Please provide a reference page as well.
Assume the role of a
corporate manager responsible for selling your companys products in three (3)
new international markets. You have been
directed to conduct a competitive analysis of potential international markets
for distribution of your companys products/services and to develop an
international business plan, which is both strategic for each region (European
Union, Pacific Rim, and Latin America) and specific in detail for the
establishment of milestone, forecasts capital requirements, human resource, and
financial issues. Your business plan is
to be submitted to the Executive Committee by the third business quarter.
First, select a product
or service. It cannot be a product that
is sold solely via the Internet, although the Internet can be one distribution
outlet. You must have a physical sales
presence in each region. For example,
your product must be sold in stores in each of the three (3) new
international markets. The Internet can
be used as a communication tool to build awareness and drive traffic to your
physical location within the region.
Next,
select three (3) international markets for marketing your product/service. The Executive Committee has provided the
following guidance for your selection.
1.
European Union: We want to have a physical
presence with our name on the building.
2.
Pacific Rim: We must be focused on China.
3.
Latin America: We must be protected from the
downside risks in this potentially unstable environment.
While this situation is
hypothetical with respect to your role and your new product/service, base your
competitive analysis on reality. Below
is a guide (outline format) to assist you in writing your International
Business Plan. You must provide the
information identified in the outline (at a minimum), and you must also include
descriptive explanations. Your business
plan should be tailored to the specific needs and requirements of your selected
product/service and international markets.
If you feel that any
part of the instructions does not apply to a specific region/product, then you
must address why the issue does not apply.
Part A Title Page
In addition to the required Activity Cover
Sheet, you must submit a title page for your International Business Plan. Create a title page including the name of your
company, a description of your product/service, the three international
markets, your name and student identification number, and the date.
Part B Executive Summary
Your International Business Plan is a proposal
to the Executive Committee. The committee
members must first understand the scope of your proposal before delving into
the details. So, summarize the primary
points of your proposal, get to the point quickly, and report the most
important facts contributing to the adoption of your proposal and your
anticipated business results. This is
not a selling document, but rather a clarifying document to ensure the reader
has a general understanding and positive disposition toward your proposal. Use the key approach (who, what, where, why,
when, how, and how much) to summarize the following.
1.
Your globalization plan
2.
Factors critical to the plans success
3. Key issues that require decisions by the Executive
Committee
4. Key risks, risk triggers, and contingency plans to
manage the identified risks
Part C Product/Service (By Region)
1.
Description of the Product/Service: Include
pictures or graphic representations; these can be very important to your
success. Detail the product/service,
marketing channels, distribution, etc.
Make sure you indicate any modifications to the product description
needed for each of your new international market regions. A product description is a clear, precise
statement of the product, including, from an international perspective,
factors that must be included to be accepted in the specific region. Provide detailed information on the
transformation required to be regionally successful.
a.
European Union
b.
Pacific Rim
c.
Latin America
2.
Description of Consumer Target Market: This
information must be supported with specific information about the size in units
and value ($). You must be specific in
your target market information. For
example: males, ages 18-24, high-school graduates going to college must be
linked to individual countries.
Alternatively, limit the market size information by excluding select
elements.
a.
Target Market Size
b.
Value
c.
Growth Rate
3.
Product/Service
Consumer Benefits and Costs: For each region, provide region specific
information on the value proposition to the consumer. This information must be specific and
detailed to the region. This section
must answer the questions, Whats in it for me? and When I purchase your
product what benefit do I receive?
4.
Price
Strategy and Estimate of Price Elasticity: Each region requires a separate
pricing strategy. Make sure that your
pricing strategy is specific to the region, as well as to the cultural and
economic realities of the target market.
A poor response is one claiming that your product will be the lowest
priced product. Establishing a price on
an international scale requires an understanding of the relationship between
price and demand: elasticity. In most
cases, this is the difference between profitability and losses. You must develop price elasticity curves
consistent with your pricing strategy and your target market.
Part D Manufacturing/Operation/Supply Chain (By
Region): Discuss each of the following.
1.
Compatibilities of Supply Chain: Both global and corporate business strategies
2.
Configuration of Supply Chain: Location and type of operations
3.
Coordination of Supply Chain: Relationship to other global operations
4.
Control of Supply Chain: Span and freedom of independence
5.
Implementation Plan
6.
Capital Requirements (very broad brush)
Part
E Market/Sales
(By Region): Discuss each of the following.
1.
Global Marketing Strategy
2.
Sales Structure (local, regional, global)
3.
Branding
4.
4 Ps of Marketing (product, price, place,
promotion)
Part F Financial,
Payment, Collections, Currency (By Region):
Discuss each of the following.
1.
Currency Issues (By Country and Region)
2.
Credit Terms
3.
Financial Records
a.
Income Statement
b.
Cash Flow
c.
Corporate Reporting
4.
Capital Requirements
5.
Taxes
Part
G Management
Structure and Human Resource Requirements
1.
Management Structure (By Country and Region)
2.
Experience and Skill Level
3.
Transitional Strategy
4.
Form of Operations
Last Completed Projects
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