For the applied learning experience of this course, you will develop a Global Marketing Plan that includes ten major sections.(See The International Marketing Plan Guide in Canvas) The objectives of this project are to (1) experience the understanding of theory and the application to the “real world” of global market analysis, organizing, planning, implementing and controlling, and decision-making and (2) to develop career-building skills of communications (interviewing, discussing, explaining, presenting), analytical, and critical thinking. You will develop a Global Marketing plan for a successful startup company that wants to expand outside its home country. To achieve a successful international/global strategy, there must be a complete understanding (knowledge) of that country (foreign market).

The research for this project will require a variety of sources, e.g., course assignments, the library, Internet, and field research. Sources should include business sources, trade associations, Chamber of Commerce, State and U.S. Departments of Commerce, on the Internet and in the Library. Other secondary sources may be used.

As in the “real world” certain data and information may not be available; in these situations marketers must make some (well-grounded, supported, stated) assumptions. Another critical component to this project being successful is that this is not just a report but rather an analysis too. You are expected to include your “take” (understanding and analyses) of the various areas (or project sections) being presented with an analysis at the end of each major section.

Paper Outline

Company: Shein.com in Canada (ca.shein.com)

1. Executive Summary
   • Two page summary of the entire plan
2. Introduction
   • Brief overview of the company, its main products/services, target country, main target markets, and primary entry strategy
3. Situation Analysis
   • SWOT
     • Internal Company Strengths and Weaknesses
     • External Market Opportunities and Threats
     • Implications of SWOT Analysis
   • Company analysis
   • Organization’s Assets and Skills
   • Market analysis
   • Competitor analysis (in country of investment)
4. Market-Product Focus
   • Marketing objectives
     • International objectives
     • Market objectives
   • Target markets
     • Identification and Segmentation Strategy
   • Market Positioning
   • Market Entry Strategy
5. Marketing Program
   • Product strategy and Branding Strategy
   • Price strategy
   • Promotion strategy
   • Place strategy
6. Financial Data and Projections
   • Planning Assumptions
   • Forecast Sales (and Market Share) and Costs (Capital, Operating, Marketing, )
   • Forecast Profitability (Break Even Analysis)
7. Implementation Plan
   • Plan to implement the strategies
8. Evaluation and Control
   • Plan to evaluate and control the strategies
   • Formal Contingency Plans
9. References
10. Appendices

The written paper will be at least 10 pages and no more than 18 (double-spaced, 12 point font, 1” margins, times new roman font) in length.

Powerpoint presentation (5 mins long)

1. Recommendation

State the recommendation, followed by generalized major supporting points, which are taken from the Executive Summary of the plan. (2 minutes)

2. Market Assessment

Major issues and discoveries from the Cultural and Business Environment sections that relates to the decision (recommendation) should be briefly discussed. (3 minutes)

3. Marketing Mix and Strategies for Implementation

Major research discoveries including the market demand, marketing mix and strategy, and needed resources for entry in this market that relate to the decision (recommendation) is highlighted. The reasons that the target market (country) is worthy of entry and the expected impact for the business (from your findings) is presented. (3 minutes)