Trends in the new market, key players and size/market share, performance of competitors

 Marketing Plan

Gym shark entering the Chinese market

Table of contents

This is a report format assignment; you must add a table of content

Introduction

Overview of the chosen company, key ranges of products/ services it sells; key performance indicators (eg. Annual reports – financial performance and other achievements; business objectives, mission, vision, market share.

Attractiveness of the host country Present the aims of the report – company’s website, online presence, annual reports, industry reports eg. Mintel

Market and competitor’s analysis

Trends in the new market, key players and size/market share, performance of competitors) – industry reports eg. Mintel, MarketLine, Euromonitor.; competitors’ websites

(Use Porter’s 5 forces, however, only outline key elements in main body of text)

Digital Marketing Analysis of the 3 main competitors, for instance compare website performance, examine top pages and traffic etc.

Environmental analysis

(PESTEL and SWOT) in the main body of the text outline only a few key internal and external factors. You may use the appendix for extended analysis and tables if you need to.

For external analysis use: news, specialised magazines, industry reports, case studies, and country reports.

 For internal: company’s website and annual reports, case studies etc.

Segmentation, Targeting, Positioning

STP Identify a target audience and discuss what segmentation basis have been used here to choose the target audience) – positioning – linked to competitors (e.g. positioning map) – compare their home positioning, international and new market positioning.

Marketing mix plan and implementation

Develop a plan using the 4Ps model for products and 7ps for services on how to adapt/ standardise strategies for the new market -search for journal articles based on keywords linked to each P of the marketing mix and the industry you have chosen.

Conclusions/ Recommendations

Summarise key finding from your report

Key recommendations based on finding of the analysis in the report.

Present the recommendations in bullet points and make sure you reference it.

References

Appendix