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market entry

Part 2 –Segment(s) (about 1-2 pages)Provide  the characteristics of one  segment  which is your focus in this new entry  market –which group of customers   will   you   target?   You   need   to   introduce   the   segment   giving   demographic,   behavioral, psychographic,and geographical features; communication preferences should be mentioned; it is advisable to interview 1-3 prospective customers from the new market and prepare a Persona: find out about all the needs, expectations and customs related to the product you will be selling (refer to value proposition canvas); take into consideration how the culture of the new entry market differs from the market of origin and how it may affect your entry strategy.

Part 6 –Promotion(about 2-4pages)Prepare  a  promotion  plan  for  the  product  launch  in  the  new  market  (3  to 6  months);  what  will  be  your creative   strategy   and   media   strategy   (communication   channels);   plan   for   advertising,   PR,   direct marketing/Internet,  sales  promotions,  and  personal  sales  (or  chosen  elements  of  the  mix).  Present  your media plan in the form of Gantt’s chart. There is no need to present a detailed budget, however, you must consider the efficiency (value  for money/ cost-effectiveness) of the promotion activities in your marketing plan. How will you measure if the promotion renders results, as expected? Will you co-operate with a local marketing agency for the design/execution of this campaign?

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