Developing and Presenting Marketing Plan

Running head: DEVELOPING AND PRESENTING MARKETING PLAN
MARKETING ACROSS CULTURES
7BSP1085
DEVELOPING AND PRESENTING MARKETING PLAN OUTLINE IN KENYA & CHILE
17073877
WORD COUNT - 2015

1DEVELOPING AND PRESENTING MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................3
Product and Market Related Issues..................................................................................................3
Internal Environment Analysis........................................................................................................5
Internal Environment Analysis of Kenya....................................................................................5
Internal Environment Analysis of Chile......................................................................................6
Action Plan......................................................................................................................................7
The Marketing Mix Strategies and Action Plan of Kenya Education System............................7
The Marketing Mix Strategies and Action Plan of Chile Education System..............................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
Appendix........................................................................................................................................13
SWOT Analysis of Kenya.........................................................................................................13
SWOT Analysis of Chile...........................................................................................................14

2DEVELOPING AND PRESENTING MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................2
Product and Market Related Issues..................................................................................................2
SWOT Analysis...............................................................................................................................4
SWOT Analysis of Kenya...........................................................................................................4
SWOT Analysis of Chile.............................................................................................................5
Action Plan......................................................................................................................................7
The Marketing Mix Strategies and Action Plan of Kenya Education System............................7
Product:........................................................................................................................................7
The Marketing Mix Strategies and Action Plan of Chile Education System..............................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

3DEVELOPING AND PRESENTING MARKETING PLAN
Introduction
Hertfordshire Business School plans to enter into Kenya or Chile market through its
business related programs of the study. Considering such marketing objective, an effective
marketing pan will be developed for the business school to enter either of the countries
(Abrahamsen et al. 2016). This business school is observed to offer several undergraduate and
post graduate courses in several educational fields including economics, accounts, management,
human resource development and digital marketing. The university also has collaboration with
placements, leading busineses and practical projects.
The objective of the paper is to analyze the effectiveness and factors affecting market
entry in two emerging economies such as Kenya and Chile. The education system in Kenya is
segmented into primary, secondary and tertiary education. Primaryandsecondary education is
offered free in Kenya with compulsory primary education (Alden, Chen and Zhao 2017). The
education system of Chile is divided into pre-primary, primary and secondary education among
which primaryand secondary education is a compulsion. Moreover, it will also focus on
evaluating the product andmarket based issues through conducting secondary research and
SWOT analysis. In addition, an action plan will also be developed through developing adaptive
andstandardized strategies by implementingamarketing theory. Culture differences will also be
considered while developing the marketing strategies based action plan.
Product and Market Related Issues
Product and market related issues while taking decision to enter Kenya or Chile market
can be analyzed through evaluating Hertfordshire Business School and universities strategic