Learning Objectives * To give the students actual practice in developing and writing a marketing plan. * To help students better understand the material by relating it to the international entry of a firm. * To teach students how to determine the potential attractiveness or difficulties in entering a new, foreign market. * To further develop students’ ability to create a marketing plan by learning to adapt such plans to an international market. * To further develop students’ presentation, writing, and group leadership skills. * To assist students in developing independent thinking skills and showcasing their creative ability.
This assignment involves two related activities. First, a group of students will represent the international research and market implementation group of a multinational corporation that is deciding whether to enter one of two different countries. Student responsibilities, as a group, are to first select one foreign country to enter. Second, each group will develop a written international marketing plan discussing the entry into the market selected. The length of the paper will vary depending on faculty’s exact requirements. Each group will formally present their marketing plan to the rest of the class. Both the paper and the presentation will be graded.
Assumptions are a crucial part of any academic exercise; they put limits on what would otherwise be unmanageable task. Here are some important assumptions for this assignment: 1) Students will read the full instructions, their textbook, and pay attention during class; 2) The end document should reflect the information learned in this class; 3) The end document should be formatted and written well (see below for writing suggestions); 4) Students will effectively divide the responsibility for particular parts of the marketing plan and assign a part or parts to