Business In Emerging Markets

TERM PROJECT PHASE III OUTLINE

I. Title Page

· Include the Team NUMBER; team members’ first and last NAMES & name of the OFFERIN & COUNTRY

II. Table of Contents

· List all the contents of the marketing plan in the order they appear BELOW with page numbers.

· List tables, graphs and diagrams in the APPENDIX and list the content that will be included in it.

III. Executive Summary (1/2 to 1 page)

Briefly summarize your offering, your country, the aim and main content of this marketing plan.

Things to include/consider:

· A concise, clear description of the product/service/experience you are marketing

· Highlighting the key characteristics that differentiate your product/service from other alternatives (competitors) already existing in the market

IV. Environmental Analysis – PESTEL (2 pages max; appendices at end)

Here present the findings from your Phase II (PESTEL) analysis with an eye at the following issues. Remember, RELEVANCE is the key here. Always ask, “How is this point relevant to my marketing strategy, and WHICH part of it?”

Things to include/consider:

· For the macro environment think about: demographic, economic, natural, technological, political, environmental and cultural forces. However, focus only on a select few macro environmental issues that you think very specifically have a major influence on your marketing plan.

· For the micro environment think about: COMPETITION.

Please do a comprehensive analysis about your current and potential competitors in this section. List how they are DIFFERENT from yours in the details of their product offerings, pricing, and services.

· Provide concrete (re: researched) evidence of your claims Uncle Toulmin!!). Saying obvious statements like “the economy is down” is boring, and meaningless without you providing specific details that make it relevant to your marketing plan.

Competition

· Identify your direct competition by naming their business, describing their facilities and operations, identifying their share of the consumer (or business) market. All along look for HOW your offering is different from theirs.

V. Consumer Analysis –STP (1 page max with additional appendices where needed))

· Identify the SEGMENTATION VARIABLES used; and then define your TARGET MARKE . Be brief and specific in your description. (Mere demographic segmentation is unlikely to be sufficient so consider other lifestyle, (i.e. psychographic), geographic and behavioral variables that are appropriate.)

· Predict the market sales potential that may be realized in this segment. Use your PHASE I estimates here. Attach in the Appendix any charts or tables that you might need to JUSTIFY your numbers. (If you are aiming for more than one TM, then identify the sales potential for each of these target groups.)

· Now, identify the POSITIONING for your offering. What is its POD (Point of Differentiation)? How is it different from those of the competition?

VI. Four P Marketing Mix Strategy (3 pp. max with additional appendices where needed)

Product or Service (The Offering)

· Identify your offering by describing what it is, why a consumer demand exists for your offering, and where your product sits in comparison to similar offerings which are now available.

· Describe the marketplace rationale for the differences between your product and a competitors. Look at quality, price, new ideas/approaches, and how your product appeals to your selected TM.

· Be specific about how your offering improves upon those already existing, your use of quality control, and, if relevant, the scope of service you will provide by way of guarantees and warranties, etc.

Place

· Identify the location of your business, why it is located there (strategic, competitive, economic objectives)

· Your expected methods of distribution

· Any supply chain issues that you might want to discuss

Promotion

· Describe the type of promotional methods you will use to spread the word about your product. (Remember the 4 types of promotions we discussed in class.)

· If you use advertising, specify which MEDIA you will employ. For radio, focus on stations music format and its relationship to your products image, broadcast area, cultural focus, age focus, etc.

· For newspapers and other print mediums, consider the level at which you wish to advertise (local, regional, provincial, federal, cross-national, etc.), in what media (trade magazines, professional, recreational, cultural, hobby, special interest, etc.). NOTE: Normally, in a complete marketing plan you need to specify how often, and the timing of such advertisements (seasonal, special issues, etc.). But, in our case, you need not be that specific since this is not a full-blown marketing plan

· If you are using expensive media such as television and billboards, explain how and why. Both are highly expensive, while digital marketing is much more affordable. Explain if and how you will use digital media.

· Promotion through associations and government support programs offer an opportunity for success stories to advertise.

· If relevant, consider using in store promotions, sidewalk sales, plant tours, free samples, openhouses, "point of sale" displays, acknowledgment in government programs, agendas, brochures and calendars are other avenues for promotion. Also, gimmicks like draws for free product samples and service visits also provide you with a mailing list for future considerations.

· Alliance campaigns between yourself and associated businesses (retailers, suppliers, etc.) provide you and some complementary businesses the chance to improve your market image and potential sales.

Price

· The price of your offering should reflect your overall company strategy. Pricing should be competitive as well as a reflection of the quality, costs and profit margin.

· Show how your price ranks in comparison to those of competitors.

· If relevant, list strategies you plan to use, such as providing a discount on some items you sell in order to increase the sales in other areas.

APPENDICES: Tables, Graphs, Diagrams and Pictures (no page limit) The viuals like tables, graphs, exhibits, etc are your best friends. By presenting information in a picture format, some areas that are hard to express in words become easy to show to the reader. These also help you save space. Here are some examples (Only two of these are required, the others are all optional and recommended only if you feel it helps to support your plan):

· Your PESTEL diagram (the one with weights) (REQUIRED)

· Your MARKET SIZE estimation table (REQUIRED)

· Position Analysis (Perceptual Map—like the one I showed in class, in your PPts) A figure that shows where your company's image lies in relation to your direct competition.

· Advertising Examples and Other Promotional Materials Provide the reader with some examples of the type of artwork and advertising you hope to use to attract potential customers, and, to portray a particular image of your product/service.

Such materials can demonstrate the effectiveness of your message, successful product/service recognition and packaging design.

· Include appropriate demographic information such as populations, age distributions, projected population growth and household sizes.

· Include statistics covering family expenditures, personal income characteristics, employment figures, and spending and consumer patterns.

NOTE: Throughout the entire report AND in your presentations, make sure to SHOWCASE your knowledge of COURSE CONTENT (e.g., frameworks, concepts, terminology, etc). See the attached evaluation form and note how this is built into that assessment.

WRITTEN WORK FORMAT: 12 font, Times Roman, 1.5 spacing

PPts: 15 maximum, including Appendices

Both the report and PPts are due: Midnight on October 6

On Wednesday you must come to class having read all the other team reports since you will be grading them and asking questions after their presentations. The extent of your knowledge will show on the quality of your evaluations of others’ work. (This will be reflected in your “Class Participation” grade for the course.) Do take this seriously please: you’ll have the entire Wednesday (Oct. 7) to read these brief reports since I am not asking you to do anything else for that class other than presenting your own work and assessing the work of other teams.

ORAL PRESENTATIONS on Oct. 7: Total of 15 minutes presentation, 10 minutes Q&A per team. We will take a break after the fourth presentation, that’s halfway through our eight teams. We’ll have a “mean” time keeper who’ll be very strict with our time limits. The order in which teams will present will be determined by lottery ahead of time.