This final research phase is designed to help you locate information to build a marketing strategy for your enterprise or product expansion. You'll likely find that most of this information is covered in items that you've already gathered. Be prepared to make marketing decisions by inferring, estimating, and making judgments based on related and relevant information.
Each section in this guide contains a research component or goal that will help you build your Global Business Plan for MBA 541. Resources to accomplish these goals are recommended. The guided "Pro-tips" will help you navigate some of the highlighted databases and websites.
As always, if you have any questions about the content in this guide, please ask a librarian. For more information about this project, please refer to your online course shell. Please direct any questions about assignment expectations or requirements directly to your instructor.
Identify specific attributes and customer benefits for a proposed international product or service
Of the resources outlined in the above how-to guide, Statista is probably the best for quantitative consumer information in international markets. You likely have already pulled a country report from this database.
Analyze distribution channels and intermediaries for global business operations
The International Trade Administration has a section on selling US Products in their Country Commercial Guides. This section will help you both identify sales and distribution channels, as well as navigate any media or marketing regulations, which will be important in the next section.
Refer to your previously found industry reports for additional distribution information. If you haven’t already, try to locate some global industry reports. Mergent Online is a great place to find global industry information by region. IBISWorld is great resource if you are looking to expand to Mexico or Canada. It also carries general global reports. These databases and others are linked in the Find Industry Reports guide (linked above).
Suggest advertising messages, media, and other promotional activities for an international enterprise
Many countries regulate advertising and marketing. It is important to identify these laws and regulations prior to suggesting any promotional activities. Additionally, research the communication systems available in your country. Internet broadband access, telephone access, etc. are all important factors to consider as you explore a promotional strategy.
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