Marketing Plan

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MASTER OF BUSINESS ADMINISTRATION
(ENTREPRENEURIAL MANAGEMENT)

ENTREPRENUERSHIP AND GLOBALISATION

Individual Assignment

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You are the manager of a business that is thinking of going global. Compare and contrast two different overseas markets for the international expansion of your business, covering a consideration of :

• Political economy issues

• Cultural issues

• Entry strategy

• Strategic alliances

Start your assignment with very brief description of the entrepreneurial business you are writing about. This business can be your own business or one that you are familiar with, or it can be a hypothetical one based on an amalgam of several businesses of which you are aware.

Conclude the assignment with whether the business should go to one or the other of the two countries, or none, or both.

The total number of words should be between 2,500 and 3000 words. This word count does not include your cover page, an abstract, table of contents and list of reference or appendices. Thus you can place any supporting material that exceeds this word limit into appendices. However, a reader should not have to look at an appendix to know about the main thrust of the points you are making in your assignment. So make sure all your main points are in the body of your report and refer there to the appendices that will support the points you are making in the body of your report, because the reader may not look at the appendices otherwise.

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CONTENTS

|NO |TITLE |PAGE | | |ABSTRACT |3 | |1.0 |INTRODUCTION |4 | |2.0 |NATURE OF BUSINESS FOR EXPANSION |4 | |3.0 |POLITICAL ECONOMY AND CULTURAL ISSUES OF DOING BUSINESS IN JAPAN |5 | |4.0 |POLITICAL ECONOMY AND CULTURAL ISSUES OF DOING BUSINESS IN INDONESIA |9 | |5.0 |ENTRY STRATEGY – EXPORTING - JAPAN VS INDONESIA |13 | |6.0 |STRATEGIC ALLIANCES |15 | |7.0 |CONCLUSION |16 | | |BIBLIOGRAPHY |16 |

Executive Summary

The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “Bubble Buzz” will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7.3% over the next 4 years ($243,029.47 profits), while satisfying the needs of the still-unnerved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional drinks segment of soft drinks. Export potential will be considered in China.

1. Company Description...
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