You are the marketing manager of an Australian company that makes recreational boats and boating products. You plan to expand the business by distributing into the international market. You have to identified two possible countries that would be a favorable market for the product.
Your plan should include the following sections :
Executive Summary
Table of contents
1. Introduction (company, product and two countries)
2. Rationale for choosing country to launch (including with your justification for choosing to enter one of the countries and why the consumer in that country will you buy your product)
3. Situation analysis
3.1 Macro-environmental PEST) analysis
– Politico-legal
– Economic
– Sociocultural
– Technological
3.2 Micro analysis
– The consumer
– Competitor
– Market size
– Market trends
– Product trends
– Target market trends and preferences
3.3 SWOT (Strenghts & Weaknesses, Opportunities & threats compared with competitive offerings)
3.4 Justification for launching the product
4. Market segments to be targeted & positioning strategy
5. Demand forecast for the new product – forecast 3-year sales
6. Marketing mix strategy – outline of 4Ps strategy
7. Conclusion – succint summary
Appropriate facts and figures on market size, market share and market growth must be included, as well as any relevant secondary data on consumer preferences and trendsn and the market.
References must follow the Harvard referencing style.
I have choosen “Altex coatings limited” as an Australian/New Zealnd company.
Countries are France and USA (florida and more specific miami because Jet set customer, first touristic and cruise ships harbor in the world , location : gateway to the Americas, and high hurricane risk.
but if you think it’s not a good choice you can change it, it’s up to you.
