Outline For An International Business Plan (Page 5 of 9) in pdf

Outline For An International Business Plan Page 5

MARKET ANALYSIS

At this stage of the international business plan, the analysis becomes more specific to

the product and its relationship to the target market. This information gathered in this

section relates particularly to the product and brand. In this section, the researcher

analyzes the nature of the market, customers, marketing requirements, and the

competitive environment.

Executive Summary (Summary of the key points from the entire section, listing the

most important items that the busy executive should be aware of; about 1 to 2 pages

long)

a. Introduction

b. The Product

Assessment of the Product as an Innovation (the way the product would be

perceived by target market in terms of

compatibility with the market’s technology level)

Problems and Resistance to Product Acceptance Based on Preceding Evaluation

c. The Market

Description of the market(s) (particularly in which the product will be sold)

Geographical region(s)

Transportation and communication available in the region(s) (as relevant to the

product)

Consumer Buying Habits (where, how, and why do consumers buy the product)

Product-Use Patterns (how do buyers use the product; note, this can vary by

country)

Product Feature Preferences

d. Distribution of the Product

Retail or Wholesale Outlets through Which Product Is Normally Sold

Product Sales by other Intermediaries

Advertising and promotion

Advertising Media Usually Used to Reach Your Target Market(S)

Sales Promotions Customarily Used (sampling, coupons, etc.)

e. Pricing Strategy (Obtain this information if you can, but don’t pester your

company for it)

Customary markups

Types of Discounts Available

f. Compare and Contrast your Product and the Competition’s Product(s)

Competitor’s Product(s) (including brand name, features, and packaging)

Competitor’s Prices

Competitor’s Promotion and Advertising Methods

Competitor’s Distribution Channels

Outline For An International Business Plan Page 5