Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd
Upload
54 views

Project Report IM Spring 2022

This document outlines a project for developing a marketing plan to launch an existing Qatari brand, product, or service into a foreign market. The project involves four phases: 1) Analyzing the chosen brand/product and its current domestic marketing strategy, 2) Analyzing the target foreign market, 3) Adapting the marketing strategy for the foreign market, and 4) Providing recommendations and objectives. Students will write a 3,000-3,500 word group report covering these phases and including an executive summary, table of contents, and references. The report is due in Week 13 and students will do a final presentation in Weeks 14-15.

Uploaded by

noof alkhulifi
Copyright
© © All Rights Reserved
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
54 views

Project Report IM Spring 2022

This document outlines a project for developing a marketing plan to launch an existing Qatari brand, product, or service into a foreign market. The project involves four phases: 1) Analyzing the chosen brand/product and its current domestic marketing strategy, 2) Analyzing the target foreign market, 3) Adapting the marketing strategy for the foreign market, and 4) Providing recommendations and objectives. Students will write a 3,000-3,500 word group report covering these phases and including an executive summary, table of contents, and references. The report is due in Week 13 and students will do a final presentation in Weeks 14-15.

Uploaded by

noof alkhulifi
Copyright
© © All Rights Reserved
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
You are on page 1/ 3

Project Report-Launching a Domestic Qatari brand/product/service

into the selected foreign market


International Marketing (MAKT 303)
Spring 2022

PROJECT OUTLINE

Course Title: International Marketing


Course Code: MAKT 303
Course Instructor: Professor Nripendra P. Rana
Project Dates: Start: Week 2
Written Report Deadline: Week 13 (Each group must submit a copy of their project via
Blackboard-TurnitIn and also submit a printed copy of the same to the instructor)
Progress review: Week 7
Final presentation: Week 14 and Week 15

Introduction:
This project should provide students with a first-hand experience of a brand, product or service
launch or entry strategy into a foreign market. The key focus of this project will be to develop a
marketing plan to launch an existing Qatari brand, product or service into the foreign market.
Examples of Qatari products/brands could be Ghadeer, QBake, Safa Water, Rayyan, Dandy,
Qatar Flour Mills (QFM), Kaafe Chocolatier, Asak Group AI Qaseem Dates, Ocean Fish,
Ooredoo, Qatar Airways, Qatar National Bank, Qatar Gas, Industries Qatar, Ezdan Holding
Group, Qatar Insurance Company, Al Jazeera Media Network, BSI, Nakilat, Vodafone Qatar, Al
Khaleez Insurance, etc.

The marketing plan should consist of the following four phases:

Phase 1: A brief analysis of the chosen product/brand/service and its current marketing
strategy

This phase should include the following aspects:


1.1 A brief description of the product, service or brand, its current market and the company that
produces the intended product or service.
1.2 Current marketing strategy of the chosen product/brand/service in the domestic Qatari market
i.e., Briefly discuss the 4Ps (i.e. Product, Price, Place and Promotion) of the chosen
product/brand/service in the Qatari market.

1
Phase 2: Foreign market analysis

This phase should include the following aspects:


2.1 Describe the relevant demographic, behavioral, geographic, and psychographic customer
segmentations of your potential target market (the foreign market into which you to intend to
launch the product/brand).
2.2 Briefly describe the key trade barriers that you are likely to face in the foreign target market.
Suggest ways to address those barriers.
2.3 Present the analysis of the competitive environment (e.g., who your competitors are, what
products or services they offer, what their sales tactics and pricing strategies are, look at their
social media strategies and perform a SWOT analysis to learn their strengths, weaknesses,
opportunities and threats) and discuss how your product/service/brand stand differentiated in
the targeted foreign market.
2.4 Suggest clear recommendations to address the major threats/risks your product/service/brand
is likely to face in the target foreign market.

Phase 3: The adaptation of the marketing strategy to the new target market

This phase should include the following aspects:


3.1. Your product/service/brand strategy:
 Will you launch your product/service/brand under the same or different name? Will
you modify any features of your product/service/brand? If yes, why?
 How will your product/service/brand be better than the existing competition? In other
words, briefly explain the key differences (especially the strengths) between your
product/service/brand and the competition in the target market?
3.2. Your pricing strategy:
 What are your pricing objectives in the target market?
 What factors are particularly important for your pricing strategy in the target market?
 Provide your prices vs. those of comparable or similar products in the target market.
3.3. Your promotion strategy:
 What will be your key advertising message?
 What elements of the promotional mix will you use and why?
3.4. Your distribution strategy:
 What distribution channels will you use in the target market and why?

Phase 4: Wrap-Up

This phase should include the following aspects:


4.1 Provide the key recommendations to grow the launched product/service/brand in the
chosen foreign market.

2
4.2 Formulate short term SMART objectives for a possible marketing campaign that you
want to hold for your product/service/brand in the near future

Your project report should cover all the points indicated in the outlined phases. In addition, each
project report should include:
 A cover page containing the product/service/brand name, the name of the company that
produces this product/service/brand, the title of the project and the names and IDs of all the
group members.
 A table of content should be included after the cover page.
 A summary (of no longer than one page) outlining the key points of the project report.
 References of the scholarly materials and websites and any supplementary data in the
Appendix

Students will write a 3,000-3,500 word project report in a group. The report must not exceed
3,500 words (excluding in text referencing) and must be correctly formatted. The bibliography
and additional appendix items are not included in the word limit and all references must be
presented using the Harvard/APA style. Please use normal 2.54 cm margin on all sides, 12pt type
Times New Roman font, number your pages and do not leave any blank space between
paragraphs. The project report will be graded in line with the credibility of the presented data and
information. Furthermore, the practicality of the recommendations, usefulness of the conducted
analyses, relevance of the formulated strategies, will be considered to assess the project report
quality. The deadline for handing in the project report will be Thursday, the 17th of April 2022
during Week 13.

You might also like