International Marketing Plan

Assignment 2:

You will use your chosen country (from the Discussions) for this Assignment. In addition to the country, you will reference the shoe manufacturing firm (introduced in the Discussions).

Write a five (5) page paper in which you:

1. Identify
   two (2) forms of market segmentation for your shoes, and support your choices.
   Then, identify two (2) target markets for each segment, and explain those
   choices. Note: A market segment (generally) is the group(s) the firm wants to
   market to; while the target market(s) is the specific market (e.g., city) that
   the segment(s) are located in.
2. Give
   examples of four (4) actionable goals for your business as you embark on your
   mission to import shoes into your chosen country. Describe why each goal is
   important to the firm.
3. Select
   the global product marketing program that you feel best suits your firm as a
   strategic alternative in your chosen country. Provide a rationale to support
   why you chose this program.
4. Choose
   the global pricing policy that will best suit your firm and selected country.
   Support your decision for choosing such a policy.
5. Choose
   the marketing channel alternative that will best suit your firm and selected
   country. Describe the function of each channel member.
6. Describe
   the sales promotions that will be used entice both consumers and trade channel
   partners.
7. Determine
   whether the firm will use salespeople or sales agents to promote and sell your
   products in the chosen country.
8. Use at
   least four (4) quality academic resources for in-text citations in this
   assignment. Note that Wikipedia and similar type websites do not qualify as
   academic sources.
9. Format
   your assignment according to the following formatting requirements:
   1. This
      course requires use of new Strayer Writing Standards (SWS). The
      format is different than other Strayer University courses. Please take a moment
      to review the SWS documentation for details.
   1. Typed,
      double spaced, using Times New Roman font (size 12), with one-inch margins on
      all sides.
   1. Include
      a cover page containing the title of the assignment, the student’s name, the
      professor’s name, the course title, and the date. The cover page is not
      included in the required page length.
   1. Include
      a reference page. Citations and references must follow SWS format. The
      reference page is not included in the required page length.

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