International Product Assignment Instructions
Overview
A challenging and much-needed skill is the ability to discover and to think about consumers’ and organizations’ needs in different cultures, to interpret those needs into products, and to market those products in ways which are meaningful to their target markets. This investigation asks you to put yourself in the role of the product manager who is searching for products to import to the US.
Mexican Food Research
Marketing Strategy Report
Assume the role of a product manager who is searching for products to import to the US. Propose how the product might be marketable to a broader segment of people in the US (not just an ethnic minority group). Your report should have the following sections.
Marketing Mix: Review each of the four aspects of the product’s current marketing mix (i.e., product, price, place and promotion) and discuss which components: (1) could be left standardized, (2) would need to be adapted in some minor ways, or (3) would require complete change. Justify your thinking.
Consumers: Identify and justify the segment of consumers you would focus your marketing efforts upon.
Positioning: Discuss how you would want to position this product in consumers’ minds (i.e., what two or three words would you use to describe this product) so that they would think it worth the cost. Create a tagline/slogan that you think fits the positioning which you could use to promote the product.
Pros/Cons: Give the pros and cons of proceeding with this product.
Market Research: Discuss the additional research that you would want in order to proceed to the next step.
Appendix: Area with all supporting images.