The Task:
Your have been recruited by General Mills Inc. (GMI) to market or re-market (if already present) a soup product for family-oriented adults, age 30-45 years old market. The product is scheduled to be test marketed in Santiago, Chile, within 6 months of proposal acceptance. If succeeded, the product may be introduced to the rest of the region. You can choose any one the existing products for this project.
https://www.generalmills.com/en/Brands
You will present your proposal to Senior VP, Miss Mary Han and the GMI New Venture Group, the GMI”s new proposal evaluation and decision-making team led by the Senior VP. In addition to an integrated marketing plan, your international marketing plan will include an evaluation of the feasibility of a partnership with host country local partners in the form of
• a licensing agreement,
• a joint venture, or
• a wholly owned subsidiary,
a no-partnership alternative (direct investment). If a partnership is preferred, you team will recommend a partnership form, either a licensing agreement or a joint venture. In all cases, pros and cons of the three are to be reviewed and presented. You may also consider additional alternatives, e.g., direct exporting, if you believe they should also be reviewed
Main Components of the Marketing Plan
typed single-spaced pages in Word (.doc or .docx) format only. Use New Time Roman, font size 12, 1″ margins on all sides. No minimum
1. Cover Page
a. Report Title
b. Name of Group Coordinator
c. Names of Group Members
d. Date/Year: Month Date, Year
e. Check list: prepare a complete check list, which must include main components and all required tables, figures, graphs, and/or charts below.
2. Memo to CEO/Executive Summary (1-page)
This is a 1-page memo summarizing the whole project, addressed to the senior VP, to provide a quick overview, including key suggestions and conclusions from country/city market analysis, market entry mode comparisons, and key ingredients in the marketing plan. Use bullets and other enhancements generously. Avoid lengthy paragraphs. Be assertive, succinct, and to the point. 3. Table of Contents (1 page): Provides a detailed list of project contents in this section.
1-Introduction (1 page)
Clearly state the subject to be examined, explored, analyzed, and solved. Define the domain of the problem. Explain the importance of the subject and its potential impact. Specifically, the section must contain the following: 1. A description of the chosen product/service and the chosen market area. 2. Statement of goals, including multiple measurable goals.
2. Situation Analysis with a Country/Market Analysis (2 pages)
This section of the report addresses the following: • A general country report, and the selected city market, if applicable. • An integrated analysis of the market and the available opportunities. • A SWOT table with at least three items under each quadrant (required).