Transcript A PARADIGM FOR INTERNATIONAL MARKETING CASE ANALYSIS

A PARADIGM FOR INTERNATIONAL
MARKETING CASE ANALYSIS
I. Problem or main issue definition
[only one problem]
II. Analysis
* Country/region
* Industry structure/competition
* Current marketing strategy of the firm
[Product, Price, Promotion, Place-distribution]
Timeline of important events in the firm’s
history – key milestones
III.Alternatives (2-3)
Viable marketing action plans usually evaluating
“Go”, “No Go”, or a “Limited Go”
IV.
Marketing Plan
* Target(s)
* Product-Price-Promotion-Place (4P’s)
* A positioning statement that articulates the goals
and image that a company wants to project in a
foreign market.