Country Notebook
PART SIX
Country Notebook
THE COUNTRY NOTEBOOKA GUIDE FOR DEVELOPING A MARKETING PLAN
TH E CO UN TRY N O TEB O O K O U TLI N E
Cultural Analysis Economic Analysis Market Audit and Competitive Market Analysis Preliminary Marketing Plan
580
Part 6
Supplementary Material In each guideline, specific points must be adapted to reflect a company’s products and/or services. The decision as to the appropriateness of specific data and the depth of coverage depends on company objectives, product characteristics, and the country market. Some points in the guidelines are unimportant for some countries or some products and should be ignored. Preceding chapters of this book provide specific content suggestions for the topics in each guideline.
The first stage in the planning process is a preliminary country analysis. The marketer needs basic information to evaluate a country market’s potential, identify problems that would eliminate a country from further consideration, identify aspects of the country’s environment that need further study, evaluate the components of the marketing mix for possible adaptation, and develop a strategic marketing plan. One further use of the information collected in the preliminary analysis is as a basis for a country notebook. Many companies, large and small, have a country notebook for each country in which they do business. The country notebook contains information a marketer should be aware of when making decisions involving a specific country market. As new information is collected, the country notebook is continually updated by the country or product manager. Whenever a marketing decision is made involving a country, the country notebook is the first database consulted. New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook. It also serves as a quick introduction for new personnel assuming responsibility for a country market. This section presents four
Country Notebook
THE COUNTRY NOTEBOOKA GUIDE FOR DEVELOPING A MARKETING PLAN
TH E CO UN TRY N O TEB O O K O U TLI N E
Cultural Analysis Economic Analysis Market Audit and Competitive Market Analysis Preliminary Marketing Plan
580
Part 6
Supplementary Material In each guideline, specific points must be adapted to reflect a company’s products and/or services. The decision as to the appropriateness of specific data and the depth of coverage depends on company objectives, product characteristics, and the country market. Some points in the guidelines are unimportant for some countries or some products and should be ignored. Preceding chapters of this book provide specific content suggestions for the topics in each guideline.
The first stage in the planning process is a preliminary country analysis. The marketer needs basic information to evaluate a country market’s potential, identify problems that would eliminate a country from further consideration, identify aspects of the country’s environment that need further study, evaluate the components of the marketing mix for possible adaptation, and develop a strategic marketing plan. One further use of the information collected in the preliminary analysis is as a basis for a country notebook. Many companies, large and small, have a country notebook for each country in which they do business. The country notebook contains information a marketer should be aware of when making decisions involving a specific country market. As new information is collected, the country notebook is continually updated by the country or product manager. Whenever a marketing decision is made involving a country, the country notebook is the first database consulted. New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook. It also serves as a quick introduction for new personnel assuming responsibility for a country market. This section presents four