Guidelines for International Marketing Project
By: Philip Cateora

CULTURAL ANALYSIS - OUTLINE OF TOPICS

I. GEOGRAPHICAL SETTING

  • A. Topography

  • B. Climate

  • C. Minerals

  • D. Surface transportation and communication (highways, waterways, railroads)

    II. BRIEF DISCUSSION OF RELEVANT HISTORY

    A. The family

  • 1. The elementary family

  • 2. The extended family

  • 3. The kin group

  • 4. Dynamics of the family

  • a) Parental role

  • b) Marriage

  • 5. Male/female roles (changing or static)

    B. Education

  • 1. Role of education in society

  • a) Primary education (quality, levels of development, etc.)

  • b) Secondary education (quality, levels of development, etc.)

  • c) Higher education (quality, levels of developilent, etc.)

  • 2. Literacy rates

    C. Politícal System

  • 1. Political structure

  • 2. Political parties

  • 3. Local government

  • 4. Stability of the government

  • 5. Special taxes

    D. Legal system

  • 1. Organization of the judiciary

  • 2. Code or conmon-law country

    E. Social organizations

  • 1. Group behavior

  • 2. Clubs, etc.

  • 3. Social classes

    III. MAN AND THE UNIVERSE

  • A. Belief systems

  • B. Orthodox doctrines and structures

  • C. The Church and the people

    IV. AESTHETICS

  • A. Graphic and plastic arts

  • B. Music, drama, dance

  • C. Folklore and relevant symbols

    V. LIVING CONDITIONS AND LEISURE

  • A. Diet and nutrition

  • B. Housing

  • C. Clothing

  • D. Recreation

    VI. LANGUAGE

  • A. Spoken versus written

  • B. Official language(s)

  • C. Dialects

    ECONOMIC ANALYSIS - OUTLINE OF TOPICS:

    I. POPULATION

    A. Total

  • 1. Growth

  • 2. Number of births

  • 3. Birth rates

    B. Distribution

  • 1. Age

  • 2. Sex

  • 3. Geographic area (urban/suburban density and concentration)

    C. Social Class

  • 1. Population by social class

  • 2. Income by social class

    II. ECONOMIC STATISTICS AND ACTIVITY

    A. Gross national products (GNP)

  • 1. Total

  • 2. Rate of Growth (real GNP)

    B. Personal income per capita

    C. Average family income

    (Note:If multiple family members work, may have substancial disposable income. In developing countries, families are frequently the purchasing unit.)

    D. Distríbution of wealth, income classes.

    E. Principal industrias

    F. Percent foreign investment, what industries

    G. Principal exports, imports, dollar value

    H. Balance-of-payments situation, recent trends, debt, surplus or deficits

    I. Exchange rate, single or multiple exchange rates, trends

    J. Extent of economic activity not included in cash income systems (developing countries)

    K. Labor force, unemployment rates

    L. Inflation rates

    III. TECHNOLOGY

    IV. DISTRIBUTION SYSTEM

  • A. Number and size of retailers, methods of operation (cash, credit), scale of operation (large, small), role of chain stores (typical volume)

  • B. Middlemen, availability, services offered, customary markups - retail and wholesale for various classes of goods and commodities

  • C. Penetration of nonurban market

  • D. Facilities and technology

    V. LEGAL SYSTEM

  • A. Orientation

  • B. Code or common

  • C. Patents, conventions

    VI. CONSUMER MARKETING

    In case you are developing the project for industrial markets, adapt the following items accordingly.

  • A. Principal shoppers, characteristics of buyer behavior, by social class

  • B. Masculine/Femenine relationships in buying

  • C. Frequency of purchase (especially food) - daily, weekly; credit, durables, nondurables

  • D. Home delivery impact of refrigeration, sufficient cash to capitaliza on specials

    VII. MEDIA

  • A. Availability of media, uses

  • B. Costs of TV, radio, print

  • C. Agency assistance

  • D. Coverage of various media

    INTERNATIONAL MARKETING PLAN - OUTLINE OF TOPICS

    I. THE PRODUCT

    A. Evaluating the product as an innovation. Evaluate the ínnovative characteristics of the product as perceived by the intended market:

  • 1. Relative advantage

  • 2. Compatibility

  • 3. Complexity

  • 4. Trialability

  • 5. Observability

    B. Major problems and resistances to product acceptance.

    Based on the evaluation above, list the problems and resistances to the market acceptance of the product.

    II. THE MARKET

    In case you are developing the project for industrial markets, adapt the following items accordingly.

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

  • 1. Characteristics of consumer groups. Population and per capita purchases by:

  • a) Intended use of product (personal use, family use, etc.)

  • b) Family size

  • c) Family income

  • d) Geographic region

  • e) Other

  • 2. Consumer preferences and buying habits

  • a) Product use patterns

  • b) Product feature preferences

  • c) Shopping habits

  • 3. Distribution of product

  • a) Typical retail sales outlets (product sales by retail store group)

  • b) Typical middlemen (product sales by middleman- type)

  • 4. Price

  • a) Price range for competing products

  • b) Price range for comparable products

  • 5. Advertising and promotion

  • a) Major advertising media customarily used to reach the target market

  • b) Sales promotions customarily used (coupons, sampling, etc.)

    B. Competition

    Describe the significant differences existing between your product and the competitionls product:

  • 1. Competitíve product(s)

  • 2. Competitive price(s)

  • 3. Competitive promotion and advertising

  • 4. Competitive distribution methods

    C. Market size and sales estimates

  • 1. Industry sales estimates for planning year

  • 2. Sales estimates (for your company): one-year and five-year projections

    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

    This section reflects an action plan for the most effective means of marketing the product in your country. The section should reflect, in your judgment, the most effective ways to overcome the problems describes above and to produce maximum sales/profits.

    A. Marketing objectives

  • 1. Target market(s) (specific description of the market)

  • 2. Expected sales in 199__

  • 3. Profit expectations in 19

  • 4. Market penetration and coverage

    B. Product

  • 1. Name

  • 2. Package adaptation

  • 3. Product features

    C. Price

  • 1. Retail price

  • 2. Middlemen discounts or markups

  • 3. Gross margins

    D. Promotion

  • 1. Advertising

  • a) Objectives

  • b) Media mix

  • c) Message

  • d) Costs

  • 2. Sales promotions

  • a) Objectives

  • b) Coupons

  • c) Premiums

  • d) Costs

  • e) etc.

    E. Distribution

  • 1. Retail outlets

  • 2. Middlemen

  • 3. etc.

    IV. PRO FORMA FINANCIAL STATEMENTS AND BUDGETS

    A. Marketing budget

  • 1. Selling expense

  • 2. Advertising/promotion expense

  • 3. Distribution expense

  • 4. Product costs

  • 5. Other costs

    B. Pro forma annual profit-and-loss statement

    V. 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 recomnendation is to not market the product, support your decision.

    VI. BIBLIOGRAPHY


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