A Guide for Developing a Marketing Plan

*Please see textbook page 626: “The Country Notebook—” for more detailed discussion of each of the parts of this project.

PROJECT COMPONENTS

The Country Project is designed to provide the students with experience in analyzing a country’s cultural and economic environment and experience in developing a marketing program for a specific product. The project requires that the student select a country and submit a series of five reports. The first report is determining the country and the product/service to be exported. The second report is a general survey of the country’s culture. The third report covers the economy of the country including a thorough analysis of the distribution and marketing systems. The fourth report is a market audit and competitive analysis of a country market for a specific product. The fifth report students develop a preliminary marketing plan for a product under consideration for marketing in the country they have selected.

Students should view the project from the perspective as if they represent a large multinational company planning to expand operations to a new country. The task is to analyze and tentatively propose a marketing program for the company’s product in a foreign country. After a complete analysis the student will determine to market the product or not to market the product. Under these circumstances, the value of a decision not to market the product in the country is as important as a decision to market. Normally 20 percent of students elect not to market their products. The only word of caution given to students who might elect not to market the product is to be certain that their market analysis is adequate and that they can justify their decision based on the data collected.

The reports include a heading on each page (i.e. date, student name, name of report), page numbers (bottom middle) single spaced paragraphs and double spaced between paragraphs written in style Times Roman 12” pitch. Citations and References are APA guidelines. The length of the reports are as follows:  Part 1 is one page; Parts 2-5 are between three to four papers. Reports have a page limit since most students find enough information to write substantially more than 15 pages. This forces the student to organize, analyze and then present only the most important material from a marketing perspective.

NOTE:  The outline is a checklist of what you could include in your report. If you want you may use bullet points. However, you must write in complete sentences.  Section headings are encouraged as this helps me easily identify the focus of individual sections of your report. At the conclusion of this outline you are asked to write an executive summary. The length of the report is as follows:  Answers to Outline Questions (found in your textbook p. 625 see “The Country Notebook):  3-4 pages not including references; followed by an executive summary 1 page; conclude with references. While researching your country project you will obtain a large amount of information from a variety of sources. Your job is to condense and only keep what is important as I stop reading after 4 pages!

How does your instructor grade the reports?

Grades will be determined in terms of the report analysis adequacy and coverage. Of major importance is how well information gathered in the cultural and economic reports are applied in developing a marketing program. In addition, the application of marketing concepts through instructor lectures and text assignments as well as concepts learned in other marketing and business courses is considered in grading. See grading rubric.

Country Project ReportsCriteriaLevel of Performance Non-AttendingBelow AverageAverageAbove AverageExcellent Below 60%60%-69%70%-79%80%-89%90%-100%Evidence of critical thinking (application, analysis, synthesis and evaluation)NoneBelow average developed, and is missing some of the requirements.Average developed, includes all requirements.Well developed, includes all requirements, identifies opportunities and problem but does not offer innovative recommendations.Well developed, includes all requirements, identifies causes of problems not just symptoms, innovative recommendations.Apply Marketing Concepts or Theories from course readings and instructor lectures and includes citations where appropriate.NoneDoes not include marketing concepts or theories.Includes at least 1 marketing concept or theory. Student is required to document source (i.e., Ch 1, Instructor Lecture PP_slide number, textbook page number).Applies 2 or more marketing concepts or theories. Student is required to document source (i.e., Ch 1, Instructor Lecture PP_slide number, textbook page number).Applies 4 or more marketing concepts or theories. Student is required to document source (i.e., Ch 1, Instructor Lecture PP_slide number, textbook page number).Quality Writing (i.e., spelling, grammar, vocabulary, sentence structure, etc.)Not adequateLacks all elements of quality writing.Sentences and paragraphs are not logically connected; lacks some elements of quality writing.Some sentences and paragraphs are not logically connected; includes most elements of quality writing.Sentences and paragraphs flow logically and Include all elements of quality writing.Research References and Citations:  APA GuidelinesNo references or citationsAt least 1 reference and citation from quality sources.At least 2 references and citations from quality sources.Includes 4 or more references and citations from a quality sources.Includes 6 or more references and citations from quality sources.

Guideline for Economic Analysis – Part 3

Information which is useful in understanding the economy of a country, particularly as it is related to marketing considerations, is highlighted. Of the different sections of the economics paper, those dealing with media and channels of distribution typically provide the most challenge for students in terms of finding the needed information. However, the information contained in these sections is also the most directly relevant to developing the marketing plan.