Question: Describe the target market(s) in which the product is to be sold Geographic region(s); demographics, lifestyles, etc.
Your Product
Brand Name-origin and significance
Positioning Strategy
Evaluate the product as an innovation as it is perceived by the intended market
Discuss also major product problems and resistances based on the preceding evaluation
Your Marketing Objectives
Target market (specific description of the market)
Expected market share or market penetration rate
Expected sales in dollar volume
Your Product Strategy
Product differentiators or competitive advantage
Packaging
Support Services
Your Promotion Strategy
Major message thrust
Advertising-media mix, reach, costs
Sales Promotion-forms, objectives, and costs
Personal Selling
Miscellaneous promotional methods
Your Distribution Strategy (Macro)
Port Selection
Origin Port
Destination Port
Mode Selection-Specify your mode of choice and discuss the advantages/disadvantages of each mode for reaching your country (Railroad,
Air carrier, Ocean carrier, Motor carrier)
Documentation Required
Bill of Lading
Dock Receipt or Air Bill
Commercial Invoice
Shipper's export declaration
Statement of Origin
Your Distribution Strategy (Micro)
Warehousing Needs
Retailers-Type of retail stores, scale of operation (large or small), and retail markup
Wholesalers-Type of wholesalers, scale of operation, and wholesale markups
Import/Export Agents
Your Pricing Strategy
Handling Expenses (pier charges, wharfage fees, loading/unloading charges)
Customs duties
Import taxes
Wholesale and Retail Markups
Company's gross margin
Retail price
Methods of Payment (cash in advance, open account, consignment, sight/time/date draft, letter of credit, etc.)
Government Participation
Agencies that can help you
Regulations you must follow
Budgets and Profitability Analysis
Marketing Budget
Product Cost
Distribution expense
Selling expenses
Advertising and promotion expenses
Other Costs
Annual profit and loss statement (first and fifth years)