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Marketing to a Foreign Country

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Write a paper (8-10 pages) as a US based company launching 2 products, or 2 services, or 1 of each globally.

Pick a Country other than the United States

Provide a brief overview of the country

Pick 2 products to market or 2 Services or 1 of each


Marketing managers for global organizations are often asked to evaluate the feasibility of new products and services and predict their profitability for the organization. For this task, you will select a business that would like to develop new products and services to attain a competitive advantage in the global market. You will first consider the products and services the company currently offers and recommend new products and services that have the most potential for profitability based on your evaluation. You will then identify the target market and consider how you would reach that market using traditional mass media and social media for the launch and beyond.

For example, a natural foods company may need to begin offering an online ordering system to remain competitive. If you discover a market exists for a new natural food product that is desired in other countries but not readily available there, this might be a good product to recommend adding, but you should first determine whether it is feasible.

Select a business from one of the industries listed below:        

  • Agriculture
  • Banking
  • Hospitality
  • Healthcare
  • Retail
  •  Transportation
  • technology

Note: Please choose a business that can be adapted to a global market. Any information that would be considered confidential, proprietary, or personal in nature should not be included. Fictional names could be used instead of the actual names of people, suppliers, the company, or other identifiable information. Also, company specific data, including financial information, should not be included, but should be addressed in a general fashion as appropriate.


A.  Develop a proposal for your chosen business’s global strategic marketing plan in which you do the following:

      1.  Identify two new products and/or services that the company can sell or offer to a global Market.

Select one foreign country to focus your discussion on.

a.  Discuss three different research methods you used to determine that there is both

     a need as well as an existing global market for these products and/or services.

b.  Explain one competitive advantage that the company will gain by offering these new

     products and/or services to a global market.

c.  Discuss two inherent risks associated with launching the new products and/or

     services to a global market and how to minimize these risks.

2.  Name and discuss the customer relationship management (CRM) software system you

     prescribe to track product and/or service inquiries and sales.

a.  Explain how the information generated by the CRM software will be used to continue

     to drive CRM practices and track sales in a global market.

3.  Discuss at least one distribution channel for the two new products and/or services.

a.  Analyze key considerations for entering a global market (e.g. regional trade alliances,

     agreements, environmental forces).

b.  Analyze how the global supply chain may impact the product or service.

4.  Name and discuss a major pricing strategy (i.e. cost plus pricing, competition-based pricing,

     break-even-based pricing, penetration-based pricing, premium pricing) aligned to your

     products and/or services’ position within the overall market strategy of the global


a.  Identify costs associated with developing and launching the new products and/or


b.  Evaluate consumer acceptance of the price set for the new products and/or services.   

c.  Evaluate competitor prices for similar products and/or services.

5.  Discuss the promotional strategy you will use to promote your products and/or services in a

     global market.  

a.  Identify two mass media and two social media channels you would use to promote

     your new products and/or services in a global market.

i.  Justify why you chose these channels based on market segmentation (e.g.

    demographics, psychographics, behavioral characteristics)

b.  Discuss two sales promotion activities (e.g. coupons, games, contests, sweepstakes)

     you would use to promote your new products and/or services in a global market.

B.  When you use sources, include all in-text citations and references in APA format. The citations need to be year 2014 or Newer (Include at least 6 or more sources)

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