international marketing project guideWord格式文档下载.docx
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international marketing project guideWord格式文档下载.docx
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5.THEPROGRESSREPORT
6.INTERNATIONALMARKETINGPLAN-MODELFORMAT
7.THEFINALREPORT
OnespecificobjectiveofthesubjectInternationalMarketingistohavestudentsprepareaninternationalmarketingplanforaChinesecompany.Thepurposeofthisdocumentistoprovidestudentswithguidelinesonthepreparationofaninternationalmarketingplan.
Theprojectisagroupactivitywhereteamsof5-6studentswillproduceacomprehensivewrittenreport.
Projectassessmentwillbe:
Writtenreport30%
Itisessentialthatallmembersoftheteamco-operateandthatnomemberisa‘passenger’.DuringthefinalTutorial,membersofeachteamwillberequiredtoprovidethelecturerwithconfidential‘peergroupevaluations’onothermembersoftheteam.Thesewillbetakenintoaccountinawardingthemarkfortheprojecttoeachteammember.
Studentsshouldmaintainclosecommunicationswithotherprojectteammembersthroughoutthesemester.Itisimperativethatstudentscollectteammembercontactdetailsinthefirstlecture,asthelecturermaynotabletoprovidethisinformationtostudents.
Amajorproblemcanoccurwithprojectteamdynamicsifstudentschoosetowithdrawfromthesubjectonceteamsaresettledandtaskshavebeendistributed.Studentsintendingtowithdrawfromthesubjectmustimmediatelyinformtheirprojectteammembersandthetutor/lecturer.
Thewrittenreportmustbeequivalentinqualitytoareportaconsultantwouldtypicallysubmittoaclient.Thereportmustbeperfectintermsofspelling,punctuation,grammar,pagenumbering,referencing,footnotingandappropriateuseofappendices.Imperfectionswillcountagainstmarksawardedfortheproject.
Thebodyofthereportshouldcontainthegroup'
smajorfindingsandconclusionsfromtheirresearchofthemarket,thecompetitorsandthecompany'
scapabilities(SituationAnalysis),followedbyadetailedSWOTAnalysis,EvaluationofAlternativeStrategiesandfinalrecommendedMarketingStrategyexpressedindetail.
Itisrecognisedthatresearchaboutthetargetmarketwilllargelyconsistofsecondarydatagatheredfrompublishedsources.Themechanismtoovercomeanyinformationdifficultiesistomake'
planningassumptions'
andnoteinaMarketResearchbriefthemarketresearchthatwillberequiredtoprovidetheinformation.
ThedetailedresearchmaterialsupportingthemajorfindingsintheSituationAnalysis,andanyMarketResearchbriefs,shouldbeincludedinanAppendixtothereport.
Reportswillbeassessedonthequalityoftheresearchandconclusionsdrawn,andtheunderstandingofmarketingstrategyandplanningdemonstratedinthepreparationoftheplan.
TheInternationalMarketingProjectisessentiallythedevelopmentofaninternationalmarketingplanforaChinesecompany.ProjectteamswillbeexpectedtofindandworkwithaChinesecompanytodevelopthisplan.Generallyhighqualityinteractionandco-operationbetweenthecompanyandtheprojectteamshouldleadtoahigherqualityfinalreport.However,studentsshouldbeawarethatmanyofthecontactsintheirchosencompanieswillhaveverylimitedtimeandmayoftenbeawayoninternationalassignments.Thismeansthattheprojectteammustdemonstratethattheirprojectwilladdvaluetothecompanyandthatthecontact'
sexpenditureoftimewiththeteamwillbeworthwhile.Interviewswithcontactsincompaniesmayhavetobesupplementedwithclearlywrittenfaxes,lettersore-mailstorequestfurtherinformationandclarification.
(a)whatwillbetheimpactonthe'
bottomline'
?
and
(b)whatwillbetheopportunitycostofthisrecommendation?
Toanswerthesequestions,youwillneedtoascertainwhatrateofreturnthecompanylooksforfromnewventures,howlongistheusualpaybackperiodandwhatdifferenceswouldapplyinassessinganinternationalactivityinviewofthedifferentrisksinvolved.
Studentsshouldfinalisetheircompany,proposedexportcountry,andproposedproductorserviceasearlyinthesessionaspossible.Delaysorchangesincompanyselectionwillplaceincreasedpressureoncompletingtheprojectintimeandarelikelytoimpactonthequalityofthefinalreport.
Criteriaforcompanyselectionwillbe:
1.AChinesecompanyconsideringtheexportofaproductorservicetoacountrywheretheyarenotpresentlyrepresented
2.AChinesecompanyconsideringtheexportofanewproductorservicetoacountrywheretheyarerepresented,butthenewproductorservicerequiresasignificantlydifferentmarketingstrategye.g.distribution
3.AmultinationalcompanywheretheproductorservicewasdesignedordevelopedinChinaandisnowavailableforexporttonewcountriesorexistingcountrieswhereasignificantlydifferentmarketingstrategyisrequired
4.Projectsrelatedtoinboundtourismandhospitalitymaybeconsideredwherethemajorityofthemarketingplanisfocussedonthecountryfromwhichthetouristsoriginate
5.ForcertaincountriessuchastheUSA,aninternationalmarketingplanforaregion(e.g.WestCoastoftheUSA)ratherthanacountrymaybeacceptable
6.Insomeinstances,companiesmayworkwithmorethanoneprojectteamintheInternationalMarketingcourse.Differentprojectteamsfocusingondifferentexportcountrieswiththesameproductorservicemaybeacceptable.AprojectregisterwillbeheldbytheSubjectCo-ordinatorandduplicateprojectswillnotbeallowed.
Studentsshouldnotethatiftheyhaveindicatedthatafirmisnotpresentinthetargetedexportcountrymarket,wheninfactthefirmisrepresented,thiswillbeviewedasmisrepresentationandtheprojectreportwillbesubjectedtoheavypenaltiesorfailure.
Ifyourselectedcompanyrequiresaletterofconfidentiality,andforanyfurtherclarification,youshouldconsultyourtutor.
Thissectionoutlinesthekeyprojectdeadlinesanddeliverables.TheoverallMarketingPlanFormatisoutlinedinSection6.ElementsoftheMarketingPlantobecompletedfortheProgressReportaredescribedinmoredetailinSection5.TheFinalReportdetailsarecoveredinSection7.
Keydeadlinesfortheprojectare:
(i)OnepageProjectProposaltobesubmittedinclassin3thweekforapprovalbythetutor
(ii)ProgressReporttobesubmittedinclassin5thweek.
(iii)FinalProjectReporttobesubmittedinclassin8thweek.
(i)ProjectProposal(dueTutorial3)
TheProposalmustcontainthefollowing:
•Companyname
•ProductorServicedescription
•Countrytowhichproductorservicewillbeexported,andtheopportunityforthecompanyasyouseeitatthisearlystage
•Companycontacts
•Teammembers,withco-ordinatornominated.
Teamsshouldonlygoaheadwiththeprojectafterapproval.Theyshouldimmediatelynotifytheirtutorifthereareanyalterationstotheirproposaloncetheprojectisunderway.Shouldtherebeachangeinthecompanyinvolved,anewProjectProposalmustbesubmittedtothetutor.Undertakinganassignmentwheretheprojectisnotapprovedwillresultinfailureofthiscomponentofthesubject.
(ii)ProgressReport(dueTutorial5)
UndertakingacompleteProgressReportisacriticalfactorinproducingasuccessfulFinalReport.TheProgressReportshouldbeofahighstandardandmustincludethefollowing:
•CopyofProjectProposal
•SituationAnalysis
•SWOTAnalysis
•EvaluationofAlternativeMarketingStrategies
•Summaryofpreferredstrategyandpreliminaryfinancialoutcome
•Progressrecordofcontactsandactivities
•Aprojectplanningchartwithtimelineforecastsforactivitiestobecompletedaspartoftheproject.
NOTE:
TheSituationAnalysis,SWOTAnalysisandEvaluationofAlternativeMarketingStrategiessectionsoftheProgressReportwillbeincludedintheFinalReportafterreviewandrevisions.
(iii)FinalReport(dueTutorial8)
TheFinalReportmustbeof‘consultant’quality,atthehigheststandardintermsofspellchecking,grammar,pagingandreferencing.Asaguidethereportshouldaround25pages(exclusiveofappendices),andshouldfollowtheformatshowninSection5.
Forassessment,studentsmustsubmitonewrittencopyoftheFinalReportinclassinTutorial8.Reportsmustalsobesubmittedelectronically,andstudentsshouldnotethatthesemaybesubjectedtoaplagiarismcheckusingplagiarism-detectingsoftware(seeSection6oftheSubjectOutline:
'
StatementOnPlagiarism'
foranexplanationofplagiarism).
5.1SituationAnalysis
i.BusinessEnvironment
Thissectionisconcernedwithexternalenvironmentfactorsthatarelikelytoimpactonyourcompanyanditsmarketingstrategyfortheproductorserviceselected.Youwillneedtoidentifyanddiscussthechanges,trends,developmentsandkeyuncertaintiesinthebusinessenvironmentthatarelikelytoaffectthecompany.
Factorsthatyoushouldexamineinthissectioninclude:
●economicconditionsintheforeignmarketselected,andlikelyfuturetrends
●socialandculturalfactorsandanychangesortrendsemergingthatcouldaffectyourproductorservice
●technologicalfactorsandlikelyinnovationsthatcouldaffectyourproductorservice
●politicalorlegalfactorsaffecting,orlikelytoaffect,thecompany,theindustry/product/service,marketingactivitiesorcustomers
●infrastructureegports,railandroadnetwork,telecommunications,mediaandinformationtechnologyenvironmentetc
●demographictrends
●bilate
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