Country Notebook
The Country Notebook—A Guide for Developing a Marketing Plan

The Country Notebook Outline writing guide
• Cultural Analysis
• Economic Analysis
• Market Audit and Competitive Market Analysis
• Preliminary Marketing Plan writing guide

I. Cultural Analysis writing guide
Guideline
I. Introduction writing guide [insert text here] II. Brief discussion of the country’s relevant history writing guide [insert text here]

III. Geographical setting writing guide

[insert text here]

A. Location writing guide

[insert text here] B. Climate writing guide

[insert text here] C. Topography writing guide

[insert text here] IV. Social institutions writing guide [insert text here]

A. Family writing guide

[insert text here] 1. The nuclear family

[insert text here] 2. The extended family

[insert text here] 3. Dynamics of the family

[insert text here] a. Parental roles

[insert text here] b. Marriage and courtship

[insert text here] * Female/male roles (changing or static?)

[insert text here]

B. Education writing guide

[insert text here] 1. The role of education in society

[insert text here] a. Primary education (quality, levels of development, etc.)

[insert text here] b. Secondary education (quality, levels of development, etc.)

[insert text here] c. Higher education (quality, levels of development, etc.)

[insert text here] 2. Literacy rates

[insert text here] C. Political system writing guide

[insert text here] 1. Political structure

[insert text here] 2. Political parties

[insert text here] 3. Stability of government

[insert text here] 4. Special taxes

[insert text here] 5. Role of local government

[insert text here] D. Legal system writing guide

[insert text here] 1. Organization of the judiciary system

[insert text here] 2. Code, common, socialist, or Islamic-law country? writing guide

[insert text here] 3. Participation in patents, trademarks, and other conventions writing guide

[insert text here] 4. Marketing Laws writing guide

[insert text here] E. Social organizations writing guide

[insert text here] 1. Group behavior

[insert text here] 2. Social classes

[insert text here] 3. Clubs, other organizations

[insert text here] 4. Race, ethnicity, and subcultures

[insert text here] F. Business customs and practices writing guide

[insert text here] V. Religion and aesthetics writing guide [insert text here] A. Religion and other belief systems

[insert text here] 1. Orthodox doctrines and structures

[insert text here] 2. Relationship with the people

[insert text here] 3. Which religions are prominent?

[insert text here] 4. Membership of each religion

[insert text here] 5. Any powerful or influential cults?

[insert text here] B. Aesthetics writing guide

[insert text here] 1. Visual arts (fine arts, plastics, graphics, public art, colors, etc.) writing guide

[insert text here] 2. Drama, ballet, and other performing arts writing guide

[insert text here] 3. Folklore and relevant symbols writing guide

[insert text here] VI. Living conditions writing guide

[insert text here] A. Diet and nutrition writing guide

[insert text here] 1. Meat and vegetable consumption rates

[insert text here] 2. Typical meals

[insert text here] 3. Malnutrition rates

[insert text here] 4. Foods available

[insert text here] B. Housing writing guide

[insert text here] 1. Types of housing available

[insert text here] 2. Do most people own or rent?

[insert text here] 3. Do most people live in one-family dwellings or with other families?

[insert text here] C. Clothing

[insert text here] 1. National dress

[insert text here] 2. Types of clothing worn at work

[insert text here] D. Recreation, sports, and other leisure activities writing guide

[insert text here] 1. Types available and in demand

[insert text here] 2. Percentage of income spent on such activities

[insert text here] E. Social security writing guide

[insert text here] F. Health care

[insert text here] VII. Language writing guide [insert text here] A. Official language(s) writing guide

[insert text here] B. Spoken versus written language(s)

[insert text here] C. Dialects writing guide

[insert text here] VIII. Executive summary writing guide [insert text here] IX. Sources of information [insert text here] X. Appendixes [insert text here]

II. Economic Analysis writing guide

Guideline
I. Introduction [insert text here] II. Population writing guide [insert text here]

A. Total writing guide

[insert text here] 1. Growth rates

[insert text here] 2. Number of live births

[insert text here] 3. Birthrates

[insert text here] B. Distribution of population writing guide

[insert text here] 1. Age

[insert text here] 2. Sex

[insert text here] 3. Geographic areas (urban, suburban, and rural density and concentration)

[insert text here] 4. Migration rates and patterns

[insert text here] 5. Ethnic groups [insert text here] III. Economic statistics and activity writing guide [insert text here]

A. Gross national product (GNP or GDP)

[insert text here] 1. Total

[insert text here] 2. Rate of growth (real GNP or GDP)

[insert text here] B. Personal income per capita writing guide

C. Average family income

D. Distribution of wealth

1. Income classes

[insert text here] 2. Proportion of the population in each class

[insert text here] 3. Is the distribution distorted?

[insert text here] E. Minerals and resources writing guide

[insert text here] F. Surface transportation writing guide

[insert text here] 1. Modes

[insert text here] 2. Availability

[insert text here] 3. Usage rates

[insert text here] 4. Ports

[insert text here] G. Communication systems writing guide

[insert text here] 1. Types

[insert text here] 2. Availability

[insert text here] 3. Usage rates

[insert text here] H. Working conditions writing guide

[insert text here] 1. Employer-employee relations

[insert text here] 2. Employee participation

[insert text here] 3. Salaries and benefits

[insert text here] I. Principal industries

[insert text here] 1. What proportion of the GNP does each industry contribute?

[insert text here] 2. Ratio of private to publicly owned industries

[insert text here] J. Foreign investment writing guide

[insert text here] 1. Opportunities?

[insert text here] 2. Which industries?

[insert text here] K. International trade statistics writing guide

[insert text here] 1. Major exports

[insert text here] a. Dollar value

[insert text here] b. Trends

[insert text here] 2. Major imports

[insert text here] a. Dollar value

[insert text here] b. Trends

[insert text here] 3. Balance-of-payments situation

[insert text here] a. Surplus or deficit?

[insert text here] b. Recent trends

[insert text here] 4. Exchange rates writing guide

[insert text here] a. Single or multiple exchange rates?

[insert text here] b. Current rate of exchange

[insert text here] c. Trends [insert text here] L. Trade restrictions writing guide

[insert text here] 1. Embargoes

[insert text here] 2. Quotas

[insert text here] 3. Import taxes

[insert text here] 4. Tariffs

[insert text here] 5. Licensing

[insert text here] 6. Customs duties [insert text here] M. Extent of economic activity not included in cash income activities writing guide

[insert text here] 1. Countertrades

[insert text here] a. Products generally offered for countertrading

[insert text here] b. Types of countertrades requested (i.e., barter, counterpurchase, etc.)

[insert text here] 2. Foreign aid received writing guide [insert text here] N. Labor force

[insert text here] 1. Size

[insert text here] 2. Unemployment rates [insert text here] O. Inflation rates writing guide

[insert text here] IV. Developments in science and technology [insert text here] A. Current technology available (computers, machinery, tools, etc.)

[insert text here] B. Percentage of GNP invested in research and development

[insert text here] C. Technological skills of the labor force and general population writing guide

[insert text here] V. Channels of distribution (macro analysis) writing guide

[insert text here]

A. Retailers writing guide

[insert text here] 1. Number of retailers

[insert text here] 2. Typical size of retail outlets

[insert text here] 3. Customary markup for various classes of goods

[insert text here] 4. Methods of operation (cash/credit)

[insert text here] 5. Scale of operation (large/small)

[insert text here] 6. Role of chain stores, department stores, and specialty shops [insert text here] B. Wholesale middlemen writing guide

[insert text here] 1. Number and size

[insert text here] 2. Customary markup for various classes of goods

[insert text here] 3. Method of operation (cash/credit) [insert text here] C. Import/export agents

[insert text here] D. Warehousing

[insert text here] E. Penetration of urban and rural markets writing guide

[insert text here] VI. Media writing guide

[insert text here] A. Availability of media writing guide

[insert text here] B. Costs

[insert text here] 1. Television

[insert text here] 2. Radio

[insert text here] 3. Print

[insert text here] 4. Other media (cinema, outdoor, etc.)

[insert text here] C. Agency assistance

[insert text here] D. Coverage of various media

[insert text here] E. Percentage of population reached by each of the media

[insert text here] VII. Executive summary writing guide

[insert text here] VIII. Sources of information

[insert text here] IX. Appendixes

[insert text here] III. Market Audit and Competitive Market Analysis writing guide

Guideline
I. Introduction writing guide

[insert text here] II. The product writing guide

[insert text here] A. Evaluate the product as an innovation as it is perceived by the intended market writing guide

[insert text here] 1. Relative advantage writing guide

[insert text here] 2. Compatibility writing guide

[insert text here] 3. Complexity writing guide

[insert text here] 4. Trialability writing guide

[insert text here] 5. Observability writing guide

[insert text here] B. Major problems and resistances to product acceptance based on the preceding evaluation writing guide

[insert text here] III. The market writing guide

[insert text here] A. Describe the market(s) in which the product is to be sold

[insert text here] 1. Geographical region(s)

[insert text here] 2. Forms of transportation and communication available in that (those) region(s) [insert text here] 3. Consumer buying habits writing guide

[insert text here] a. Product-use patterns

[insert text here] b. Product feature preferences

[insert text here] c. Shopping habits

[insert text here] 4. Distribution of the product writing guide

[insert text here] a. Typical retail outlets

[insert text here] b. Product sales by other middlemen

[insert text here] 5. Advertising and promotion writing guide

[insert text here] a. Advertising media usually used to reach your target market(s)

[insert text here] b. Sales promotions customarily used (sampling, coupons, etc.)

[insert text here] 6. Pricing strategy

[insert text here] a. Customary markups

[insert text here] b. Types of discounts available [insert text here] B. Compare and contrast your product and the competition’s product(s) writing guide

[insert text here] 1. Competitor’s product(s) writing guide

[insert text here] a. Brand name

[insert text here] b. Features

[insert text here] c. Package

[insert text here] 2. Competitor’s prices

[insert text here] 3. Competitor’s promotion and advertising methods

[insert text here] 4. Competitor’s distribution channels [insert text here] C. Market size writing guide

[insert text here] 1. Estimated industry sales for the planning year

[insert text here] 2. Estimated sales for your company for the planning year [insert text here] D. Government participation in the marketplace

[insert text here] 1. Agencies that can help you

[insert text here] 2. Regulations you must follow

[insert text here] IV. Executive summary writing guide

[insert text here] V. Sources of information

[insert text here] VI. Appendixes

[insert text here] IV. Preliminary Marketing Plan writing guide

Guideline
I. The marketing plan

[insert text here] A. Marketing objectives writing guide

[insert text here] 1. Target market(s) (specific description of the market)

[insert text here] 2. Expected sales 20-

[insert text here] 3. Profit expectations 20-

[insert text here] 4. Market penetration and coverage [insert text here] B. Product adaptation or modification writing guide

[insert text here] 1. Core component

[insert text here] 2. Packaging component

[insert text here] 3. Support services component

[insert text here] C. Promotion mix

[insert text here] 1. Advertising

[insert text here] a. Objectives

[insert text here] b. Media mix

[insert text here] c. Message

[insert text here] d. Costs

[insert text here] 2. Sales promotions

[insert text here] a. Objectives

[insert text here] b. Coupons

[insert text here] c. Premiums

[insert text here] d. Costs

[insert text here] 3. Personal selling

[insert text here] 4. Other promotional methods [insert text here] D. Distribution: From origin to destination writing guide

[insert text here] 1. Port selection

[insert text here] a. Origin port

[insert text here] b. Destination port

[insert text here] 2. Mode selection: Advantages/disadvantages of each mode

[insert text here] a. Railroads

[insert text here] b. Air carriers

[insert text here] c. Ocean carriers

[insert text here] d. Motor carriers

[insert text here] 3. Packing

[insert text here] a. Marking and labeling regulations

[insert text here] b. Containerization

[insert text here] c. Costs

[insert text here] 4. Documentation required

[insert text here] a. Bill of lading

[insert text here] b. Dock receipt

[insert text here] c. Air bill

[insert text here] d. Commercial invoice

[insert text here] e. Pro forma invoice

[insert text here] f. Shipper’s export declaration

[insert text here] g. Statement of origin

[insert text here] h. Special documentation

[insert text here] 5. Insurance claims

[insert text here]

6. Freight forwarder writing guide [insert text here]

E. Channels of distribution (micro analysis) writing guide

[insert text here]

1. Retailers

[insert text here]

a. Type and number of retail stores

[insert text here] b. Retail markups for products in each type of retail store

[insert text here] c. Methods of operation for each type (cash/credit)

[insert text here] d. Scale of operation for each type (small/large)

[insert text here] 2. Wholesale middlemen

[insert text here]

a. Type and number of wholesale middlemen

[insert text here] b. Markup for class of products by each type

[insert text here] c. Methods of operation for each type (cash/credit)

[insert text here] d. Scale of operation (small/large)

[insert text here] 3. Import/export agents

[insert text here]

4. Warehousing

[insert text here]

a. Type

[insert text here] b. Location [insert text here] F. Price determination writing guide

[insert text here]

1. Cost of the shipment of goods

[insert text here]

2. Transportation costs

[insert text here]

3. Handling expenses

[insert text here]

a. Pier charges

[insert text here] b. Wharfage fees

[insert text here] c. Loading and unloading charges

[insert text here] 4. Insurance costs

[insert text here]

5. Customs duties

[insert text here]

6. Import taxes and value-added tax

[insert text here]

7. Wholesale and retail markups and discounts

[insert text here]

8. Company’s gross margins

[insert text here]

9. Retail price

[insert text here]

G. Terms of sale

[insert text here]

1. EX works, FOB, FAS, C&F, CIF

[insert text here]

2. Advantages/disadvantages of each

[insert text here]

H. Methods of payment writing guide

[insert text here]

1. Cash in advance

[insert text here]

2. Open accounts

[insert text here]

3. Consignment sales

[insert text here]

4. Sight, time, or date drafts

[insert text here]

5. Letters of credit

[insert text here]

II. Pro forma financial statements and budgets

[insert text here]

A. Marketing budget

[insert text here]

1. Selling expense

[insert text here]

2. Advertising/promotion expense

[insert text here]

3. Distribution expense

[insert text here]

4. Product cost

[insert text here]

5. Other costs

[insert text here]

B. Pro forma annual profit and loss statement (first year and fifth year)

[insert text here]

III. Resource requirements

[insert text here]

A. Finances

[insert text here]

B. Personnel

[insert text here]

C. Production capacity

[insert text here]

IV. Executive summary writing guide

[insert text here]

V. Sources of information

[insert text here]

VI. Appendixes writing guide

[insert text here]