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SWOT, PEST, Competition, Target market, 4Ps (Product, price, promotion, & place).
Analysis paper- company is Shein; Country is Turkey
Company of expertise (COE) & country of specialty (COS) marketing plan: COE can be an American company currently operating in a foreign country. USA cannot be used as COS. You cannot choose a foreign company that is operating in, or planning to enter, or should enter the US market. USA companies can be used as COE if they are operating in a foreign market.
You cannot use Netflix as your COE. You cannot use USA or Taiwan as your COS.
A1 Company of expertise (company) and Country of specialty (country) marketing plan should include the following sections:
1.0 Cover Page (Should include company name, company logo, brand or mark, county of specialty flag, course number and name, semester, your name and any other relevant information)
Cover page
1.1 Table of contents (TOC) (should include section numbers and page numbers) (must use the auto TOC from word)
1.2 Executive Summary of your analysis (1/2 of a page, paragraph format). Summary of key points in your analysis and your recommendations.
1.3 Introduction about your country (1/2 of a page, paragraph format).
1.4 Introduction/background of your company (1/2 of a page, paragraph format)
2.0 Global Macro Environment with focus on your country. Macro Environment Analysis, PEST analysis. (PEST points should be classified as opportunities or threats)
2.1 Politics, Rules and Regulations; (outline format with discussion of each point)
Discussion
Key words (1-4 words): Discussion.
Key words: Discussion.
2.2 COS Economy,
Discussion
Key words: Discussion (e.g. Depression: …)
Key words: Discussion
2.3 COS Society and culture,
Discussion
Key words: Discussion: (e.g., Health Conscious: …)
Key words: Discussion:
2.4 COS Technology.
Discussion
Key words: Discussion (e.g., Internet usage: …)
Key words: Discussion:
3.0 Global Competition Analysis.
3.1 Discuss Porter model of five competitive forces in your country (threat of new entrants, buyers’ power, suppliers’ power, threat of substitutes, and degree of rivalry).
3.2 Primary competitor in your country: Discuss the primary competitor 3 strengths and 3 weaknesses.
3.3 Summary table: use a summary table to compare the 3 strengths and 3 weaknesses of your company and their primary competitor. The table should list very briefly three strengths and three weaknesses for your company and the same for their primary competitor.
4.0 Target market analysis & segmentation. (Do not leave the main section 4.0 blank)
4.1 Target market analysis (current and potential segments of consumers). Discuss the 1 strength and 1 weakness of the current target market.
4.2 Target market segmentation (discuss one segment). Demographic, Geographic, psychographic, and/or behavioral segmentation.
Potential consumers of the selected company in the selected country. Talk about people (consumer segments) that company needs to target in the selected country, their characteristics, their demographics, geographies, and so on (be specific as much as you can).
4.3 Recommended Target market analysis: Discuss the consumers that your company should target in your country. Minimum: you should recommend one new group of consumers that your company should target in your country.
5.0 Global Marketing Mix Strategies
5.1 Product Strategy
5.1.1 Current product strategy with examples. (Discuss one strength and one weakness of the current product strategy)
5.1.2 Recommended product strategy.
5.2 Price Strategy
5.2.1 Current price strategy with examples. (Discuss one strength and one weakness of the current price strategy)
5.2.2 Recommended price strategy.
5.3 Promotion Strategy
5.3.1 Current promotion strategy with examples. (Discuss one strength and one weakness of the current promotion strategy)
5.3.2 Recommended promotion strategy.
5.4 Place strategy
5.4.1 Current place strategy with examples. (Discuss one strength and one weakness of the current place strategy)
5.4.2 Recommended place strategy.
6.0 Conclusion (paragraph format). Should include a short summary of your analysis, summary for your recommendations, and your general opinion on what the company should do moving forward.
7.0 References (APA, No bullets, No numbers). All references must be cross cited in the body of your analysis. Points will be taken for every reference that does NOT appear in the body of your analysis and vice versa.
8.0 Appendix. Optional: An appendix is used to include supplementary material that cannot be inserted in the body of your paper. Examples of appendix items include tables, charts, figures, or pictures to name few (optional).
Pages of Analysis (These pages assume single space you need to double the pages in case of using double space):
Page 0 = Cover page.
Page 1 = table of contents. Should auto develop in MS Word. Do not bold and do not italicize.
Page 2= executive summary. ES summarizes your plan key points and your recommendations.
Page 3= Introduction & Background of your company and your country (half page each)
Pages 4-9 = your analysis (Can use extra one or two pages if needed)
Page 10 = Conclusion
Page 11 = References (APA formatted and should be cross referenced in the body of your Report).
Pages 12 on ward = Appendix.
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