You will be conducting a strategic analysis of the country (Italy) and product (Pizza Hut/Pizza) you selected in module one. You will explore the optimal way to take the chosen product into the foreign country you selected and develop a marketing plan to support its entry into this new market.
1. Executive Summary
The Executive Summary, which is always written last, is a high-level overview and provides major highlights of your project
This week’s submission should include the following:
2. Company and Product Description
Provide a detailed description of the company
Provide a detailed description of the product
Outline and explain the advantages of your product
Describe a list of product benefits and features
Discuss any additional product line opportunities you may consider for your target market
3. Objectives and goals
Identify the aims and goals of your plan in this section of the document.
Propose 3 specific goals for your plan
Clearly define what you hope to accomplish within the first year
Outline the objectives that will help you achieve each of the proposed goals
4. Overview of Country
Discuss the following items about the selected country:
Population composition
Demographics
Age
Marital status
Consumption patterns
5. Buyer Behavior
What do people normally do when they are considering purchasing and using a product?
How do they pay for it? Credit or cash?
Do they haggle?
Do they buy small or large quantities?
