C. Marketing Plan FOR AUSTRALIA MARKETING REECE'S PEANUT BUTTER CUPS

Introduce what the marketing plan is for, why it is important, and that it covers the configuration of the 4Ps. In each action taken to implement elements of the 4Ps, justify why this is appropriate as applied for the target market.

Considering which Hofstede values are similar or different from the scores in the host country from the home country, make the appropriate adaptations to all of the following elements of the market Mix, the 4 P's. Not all elements of each of the 4p"s is completely relevant for the country, product category, or brand.

Product Decisions. Consider all the elements of the product decisions and explain why these tactics and strategies are appropriate for:

Product Offering- what the mix is, its breadth and depth and why that approach is correct Features offered in this market Branding issues- does the brand name or brand personality need to be altered, if so why? If it can remain as it is, justify that as well. This refers to the appropriate Brand archetypes Brand positioning strategies Packaging decisions - protection and marketing effects, appropriate sizes New product developments to follow if the host market suggest modification/innovations

Pricing Decisions. Identify what is the firm's objectives and strategies for pricing in this market. Cover all the issues of establishing and managing the price and why it is relevant in the host market. Include at least the following issues:

Introductory pricing objective- skimming or penetration Ongoing pricing strategies- cost-plus, value driven, parity, or demand-oriented Cost analysis in the host market and effect on price setting Fine-tuning of the set price- two-tier pricing, odd-even, image pricing Legal issues of price controls, limits, and restrictions

Placement Decisions. In foreign markets, often very different strategies for distribution are required due to differences in buying behavior and expectations as well as in logistics and channels of distribution available. Describe where the brand will be sold and how it gets there covering at least the following factors:

Customer expectations of where product will be available Intensity of distribution- selective, limited, intensive Types and images of the places where distributed- Walmart or upscale boutiques Time required to get product to customer and degree to which held in inventory Number of intermediaries; direct or indirect, and number of intermediaries Flow of information in the host marketplace Personnel and its image in distribution

Promotional Decisions. All communication mass and personalized are an integral part of the of the promotional decisions. Included should be both traditional media and newer social media such as:

Message to be communicated- identify where in the hierarchy of effects the market is and how to structure the appropriate message(s) Media choices and the appropriate mix including differences in costs from the home market Execution- is the message executed in a romantic or a bold, dramatic approach Extent of consumer promotions; sampling, contests, price premiums, etc. Extent of trade promotions- contests, merchandise provided, training, etc. Product placement- where and how employed if used PR- public relations Social media marketing tools- how received and expected in the host country Personal selling if needed for the product category