14 Aug MARKET OPPORTUNITIES AND MARKETING MIXEconomic and Marketing DevelopmentSuggeste

MARKET OPPORTUNITIES AND MARKETING MIXEconomic and Marketing DevelopmentSuggested topic: Economic Stage of Development.Suggested topic: Marketing Stage of Development• Competitive Forces* Suggested topic: Competitive Analysis.Competitive analysis includes the identification of competitors in the target market, thetype of ownership (private, quasi­private/government business enterprises, state ownedenterprise) and their, if any, alliances.• Market Demand* Suggested topic: Demand Estimation.Demand estimation includes income elasticity, market potential, and sales forecast(number of units, revenue).• Market Segments* Suggested topic: Market Segmentation.Market segmentation includes buying groups that have the same or similar characteristicsin consumer markets (by demographic, geographic, behavioral variables) or in businessmarkets (by customer size, product use, geographic location, and type of organization).• Product(s)* Suggested topic: Product Requirements and Expectations.Product requirements and expectations include brand importance, labeling andpackaging, special features, particular modifications, service and warranty, and qualitystandard (for example ISO 9000).Distribution Channel(s)* Suggested topic: Import Procedures and Documentation.Import procedures and documentation (for home and host country) include tariff (forexample taxes and fees) and nontariff (for example inspections, certificates, and permits)requirements.* Suggested topic: Channel Intermediaries.Channel intermediaries include the availability and role of agents, distributors,wholesalers and retailers, Internet opportunities, trading companies, and free tradezones/warehouses.* Suggested topic: Logistics.Logistics include the mode of transportation, warehousing, insurance, packing andmarking, and terms of payment for shipping.Pricing Policy* Suggested topic: Pricing Practices.9Pricing practices include competitive (market) structure (for example oligopoly), sellingcost, pricing and discounts, and the method and terms of payment.• Promotion Mix* Suggested topic: Promotion Opportunities.Promotion opportunities include for consumer markets: advertising (print and electronicmedia), public relations, personal/direct selling, and sales promotions, or for businessmarkets: business and trade journals, public relations, trade events, shows, missions andother personal selling methods, and sales promotion.• Home Country Factors* Suggested topic: Comparison of Host Country Marketing Mix Opportunities to HomeCountry. In detail, compare and contrast the host country market and marketing mixopportunities with the home country. Most likely some aspects will differ. A descriptiveor graphic and descriptive presentation may be made for this comparison. Theidentification and comparison of the two marketing mix situations are important for theplanning and preparation for market entry.• Summary* Suggested topic: Summary of Market Opportunities and Marketing Mix.

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