CHAPTER 15
The Marketing Plan Take time to deliberate . . . stop thinking and go in. – NAPOLEON BONAPARTE is an outline for developing a basic international marketing plan. While such a plan requires a good deal of research, the marketeer is cautioned against “overplanning” and thereby missing an opportunity at market entry that may not come again. Conversely, while not every aspect of this outline will be relevant for every size project, don’t take too many shortcuts. As Napoleon admonished: Think it through, but be prepared to act.
THE FOLLOWING
Guideline for Marketing Success I.
I N T R OD U C T I ON A summary of the long-term and shortterm objectives of the marketing plan as well as a brief description of the target market
II.
PR O D U C T D E S C R IP T I O N Evaluate the product/product-line from the perspective of the target market based on the following categories: 1. Marketplace advantage 2. Innovation 3. Cultural compatibility 4. Perceived complexity 5. Willingness to adapt 6. Current familiarity 7. Potential resistance 8. Potential share size
I I I. TA R GE T M AR K E T
A. Summarize the cultural and economic research of the target market for the following areas: 1. History 2. Geography 3. Politics 4. Current government
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5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24.
Family roles Education levels Legal environment Philosophy and religion Language Culinary Housing Labor Health Economics Population profile Income distribution Agriculture and industry Technological development Transportation Energy Communications Environmental concerns Distribution channels Advertising Media
B. Profile local consumer buying habits 1. Usage patterns for similar products if available 2. Shopping habits (place, time, frequency) 3. Methods of payment
