Export marketing plan report

SCMG 310 – RESEARCH PAPER OUTLINE

Overview of Research Paper:

You will prepare an export marketing plan report, including recommendations for a product’s export market potential to 3 targeted countries. You will begin by choosing a company (either existing company or fictitious company) and describe a product that the company wishes to export.  You will identify 3 target countries that you feel the product has export market potential.  You should write your marketing plan from the perspective of the company’s international marketing manager.  Pretend that you are the firm’s international marketing manager and you are presenting your marketing plan to your management team to convince them of the export market potential to 3 countries for the company’s product. This export marketing plan should integrate the readings, handouts and class discussions for the course in the context of the actions of a specific firm.  This analysis will be approximately 10-12 double-spaced pages (with complete references).

Your analysis should begin by identifying a product that you wish to research and finding the appropriate HS Code (or Schedule B Number) for that product.  Then conduct secondary research based on trade statistics to look up countries that import that particular type of product from companies in the United States.  Next, select 3 targeted countries that you feel have high market potential for your company’s product.  Review Country Commercial Guides reports and other useful online resources to research the 3 countries that you have selected.  Structure your marketing plan following the outline that has been provided to you.

Your analysis should explain the reasons for your company’s export market potential into the 3 countries for the product that you have selected. Why do you feel that there is potential for your product in these 3 countries?  Will your company have to modify or alter the product in any way to meet local demand, regulatory requirements or cultural needs in each country?  How does your company plan to market its products in these countries?  Will your company utilize agents, sales reps or distributors to sell its products into these countries?  Which (if any) services offered by the U.S. Commercial Service will your company utilize to help sell its products in the targeted countries?  What is the duty rate for your product in each of the 3 countries that you plan to export to?

 

 

 

 

 

 

 

Suggested Marketing Plan Outline

Section

1) Introduction to Company and Product(1-2 pages)                                                                 

– Overview of the company that you work for.

– What does the company wish to achieve from export sales?

– Discussion of the firm’s product that you will be exporting.  What is the HS Code or Schedule B Number for this product?

– Introduce yourself and your role as the International Marketing Manager.  Explain your reasoning for conducting your market research for new export markets for your company’s product.

2) Foreign Market Analysis (2-3 pages)

– Overview of the 3 countries that you have selected

– Analysis and reasoning for product demand and growth potential in this country

– What are some of the marketing strategies and selling methods that your company will use to export your product for each country?

– What is the Duty Rate for the product in each of the 3 countries you have selected?

– What are some of the product modifications that your company will have to make in each country?

– What are some of the challenges that your company will have to overcome in selling your product (cultural, political, regulatory, etc.)?  How will your company adapt to these challenges to successfully export your products into these markets?

3)  Supply Chain (5-6 pages)

– Who are the raw material suppliers for your products and what countries are they located in?

– Describe in detail the supply chain flow for your raw materials through the production stage?

– How will your firm adapt its products/services to adhere to consumer needs and wants, from an international marketing perspective?

– Discuss how each global logistics supply chain partner plays a role in the production and distribution of your finished products.

– How does your firm plan to manage its transportation and logistics budget in the short term and long term?

– What Incoterms rules will your company attempt to utilize when selling its products.  How will your company negotiate its terms of sale with international buyers in the countries that you have selected?

4) Action Plan (1 page)

– Prepare a 1 page Action Plan of how your company plans to implement the overall marketing plan.  This page can be in table format.

5) Summary (1-2 pages)

– What does your firm hope to achieve in the next 3-5 years as a result of its export marketing efforts in the chosen countries?

– Discuss 3 main areas of exporting that you have personally learned as a result of your research project.

– Summarize your overall research findings and analysis

6) Appendices (if applicable – charts, graphs, images, etc.)

7) Resources Cited Page

Research Paper is Due on December 12, 2016.  You are required to submit both a hard copy and electronic version of the

 

USEFUL ONLINE RESOURCES FOR RESEARCH

1)  Start with the website of the company that you have selected

2)  Global Business Research Institute:  www.gbri.org

3)  Country Commercial Guides:  www.export.gov

4)  U.S. Department of State (country profiles):  www.state.gov

5)  CIA – The World Factbook:  www.cia.gov

6) BBC News – Country Profiles:  www.bbc.co.uk/2/hi/country_profiles/default.stm

7) Country Profiles – Culture, Etiquette, Customs, and Protocol:  www.kwintessential.co.uk/resources/country–profiles.html

8) Eldis – Country and Region profiles:   www.eldis.org/country/

9) Bloomberg Businessweek:  www.businessweek.com

10) Forbes – www.forbes.com