Take one large company which focuses its strategy on consumer products (i.e.: Procter & Gamble, Unilever, Lreal,

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Question:

Take “one” large company which focuses its strategy on consumer products (i.e.: Procter & Gamble, Unilever, LÓreal, Nivea, Carrefour, Pizza Hut, L´Occitane en Provence -YUM! Group-, Zara - Inditex Group-, etc.),

You will have to analyze the international marketing strategy the company uses when adjusting its products or services to the different international markets where it operates. It is important to focus on the Marketing Mix and Extended/Service Marketing Mix Concept (4Ps + the 3th P).

Outline for paper:

1. Executive Summary

2. Company & Product a. The firm, b. The industry c. Management d. Product attributes

3. Country a. Overview b. Economy c. Culture and Society d. Political system e. Legal and regulatory system f. Key demographics g. Political, economic, and regulatory risk factors

4. Goals a. What to achieve and why (be specific, give some metrics) b. Risks involved and likelihood of accomplishing goals

5. Overall Competitive Strategy (core of the plan) a. Situation analysis (SWOT) b. Local competitors c. International competitors d. Likely duration of first mover advantage if relevant e. Basis for competing effectively in the long run (specify an overall strategy) f. Resources and capabilities of the firm

6. Market Entry – Alternative Courses of Action a. Entry mode as the best alternative selected b. Locations for operations

7. Segmentation/Targeting/Positioning (S/T/P should be consistent with and driven by overall competitive strategy) a. Segmentation options and final basis and analysis for segmentation b. Target group(s) selected, size, sales potential c. Positioning options and final analysis and basis for positioning

8. Marketing Mix and Extended Marketing Mix (4 P’s should be integrated among themselves and be consistent with S/T/P) a. Product (how adapted if at all, degree of standardization/customization, why appropriate, what needs products meet, what their advantages would be over local and global competitors’ products/services, etc.) b. Promotion (what media, other promotional efforts, budget and allocations, objectives for ads and promotions, what kind of reach expected, how promotion would be culturally appropriate or tailored, degree of standardization, etc.) c. Pricing (what pricing strategy used, how to deal with inflation or other currency issues, use of differential pricing across markets, etc.) d. Place or Distribution (what channels to be used, what channels available, expected ease or difficulty of channel access, measures used to overcome difficulties, distribution methods, etc.). e. People (the employees, their training, attitude, structure, etc). f. Processes (operations, manuals, systems, software in place, etc.). g. Physical evidence (physical stores decoration, uniforms, smells, colors, etc.) h. Partnership/Productivity (productivity and partners relationship in the supply chain management, effectiveness and efficiencies of key suppliers, etc.).

9. Marketing Budget

10. Implementation and Control Plan

11. Expected Results If the plan were successfully implemented, detail the performance expectations, including two years of revenues, expense, market share, and profit projections