CASE PERFORMANCE INDICATORS: Communications skillsthe ability to exchange information and ideas with others through writing, speaking, reading, or listening. Analytical skillsability to conduct relevant research, examine data, and draw conclusions to develop recommendations. Presentation skillsthe ability to effectively organize and communicate material for your audience. SPECIFIC PERFORMANCE INDICATORS 1. Develop marketing approach/plan. 2. Develop the customer profile. 3. Share the marketing strategy concept. 4. Develop communications objectives. 5. Present a persuasive brand strategy. CASE STUDY NARRATIVE: You are the director of international brand management for MAPLE MOTORS, a Canadian automobile manufacturer. MAPLE MOTORS has been in the Canadian auto industry for over 75 years and manufacturers multiple brands of vehicles, distributing them to dealerships throughout Canada and internationally. Despite being sold in over 20 countries; MAPLEs top sales are in the United States and Canada. MAPLE MOTORS does have a small presence in the country of Saudi Arabia. The company has two automobiles that are exported to the country: the MAPLE 'RISE', a luxury four-door sedan, and the MAPLE 'TRACE', an economical coupe. In Saudi Arabia, it is customary for families to have two vehicles: one for the man of the household to drive and the other for a hired chauffeur to drive the woman and children of the household. The MAPLE 'TRACE' is marketed as a vehicle for single men or as a first purchase for a son of driving age. The luxury four-door sedan is marketed as the vehicle for the family. MAPLE MOTORS has experienced poor sales in Saudi Arabia, and executives have recently been discussing pulling operations out of the country. The government of Saudi Arabia has recently announced plans to permit women to drive. It is anticipated that in the upcoming year women will be able to apply for a drivers license. This means that a potential 9 million new drivers will be entering the market. This could be a great opportunity for MAPLE MOTORS. Research has identified that Saudi Arabian women favor Sport Utility Vehicles (SUVs). Coincidentally, MAPLE MOTORS branded SUV, the MAPLE LANDFLOW, is the most popular brand among women in the United States and Canada. The vice president (VP) of international sales at MAPLE MOTORS feels that marketing the MAPLE LANDFLOW to Saudi Arabian women now could influence future purchases. YOUR OBJECTIVE: MAPLE MOTORS VP of international sales selects you to develop a marketing plan that will introduce the MAPLE LANDFLOW to the newly created audience of women drivers in Saudi Arabia. The marketing plan requires the following: Customer persona/profile Audience focused marketing strategies Communications plan Brand(ing) strategies for MAPLE MOTORS and MAPLE LANDFLOW A marketing plan meeting has been scheduled with the VP (other company executives may also be at the meeting) and you are expected to present your work. What information and recommendations will you focus on? Why?