Whole foods in Kuwait
I. MARKETING STRATEGY OVERVIEW
A. Marketing Strategy Statement
A broad statement of the marketing strategy you wish to pursue. Some
possibilities might be:
– Introduction of a product or service targeted to a certain customer
group in a different country
– Rejuvenating a declining product in a country
– Roll out of a successful local product to national or overseas markets
– This should be a statement of the goals of your marketing strategy.
Goals should be specific and measurable such as sales, market share,
profit or customer equity objectives, timetables, growth rate goals, or
more strategic goals such as capturing a leading position in an
emerging market. Be as specific as possible and lay out as many
goals as you feel are appropriate to guide the strategy.
II. STRATEGIC MARKETING COMPONENTS
– What (if any) branding strategy will you pursue?
– How will you develop and enhance brand equity for your product(s)?
B. Image & Positioning
– If appropriate, how do you wish the product or service to be viewed
relative to the competition?
C. The Target Market
– Clearly define the target segments you are marketing to in the
country chosen. Support this approach considering competitive
issues, consumer trends, etc.
– Try to calculate the potential of this target market — that is, if
everyone in the target market bought your product, what would sales
or customer lifetime value be? What is a reasonable expectation for
a market share or customer equity goal?
D. Sustainable Competitive Advantage (SCA)
– Based on your plan, what will be the SCA for your product or
service relative to the competition? (Hint: If you can’t come up with
one, it’s probably not a great idea!)
III. MARKETING TACTICS
(Note that each of these needs to be mentioned, but some will get more attention than others)
A. Product Issues
– Differentiating points of your product or service (features,
packaging, performance, etc.)
IBUS301 – International Marketing Fall 2014 MADY 2
– Description of any research & development needed in support of
your product strategy
– Broad description of the distribution strategy (channel structure,
number of intermediaries, etc.)
– Any novel (differentiating) aspects of your distribution strategy?
(e.g., selling direct or through the internet when the competition does
– Broad description of pricing strategy (parity, premium, price leader,
– Any novel (differentiating) features of pricing strategy?
D. Advertising & Promotions
You should discuss your use of any of the following you plan to utilize:
– Direct (Personal) selling
– Direct marketing
– Sales promotions
E. Electronic Commerce
– Discuss any elements of electronic commerce you will use in your
marketing efforts. These might include:
o Conducting actual transactions over the web
o Providing information-only over the web
o Using electronic means to gather consumer information
o Linking with suppliers electronically (if not already) to achieve
o Appropriate links and cross-marketing relationships with other
o Integrating channels to present “one face to the customer”
F. Service Elements
– Are there any unique elements to the service associated with your
product that will help you generate competitive advantage?
A. Resources Required
– What human resources, funds ($), corporate assets, training and
anything else will be required to make your strategy work (be as
specific as possible).
B. Time Line
– Develop a step-by-step plan to roll out your plan (this might be done
as a month-by-month plan, for example)
– In the final 1 or 2 pages, I would like you to reflect on what you
learned about the country and industry you studied that you did not
know at the start of the project.
|Academic Level||College (1-2 years: Freshmen, Sophomore)|
|Paper Type||Business plan|
|Number of Pages||4 Page(s)/1100 words|