Overview
For this assignment my product is the expansion of Apple Pay in sub Saharan Africa
If you need anything from me please let me know.
For the past 6 weeks you have been developing the basic marketing plan elements for an international expansion of a product or service. This has included defining the corporate goals and objectives, selecting the product or service to offer for expansion, performing a self-assessment evaluation of the product’s strengths, weaknesses, opportunity and threats, defining the target region and target audience, determining if any marketing mix adaptations may be required, evaluating the potential competition, setting a target market price, determining the channels of distribution for the product or service, deciding on the best methods for communicating the value proposition of your offering, and forecasting your Year 1 revenue. In this case it would be beneficial to present a “best case”, "worst case", and “most probably” YR1 revenue expectation. Now it is time to put all of this together into a final Marketing Plan document that will also form the basis of your presentation to senior management. In addition to the items below, this final paper should include your recommendations, what support you need from management to implement your recommendations (the "ask"), and what key performance indicators (KPIs) you will use to measure the success of this expansion effort.
In your paper, you are expected to address the following points from your previous six weeks of work in this course:
- Week 1: Product/Service Selection & Executive Summary
- Choose a product or service and justify its potential for international expansion.
- Week 2: SWOT Analysis
- Evaluate the internal and external environment of the selected product/service.
- Week 3: Country/Region Selection & Target Audience
- Identify the most promising international market for expansion.
- Week 4: Product Adaptation & Revised Marketing Mix
- Determine necessary product modifications for the new market.
- Week 5: Pricing & Go-To-Market Strategy
- Develop a pricing model and distribution strategy for the new market.
- Week 6: Promotional Strategy
- Design a promotional plan tailored to the target audience and region.
NOTES:
- You are expected to adhere to all expectations of APA format
- You are also expected to adhere to traditional business writing formats. (For guidance with this, refer to the following Purdue OWL guide: General Guidelines - Purdue OWL® - Purdue University)
- The length of the paper should be consistent with an executive level Marketing Plan documenot
Using the same information from your Marketing Plan paper and incorporating the slides you have worked on in Weeks 5 and 6, prepare a 15 minute (maximum) “pitch-deck” that you will present to senior management seeking support for your market expansion recommendation. Use of Kaltura is recommended as you can easily do a recorded slide presentation using PowerPoint or some other compatible slide presentation program. This should be presented as though it were in a professional setting so make sure your background and attire are appropriate for a pitch to an executive committee. Your grade will be based on the both the content of the slide (which should be similar to your paper) and your presentation skills and professionalism.
- You will develop PowerPoint slides to cover the required content, while incorporating the slides you’ve already created in Weeks 5 and 6.
- Then, record yourself delivering this presentation as if you are speaking to senior management, and you are seeking support for your market expansion.
- You will submit your video to this assignment page for a grade.