International Marketing Plan – Nivea

(1)  Summary of the key findings of your BEM/ BRICSA/ MINT Country. REMEMBERTO ONLY WRITE ONE PAGE. – Please choose either Thailand, south korea, poland or turkey
 
(2)  Provide an overview of your chosen product or service (what type of product consumer or industrial product – Luxury/ FMCG etc.) and the existingorganization- is it a MNC or an SME? Where is it based?  If it is a service where are its headquarters?Country or Origin.
 
 
(3)  Market Audit
Provide an overview of themarket. Which segment of the market will you target? What are the buyer characteristics?What is the size of the market? (YOU can use market reports and consumerbehavior theory).
 
 
(4)  Competitor Analysis
What is the competition in themarket place? What is the market structure? – Monopoly/ oligopolistic ormonopolistic competition. Who is the market leader? How many competitors. Are theylocal or international companies? How to assess the competition You could usePorters five force model. (Barriers to Entry/ Exit Bargaining Power of Suppliersand Buyers & Competitor Rivalry.
 
(5)  Mode of Entry
How will you enter the market?Which method will you choose?  Why isthis the best method (FDI/ Export? Licensing or Franchise) REMEMBER YOU NEED TOUSE SOME THEORY AND YOU MUST JUSTIFY).
 
 
(6)  MARKETING OBJECTIVES SMART OBJECTIVES % OF THE MARKET YOU WISH TOCAPTURE LEVEL OF AWARENESS PROFIT LEVELS. DISTRIBUTION OBJECTIVES, PRICINGOBJECTIVES.
 
 
 
(7)  POSITIONING How will you position your product to your chosen targetmarket. – Whats the product or services USP.
 
(8)  PRODUCT
Will you standardize or adapt theproduct if adapt at which level tangible or actual product e.g. packagingor logo or augmented product i.e. aftersales services? You will need toprovide justification as to why.
 
(9)  PRICE
How will you price the product / serviceto enter the market? Will you use price skimming or price penetration? Use somemarketing theory – justify your chosen strategy.
 
(10)  DISTRIBUTION
How will your customers receive /buy the product/ service. Depends on product/service and mode of entry BUT?
Will there be any middlemen /agents/ logistical issues.  Whatmarketing channels will you use?  Whatsyour distribution strategy intensive, selective and exclusive? Level of marketcoverage. Ebusiness / E commerce.
 
(11)  PROMOTION
What methods will you usePersonal selling, advertising, sales promotion, public relations, interactivemarketing social media, mobile marketing,
 
 
(12)  For services consider location, people and physical evidence andprocess.
 
(13)  RECOMMENDATIONS
 
 

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