughly think through the information and present it
as yours, i.e., no print-outs directly off the internet, etc.
2. Market: Establish the need for your product and provide a rationale for your target market. Describe your
strategy for bringing your product to this market organizational issues, cross-cultural concerns, negotiation
strategies, design issues (colors to avoid in packaging, mode of packaging and advertising, etc.), size and
wealth of the market (basic market research), etc. This is one of the most important sections of the project.
Each person should contribute something to this section by brainstorming ideas, analyzing strategies, and
creating an effective and workable plan.
Nuts and Bolts: Analyze three factors such as currency exchange, tariffs and other trade barriers, labor
relations, legal pitfalls, and government regulations, as described in IM Chapter 3. However, go beyond IM in
researching the importance of such factors.
4. Cultural and Ethical Issues: A significant portion of the project should address the cultural and ethical issues
you will face in doing business in this region. Refer to IM, your own experience, and any other additional
material you find on regional behavior and norms. Be imaginative here and refer to the work done in class. IM
has good information, but you might want to interview business persons from that region. Also, assess the
actual impact that culture has on the business process. Do you think it is overrated? How much does one need
to know about another culture? What are the most important things to keep in mind when going overseas?
4. Outlook for Expanding your Market: Analyze the outlook for making aggressive inroads into the market. In
reference to the “Global Factor”, describe whether this region is a good platform for entering markets in other
regions. How will organizational development, local partnerships, and staff development shift as your presence
in the region matures? This is an important section. In effect, you are being asked to develop a more long-term,
7/20/2020 Order 323043977
https://admin.writerbay.com/orders_available?subcom=detailed&id=323043977 3/4
sophisticated view of your task. The type of organization or staff that worked for you in the “campaign” portion
of your effort may not be appropriate for a more sustained, mature presence. The goal in this section is to
describe some of the key shifts that would occur as your organization and product become familiar aspects of
the local – and global – landscape.
4A. Technology: Describe how you used technology to research your plan. Describe three ways in which
technology might enhance your ability to do business globally, or even undermine it.
4B. Global Factor: Assess your global position in light of your regional strategy. In what other areas of the world
could this product be successful? Is this product suitable, as is, to a global campaign, or does it have to be
customized for different regions? How would your experience marketing this product regionally help you market
it globally? This does not require an entirely new marketing report, nor researching the rest of the world. Simply
apply your learnings from the course to this section in an open-ended, speculative way. Be creative,
imaginative, and “divergent”!