UNIVERSITY Of SAN AGUSTIN

College Of Commerce
General Luna St., Iloilo City

AE 05 - International Business and Trade

Guidelines: Marketing Plan

MARKETING PLAN :
1. Students are required to create a team of 3. A team leader shall be chosen.
a) Ojerio, Pragados, Silla
2. The team shall choose a product that may be possible for export in their
assigned country. The product should be locally produced in the Philippines or
any raw materials that are abundant in the Philippines.
a. Fabric and Textile (Pina and Abaca)
3. The team shall prepare a marketing plan to export and sell this product/raw
materials to the country assigned to them.
4. The team can create a company name if they opt for HYPOTHETICAL
Business.
5. The team may consider different entry strategies such as:
1. Joint Venture
2. Franchising ( it means, with enough capital the team will
franchise a locally owned business in the Philippines and
bring this to the assigned country EXAMPLE: Jollibee brought
to Thailand)
3. Manufacturing
4. Licensing
5. Foreign Direct Investment

6. The marketing plan in a word document shall be submitted in neolms at

certain schedule. The following details should be followed:
a. Font size is 12
b. Font style is TNR or ARIAL
c. Margin should be 1.0 on all sides except left side
d. Page number shall be provided
e. Table of contents shall be included also
f. Cover page shall be provided in the last page of this document
g. Size : 21.59” x 27.94” (US letter)
7. The country assigned to each team shall be provided by the teacher.
CAMBODIA
8. Each team member shall be given by the team leader their assigned tasks
9. Aside from the Marketing Plan uploaded in neo, another assignment shall be
 UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City

created to which the team shall upload their ppt presentation.

PRESENTATION :

1. Each team member shall be part of the presentation. It means all members of
the team will be given the chance to talk.
2. The team shall given 7 mins. to present their marketing plan
3. A schedule for presentation will be announced soon.
4. Include enhancements such as pictures and videos.
5. Power presentation will also be uploaded in neolms at a certain
schedule.
4. Rubric will be provided for Marketing Plan and Presentation.
5. Good luck Teams!
 UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City

GREEN - ALL
Yellow - GELI
Blue - CINDY
Red - LAARNI
Purple - LAON AND GELI

Marketing Plan Outline

Executive Summary
The executive summary is a small, summarized version of your marketing plan. The
main objective is it to briefly list and describe all relevant components. Keep in mind that
most executives who’ll read your marketing plan won’t have the time to read the full
document. Therefore, you need to make sure that they’re immediately getting the full
picture.

Mission Statement
Your mission statement should describe your marketing activities on a meta level.
Hence, you need to answer these basic business questions:
 What do you want to do?
 Why do you want to do it?
 Who do you do it for?
All of your business activities should be based on your mission statement. When you
start wondering if you’re still heading in the right direction, use this statement to double-
check your approach.

Situation Analysis
This analysis covers these elements:
 Product/Service: What are you selling?
 Unique Selling Proposition: What is your unique selling proposition? And what
separates you from your competitors?
 Best Practices: What are best practices at your company? They could be well-
performing marketing channels, buyer personas with a large amount of purchase
intent, or campaigns that have generated a lot of leads.
 Challenges: What are the current challenges that your company (especially your
marketing team) is facing?
 Competitor Analysis: Who are your competitors? How are your competitors
performing?
 SWOT Analysis: What are the strengths, weaknesses, opportunities, and threats
that your company (especially your marketing team) is facing?
 UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City

Target Market
What market is your product or service trying to target? Is it a B2B market or a
consumer market?
The target market includes the industries that you sell your product or service to. It
should be as detailed as possible, and it’s the foundation for any marketing activities.
Without properly targeting, you won’t be able to successfully run a marketing campaign.
So what do you need to know about your target market? Get started by answering these
questions:
 Which companies are in your target market?
 How can you reach them?
 Why would companies in these industries buy your product/service?
 Why would companies from these industries refuse to buy your product or
service
 What are these companies’ current needs?

Buyer Personas

You’ve defined your target market. That’s great, but now we need to dive deeper into
this market, to find out who will actually buy your product or service. So now is the time
to create your buyer personas. This process involves pinpointing which people work in
your target markets, and which ones represent segments of your customer base.
You’ll need to define these customer archetypes in a very detailed way. That way, you’ll
be able to make informed marketing decisions. But what attributes should you describe?
You can easily use our buyer persona template to pinpoint your first personas.
In general, a buyer persona should cover these points:
 The country assignment
 Background Information: Define general information, such:
Land Area: Population: Languages:
Life Expectancy: People: Religions: Currency:
(Value convert to Philippine Peso)
Government: Climate: Tourism:
Transportation:
Head of State: Prime Minister: Minister of Foreign Affairs:
Key export commodities: Vital Import Commodities:
Trading Partners (Export & Import)
 Statement: Create one quote that contains the values, objectives, and challenges
of your buyer persona.
 Goals: What does your buyer want to achieve?
 Challenges and Problems: List the most important challenges that your buyer
persona faces.
 Values: What are your buyer persona’s most relevant values and beliefs?
 Buying Decisions: Why and when does your buyer persona buy?
 Solution: How can your product or service help your buyer persona overcome his
or her challenges?
 UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City

Marketing Objectives and Performance

This part of the marketing plan is about setting ambitious but achievable goals, and
defining how you’ll track your performance during the described period. You can use
our SMART goals template to make sure that you’re setting the right objectives.
Pricing Strategy
Set your prices, and align them with your marketing strategies. This strategy is key to
generating profits; it will decide the success or failure of your products or services.
 Penetrate It: If you want to enter a competitive market, use the penetration
strategy: Set a low price, in order to quickly gain a market share. Then after
you’ve established your company, raise your prices step-by-step.
 Bundle It: If you’re offering multiple products or services, you can consider this
option as well. It involves bundling different products or services to increase the
provided value while setting a higher price.

Distribution Plan

The distribution plan explains how you’ll deliver your product or service. If you’re
offering online software, your product could be distributed through your website. If
you’re running a local clothes shop, you distribute your products through your shop. So
you see, the distribution channel needs to be aligned with your product. Hence, you
need to answer the following questions:
1. What is your preferred distribution channel?
2. Why are you choosing it over others?
3. What are the costs related to distributing your products or services?
4. What’s the impact of your distribution channel on your delivery times?
For example, our software Filestage can be only accessed through our website (e. g. by
starting a free trial). This is our only and most important distribution channel.

Promotional Plan
After defining your distribution channel(s), it’s time to make sure that you really need to
deliver your product or service. First of all, you need to define the message that should
be conveyed to your buyer personas. Afterwards, let’s look at suitable promotion
channels that can be used to acquire new customers. Obviously, they should be
channels you can find your buyer personas in. But the range of possibilities still seems
to be endless.

Conclusion
 UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City

RUBRIC for Marketing Plan

Category 100% 90% 80% 70% 60%

Objectives Measurable Measurable Measurable Measurable Measurable

Achievable and Achievable and Achievable and
Profitable Profitable Profitable

Opportunities Growth and Strategic Growth Have seen Have seen Have seen before
before before

Target Market Well Segmented Well Segmented Simply Not Segmented Not Segmented
Segmented

Strategy Very New New Have seen Inconsistent Wrong

Before

Product New Interesting Have seen Not thought Inconsistent

Before through

Place/Distribution Objectives consistent Objectives Objectives No Objectives No objectives and poor

with strategy and consistent with consistent with strategy
completely thought strategy and strategy
through completely thought
through

Promotion Objectives consistent Objectives Objectives No Objectives No objectives and poor

with strategy and consistent with consistent with strategy
completely thought strategy and strategy
through, including ads completely thought
from CAS through,

Price Objectives consistent Objectives Objectives No Objectives No objectives and poor

with strategy and consistent with consistent with strategy
completely thought strategy and strategy
through, based on completely thought
competition through,
 UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City

BeeHoney Inc.
A Marketing Plan

13 single space

In Partial Fulfillment of the Course Requirements

In AE 05 – International Business and Trade
Professor: Carina E. Raylos, PhD

10 single spaces

By:
Sharon E. Reyes
Rez S. Santos

6 single spaces

January 16, 2020

UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City
 UNIVERSITY Of SAN AGUSTIN
College Of Commerce
General Luna St., Iloilo City

Team Number Country Assignment Name of Team Leaders and

Members
Thailand Team Leader :
Members :
1.
2.

Cambodia
Malaysia
Myanmar
Singapore
Brunei
Ireland
Belgium
Estonia
Malta
Cyprus
Haiti
Guatemala
Puerto Rico
Belize
Dominica