your paper,
- Under an Executive Summary heading
- Summarize the rational of your plan.
- Under a Situation Analysis heading
- Analyze the environmental situation of Airbnb in Africa. Your environmental analysis must contain demographic, economic, trade, social, cultural, legal, regulatory, and political factors. (Hint: Refer to your ).
- Discuss how market research, information systems and big data will help you understand the region better.
- Under a General Strategy heading
- Explain your segmentation, targeting, and positioning strategy for that line of product in the new region (Hint: Refer to your ).
- Discuss your market entry strategy including export selling and sourcing activities, if any.
- Under a Specific Plans and Strategies heading
- Explain your competitive advantages strategies to compete against five industry forces.
- Formulate the 4Ps:
- Product and brands (Hint: Refer to Part 2 of your )
- Price
- Place
- Promotion with a special focus on digital media and IMC (Hint: Refer to your )
- Discuss the companys CSR and social responsiveness strategies particularly in the selected region.
The Global Marketing Plan Part 2 Final Paper
- Must be 10 to 13 double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Centers resource.
- Must include a separate title page with the following:
- Title of paper
- Students name
- Course name and number
- Instructors name
- Date submitted
- For further assistance with the formatting and the title page, refer to .
- Must utilize academic voice. See the resource for additional guidance.
- Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
- For assistance on writing as well as , refer to the Ashford Writing Center resources.
