Global Marketing
Select a U.S. brand and develop a marketing plan for selling it overseas. Select a country where you want to sell it (this brand should not be sold in this country at this time), and then:
• Analyze the key elements of the country’s culture, economic, and political environment.
• Select a method of entry in the country.
• Select and describe the target market.
• Identify the key competitors.
• Identify a desirable brand image (it may differ than the image this brand has in the U.S.).
• Identify key features/performance/benefits of the brand. Depending on the differences between the country you selected and the U.S., you may need to adjust the product features, benefits, and performance.
• Select a pricing strategy.
• Select the appropriate method of distribution.
• Come up with a comprehensive communication and promotion strategy including the various methods (advertising, personal selling, sales promotions, direct marketing, PR, publicity) as well as detailed descriptions of key ads and promotional material.
TERM PAPER
There will be a term paper due in this course. It will require you to select a country other than the U.S., as
well as a U.S. product that is being sold in that country. Your report will provide a detailed analysis of the
business environment of that country, a critique of the U.S. company’s marketing strategy in that country,
as well as your recommendations on how to improve it. The report’s length, specific details, and format
guidelines are available in the Course Home section of the course.
Last Completed Projects
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