MKT260 International Marketing

Australian wine company called Penfolds entering into market of UK with its Penfolds Grange wine.

Marketing Plan

This section involves the development of the international marketing plan. complete the comprehensive international marketing plan. You are expected to develop a detailed market entry plan that will involve making decisions on issues such as:

• mode of entry;
• segmentation, targeting, positioning; and
• strategic options for the 4Ps, including the extent of standardisation vs. adaptation needed.

This section must include:

• Mode of Entry 
  • Locations: city, region, etc.
  • Exclusive marketing or joint venture, etc. for marketing of the product/
• Segmentation, Target, Positioning(STP should be consistent with and driven by overall competitive strategy) 
  • Segmentation options and final basis and analysis for segmentation
  • Target group selected, size, sales potential
  • Positioning options and final analysis and basis for positioning
• Marketing Mix (4 P’s should be integrated among themselves and consistent with STP) 
  • Product (degree of standardization/customization, why appropriate, what needs products meets, what their advantages would be over local and global competitors’ products/services, etc.)
  • Promotion (what media, other promotional efforts, what kind of reach expected, how promotion would be culturally appropriate or tailored, degree of standardization, etc.)
  • Pricing (what pricing strategy used (financial analyses not required)
  • Place or Distribution (what channels to be used, what channels available, expected ease or difficulty of channel access, measures used to overcome difficulties, direct distribution or using partners or agents, sales force management, etc.)