Creating A Measurable Marketing Strategy Across CulturesIn your simulation this week, one item that you will be working on isadvertising to include ad copy design, and media placement and adfrequency. As you grow past your Chicago home headquarters, you willneed to create a marketing strategy that:Presents a core unified picture of your company and brand but also differentiates per individual market segments and cultures.Utilizes both traditional (i.e., print media, television, radio) and non-traditional sources (i.e., social media)Is cost effective from a budget and resources perspective and can be measured for the Return on Marketing Investment (ROMI)Assignment Goal and Thought ProcessGoal: You are business that is conducting operations inmultiple countries. To engage the audiences in the differentgeographies with and diverse cultural needs, your company will need tocreate a core message that can be used as a base upon which to createmessages that are tailored to each of your audiences. Thought ProcessResearching best and leading edgepractices, including Return on Marketing Investment (ROMI) as requiredin section 1 will increase your baseline knowledge of how to completethe specific elements required in the 2nd section of the assignment.Think outside the confines of the simulation for this assignment.Benchmarking best practices by companies who do this well can be a greatresource for youThe core marketing plan and basic message is based on your vision,mission, competitive strategic plan, 5 Fitnesses and QFD as wasdiscussed in Unit 2 and seen in the Marketplace simulation work you arealready doingIn the Unit assignment, Ethical Considerations in Global Expansion,you created profiles of the possible countries under expansionconsideration, showing cultural and other demographic information. Theseprofiles will help you tailor the core message to and the best delivery mechanismsfor the product line you have selected which you will describe insection 2 which is tailored to each individual geographic market. Makesure you include specifics on measurement (ROMI)If you were going to be presenting this information to your management in a real worldsituation, and requesting funds to support your plan, you will need allof this data to be seen as credible and win support for your plan.RequirementsIn a 4-6 page APA formatted paper excluding text, diagrams, and other visual/oral aids as appropriate, you will prepare the following:Present a summary incorporating at least three academically credible sources in addition to the weekly reading of the best practices you have discovered in your research on:creating a core marketing/advertising strategydifferentiating elements of this strategy tailored to individual markets and culturesintegrating traditional and non-traditional sourcescalculating Return on Marketing Investment (ROMI)Select at least one product line your team is working with (Bike) and submit a specific marketing plan that contains a:Core unified messageSpecific messages to the target customer in each of the countries you are selling into Plan for how you will measure the results of your plan.
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