Advanced Marketing
Economics Project
Two- Part Project for Total 100 Points
Written Marketing Plan = 50 points
PPT Presentation = 50 Points
Instructions:
Students will conduct research on a country that is considered to be an emerging economy. (Select from the following: Brazil, China, Egypt, India, Indonesia, Mexico, Philippines, Poland, Russia, South Africa, South Korea and Turkey.) Students will prepare a basic country profile report that represents quality research and information that an American business would find helpful in preparing to market a product or service to that country. Students then will identify an American company that currently does market a product/service to the country they have researched. Identify the company, the product/brand, and identify in detail, how the company applies the marketing mix (Product, Place, Price, and Promotion strategies) in getting the product/service to that country. This market analysis will also identify the target market. (People)
Students will prepare a written document using the attached Marketing Plan format to organize and report the research findings. Then, students will prepare a PPT presentation that summarizes the written document and present the oral presentation to the class.
· Use the Marketing Plan outline and the Rubric to guide the research process.
· Students may work in small groups (2-3 people) or individually.
· Collaboration is required within the small groups.
· Project will be assigned and reviewed with classes as follows:
Feb. 18th- Block 1- Research Day #1 – compile research and begin written plan. Email group work/progress to
Feb. 19th-Block 6- Research Day #1- compile research and begin written plan. Email group work/progress to
Feb. 20th- Block 1-Research Day #2- Complete Written plan and e-mail to If time is left after completion of written plan, students should begin building the PPT presentation
Feb. 21st- Block 6- Research Day #2- Complete Written plan and e-mail to If time is left after completion of written plan, students should begin building the PPT presentation
Feb. 24th- Block 1- Complete PPT Presentation and email to
Feb. 25th- Block 6- Complete PPT Presentation and email to
· Questions regarding the project may be e-mailed to Mrs. Belote.
· Word Document- 50 Points
· PPT Presentation- 50 Points
Presentations Delivered on Feb. 27th- A Day; Feb 28th- B Day
Marketing Plan Outline
I. Executive Summary
One page summary/description of the project (Refer to Rubric for criteria to include in the executive summary.
II. Introduction
· Explanation and description of American business to export or import and description of the product or service to be imported or exported.
· Brief description of foreign country (emerging economy) selected for trade and rationale for selecting that country.
III. Analysis of International Business Situation
· Description of country’s economic system
· Description of country’s governmental structure and stability
· Description of laws affecting the product and/or service
IV. Trade Area and Cultural Analysis
· Geographic and demographic information
· Important customs and traditions
· Other pertinent cultural information
· Market segment analysis
V. Marketing Mix Analysis of Product
· Product- description/ features/
· Place- distribution channels to import/export; as well as selling locations
· Price- proposed pricing throughout the distribution channels
· Promotion- how product will be promoted
· Target Market
Advanced Marketing- Economics Project
Rubric- Written Project- 50 Points Maximum
Criteria / Exceeds Expectations / Meets Expectations / Below Expectations / Failed to CompleteExecutive Summary (5 pts.)
One page summary presenting overview of international trade activity, rationale for the match up of these two countries with the selected product, and how the company will successfully market the product/service. This should be a condensed version of the completed project. (Typically written AFTER all research completed) / 5 Points / 4 Points / 3, 2 Points / 0 Points
Introduction (10 pts.)
Complete description of American company and product or service. Also description of foreign country and rationale for selecting that market. / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Analysis of International Business Situation (10 pts.)
Quality research presented; Identifies country’s economic system, political system, stability of the foreign country, and laws of both countries that impact the import and export of that particular product. This section should lay out for the reader, how the political, cultural, and economic situation of the foreign country will be favorable for the American country to conduct business. / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Trade Area and Cultural Analysis (10 Points)
Quality research; presents geographical and cultural facts about the foreign country that create a good match for the American company to conduct trade. Demographic information of country is identified (population, age, gender, ethnicities, income per capita) This information leads needs to support the “target market” selection for the product/service. / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Marketing Mix Analysis of Product/Service (10 Points)
Identify Product, Place, Price, Promotion, and PEOPLE (target market)
Proposed product is clearly defined including brand name and features. Place decisions include transportation- method of export as well as where the product/service will be sold in the foreign country. Price- retail price of product- must be affordable to target market of that country; Promotion- what ways will the product be promoted in foreign country. Must be consistent with customs and culture of that nation. / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Summary (5 Points)
Conclusion and summary of project. Re-states rationale for selecting the foreign country for trade and emphasizes opportunity for success in this global marketing venture. / 5 Points / 4 Points / 3, 2 Points / 0 Points
Advanced Marketing-Economics Project
PPT and Oral Presentation- Maximum 50 Points
Criteria / Exceeds Expectations / Meets Expectations / Below Expectations / Failed to CompleteIntroduction and Agenda
Students introduce themselves in a professional manner and set the stage for what is to come in the presentation. / 5 Points / 4 Points / 3, 2 Points / 0 Points
Country Profile – (Trade Area and Cultural Analysis/ Business Situation)
Identifies emerging economy and presents geographic location along with economic, political, and cultural information. / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Overview of American Company Identifies the American company and the product/service it currently markets to the foreign country, how long the company has been doing business in this country / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Trade Area and Cultural Analysis / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Marketing Mix Analysis of Product/Service (10 Points) / 10, 9 Points / 8, 7 Points / 6, 5 Points / 0 Points
Summary (5 Points) / 5 Points / 4 Points / 3, 2 Points / 0 Points
Total Points