International Marketing Plan

Outline
Md. Imdad Hossain Khan.MBA (East West University, Dhaka, Bangladesh)
For any suggestions please mail, ewu.mba@hotmail.com

EXECUTIVE SUMMARY—prepares a single-spaced, 2-page (maximum) summary of the major points

of your marketing plan and places it at the front of the document

1. INTRODUCTION—introduce the product to be marketed in your country and briefly explain

your rationale for choosing this product

2. CULTURAL ANALYSIS—thoroughly describe the country in which your product is to be

marketed, selecting pieces of information that show how or why your product is suitable to the
country’s culture.

You may or may NOT include all of the following pieces of information:

Geographical Setting
Location
Climate
Typography

Country’s relevant history and/or recent events

Description of Political System

Political Structure and Parties
Stability of Government

Population and Demographics

Total Population Size
Growth rate
Birthrates
Distribution of Population (by)
Age
Sex
Races or Ethnicities
Geographic locale (urban, rural)

Economic Statistics and Descriptions

Gross National Product (GNP)
Total
Rate of Growth in real GNP
Personal Income Per Capita
Average Family Income
Distribution of income (by)
Income or Social classes
Proportion of population in each class
Is the distribution distorted?
Inflation Rate
Government Social Programs
Social Security
 Health Care

Labor Force
Size
Unemployment Rate
Typical Working Conditions
Principal Industries
Portion of GNP contributed by various major industries
Ratio of private to publicly-owned businesses
Foreign Investment
Rate of
Which industries?
Types of Minerals and Resources
Transportation—Modes and Availability
Communication Systems—Modes, Availability, and Usage Rates
International Trade Statistics
Major Exports—Dollar Value and Trends
Major Imports—Dollar Values and Trends
Balance-of-Payments (Surplus or Deficit?)
Currency strength and stability and current rate of exchange
General Trade Restrictions and discussion of trade environment
Tariffs, Quotas, License Fees, Import Taxes, etc.
Memberships (WTO, Trade blocs, NATO, UN, etc.)

Description of Religion and It’s Impact on Daily Life

Prominent religions
Membership size and power

Language
Official languages
Dialects

Description of Daily Life and Lifestyles

Male/Female Roles in Society
Typical and popular foods available and meat/vegetable consumption rates
Types of housing available (single-family, multi-family, etc.)
Do most people own or rent?
Recreation/sports/and leisure activities
Types available and in demand
Percent of income spent on such activities
Impact of Technology (Available technologies and skill level of the general population and labor
force)

Availability and Impact of Media—this section reports data on all media available within a
country.
Later you will select specific media from among these as part of the promotional mix strategy for
your product.
Availability of Media
Availability of agency assistance
Percentage of population reached by each medium
 Availability of Channels of Distribution—this section reports data on all channel middlemen
available within the country. Later you will select specific channels as part of your distribution
strategy.
Retailers—number and typical size (small or large) of retail outlets/role of chain stores,
department stores,
and specialty stores
Wholesalers—number and typical size/cash or credit operators?
Other types of available agents or intermediaries

III. COMPETITIVE ANALYSIS—this section describes the competitive situation facing you in your
focal country.

Compare and contrast your product with competitors’ products

Competitive brands available in the market
Features
Packaging
Pricing
Promotion and advertising methods used
Relative market shares and strengths enjoyed in the market

Estimated industry-wide sales (or volume) for year—all brands

Market Conditions Faced

Forms of available transportation and communication in the region
Consumer buying habits—product feature preferences, use patterns, and shopping patterns
Distribution of similar or competitive products—typical retail outlets used and sales by other
middlemen
Advertising and Promotion
Media that can be used to reach target market
Sales promotions customarily used in this product category (samples, coupons, etc.)
Pricing—customary markups and types of discounts available for this kind of product

3. MARKETING PLAN

Describe the target market(s) in which the product is to be sold

Geographic region(s); demographics, lifestyles, etc.

Product
Brand Name—origin and significance
Positioning Strategy
Evaluate the product as an innovation as it is perceived by the intended market
Discuss also major product problems and resistances based on the preceding evaluation

Marketing Objectives
Target market (specific description of the market)
Expected market share or market penetration rate
Expected sales in dollar volume
Product Strategy
Product differentiators or competitive advantage
Packaging
Support Services

Promotion Strategy
Major message thrust
Advertising—media mix, reach, costs
Sales Promotion—forms, objectives, and costs
Personal Selling
Miscellaneous promotional methods

Distribution Strategy (Macro)

Port Selection
Origin Port
Destination Port
Mode Selection—Specify your mode of choice and discuss the advantages/disadvantages of each
mode for reaching your country (Railroad, Air carrier, Ocean carrier, Motor carrier)
Documentation Required
Bill of Lading
Dock Receipt or Air Bill
Commercial Invoice
Shipper’s export declaration
Statement of Origin

Distribution Strategy (Micro)

Warehousing Needs
Retailers—Type of retail stores, scale of operation (large or small), and retail markup
Wholesalers—Type of wholesalers, scale of operation, and wholesale markups
Import/Export Agents

Pricing Strategy
Handling Expenses (pier charges, wharf age fees, loading/unloading charges)
Customs duties
Import taxes
Wholesale and Retail Markups
Company’s gross margin
Retail price
Methods of Payment (cash in advance, open account, consignment, sight/time/date draft, letter of
credit, etc.)

Government Participation
Agencies that can help you
Regulations you must follow

Budgets and Profitability Analysis

Marketing Budget
Product Cost
Distribution expense
Selling expenses
 Advertising and promotion expenses
Other Costs
Annual profit and loss statement (first and fifth years)

V. REFERENCES/SOURCES OF INFORMATION

VI. APPENDICES (if needed)