Proposed of Structure Report: From a structural perspective, this is a report and should be written in that genre.

The report should include the following sections and sub-sections as a minimum; however students are reminded that the series of dot-points within each heading are provided as a guide. Students may or may not wish to include responses to all of these points to build and justify their argument: 1. Executive Summary: should present key findings from your analysis, a summary of your major recommendations and key outcomes (write this last). 2. Table of Contents: including page numbers. 3. Introduction: provides the reader with an understanding of the purpose of the project, its scope and structure. 4. Company and Product Background: provide an analysis of the business and product performance from a domestic perspective. This discussion should provide some information about the competitive advantages that the business might leverage in international markets. You should: Briefly indicate company objectives and corporate strategies what are the aims of the company? How has the company been faring in the last three years or so? What is the product and what needs does it satisfy? Who is the target market for the product? How has the product been performing? What resources does the company have to go overseas? 5. Country and Product Market Attractiveness: you are required to justify the choice of country and assess the dynamic and competitive nature of the product market within that country. In order to do this you should undertake a macro-environmental analysis of the country in question and then undertake a detailed market analysis of the chosen product market. Political, cultural, economic, social and technological environments: Assess the macro environment of the country. What are the similarities and differences between home country and your chosen country, in terms of these macro-environmental factors? How might these similarities and differences influence your marketing strategy in your country and product market? Product Market Analysis: What is the size of the market? Is it growing and if so at what rate? At what phase is the market in relation to the product lifecycle? To what extent is the market supplied by foreign sources? What are the sources of foreign supply? What are the major forms of marketing channels (distribution) used within the product market?

Competitive Analysis: Are there competitors in that market? How many competitors are there in the market? Who are the competitors and how do they operate? Are the competitors foreign or locally-based? Where do you see your company compared to those competitors (differentiation strategies and positioning)? What are you companys strengths in comparison to the competitor? 6. Opportunity Statement: Briefly outline the major opportunities, some of them will come from summarizing the above points (for example: competitors may be weak in an area and you may find it necessary to fill in the gap or you could be satisfying latent needs). 7. Marketing Objectives: Marketing objectives are usually derived from an assessment of the capabilities of the business and market opportunities. These should be specific, measurable, achievable, realistic, and time framed. What market share do you aim to achieve? Are there any other marketing objectives you wish to specify? 8. Market Segnmentation: Who are your target customers? 9. Entry Strategy: What entry mode(s) will you use to enter that country (for example direct exporting, joint venture, strategic alliance, etc.)? It is not sufficient to just state a mode or combination you must justify why you chose the entry mode. You are encouraged to incorporate all aspects of the coursework, text and readings to provide a comprehensive and detailed International Marketing Entry Strategy. It is acknowledged that there will be grey areas in the information and uncertainty about certain areas. Much of this can be overcome by intensive use of on-line databases and traditional research. You might, also, consider incorporating an approach that deals with what you should or would do if you had sufficient detailed market information on specific foreign markets and how these operate within your chosen markets. The assignment must be typed, and professionally presented in a report format. Report Format and Style: The assignment must be typed, and professionally presented. A REPORT style format is required which includes an "Executive Summary and a "Table of Contents". You are encouraged to use sub-headings and bullet-points where appropriate within the report. You may also incorporate graphs, tables, diagrams and figures into the body of the report, however, each need to be labelled appropriately. If some of the data, tables and graphs etc. are lengthy; then this type of material may be attached as appendices. Pertinent and relevant information from these types of material should not be placed in the appendices, so please make sure a summary or the key points of this material are presented in the plan proper. Please ensure your reports are typed in 12-point font using Times or Times New Roman with a minimum of 1.5 spaces between lines. Also ensure to number each page consecutively; and staple the pages in the top left-hand corner. Please do not use plastic sleeves for each page of

the plan. Putting the report in folders or binding the complete report is desirable as it improves its presentation. Marks will, however, be deducted for poor presentation, which includes poor layout, incorrect sequencing of material and sloppy formatting. While the emphasis will be on the strategic marketing components utilised, weight will be given to expression and other elements of presentation.