Developing International Business Plan Assignment

Assignment Task

Market Analysis

At this stage of the international business plan, the analysis becomes more specific to the product and its relationship to the target market. This information gathered in this section relates particularly to the product and brand. In this section, the researcher analyzes the nature of the market, customers, marketing requirements, and the competitive environment.

Executive Summary

(Summary of the key points from the entire section, listing the most important items that the busy executive should be aware of; about 1 to 2 pages long)

a. Introduction

b. The Product Assessment of the Product as an Innovation (the way the product would be perceived by target market in terms of compatibility with the market's technology level) Problems and Resistance to Product Acceptance Based on Preceding Evaluation

c. The Market Description of the market(s) (particularly in which the product will be sold) Geographical region(s) Transportation and communication available in the region(s) (as relevant to the product) Consumer Buying Habits (where, how, and why do consumers buy the product) Product-Use Patterns (how do buyers use the product; note, this can vary by country) Product Feature Preferences

d. Distribution of the Product Retail or Wholesale Outlets through Which Product Is Normally Sold Product Sales by other Intermediaries Advertising and promotion Advertising Media Usually Used to Reach Your Target Market(S) Sales Promotions Customarily Used (sampling, coupons, etc.)

e. Pricing Strategy (Obtain this information if you can, but don't pester your company for it) Customary markups Types of Discounts Available

F. Compare and Contrast your Product and the Competition's Product(s)

• Competitor's Product(s) (including brand name, features, and packaging)
• Competitor's Prices
• Competitor's Promotion and Advertising Methods
• Competitor's Distribution Channels

The Product

• Outlets through Which Product is Normally Sold
• Advertising and promotion
• Advertising Media Usually Used to Reach Your Target Market(S) Sales Promotions
• Customarily Used (sampling, coupons, etc.)

e. Pricing Strategy (Obtain this information if you can, but don't pester your company for it)

• Customary markups
• Types of Discounts Available

f. Compare and Contrast your Product and the Competition's Product(s) Competitor's Product(s) (including brand name, features, and packaging) Competitor's Prices
Competitor's Promotion and Advertising Methods Competitor's Distribution Channels

g. Government Participation in the Marketplace.

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