One paragraph on regional goals, objectives & targeting strategy (e.g., countries targeted, within-country segment targeting)
One paragraph on regional competitive advantage & positioning (e.g., competitive advantage, resources, and capabilities, standardization vs. customization, competitive comparisons)
One paragraph on marketing mix elements (i.e., product strategy (if not sufficiently covered in previous paragraph), pricing strategy, sales & promotion strategy, channel & distribution strategy)
One paragraph addressing non-marketing critical issues (e.g., plant locations, capacity, management team structure)
2.Situation analysis (opportunities and threats).
Develop a 5Cs SWOT Analysis with a written section on each component – strengths, weaknesses, opportunities & threats. Develop subsections for resources & capabilities under strengths and weaknesses. Develop subsections for customers, collaborators, competitors, and context under opportunities and threats. Start with an analysis of all countries but focus the marketing plan SWOT on targeted countries. Consider how you want to organize country information. I could imagine sub-sub-sections for each country or I could imagine SWOTs for each country. One way to organize the report would be:
Company Strengths & Weakness
Overview of Latin America Opportunities & Threats Country Attractiveness Analysis Identification of current Regional (i.e., country group) trends
Opportunities: One paragraph analysis of customer opportunities for each targeted country
Threats: One paragraph analysis of customer threats for each targeted country
Collaborators (focus on wholesalers & retailers) Opportunities: One paragraph analysis of customer opportunities for each targeted country Threats: One paragraph analysis of customer threats for each targeted country
Opportunities: One paragraph analysis of competitor weaknesses/opportunities for each targeted country Threats: One paragraph analysis of competitor strengths/threats for each targeted country
Context (Economic (e.g., labor costs), PLC, legal, and regulatory concerns in each country) Opportunities: One paragraph analysis of contextual opportunities for each targeted country
Threats: One paragraph analysis of contextual threats for each targeted country Initially, you should develop insights by integrating information from the manual. Update your analyses as new results come in.
3.Market entry (the sequence and timing of countries you will enter). Use the Country Attractiveness Analysis spreadsheet and include in your Appendix (refer to Appendix 2 of your CM manual).
Regional Market Entry & Development Strategy Provide rationale for market entry and plant location
Segmentation & Targeting Identify primary and (if appropriate) secondary & tertiary target segments & estimate size
Identify the desired positioning in each key market (e.g., target BEI metric), building on your competitive advantage & competitor information
4.Manufacturing location and sourcing (including any changes you plan to make and when).
5.Target marketing strategy (for