Citibank Marketing

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Marke(ng
 Plan
 

Background
 

•  The
 learning
 objec(ves
 for
 the
 global
  marke(ng
 group
 project
 are
 fourfold.
 
  •  The
 first
 objec4ve
 is
 to
 familiarize
 the
 student
  with
 the
 macro-­‐environment
 of
 a
 country
 as
  the
 subject
 of
 the
 project
 and
 to
 facilitate
  cross-­‐cultural
 understanding.
 
 

The
 second
 objec4ve
 is
 to
 provide
 the
  students
 with
 the
 opportunity
 to
  prepare
 a
 marke(ng
 plan
 for
 a
 consumer
  product
 or
 service
 which
 is
 being
  considered
 for
 marke(ng
 in
 a
 country
  they
 have
 selected.
 
 

•  The
 project
 emphasizes
 the
 need
 to
  understand
 the
 environment
 as
 an
 essen(al
  step
 preceding
 the
 prepara(on
 of
 a
 marke(ng
  plan.
 The
 final
 two
 objec4ves
 of
 the
 project
  are
 to
 effec(vely
 reinforce
 key
 concepts
  covered
 in
 this
 and
 other
 courses
 and
 to
  s(mulate
 students
 to
 expand
 their
 learning
  horizons
 through
 the
 iden(fica(on
 of
  materials
 required
 to
 complete
 the
 project.
 

•  The
 project
 requires
 that
 the
 group
 select
 a
  country
 and
 consumer
 product
 or
 service.
 
  •  The
 Product/Service
 chosen
 must
 not
 already
  exist
 in
 the
 market
 you
 choose
 
– ie.
 it
 must
 be
 new
 to
 that
 market
 

1
 


 

Also
 a
 compe((ve
 analysis
 of
 a
 country
  market
 for
 a
 specific
 product
 is
 required.
 This
  is
 followed
 by
 the
 development
 of
 a
  marke(ng
 plan
 for
 the
 product
 under
  considera(on
 for
 marke(ng
 in
 the
 country
  that
 has
 been
 selected.
 
 

The
 Plan
 

•  •  •  •  •  •  •  •  •  •  •  •  •  •  •  •  • 

Exec
 Summary
  Introduc(on
 to
 the
 product/service,
 company
 
 
  Macro-­‐environmental
 Study
 of
 country
 being
 studied
  rela(ng
 to
 the
 product/service
 chosen
 ONLY
  Analysis
 of
 compe((ve
 situa(on
 in
 country
 being
 studied
 
 
  Market
 Entry
 strategy
 into
 country
 being
 studied
 
 
  Recommenda(ons
  long-­‐term/short-­‐term
  4-­‐7
 P’s
  relate
 to
 macro-­‐environment
 research
 for
 analysis
 
 
 
  NO
 BUDGET
 IS
 NECESSARY
 
 
  Please
 remember
 to
 correctly
 reference
 using
 Harvard
 University
 recognised
 system
 and
 to
 use
 Font
  12
 and
 double
 spacing.
 

•  Exec
 Summary
  •  Introduc(on
 to
 the
 product/service,
 company
  •  Ra(onale
 for
 choosing
 country
 itself
  •  Ra(onale
 for
 choosing
 country
 

•  oli(cal/legal
 analysis
 of
 a
 country
 ,
 
  p •  conomic
 analysis
 of
 a
 country;
 
  e •  ultural/social
 analysis
 of
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