your paper,

• Under an Executive Summary heading
  • Summarize the rational of your plan.
• Under a Situation Analysis heading
  • Analyze the environmental situation of Airbnb in  Africa. Your environmental analysis must contain demographic, economic, trade, social, cultural, legal, regulatory, and political factors. (Hint: Refer to your ).
  • Discuss how market research, information systems and big data will help you understand the region better.
• Under a General Strategy heading
  • Explain your segmentation, targeting, and positioning strategy for that line of product in the new region (Hint: Refer to your ).
  • Discuss your market entry strategy including export selling and sourcing activities, if any.
• Under a Specific Plans and Strategies heading
  • Explain your competitive advantages strategies to compete against five industry forces.
  • Formulate the 4Ps:
• Product and brands (Hint: Refer to Part 2 of your )
• Price
• Place
• Promotion with a special focus on digital media and IMC (Hint: Refer to your )
  • Discuss the companys CSR and social responsiveness strategies particularly in the selected region.

The Global Marketing Plan Part 2 Final Paper

• Must be 10 to 13 double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Centers resource.
• Must include a separate title page with the following:
  • Title of paper
  • Students name
  • Course name and number
  • Instructors name
  • Date submitted
• For further assistance with the formatting and the title page, refer to .
• Must utilize academic voice. See the resource for additional guidance.
• Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
  • For assistance on writing as well as , refer to the Ashford Writing Center resources.