You are pitching a company’s board of directors with a proposal to take their brand/product/service into a new international market. You will use compelling research, data, and analysis to build your case. You will outline your strategic recommendations for entering the new international market, based on your research of company’s strengths and weakness and the new market opportunities and threats. This will include a deep understanding of the new market: culture, regulation, consumers, competition, infrastructure, etc.
Project Content:
Executive Summary: Start with an introduction that gives your reader an overview of the project scope.
Product:
Pick an international brand/product/service that you believe has export potential to another international market.
Give an overview of the brand, including what makes it unique and different, where it is based, value proposition, etc.
Place: Select a target country or regional market for the brand/product you have selected.

Outline the new target area in terms of its marketing environment (demographic, political, cultural, legal) including the competitive landscape and common channels of distribution.

Explain (based on your research) why you think this would be a good place to offer your brand/product. Keep in mind the culture, regulation, consumers, competition, infrastructure, etc. of this new market.
Include (from chapter 4) if the new market is a high or low context country and their cultural typology. Also include any barriers to the country’s adoption process.
Price: Discuss the pricing considerations. Look at cost-based pricing (pricing floor) and what the market will bear (the price ceiling.) Determine a basic pricing guideline.
Promotion: Outline a strategy to promote the brand/product in the selected market.

Who is the primary and secondary target customer? Explain your reasoning. What is the problem you have identified in your research that this brand will solve?
What is the strategic message that you will communicate to the target customer? What is the theme of the campaign?

Outline your positioning via a positioning statement.*

What channels will you use to communicate with the target customer? (Paid media, PR, direct marketing, social media, special events, sponsorships, collabs with regional influencers or brands?) Be specific.

Create a style guide for the campaign that shows the colors, types of images, slogans, and examples of verbiage you will use in the campaign.
Write a press release to go out to the international business press that announces the expansion and outlines the business case.
Final Analysis and Recommendations: End your pitch with a succinct – clear, concise, and compelling – push for your plan.                                                                                                                                                                                *Positioning