marketing 456 feasibility/marketing plan
456.1 teams 456.2 teams research resources
plan instructions (pdf) peer evaluation form
Your team will create a feasibility study and marketing plan to simulate the decisions made in the product introduction process for a multinational or global company. The plan is worth 45% of your grade, and the three presenations add up to 5% of your course grade.
A feasibility study evaluates the viability of a product introduction into a selected market with an emphasis on finding potential problems. Its purpose is to answer the question: Should we proceed with the introduction and what are the risks? You'll do this in two parts.
1. market analysis (15% of course grade) Part 1 evaluation matrix (print/include with submission)
2. technological, financial, organization analyses (15%) Part 2 evaluation matrix (print/include with submission)
A marketing plan outlines the target market, positioning strategy, objectives, marketing mix components, evaluation techniques, the budget, and the projected profit over time. (15% of grade, including front matter and references) (see below). Part 3 evaluation matrix (print/include with submission)
Best plan examples (note that your instructions have changed slightly): Samuel Adams in Argentina
Earth's Best Baby Food in Italy
The finished plan will be submitted in its entirety on the final exam date in both paper and electronic forms, and includes:
- Front matter: a) a letter of transmittal to the "client" (see example of a good letter), b) a cover page, Table of Contents, and an executive summary,
- market analysis (part 1),
- technological, financial, organization analyses (part 2),
- marketing plan (part 3).
- References (use APA style manual (see the OWL at Purdue)
Each time you submit, also include the parts that came before. For example, when you submit the marketing plan put it together with the first two parts for a completed feasibility/marketing plan.
You will give separate presentations for parts 1, 2, and 3- all team members receive the same grade. Evaluation matrix
Each team in both sections of MKT 456 will have a unique product/country combination, given to teams on a first-come, first-served basis. E-mail Judy with your top three choices (prioritized) when you decide what you want to work on.
Patagonia clothing in Finland
Sapporo Ichiban instant ramen noodles in Chile
Crocs Shoes in The Hashemite Kingdom of Jordan
Stouffer’s Lean Cuisine in Bulgaria
Milk Bone Dog Biscuits in South Africa
Dr. Scholl’s Gel Shoe Inserts in the Netherlands
Depends Adult Diapers in Thailand
Swifter Cleaning Products in Sweden
Axe Deodorant in Peru
SoBe Beverages in Saudi Arabia
409 Household Cleaner in South Africa
Mike’s Hard Lemonade in Japan
Underarmor Athletic Apparel in Egypt
Early Pregnancy Tests in Angola
Tumi Luggage in Brazil
Designer Whey Protein Water in Australia
V8 Fusion drinks in Poland
The Settlers of Catan board game in Mexico
Ramses Pyramid Lego game in Republic of the Philippines