Integration responsiveness framework examples

INT 640 Module Six Short Paper Guidelines and Rubric Overview: For this short paper, you will propose adaptations to an existing consumer product to meet the needs of a target low- or low-to-middle income classified foreign economy (target market). You will then analyze the adaptations using the integration-responsiveness (I-R) framework. Prompt: For this short paper, you will need to select a consumer product sold in the United States with a suggested retail value over $150. After reviewing the product, its design, and marketing positioning in the United States, propose two adaptations to the product to better meet the needs of a low- or low-to-middle income classified foreign economy (target market) of your choice (see World Bank for country classification). Use the I-R framework to structure your submission’s analysis and conclusions. Use your industry, firm, and country-level resources to illustrate your analysis with research data and examples about the levels of adaptation and localization necessary. Your submission should include the following: I. Introduction A. Identify and briefly describe your selected low- or low-to-middle income classified target market. B. Describe the feature, benefits, and price point of the U.S. product. C. Characterize the brand and product positioning within the U.S. market, providing your rationale. II. Globalization versus Responsiveness: With respect to your product design and positioning, identify the industry and target market factors in favor of either globalization or responsiveness. III. Target Market Challenges and Adaptations A. Describe the product-related problems or challenges faced by consumers in the target market. B. For the target market, describe at least two adaptations to the product’s features and benefits to address the problems or challenges. IV. Summary of Recommendation to the Company’s CEO: Your response should include whether the benefits of local responsiveness outweigh its costs. A. Describe the trade-offs (advantages and costs) within the I-R framework that your firm should understand before it considers adapting or creating a product for this market. B. Describe how marketing, product development, and manufacturing can collaborate to maximize integration benefits while remaining responsive to the target market. C. Describe how responsiveness might impact your product’s time to launch, take-off, penetration, and diffusion. Rubric Guidelines for Submission: Your submission should be 3 to 5 pages in length. Your submission should follow the most recent APA guidelines for formatting and references. Critical Element Describe Target Market Exemplary (100%) Meets “Proficient” and displays a complex grasp of selected target market Proficient (90%) Identifies and briefly describes selected low- or low-to-middle income classified target market Feature/Benefits / Price Point Meets “Proficient” and displays a complex grasp of features, benefits, and price point Describes the feature, benefits, and price point of the U.S. product Characterize Brand and Positioning Meets “Proficient” and displays a complex grasp of brand and product positioning Characterizes the brand and product positioning within the U.S. market Globalization versus Responsiveness Meets “Proficient” and displays a complex grasp of industry and target market factors Identifies the industry and target market factors in favor of either globalization or responsiveness Product-Related Problems or Challenges Meets “Proficient” and displays a complex grasp of problems and challenges Describe the product-related problems or challenges faced by consumers in the target market Two Adaptations Meets “Proficient” and adaptations are described in exceptional detail Describes at least two adaptations to the product’s features and benefits to address the problems or challenges of the target market Needs Improvement (70%) Identifies and briefly describes selected low- or low-to-middle income classified target market, but description contains inaccuracies Describes the feature, benefits, and price point of the U.S. product, but information is incomplete or contains some inaccuracies Characterizes the brand and product positioning within the U.S. market, but information or rationale is incomplete or contains some inaccuracies Identifies the industry and target market factors in favor of either globalization or responsiveness, but information or rationale is incomplete or contains some inaccuracies Describes the product-related problems or challenges faced by consumers in the target market, but information or rationale is incomplete or contains some inaccuracies Describes at least two adaptations to the product’s features and benefits to address the problems or challenges, but information is incomplete or contains some inaccuracies Not Evident (0%) Does not identify and briefly describe selected low- or low-to-middle income classified target market Value 5 Does not describe the feature, benefits, and price point of the U.S. product 5 Does not characterize the brand and product positioning within the U.S