International Marketing Project Outline of Topics

PART 1 - CULTURAL ANALYSIS

I.
A.
B.
C.
D.

Geographical Settings
Topography
Climate
Minerals
Surface transportation and communications (highways, waterways,
railroads)

II.

Brief discussion of relevant history

III.

Social Institutions
The family
a. Dynamics of the family
b. Parental role
c. Marriage
d. Male/Female roles
Education
a. Role of education in society
i. Primary education
ii. Secondary education
iii. Higher education
b. Literacy rate
Political system
a. Political structure
b. Political parties
c. Local government
d. Stability of government
e. Special taxes
Legal system
a. Organization of the judiciary
b. Code or common-law country
c. Participants in patents, trademarks, etc.
Social Organizations
a. Group behaviour
b. Clubs
c. Social classes

A.

B.

C.

D.

E.

IV.

Man and the Universe

A. Belief systems
B. Orthodox doctrines and structure
C. The church and the people

V.

Aesthetics
A. Graphic and plastic arts
B. Music, drama, dance
C. Folklore and relevant symbols

VI.

Living conditions and leisure

A. Diet and nutrition
B. Housing

C. Clothing
D. Recreation
VII.

Language
A. Spoken versus written
B. Official languages
C. Dialects

PART II ECONOMIC ANALYSIS

I.

Population
A. Total
a. Growth
b. Number of births
c. Birth rates
B. Distribution
a. Age
a. Sex
b. Geographic area (urban/suburban density and concentration)
C. Social Class
a. Population by social class
b. Income by social class

II.

Economic statistics and activity

A. Gross Domestic Product
a. Total
b. Rate of growth
B. Personal income per capita
C. Average family income
D. Distribution of wealth, income classes, percentage, distorted
E. Principle industries, percentage each contributes to GDP
F. Percent foreign investment, what industries
G. Principle exports, imports
H. Balance of payments situation, recent trends, debt, surplus or deficit
I. Exchange rate, trends
J. Labour force, unemployment rates
K. Inflation rates

III.
IV.

Technology
Distribution system
A. Number and size of retailers, method of operation, scale of operation
(large, small, role f chain stores)
B. Middlemen, retailers and wholesalers structure
C. Facilities and technology

V.
A.
B.
C.
D.
VI.

Consumer marketing
Principal shoppers, characteristics of buyer behaviour
M/F relationships in buying
Frequency of purchase (especially food), durables and nondurables
Home delivery, impact of refrigeration

Media
A. Availability of media, uses

B. Costs of internet ad, TV, radio, print etc.

C. Agency assistance
D. Coverage of various media

PART III INTERNATIONAL MARKETING PLAN

I.

Product
A. Evaluating the product as an innovation
(Evaluate the innovative characteristics of the product as perceived by
the intended market)
a. Relative advantage
b. Compatibility
c. Complexity
d. Trial ability
B. Major problems and resistances to product acceptance
(List the problems and resistances to market acceptance of the
product)

II.

Market
A. Describe the market in which the product is to be sold
a. Characteristics of consumer groups
Population and per capita purchases:
i. Intended use of product
ii. Family size
iii. Family income
iv. Geographic region
v. Other
b. Consumer preferences and buying habits
i. Product-use patterns
ii. Product feature preferences
iii. Shopping habits
c. Distribution of product
i. Typical retail sales outlets
ii. Typical middleman
d. Price
i. Price range for competing products
ii. Price range for comparable products
e. Advertising and promotion
i. Major advertising media customarily used to reach the target
market
ii. Sales promotion customarily used (coupons, sampling, etc.)
B. Competition
(Describe the significant differences existing between your product and
the competitions product)
a. Competitive product
b. Competitive price
c. Competitive promotion and advertising
d. Competitive distribution methods

C. Market size and sales estimates

a. Industry sales estimates for planning year
b. Sales estimates (for your company)
D. Summary
(Based on your analysis of the market, briefly summarize the
major problems and opportunities requiring attention in your
marketing mix)
III.

Marketing strategy
A. Marketing objectives
a. Target group
b. Market penetration and strategies
B. Product
a. Name
b. Package information
c. Product features
C. Price
a. Retail price
b. Middlemen discounts or mark-ups
c. Gross margins
D. Promotion
a. Advertising
b. Sales Promotions
c. Personal selling
d. Trade fairs or exhibitions
e. Other
E. Distribution
a. Retail outlets
b. Middlemen
c. Etc.

IV.
Recommendations
(Based on the marketing plan and your analysis of the market,
recommend that the company either market or not market the
product. If your recommendation s not to market, support your
decision.)