This document provides the details for Assignment 3 of MKT 505, which requires students to develop an 8-10 page strategic marketing plan for entering a new international market. Students must choose a global company and country not currently served, research the company and country profiles, and analyze the feasibility, risks, benefits and strategies for market entry. The assignment aims to provide experience developing international marketing plans and assessing global operating environments. Students must address several specific criteria, cite at least 6 academic sources, and follow APA formatting guidelines.

1. MKT 505 Week 10 Assignment 3 – Strayer
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Assignment 3: Entry Plan into International Market
Due Week 10 and worth 300 points
This assignment will provide you with firsthand experience in developing a strategic
marketing plan for entering a new international market. Choose a global company that
you are familiar with for this paper. Note: Do not use a company from a previous
assignments or discussions.
Use the Internet or Strayer Library to research the following components of the global
company that you have chosen:
- Company Profile (History & Analysis)
- Product(s)
- Financial Status
- Market Position
- Analysis of current global operating environments
- Integrated marketing communication (IMC) Strategy
- Strengths and Weaknesses Analysis
- Sustainable Competitive Advantage(s) enjoyed by the firm
- Sources of funds for the project
- Pro-Forma Balance Sheet & Income Statement for five (5) years
- Cash-Flow Statement
Note: You may also use the following resource for your research:
 Financial profiles for global companies:
(http://news.morningstar.com/stockReturns/CapWtdIndustryRe
turns.html)
Write an eight to ten (8-10) page paper in which you:
1. Choose a country into which the company you selected may expand. Note:
Ensure that the country you chose is currently not doing business with the
selected company in any capacity (e.g., exporting, FDI, or contract
manufacturing).
2. Develop a brief profile of the country that you have chosen. The summary
should include:
a. Geographic and historical data regarding international business
b. Political and legal environment for conducting international business
c. Business customs and practices

2. d. Economic environment
e. Socio-economic analysis which should include the factors of concern (e.g.,
population characteristics, language, GDP, taxation, personal income,
labor, industries, communication networks, imports / exports, and major
trading partners’ countries).
Note: Refer the following resource to complete this criterion of the
assignment:
 A Basic Guide to Exporting Contents
(http://export.gov/basicguide/eg_main_017244.asphttp://news.
morningstar.com/stockReturns/CapWtdIndustryReturns.html)
 Business week’s Magazine covering Global Marketing
http://bx.businessweek.com/global-marketing/
3. Ascertain the possibility and feasibility of financial, distribution, and
marketing partnerships for the company within the chosen country. Your
research should include:
a. Market structure and analysis (e.g., channels- direct or indirect)
b. Currency considerations
c. e-Commerce
d. Impact of regional and global trade integration
e. Potential volume of trade
f. The marketing mix components
g. Key cultural dimensions affecting marketing operations
4. Analyze the key reasons why the entering the market in the country that you
have chosen is justified. Include your research and analysis from Criteria 1
and 2 of this assignment to support the response.
5. Determine at least three (3) potential risks of foreign market expansion into
the country that you have chosen (e.g., language barriers, regulatory, taxation,
expropriation, etc.). Suggest one (1) strategy to mitigate each risk that you
have determined using weighted metrics with a baseline number(s).
6. Determine at least three (3) potential benefits of foreign market expansion into
the country that you have chosen. Suggest one (1) strategy to maximize each
benefit that you have determined.
7. Suggest at least two (2) ways in which you would adapt the operational
strategies of your chosen company both to fit the changing dynamics of
foreign markets and to foster a competitive advantage for the company.
8. Use at least six (6) academic resources in this assignment. Note: Wikipedia
and other similar Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
 Be typed, double spaced, using Times New Roman font (size 12), with one-
inch margins on all sides; citations and references must follow APA or school-
specific format. Check with your professor for any additional instructions.
 Include a cover page containing the title of the assignment, the student’s
name, the professor’s name, the course title, and the date. The cover page and
the reference page are not included in the required assignment page length.

3. The specific course learning outcomes associated with this assignment are:
 Formulate, implement, and evaluate effective marketing strategies based on an
analysis of global operating environments, market dynamics, and internal
capabilities.
 Analyze the major economic, cultural, and political / legal aspects of the
international business environment, including the economic dynamics of
foreign trade, impact of regional and global trade integration, and key cultural
dimensions affecting marketing operations.
 Assess the potential risks and benefits of various international markets and
formulate effective market entry strategies to support foreign market
expansion.
 Integrate global information systems in the use of market research.
 Integrate the concepts of market segmentation, product development, and
pricing policies into viable marketing strategy to fit a variety of international
market environments.
 Construct product distribution channels and logistics to meet marketing
objectives and fit a variety of global market environments.
 Analyze an integrated marketing communication (IMC) strategy to support
global marketing operations.
 Integrate global e-Commerce into the marketing strategy.
 Evaluate and adapt corporate marketing strategies to fit the changing
dynamics of foreign markets and foster a competitive advantage.
 Use technology and information resources to research issues in international
marketing.
 Write clearly and concisely about international marketing using proper writing
mechanics.