How to make a marketing plan?


Must be

2,000–2,500 words

in APA Format style, with references, PLEASE NO PLAIGIRISMS

I will upload the files that go this work, the rest explains itself, the country is Japan and the product is Solar panels, thank you in advance.

In addition to organizing sections of the marketing plan that you have been working on for your expansion, you do the following this week:

Add the marketing plan section, which should include the following:

  • Identify 1 promotional strategy and advertising message that you recommend to differentiate your particular brand.
  • Establish where the product will be available, naming at least 3 distribution outlets, with one being an online storefront.
  • Develop the pricing strategy.

Develop your client’s international marketing plan.

It’s time to polish the international marketing plan from Weeks 1–3. The plan will include the following sections:

  • Executive Summary:

    This summarizes major points of the plan.

  • Introduction:

    Include a brief explanation of the company, product, and the country chosen for global expansion.

  • Cultural Analysis:

    Briefly describe how the product fits your selected country’s culture.

    • Include the following information about expansion into your particular country:

      • Geographic Research
      • Target Market Population and Demographics
      • Economic Research
      • Legal Research
      • Political Research
      • Government Considerations
      • Language Considerations

  • Competitive Analysis:

    Include information about the brand’s competition.

    • The 4


      s of marketing
    • Industry information

  • Marketing Plan

    • Marketing Objective
    • Global Positioning Strategy
    • Product Differentiation
    • Advertising and Promotional Strategy
    • Distribution Strategy
    • Pricing Strategy

  • References and Appendices

Considering International
Japan business culture is unique and this creates the need for the business
to focus on the business environment.
The people in Japan value connections and this leas to the need to focus
on the professional qualifications.
The Jomon period has contributed to the culture of Japan as there is focus
on the lifestyle and this helped in the development and the mobilization of
The history contributed to collectivism that guided the society status.
Customer Demographic Trends
The consumers in Japan are known to pay for convenience and quality.
The attitude for product pricing is shifting moving their preferences to
online and discount shops where the products are cheaper.
The consumers are from all age groups and the shifts in preferences is to
enhance consumer value.
The changing preferences to usage of online shopping for the young
consumers creates the need to focus on the changing economical
Customer and Traditions
The Japanese are known for their culture in the embrace of value of the
products terming them predictable.
They prefer to shop in the high end stores and regions where prices are
They love recognized brands and this has led to the emergence of the
retail market in Japan.
The change in the tastes and preferences has created the need for their
inclination towards convenience as compared to value.
Language Issues
Language is a key factor that contributes to the success of the company.
English is considered to be the global business language and tis would
guide the sale of the solar panels.
The low adoption of English will affect the performance of the product as
they are accustomed to their language.
It creates the need to learn the Japanese language as it helps in fostering
Geographic Assessment
The city of Nagoya is one of the favorable areas for the business as the
population of the city is 2.2 million.
It is the base of commerce and business and this creates the need to
focus on the attractiveness of the population.
The dynamism of the city creates an attraction to the investors improving
the vigor of the city.
The industrialization of the city makes the location attractive for the solar
SWOT Analysis
Efficient and robust systems
High integration of the industries
Government incentives
Open to new markets
In future more energy source will arise
High cost of manufacturing
Low profitability margins
Low Capacities in production
Increased Competition
4P’s of Marketing
The product is made according to the specification of the consumers and
this entails the improvement of energy reliability.
The construction of the equipment focuses on the provision of clean
energy and the need to enhance quality.
The need for the reduction of the electricity bills and the elimination of
pollution creates the need for the product.
It increases sustainability in the environment.
Price is a barrier in the solar market as there are different policies that
control the pricing mechanism.
The purchase that the consumers make are enabled by the policies that
help in managing their demand.
The promotion of green energy creates the need for the regulation of the
It entails focusing on different exemptions to enhance promotion of use of
solar panels.
Place is important in determining the channels to use in the sale of the
The product will be sold using distributors and this will help in reaching out
to people in the market.
The promotion of the product is through advertising and this guides the
improvement of the communication measures.
Personal selling will help in the identification of the attitudes of the
consumers towards the products.
The similarities of the markets is the adoption of technology and the move
towards industrialization that helps in focusing on the preferences of the
There is a difference in the culture and the attitudes of the people and this
helps to embrace the differentiation of strategies.
The policies that govern the operation of the company in the Japan
market is different and this creates the need for familiarization.
The demand for the solar panel continues to increase and this is important
in encouraging increased demand.
Garcia, G. (2012). Internationalization of Culture through traditional arts: A
case of Japanese SMEs. Copenhagen Journal of Asian Studies, 30(1), 8095..
Han, S., & Makino, A. (2013). Learning Cities in East Asia: Japan, the
Republic of Korea and China. International Review of Education, 59(4),443468.
Eiichiro, Y. (2013). Capital market trends in Japan: Drivers of innovation and
a market in transition. Journal of Securities Operations & Custody, 6(1), 5164.
International Product/Service Approaches
Jessica Vasquez
Professor Susan Hemme
Globally, every business enterprise set up at home or on foreign lands is usually
concerned with the issue of financial risks (Hull, 2012) because business exists to make money
and so must get rid of any threat to this objective. The financial risks often involve the market,
liquidity, credit and operational risks that may be encountered in the business because of changes
in interest rates, currencies or even stock prices. Japan has several factors that may lead to this
kind of risk including; the language and culture of the Japanese-despite the country having
various dynamic companies thriving in it, the clear-cut formal and informal communication
regulations, as well as strict corporate integrity, may ‘hurt’ a business if not properly followed.
This creates a need for hiring a legal consultant resident in Japan whose sole role will be to
advise the business on what legal procedures the company must adhere to avoid fines and other
avoidable legal fees. Related to this are the compliance rules and codes which are written in
Japanese bringing about language barriers.
Information security is another concern because of the rising rates of cybercrime which
violates privacy protection. For this reason, the company must invest or rather consider
copyrighting all its original ideas and processes to be the only ones benefiting from them while
operating in Japan. This will also see to it that revenue is continuously generated even from
companies that pay to use the copyrighted information. Japan is also prone to natural disasters
such as earthquakes, tsunamis and volcanic eruptions which may destroy business settings. The
two main reasons why this product, solar panels, should be introduced to Japan are that the
country is among the highest energy consumers in the world and hence creates a consistent and
reliable market; secondly, the recent need expressed by the Japanese government to expand into
more renewable sources of energy and especially solar, cements the need for constant supply of
solar panels all over the country.
The three aspects of the international business model useful in helping a business
maintain its direction and focus are ethnocentric, geocentric and polycentric strategies. The
ethnocentric strategy involves the idea that one ethnical group usually home citizens are superior
to the host country nationals. The benefits of this model include easier internal organization of
the company and greater chances of business control. However, the costs that are incurred in
transferring officials from the home country will be high and the company is likely to face a
problem in the hiring of employees (Myers, 2015). The Polycentric model focuses more on the
host country and their preferences. The locals are given more priority when hiring, especially in
key positions that influence the success or failure of the business. The advantage of this approach
is that there are better sales due to the thorough exploitation of the regional markets, and support
from the government. However, the demerits include the non-utilization of home country
experts, the confinement of this universal product to one region, and the excess focus on native
customs instead of overall global growth. Finally, the last aspect is the geocentric model which
puts more emphasis on a global approach to management of international companies, avoiding
any form of bias against or for the home and host country nationals. The management hires
employees based on their ability to contribute towards the benefit of the company, and not
because of their origins. The advantage of this is that the company can achieve higher profits and
deliver better services and acquire the best resources globally. The geocentric model is, the best
strategy to apply to this company and product as well as in gaining a comparative advantage in
this new market (Rozkwitalska, 2009).
For our brand of solar panels to be as visible as possible in the market, two international
pricing strategies that will be adopted include penetration and promotional product pricing.
Penetration marketing will involve reducing the initial cost solar panels as well as the installation
costs. This will give us a comparative advantage to other companies giving similar services and
give us market share in Japan’s renewable energy enterprise. After proper awareness and
marketing of our product have been achieved, the price of products and services will be
gradually increased to their market value. This strategy will also be used in conjunction with
promotional pricing in different geographical areas of the country. We will sell solar panels at a
cheaper price and offer free installation to our customers in the first three months (Popescu &
Wu, 2007). In the promotional plan, these pricing strategies will be useful in advertising the low
prices and high-quality service to the media, and in personal sales. They will also be important in
creating proper communication channels through customers can learn about our products and
services, and reasons why our solar panels are the best option in terms of quality received by the
Hull, J. (2012). Risk management and financial institutions, + Web Site (Vol. 733). John Wiley
& Sons.
Myers, M. B. (2015). Ethnocentrism: a literature overview and directions for future research. In
proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference (pp. 202207). Springer, Cham.
Popescu, I., & Wu, Y. (2007). Dynamic pricing strategies with reference effects. Operations
Research, 55(3), 413-429.
Rozkwitalska, M. (2009). Cultural dilemmas of international management.
Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models. Business
horizons, 48(3), 199-207.
Jessica Vasquez
Discussion Board
Legal and Economic Considerations
A country’s economic environment greatly affects the potential new business in its borders. This is
because of factors like the demand and supply of goods and services, the Total Utility, rates on banking,
inflation, trade cycles and general economic development (Begley et al., 2005). Japan has a good
economic environment because it is one of the best industrialized countries producing high quality
goods. It endorses foreign trade because of its ‘free economy’. Its trade partnerships and political
stability have greatly contributed to a great economic environment. These factors are advantageous to
the sale of solar panels, with a surety of a secure and large profit margins.
The economic growth of Japan will affect the demand for solar panels regarding the factors. This is
because when there are changes in prices due to inflations or other related factors, the revenues
accumulated are low affecting the business negatively and vice versa (Van Stel et al., 2005). Competition
from other companies supplying solar panels is a motivating factor to give better goods and services
thereby increasing demand. The advertisement expenditure in the promotion of sales is also a key
economic factor in boosting sales and consequently the demand.
To acquire a large market and maintain customers, our distribution of solar panels in Japan will follow a
strategic business model targeting specific areas. This will involve finding international agencies that will
allow this product into Japan without any major restrictions. Secondly, the distribution will also be done
online after which shipping of the solar panels will be done. Lastly, working with internal distributors will
be a plus because they can arrange for promotions and shipping in potentially far areas. This is because
this allows for full control of the intended market, and distribution of the panels even to the rural
Japan allows the online method of distribution of goods as well as advertisement, without any form of
taxation if the business is not situated in the country. Subsequently, Japan has decided to implement
ledger technology, known as ‘blockchain’ that allows international payments. These two factors present
numerous opportunities for advertisement and promotion of solar panels, as well as easy payment for
the product by customers (Urban et al., 2009).
Begley, T. M., Tan, W. L., & Schoch, H. (2005). Politico-economic factors associated with interest in
starting a business: A multi-country study. Entrepreneurship Theory and Practice, 29(1), 35-55.
Urban, G. L., Amyx, C., & Lorenzon, A. (2009). Online trust: state of the art, new frontiers, and research
potential. Journal of Interactive Marketing, 23(2), 179-190.
Van Stel, A., Carree, M., & Thurik, R. (2005). The effect of entrepreneurial activity on national economic
growth. Small business economies, 24(3), 311-321.

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