Posted: September 13th, 2017

IBM

IBM

Order Description

The essay have ten parts

FORMAT FOR INTERNATIONAL MARKETING PLANS
1.0 EXECUTIVE SUMMARY AND INTRODUCTION
1.1: A one-and-a-half page (maximum) executive summary
1.2: INTRODUCTION
1.2.1 An introduction to the company for which the marketing plan is being formulated (e.g. field and duration of operation, organisational structure, management style and so on)
1.2.2 An introduction to the international marketing plan
2.0 THE VISION AND MISSION OF THE ORGANISATION
2.1 State the broad vision of the organisation
2.2 Develop a mission statement of the organisation
3.0 ENVIRONMENTAL ANALYSIS
3.1 POLITICAL, ECONOMIC, SOCIAL AND TECHNOLOGICAL (PEST) ANALYSIS
3.1.1 An overview of the macro-environment (including social responsibility and ethical aspects) in which the organisation is operating
3.1.2 Identification of the element(s) of PEST having impacts for the plan
3.1.3 Assessment of the impacts of the identified element(s) in specific terms
3.2 An analysis of the total and target markets, and associated market trends
3.3 An analysis of the competitive environment identifying the main rivals in the market and their positions and major activities (market share, profitability and marketing mix policies)
3.4 An analysis of the overall industry in which the organisation operates in terms of its structure, performance and trends
3.5 An analysis of the organisation’s resource base in financial, technological and HR terms.
4.0 SITUATION ANALYSIS (SWOT)
4.1 Internal SWOT analysis
4.1.1 Identification and analysis of the major strengths of the organisation
4.1.2 Identification and analysis of the major weaknesses of the organisation
4.2 External SWOT analysis
4.2.1 Identification and analysis of the current and potential major threat(s) facing the organisation
4.2.2 Identification and analysis of the major opportunities that the organisation can exploit.
4.3 Impact analysis of SWOT
4.3.1 Identification of the impacts of SWOT on the organisation
4.3.2 Analysis of the impacts of SWOT on the operation and policies/ strategies of the organisation
5.0 GOALS AND OBJECTIVES
5.1 Broad and specific goals
5.2 Broad and specific objectives
5.3 Specific objectives relating for products/ services
5.4 Other goals and objectives (if applicable)
5.5 Specification of assumptions (if any)
6.0 MARKETING TACTICS AND STRATEGIES
6.1 Tactics/ strategies relating to marketing mix:
6.1.1 Product/ Service related
6.1.2 Distribution related
6.1.3 Price related
6.1.4 Promotion/ communication related
6.1.5 People related
6.1.6 Society related (e.g. corporate social responsibility and ethics)
6.2 Competitive positioning
6.3 Market segment strategies
7.0 FINANCIAL ASSESSMENT AND FORECASTING
7.1 Demand estimation and forecasting of sales
7.2 Estimation of market share
7.3 Estimation of financial costs and revenues
8.0 EXECUTION AND IMPLEMENTATION OF THE PLAN
8.1 Setting an appropriate action plan for execution
8.2 Designing a monitoring mechanism and schedule
8.3 Taking appropriate corrective action (if needed)
9.0 LIMITATION(S)
9.1 Limitations of the plan
9.2 Other limitations (specify)
10.0 CONCLUDING REMARKS
10.1 References and bibliography
Foot notes
References and bibliography
Appendices (if any)