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Marketing Plan
Marketing Plan
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Each student will undertake a term project on global marketing as presented below.
The final written report will include a PowerPoint submission to the instructor by each student. Depending on class size, students will be asked to make a presentation of the term paper.
SUMMARY DESCRIPTION OF THE TERM PROJECT
Major elements of the term project reports are as follows:
• Choose a company or any other organization that markets a product or service. Indicate the basic industry in which the organization operates.
• Identify the product or service and two other elements of the company’s marketing mix (See below for a definition of marketing mix)
• Describe a) How this company/organization competes in the industry within a national or regional market outside the United States or outside the original home market of the company/organization and
b) Who are the competitors within the national, regional or global
marketplace
• Contrast clearly the marketing strategy used by the company in its home market versus one or more of its markets outside the home market.
A marketing mix, from your introductory marketing course or its equivalent, involves the following mix of marketing elements:
o Product or service offered to customers in different markets
o Promotion strategies used in communicating with customers or target audience
o Placement/Distribution structure the company relies on to make its products/services available to its customers
o Pricing approaches the company uses to market its product or service
• Conclusion of Project: Papers should conclude with recommendations to the company’s Senior Marketing Manager.
• In Week 8, the instructor will ask students to submit a term project outline and companies or organizations selected.
Submission Requirements and Important Dates:
-The paper should not exceed 12 pages (1.5 line spacing) with a 12-font letter size.
-Highlights and important dates of the project are presented below:
• Feedback to instructor: a one-page outline due in Week 8 in class
