You have to develop a market entry plan for the introduction of a new UAE based perfume brand to a foreign country. (Indonesia )
you will need to analyze the various environments (external, competitor and consumer) that relate to the perfume market, and based on this analysis, develop an appropriate international market entry plan into a specific country for your new brand. In the plan you should carefully analyze the target market and identify an appropriate market entry strategy for your brand.
Your selection of country should be based on a country selection process that you must describe and motivate in your report.
The country you select must be included in the Euromonitor database for perfumes and you need to check carefully that it is (the category in Euromonitor is Fragrances).
Your work should be guided by the suggested outline (below) but it is important that you make use of the material discussed in class and other relevant material you can find online and in the university library.
As it is a group project, it is very important that all sections flow together.
Use 12-point font and double line spacing.
You are encouraged to use charts, figures and other illustrations to get your points across. For example, you can use a line chart to show market size growth, a pie chart to show market shares, a bar chart to show competitors’ sales, and pictures to show your products. Make sure that you include all charts and tables in the relevant place in the report, not in an appendix.
MKT434 Global Marketing Management
The report should be guided by the following outline:
Table of Contents
A brief description of the new brand and its product mix.
Selection of Target Country
Follow the country selection process to identify the most attractive market to enter. Justify your choice of target market.
Description of the Target Country
Brief description of the target country outlining basic facts such as geographic location, population size, economic status (developing-, middle-income-, developed nation), and main cultural influences (e.g., ethnicity, religion).
Competitive situation in Target Market
Identify main competitors and analyze the competitive situation (e.g., market dominance and rivalry). Identify the main competitive advantages of your brand over its competitors.
MKT434 Global Marketing Management Fall 2020
Referencing should be done following the APA referencing system (author + year in parenthesis at the citation & reference list at the end of the report).
Tables and figures should be placed in the main text. Only information that is not directly relevant for the report should be placed in an appendix.
The grading rubric will be available on BlackBoard.
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