A guide for developing

a marketing plan

Guideline for cultural analysis

Guideline for economic analysis
Guideline for market audit and competitive analysis
Guideline for preliminary marketing plan

In each case, specific points must be adapted to reflect a company´s

products, target market and company´s objectives.
Cultural analysis Economic analysis

Market audit and

competition analysis

Product, Price, Place,

Positioning Promotion

Marketing plan
 Cultural analysis

• Introduction – includes short profiles of the company, the product to

be exported, and the country with which you wish to trade
• Geographical setting, political and legal system
• Business customs and practices
• Religion and aesthetics
• Living conditions (including housing, clothing, leisure activities)
• Language
Cultural analysis Economic analysis

Market audit and

competition analysis

Product, Price, Place,

Positioning Promotion

Marketing plan
 Economic analysis

• Population, distribution of population

• Economic statistics and activity
– GDP, economic growth, personal income, principal industries, foreign
investors
– International trade statistics
– Trade restrictions
• Channels of distribution
– Retailers, role of chain stores and other types of stores
– Wholesale middlemen
– Media availability
Cultural analysis Economic analysis

Market audit and

competition analysis

Product, Price, Place,

Positioning Promotion

Marketing plan
 Market audit and competitive
market analysis
• The market: describe the markets in which the product is to be sold
– Geographical regions
– Forms of transportation and communication available in those regions
– Consumer buying habits, shopping habits
– Distribution of the product
– Advertising and promotion
• Compare your product and the competition´s products
– Brand name
– Features
– Prices, advertising methods, distribution channels, regulations
Cultural analysis Economic analysis

Market audit and

competition analysis

Product, Price, Place,

Positioning Promotion

Marketing plan
 Preliminary marketing plan
• Marketing objectives: target markets, expected sales, profit, market
penetration and coverage
• Product adaptation or modification: use the product component
model as a guide:
– core components: product platform, functional features,
– packaging components,
– support services components.
• Promotion mix, objectives, media mix, message, costs
• Distribution: from origin to destination
• Channels of distribution
• Price determination, terms of sale, methods of payment
• Marketing budget (????)
• Executive summary: after completing the research for this project,
prepare an one page summary of the major points of your successful
marketing plan, and place it at the front of the report.