Countrymanager Regional Marketing Plan

MKT72200 – International Marketing  

CountryManager™ Regional Marketing Plan (2015)

Group Assignment:  15% of final grade

Time:  15 minute presentation, 5 minute question & answer session

Presentation:        Maximum 20 slides + Title Page, TOC

        Bring your presentation to class on a flash drive to reduce set-up times

Report:          1 page Executive Summary (Word Document)

        + Powerpoint slides printed 2 per page + Appendices

        Report printed in portrait format, black & white, stapled

Background: Now that you’ve made some decisions, it is time to more formally develop your regional marketing plan. You have already considered most of the elements of the plan, and you will now make your strategy explicit and assemble your tactics into a clear plan. You are presenting to your company’s CEO, and you are requesting funding to continue your operations.

Report Content:

1. Executive Summary (1 page Word document, single spaced)
2. Regional Strategy

1. Mission

1. Expand BRIC countries, 16-24% market

1. Objectives (SMART)***
2. Manufacturing Strategy & Rationale

1. Build plant in Chile, capacity 30 mil units

1. SWOT Analysis

1. Allstar Brands

1. Country Markets – Strategy & Tactics (based on Appendix 1 – for first 3 markets entered)

1. Competitor Analysis

1. See CM Competition tab

1. Target Markets (Consumers)

1. Families, highest demand %

1. Positioning (How is your brand differentiated in the minds of consumers?)

1. Offer something competition does not, at a lower price. Focus on targeting consumers that comp. is not

1. Marketing Program

1. Product: SKUs chosen for each country
2. Price: pricing strategy
3. Place: distribution strategy (channels & sales force)
4. Promotion: advertising & promotional strategy

1. See above in CM tab

1. Financial Projections (based on Appendix 2 – for all markets entered)

1. See excel sheet 2

1. Implementation Plan (Gantt format)
2. Request for Funds to Proceed

1. ~$20 mil

1. Appendices

1. Appendix 1: Country Attractiveness Analysis Spreadsheet
2. Appendix 2: Sales & Contribution Forecast (Periods 2 – 4)

You will be evaluated based on professional demeanour and persuasiveness in addition to the quality of your research and presentation of information.  As with all requests for funding, you must explicitly ask for the funds to continue your market development.

Due Dates:         Report:             Wed. Oct. 14, 2015

                Presentation:           Wed. Oct. 14, 2015 & Thurs. Oct. 15, 2015 (to be scheduled)

NOTE: You will present your plan to the instructor only to maintain secrecy.

APPENDIX 1

Country Attractiveness Analysis Spreadsheet

Please access the “Country Attractiveness Analysis Spreadsheet” in eConestoga.  

You will include a completed spreadsheet with your written report.  

NOTE: Do not enter data in the BLUE shaded area.   

APPENDIX 2

Sales & Contribution Forecast (Periods 1 – 4)

Country & Consolidated

Please access the “CountryManager Forecast” spreadsheet in eConestoga.

You will enter your actual results in Period 1. Periods 2 to 4 are forecast.

You will include a completed spreadsheet with your written report.

NOTE: Enter data in the shaded boxes only.  

INTERNATIONAL MARKETING (MKT72200)

CountryManager™ Regional Marketing Plan & Presentation

Date: ____________         Group Members:         ________________________

              ________________________

1. Executive Summary – effective summary of pertinent information

        Poor        1        2        3        4        5        6        7        8        9        10         Excellent