Final Global Marketing Plan Part 2 For Mentor Company

Final Global Marketing Plan Part 2 for Mentor Company

Prior to beginning work on this assignment, watch the BUS622 Week Six Links to an external site. video with Program Chair for BA of Operations and Analysis, Bill Davis. With this final paper, you will complete the Global Marketing Plan Part 2 for your mentor company that you began working on in Week 2 of this course. When submitting this assignment, be sure to include the portions you completed during Week 2 through Week 5, and make any adjustments to the work using any recommendations from your instructor. For this final paper, you are encouraged to upload your work to your ePortfolio in addition to Waypoint. You can learn more about Folio, the ePortfolio tool used by the University of Arizona Global Campus, by viewing the Folio Quick Start Guide Links to an external site. .

When you submit your assignment to Waypoint, you will paste the link to your Folio page as a comment in Waypoint so your instructor can access your ePortfolio. Refer to the Getting a Link to a Project in Folio Links to an external site. resource for more details. In your paper, address the following directives using the headings below:

Executive Summary

Summarize the rationale of your plan.

Environmental Analysis

Analyze the environmental situation of your mentor company in the global arena based on economic, trade, social and cultural, political, legal, and regulatory factors.

General Strategy

Explain your segmentation, targeting, and positioning strategy for that line of product in the new region. Discuss your market entry strategy including export selling and sourcing activities, if any.

Specific Plans and Strategies

Explain your competitive advantages strategies to compete against five industry forces. Formulate the 4Ps: product and brands (refer to your Week 4 Product Branding discussion forum); price, place, promotion (with a special focus on digital media and integrated marketing communication (IMC), referring to your Week 5 IMC assignment). Discuss the company’s corporate social responsibility (CSR) and social responsiveness strategies, particularly in the selected region.

The final paper must be 10 to 13 double-spaced pages in length (excluding title and references pages) and formatted according to APA style as outlined in the APA Style resources. Include a separate title page with the following: the title of the paper in bold, your name, institution (The University of Arizona Global Campus), course name and number, instructor’s name, and due date.

Your paper must include an introduction and conclusion paragraph. The introduction should conclude with a clear thesis statement indicating the purpose of the paper. Use at least six scholarly sources in addition to the course text, and cite all sources in APA style. A References page formatted according to APA guidelines is required.

Please utilize academic voice throughout the paper. For additional guidance, review the linked resources on writing introductions, conclusions, and thesis statements. Upload your completed paper to Folio and include the Folio link in a Waypoint comment for instructor access. Carefully review the grading rubric to meet assessment criteria.

Paper For Above instruction

This comprehensive global marketing plan delves into strategic considerations necessary for expanding a mentor company's operations into a new international market. The plan begins with an executive summary that encapsulates the core rationale behind the expansion, emphasizing the strategic objectives aligned with the company’s vision and market potential. It highlights the significance of careful environmental analysis to inform strategic decisions, covering economic trends, trade dynamics, socio-cultural factors, and political-legal landscapes affecting the enterprise's global credibility and operational feasibility.

The environmental analysis section assesses the current global position of the company, evaluating macroeconomic indicators, trade policies, cultural compatibility, and legal frameworks to identify opportunities and risks. This analysis guides the development of a targeted segmentation strategy, where specific consumer groups are identified based on demographic and psychographic characteristics. The targeting approach prioritizes segments with the highest growth potential and alignment with the product offerings.

Positioning strategies are crafted to differentiate the company's products in the new region, emphasizing unique value propositions tailored to local consumer preferences. The market entry approach combines export strategies and sourcing activities, leveraging global supply chains to optimize costs and quality, supported by digital platforms for market penetration. Digital marketing, social media engagement, and integrated communication plans are employed to build brand awareness and foster consumer loyalty in the new environment.

The plan details specific competitive advantage strategies in relation to Porter's Five Forces, aiming to establish a sustainable competitive edge. It outlines the development of the 4Ps—product, price, place, and promotion—with particular emphasis on innovation, branding, pricing strategies, distribution channels, and integrated digital marketing campaigns. These components are designed to position the product favorably against competitors in the target region.

Corporate social responsibility (CSR) and social responsiveness strategies are integrated into the plan, reflecting the company's commitment to ethical practices, sustainability, and community engagement, especially tailored to regional needs and expectations. This includes environmental considerations, fair labor practices, and collaborations with local stakeholders to ensure long-term social impact.

Overall, this plan offers a robust framework for global expansion, synthesizing strategic analysis, tactical marketing approaches, and social responsibility commitments to achieve sustainable growth in the targeted international market.

References

• Crane, A., Matten, D., & Spence, L. J. (2014). Ethical, social, and environmental issues in business. Oxford University Press.
• Hollensen, S. (2015). Marketing management: A relationship approach (3rd ed.). Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
• Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78-93.
• Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
• Yip, G. S. (1989). Global strategy... in a world of nations? Sloan Management Review, 31(1), 51-64.
• Standard & Poor’s. (2020). Country risk reports: Global economic analysis. S&P Global Ratings.
• World Bank. (2021). World development indicators. World Bank Publications.
• United Nations Conference on Trade and Development (UNCTAD). (2020). World investment report: International production beyond the pandemic.
• Global Marketing Institute. (2022). Trends in digital marketing and international market entry strategies.