Topic： Bellamy Baby Food
The following sections explain the structure of your final international marketing plan.  Your plan MUST follow the following structure (with their recommended word count): 
1. Executive Summary (maximum 250 words, but not included in the total word count) 

• Briefly summarize each section of the international marketing report. 
• The executive summary should provide an overview of the international marketing plan, outline and describe key points and issues from each section. 
• An executive summary is NOT an introduction.

2. Introduction and Background (250 words) 

• Describe the chosen provider/service. 
• What are the key features/functions/elements/attributes of this provide/service? o Also include picture(s) of this product/service (if available) and highlight its key feature visually. 
• Describe its country of origin and brand/manufacturer. 
• Summarize background information about the product/service’s current market performance in its local country/market. 
• If your chosen product/service is an invention, provide some background information about it, who is the inventor? Which year it was invented? Is this product patented?

3. Analysis of internal and external environments (Situational Analysis) (800 words)   I. Internal environment
II. External environment             a. Macro-Environmental Analysis
               You should use the PESTEL model to guide your macro-environmental analysis. Five (5) factors of your own choosing                from the PESTEL model, for example, political, social-cultural, Economic, Legal, and technological. (Note: ate least                   TWO factors must be discussed for each of the PESTEL forces you have chosen with clear explanation/discussion.
      b. Micro-Environmental Analysis
                   • Industry analysis
                   • Competitor Analysis
               c. SWOT Analysis                   • Strengths and Weaknesses came from the internal factors of your situational analysis                   • Opportunities and Threats came from the external factors of your situational analysis 

4. International Marketing Objectives (100 words) Here you need to decide the objectives of your international marketing plan (i.e., what are you trying to achieve when you introduce the chosen product/service to Australia/the foreign market?

• Good objectives should have the qualities of SMART – Specific, Measurable, Actionable, Reasonable, Timetabled. 
• For the purpose of this assessment, you are only required to set three objectives.

5. Market Entry, Segmentation, and Positioning (400 words) Here you need to describe, explain, and justify your (1) market entry strategy, (2) segmentation approach, (3) intended target market(s), and (4) positioning strategy.

6. International Marketing Mix Strategy (950 words)

• Here you will be explaining how to achieve the above objectives with all the 4Ps. Your international marketing strategies MUST reflect your findings from your situational analysis, your objectives, and support your market entry, targeting, and positioning strategies.
• Take also into account the 12 months you have (which start AFTER you have entered the foreign/Australian market) and the product life cycle (PLC) of your chosen product/service.