business that would like to develop new products and services in order to attain a competitive advantage in the global market. You will first consider the products and services the company currently offers and recommend new products and services that have the most potential for profitability based on your evaluation. You will then identify the target market and consider how you would reach that market using traditional mass media and social media for the launch and beyond.
For example, a natural foods company may need to begin offering an online ordering system to remain competitive. If you discover a market exists for a new natural food product that is desired in other countries but not readily available there, this might be a good product to recommend adding, but you should first determine whether it is feasible.
Select a business from one of the industries listed below:
• agriculture
• banking
• hospitality
• healthcare
• retail
• transportation
• technology
Note: Please choose a business that can be adapted to a global market. Any information that would be considered confidential, proprietary, or personal in nature should not be included in the actual task submission to WGU. Do not include the actual names of people, suppliers, the organization(s), or other identifiable information. Fictional names should be used. Also, organization-specific data, including financial information, should not be included but should be addressed in a general fashion as appropriate. Work performed for a client or an employer is their property and should not be used without written permission.
REQUIREMENTS
Your submission must be your original work. No more than a combined total of 30% of the submission and no more than a 10% match to any one individual source can be directly quoted or closely paraphrased from sources, even if cited correctly. The originality report that is provided when you submit your task can be used as a guide.
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.
Note: Assessment should be submitted in Microsoft Word or PDF format.
A. Develop a proposal for your chosen business’s global strategic marketing plan in which you do the following:
1. Identify two new products and/or services that the company can sell or offer to a global market.
a. Discuss three different methods you used to determine that there is both a need as well as an existing global market for these products and/or services.
b. Explain one competitive advantage that the company will gain by offering these new products and/or services to a global market.
c. Discuss two inherent risks associated with launching the new products and/or services to a global market and how to minimize these risks.
2. Discuss the customer relationship management (CRM) software system you prescribe to track product and/or service inquiries and sales.
a. Explain how the information generated by the CRM software will be used to continue to drive CRM practices and track sales in a global market.
3. Discuss at least one distribution channel for the two new products and/or services.
a. Analyze key considerations for entering a global market (e.g., regional trade alliances, agreements, environmental forces).
b. Analyze how the global supply chain may affect the product or service.
4. Discuss a major pricing strategy (i.e., cost plus pricing, competition-based pricing, break-even-based pricing, penetration-based pricing, premium pricing) aligned to your products and/or services’ position within the overall market strategy of the global marketplace.
a. Identify costs associated with developing and launching the new products and/or services.
b. Evaluate consumer acceptance of the price set for the new products and/or services.
c. Evaluate competitor prices for similar products and/or services.
5. Discuss the promotional strategy you will use to promote your products and/or services in a global market.
a. Identify two mass media and two social media channels you would use to promote your new products and/or services in a global market.
i. Justify why you chose these channels based on market segmentation (e.g., demographics, psychographics, behavioral characteristics)
b. Discuss two sales promotion activities (e.g., coupons, games, contests, sweepstakes) you would use to promote your new products and/or services in a global market.
B. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
C. Demonstrate professional communication in the content and presentation of your submission.
File Restrictions
Instructor guidance
Welcome to C212 Marketing! In this course, you will create a proposal for your chosen business’s global strategic marketing plan. You will use an actual or fictitious company in the United States and identify two new products and/or services that your company will sell to a global market, i.e., in a country other than the United States.
We have prepared some resources for you to use in the course that have proven to aid students in creating their proposal (the Performance Assessment for this course). Follow the path below as a guide for navigating the course successfully.
Review the setup of the course, specifically the course introduction, cohort offerings, and modules. These are located on the left menu under the “Course Material” tab.
Complete the Course Planning Tool.
Click on the “Assessments” tab, and select “View Task.” Read the task overview in its entirety. This information will give you a feel for what you need to accomplish with the C212 task.
Use the Course Announcements to access additional course resources by clicking on “View All.”
In the first announcement, you will see links to critical resources for this course. Review each of these resources (the Welcome Video, Course Overview Video, Marketing Performance Assessment Template, Performance Assessment Cohort Recording, and Frequently Asked Questions).
Access the Marketing Performance Assessment Template, and copy/paste the text into a Word document. This will be the template for your paper. We share related textbook resources in each template section to help inform your proposal. Access each of the learning resources through the modules. Delete any instructional text from the template. Include only the cover page, headings, your work, and references page. Do not use any template other than the one linked above (found in the course announcements). This template is the most recent.
Watch the Performance Assessment Cohort Recording. This video is critical to helping you understand what information to include in each template section.
Access the course chatter and read the Q&A submitted by students and instructors. This information will likely answer some of your questions and give insight into how to write your own paper.
Use the Assessment Rubric to gauge if you have included everything evaluators will expect from your submission.
Enroll in a cohort. Cohorts are email and phone-based, so you are not required to attend live sessions.
If your assessment is returned, don’t panic. You are not alone, and we can meet and use the Evaluation Report to discuss where you may have opportunities for improvement.
It is critical to read the chapters in the textbooks that correspond to the sections of the template. Most assessments that do not pass are returned because students do not read the textbooks. Most of the information you need to complete this assessment will be found in the chapter readings.
Now for some writing tips:
Copy and paste the template into a Word document, but don’t change the template headings. They help the evaluators locate the information required in the assessment and help keep you on track.
Use references (at least 3) and in-text citations. Graduate-level students should submit graduate-level work.
Explore each topic thoroughly in your paper. Evaluators want to see that you have addressed the who, what, when, where, why, and how of each topic. Papers may be returned for too little information.
Even technology and services have a supply chain and distribution channel. Section A3 applies to everyone.
You don’t need to include a Table of Contents (TOC).
Take advantage of the resources available at the WGU Writing Center, and schedule an appointment with them if you feel it would help.
Accessing the textbooks:
You’ll notice that the Performance Assessment template has recommended readings for each section. To access these readings, go back to the learning resources, locate the topic (Marketing Function is Topic 1, Integrated Marketing Communications is Topic 2, etc.) and chapter reading, and click on the link specific to that reading. You’ll see which book you are in noted in the top left corner of the page, i.e., Marketing, 20e or Marketing Strategies, 8e. Navigating within the books themselves can be confusing.