Creating an International Business Plan

Step 2: Develop a Marketing Strategy 

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Subject: Marketing Strategy

From:     Jillian Best, CEO, MCS

To:          You

Now that we know more about MediCorp’s potential customers, we need to examine some key attributes of the company to adequately prepare it for international expansion.

Include the following components in your marketing strategy:

· selection of new medical device for MediCorp to introduce in the selected country

· MediCorp's main competitors in your selected medical diagnostics devices industry in the selected country

· market and segment growth of your selected medical device over the next three years in your selected country.

· Where does MediCorp add value as a way of gaining a competitive edge?

· Recommendation of relocation of one or more activities from MediCorp’s value chain in the United States to your selected country, using Porter’s Value Chain analysis.

· the legal business entity to market the products in the country (review Modes of Entry for help)

· impact of the country’s legal, ethical, and cultural standards on MediCorp’s operations in the country (review Governance and Accountability for more information)

Jillian

By the end of Week 9, submit your six- to seven-page marketing strategy to the dropbox located in the final step of this project. (This milestone submission is optional, but useful if you would like feedback.) Your marketing strategy should include all components outlined in Step 1 and Step 2.

Then, continue to the next step, where you will consider the client’s financial projections and the accounting standards in the selected country.