The modern business world has become more dynamic and volatile due to several factors mostly related to effects of globalization. In a multi-challenging environment companies ought to develop and deploy new strategies and keep on discovering new market opportunities. This requires proactive approaches with comprehensive analysis and appropriate marketing plan with a mix of strategies. Market introduction requires a complete marketing strategy that is spelt out in the marketing plan (Cravens and Piercy, 2013:247). According to Kotler Phillip (2008) a marketing plan is simply defined as business operations documents for advertising campaigns which designed to reach the targeted market. Therefore, it is to this background that in this report, the author who currently works with a Financial Institution intends to support the company with an appropriate strategy for diversifying its business and launch its new services in an international market.
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- Alice Phiri (Autor), 2017, Strategic Marketing Management. First Merchant Bank Marketing Plan, Múnich, GRIN Verlag, https://www.grin.com/document/1773467
