Final Project Presentation Plan of the presentation

Table of Content 1.Introduction 2.Goals of the project 3.Strategic decisions 4.Market attractiveness assessement 5.Segmentation & targeting 6.Desired positioning 7.Level of marketing mix adaptation 8.Brand strategy 9.Product policy 10.Distribution policy 11.Promotion policy 12.Price policy 13.Conclusion

Introduction brief information about the company, scope of the business, current portfolio, international presence and experience.

Goals of the project description of your project purposes

Strategic decisions Chosen growth strategy(gies) Chosen entry strategy(gies) Shower vs. waterfall approach

Market Attractiveness Assessment Macro Environmental Analysis Micro Environmental Analysis including: customers (DMU, purchase behaviour) & competitors (based on the five forces framework)

Segmentation & Targeting chosen approach to international segmentation Description of the target (preferences, factors influencing the purchase, etc.)

Level of marketing adaptation/standardisation Description of your approach to the new market

Brand strategy Name, logo, logotype, their meaning in local language, culture, etc. Local brand vs. international branding strategy

Product policy Product standardisation/adaptation/invention Description of the assortment – portfolio you want to offer internationally and individual product (three levels: core product – set of benefits, formal product – tangible assets, like style, project, packaging, etc., augmented product – additional elements, which can create the competitive advantage)

Disrtibution policy Entry mode Planned channel(-s) of distribution

Promotion policy Claim Tools Forms Media Etc.

Pricing policy Level of the price Global vs. local price Planned discounts for intermediaries as well as for individual customers

Conclusion