International Marketing plan

Student have to develop an international marketing plan for a Malaysian company. The company

that I have chosen is CIMB Berhad (a banking and financial services company). The company is at

present looking to expand its business portfolio of products and services to international markets.

You are representing the Marketing Department of your company, are asked to develop a

marketing plan which sees some of the company’s products and services marketed in international

markets.

For your information, CIMB Berhad is pursuing to be the leader of the Asia pacific region in banking

and financial services industry.
The requirements for this coursework are:

Things that are need to be included in the Marketing plan
1) Executive summary (very organized and very clear)
2) Introduction (very organized and very clear)
3) Situation Analysis (excellent analysis)
4) SWOT analysis (excellent analysis)
5) Objectives (Very relevant and SMART)
6) Evaluation of Alternative Marketing Strategies (Excellent evaluation of strategies)
7) Recommended Marketing Strategy (Excellent Recommendation of Strategies)
8) Implementation and Control (Excellent based on findings and well-articulated)

This is a group assignment, I only have to do these parts:
1) Recommended Marketing Strategy
2) Implementation and Control

My lecturer is using this books as his major references:
1) Cateora, P. R., and Graham, J. L. 2013. International Marketing. 16th Edition. USA: McGraw-Hill.
2) Fletcher, R. & Crawford, H. (2010). International Marketing: An Asia-Pacific Perspective. (5th ed.).

Australia: Pearson Prentice Hall.
3) Keegan, W.J., & Green, M.C. (2008), Global Marketing. (5th ed). USA: Pearson Prentice Hall
4) Kotabe, M. & Helsen, K. (2010), Global Marketing Management (5th ed). John Wiley & Sons, Inc

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