THE COUNTRY NOTEBOOKA GUIDE FOR
DEVELOPING A MARKETING PLAN
TH E CO UN TRY N O TEB O O K O U T LI N E
Market Audit and Competitive Market Analysis
Preliminary Marketing Plan
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The ﬁrst stage in the planning process is a preliminary country
analysis. The marketer needs basic information to evaluate a country market’s potential, identify problems that would eliminate a
country from further consideration, identify aspects of the country’s environment that need further study, evaluate the ...view middle of the document...
suggest the kinds of information a marketer can gather to enhance
The points in each of the guidelines are general. They are designed to provide direction to areas to explore for relevant data.
In each guideline, speciﬁc points must be adapted to reﬂect a
company’s products and/or services. The decision as to the appropriateness of speciﬁc data and the depth of coverage depends on
company objectives, product characteristics, and the country market. Some points in the guidelines are unimportant for some countries or some products and should be ignored. Preceding chapters
of this book provide speciﬁc content suggestions for the topics in
I. CULTURAL ANALYSIS
The data suggested in the cultural analysis include information
that helps the marketer make market planning decisions. However,
its application extends beyond product and market analysis to
being an important source of information for someone interested
in understanding business customs and other important cultural
features of the country.
The information in this analysis must be more than a collection
of facts. Whoever is responsible for the preparation of this material should attempt to interpret the meaning of cultural information.
That is, how does the information help in understanding the effect
on the market? For example, the fact that almost all the populations of Italy and Mexico are Catholic is an interesting statistic but
not nearly as useful as understanding the effect of Catholicism on
values, beliefs, and other aspects of market behavior. Furthermore,
even though both countries are predominantly Catholic, the inﬂuence of their individual and unique interpretation and practice of
Catholicism can result in important differences in market behavior.
Include short proﬁles of the company, the product to be exported, and the
country with which you wish to trade.
II. Brief discussion of the country’s relevant history
III. Geographical setting
IV. Social institutions
1. The nuclear family
2. The extended family
3. Dynamics of the family
a. Parental roles
b. Marriage and courtship
4. Female/male roles (changing or static?)
1. The role of education in society
a. Primary education (quality, levels of development, etc.)
b. Secondary education (quality, levels of development, etc.)
c. Higher education (quality, levels of development, etc.)
2. Literacy rates
C. Political system
1. Political structure
2. Political parties
3. Stability of government
4. Special taxes
5. Role of local government
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A Guide For Developing A Marketing Plan
D. Legal system
1. Organization of the judiciary system
2. Code, common, socialist, or Islamic-law...