Marketing Plan Project Summary
Project Set-Up:
Imagine that you work for an international marketing consulting agency. The agency has a lot of big-name clients and specializes in developing growth strategies in foreign markets (i.e., introducing new or existing product into a different country). Your company is looking for the next big client and organizes an internal competition where participants can choose both company and country that they would want to work with next and develop a marketing plan for entering a new country. Teams will deliver their written marketing plans in the
middle of December and winning team will pitch to the
client.
Assignment Details:
The goal of this group project, which consists of in-class assignments and two summary reports over the course of the semester, is to develop a preliminary marketing plan for a product, or version of a product, in a country other than the one in which it was originally developed. The product and country pair will be selected from the list of options below or products approved by the instructor. If you choose a different product or target country, be sure to check that there is sufficient data available to complete the assignments. From past experience, we found that using a publicly traded company is very helpful on this front. This product must not currently be offered in the target country. It is your responsibility to ensure that this is the case before you
submit your product/country choice.
You will be expected to develop a preliminary marketing plan by applying concepts delivered in this course and using data gathered largely from resources provided by the University Libraries
.
This assignment is a group project consisting of teams of 6-7 students. Evaluation of the assignment will be largely based on the performance of the entire group. You will be asked to evaluate your group members’ participation at the end of the semester. Individual grades on group work will be adjusted if peer evaluations do not indicate that everyone contributed equally. The grade on the two parts of the project will contribute to 20% of the course grade.
Below are some examples that groups have done in the past. (
As these companies are always expanding into new countries, it is your responsibility to ensure they are not currently in the country you pick.
)
Product and Domestic Country
Target Country (pick one)
Odwalla Superfood - U.S.A.
e.g., Sweden, France, Netherlands, Germany, Great Britain
Skippy Peanut Butter - U.S.A.
e.g., England
Sephora - U.S.A.
e.g., Norway
Annie’s - U.S.A.
e.g., Great Britain
Proctor & Gamble Vick's Nyquil - U.S.A. e.g., Australia or New Zealand
Izze - U.S.A.
e.g., Australia or New Zealand
Newman’s Own - U.S.A.
e.g., Germany
Pearl Izumi - Japan/U.S.A
e.g., France
Tata Motors - India
e.g., U.S.A.
Renault Twingo - France
e.g., U.S.A.
BOSS Coffee - Japan
e.g., U.S.A.
Mövenpick Ice Cream - Switzerland
e.g., U.S.A
