14 Aug Course Project for Marketing 430 International Marketing TOPIC: CHIPOTLE IN IND

Course Project for Marketing 430 International Marketing
TOPIC: CHIPOTLE IN INDIAObjectives
This international marketing plan assignment gives you the opportunity to
practice developing an integrated business and marketing strategy for a global
product of your choice. It also helps you develop a strong business-oriented
written proposal and communication expertise. As the course progresses, you
will be developing each of the elements of this marketing plan. Good marketing
plans come in many different formats.
For this plan, you are marketing an existing product to a country different
from where you live. Ideally, the product should not be in the country already.
You can use the Internet, online library resources, and other electronic
sources available to you. You also have many other sources of potential
information.
Internal, nonproprietary
company informationCalling competitors for
product and company informationConducting a literature
search at the libraryReviewing periodicals for
articles and advertisements
Guidelines
Content grading will look at clarity of thinking, understanding and
application of basic marketing principles, and creative but realistic use of
marketing tools. Explorations of your options and choices are important parts
of your demonstration of your mastery of this proposal. Your instructor will
look at your plan from the point of view of a business proposal. Have you
thought through and considered your options and the details of your proposal?
Have you looked at the entire strategy (the big picture) while still
considering the more detailed elements that make for a successful
implementation? All submissions must be typed and double-spaced. Proper
spelling, grammar, clarity, and style appropriate for a business proposal are
expected and will be graded. The final International Marketing Plan should be
at least 1520 pages in length.
Grading Rubrics
This International Marketing Plan will make the course come alive! You, your
fellow students, and your instructor will work together to make this a living,
breathing application of the marketing principles you will learn during the
course.
MARKETING PLAN OUTLINE AND GRADING ALLOCATION
Part 1 (70 points) of your marketing plan is due by the
end of Week 2. You will complete sections AC of your marketing plan.
Product Description:
(CHIPOTLE in INDIA)a complete description of the product to be offered, including an
explanation of any competitive advantages (2 pages)Goals and Strategy:
outline of marketing goals and strategy, including market share, sales
forecasts (units and dollars), and projected growth (12 pages)Target Market:
a complete description of the target market, including size, growth, and
important characteristics. This should include an explanation of why the
target market is attractive, along with the estimated size of the market
in dollars or units. It should also have a description of the possible
risks. (24 pages)

Category

Points

%

Description

Content

52

75%

The outline addresses the product description, goals and
strategy, and target market in sufficient detail.

Writing and grammar

18

25%

The submission is clear in its communication and free of
errors.

Total

70

100%

A quality paper will meet or exceed all of the above
requirements.

Part 2 (70 points) of your marketing plan is due by the
end of Week 4. You will complete sections D and E of your marketing plan.
Competitors and
Substitutes: should include a comprehensive list of current and
potential competitors and substitutes. This list could be organized by
industry, company type, or actual firm. It should state the market share.
This section should also include information on the likely strategies of
each competitor relating to the proposed product. (2 pa ges)Price:
proposed pricing structure for the product. It should inc lude any special
offers or discounts. (2 pages)

Category

Points

%

Description

Content

52

75%

The marketing plan addresses the competitors and
substitutes and the pricing strategy in sufficient detail.

Writing and grammar

18

25%

The submission is clear in its communication and
free of errors.

Total

70

100%

A quality paper will meet or exceed all of the above
requirements.

Part 3 (65 points) of your marketing plan is due by the
end of Week 7. You will complete sections FH of your marketing plan.
Channels of
Distribution: a description of the proposed channel strategy for
the product. This should include information about the sales force (if
any) and wholesale and retail channels, including selection, compensation,
and management. (2 pages)Advertising, Sales
Promotions, PR Plans: a description of the proposed promotional
activities for the product (2 pages)Budget for 3 Years:
one page that should include the followingForecast revenue
(units sold x price)Assume product costsCost of marketing
activitiesHow much will we
make?

Category

Points

%

Description

Content

48

75%

The marketing plan addresses channels of
distribution, advertising, sales, PR, and the required budget in sufficient
detail.

Writing and grammar

17

25%

The submission is clear in its communication and free
of errors.

Total

65

100%

A quality paper will meet or exceed all of the above
requirements.

This international marketing plan assignment gives you the opportunity to
practice developing an integrated business and marketing strategy for a global
product of your choice. It also helps you develop a strong business-oriented
written proposal and communication expertise. As the course progresses, you
will be developing each of the elements of this marketing plan. Good marketing
plans come in many different formats.For this plan, you are marketing an existing product to a country different
from where you live. Ideally, the product should not be in the country already.You can use the Internet, online library resources, and other electronic
sources available to you. You also have many other sources of potential
information.Content grading will look at clarity of thinking, understanding and
application of basic marketing principles, and creative but realistic use of
marketing tools. Explorations of your options and choices are important parts
of your demonstration of your mastery of this proposal. Your instructor will
look at your plan from the point of view of a business proposal. Have you
thought through and considered your options and the details of your proposal?
Have you looked at the entire strategy (the big picture) while still
considering the more detailed elements that make for a successful
implementation? All submissions must be typed and double-spaced. Proper
spelling, grammar, clarity, and style appropriate for a business proposal are
expected and will be graded. The final International Marketing Plan should be
at least 1520 pages in length.This International Marketing Plan will make the course come alive! You, your
fellow students, and your instructor will work together to make this a living,
breathing application of the marketing principles you will learn during the
course.MARKETING PLAN OUTLINE AND GRADING ALLOCATIONPart 1 (70 points) of your marketing plan is due by the
end of Week 2. You will complete sections AC of your marketing plan.CategoryPoints%DescriptionContent5275%The outline addresses the product description, goals and
strategy, and target market in sufficient detail.Writing and grammar1825%The submission is clear in its communication and free of
errors.Total70100%A quality paper will meet or exceed all of the above
requirements.Part 2 (70 points) of your marketing plan is due by the
end of Week 4. You will complete sections D and E of your marketing plan. Category Points % Description Content 52 75% The marketing plan addresses the competitors and
substitutes and the pricing strategy in sufficient detail. Writing and grammar 18 25% The submission is clear in its communication and
free of errors. Total 70 100% A quality paper will meet or exceed all of the above
requirements.Part 3 (65 points) of your marketing plan is due by the
end of Week 7. You will complete sections FH of your marketing plan. Category Points % Description Content 48 75% The marketing plan addresses channels of
distribution, advertising, sales, PR, and the required budget in sufficient
detail. Writing and grammar 17 25% The submission is clear in its communication and free
of errors. Total 65 100% A quality paper will meet or exceed all of the above
requirements.

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