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Course Objective(s) to be Achieved:

Plan and deliver a well-organized presentation.
Critically review work, accept suggestions, and make revisions.
Discuss essential facets of intercultural business communication.
Describe non-verbal behavior, including elements of appearance and conduct.
Assignment: Prepare presentation slides and notes for a proposal of a new product
introduction of the student/partnership/group’s choosing. The students will present
their work to their classmates.
Assignment Information: This assignment requires you to develop a written proposal
for an original, new product or service, or a substantial modification of an existing
product or service. You must develop your own original idea for a new product or
service – the product can’t exist in any market, and you can’t simply import an existing
product or service into a new distribution area. Use your creativity techniques and
imagination to develop a new product or create a unique modification of an existing
product. The bulk of the assignment comprises two steps: (1) conducting research on
the Web to identify information that helps you develop and position your
product/service, and (2) writing the new product proposal in the form of an executive
memo to your company’s vice president of marketing. The objective of the proposal is
to communicate sufficient relevant detail to allow the vice president to make a
decision to support your idea, but you must present the information in a persuasive,
engaging, organized, clear, concise, and readable manner.
Part 1: Conducting research on the web
Much of the research for this proposal can be conducted with the use of a web search.
Use the web search ideas discussed in class (and others that you may come up with) to
conduct research on the following areas: Several (3 or more) different Web sites should
be researched to find information.
1) Specifications of the product or service: What are the “selling points” of your
a) Description of your product’s appearance, features, purpose, and use
b) Description of the benefits your product/service offers its customers
2) Identification of the target market for this product or service: What type of
customers might be interested? What are their demographic, psychographic,
and lifestyle characteristics? Be specific and detailed in segmenting your market
and describing your target market.
3) Identification of competitive offerings available to consumers, within the
product category or outside: What is available that consumers could consider as
an option to buying your product or service?
4) Description of the positioning of various competitive offerings, as evidenced
from their Internet sites and other information: How does your product or
service stack up against the competitors? What is unique about it?
Part 2: Writing the proposal
All of the above information should be included in your written proposal. In addition,
adhere to the following guidelines. However, you have some flexibility in designing the
format of the proposal, so use some creativity in deciding how to present the
information so that it is engaging and easy to read. Think about using visual elements to
ease readability.
1) The proposal should be in the form of a two-page executive memo targeted to
the vice president of marketing in your company. Use appropriate memo
2) Keep your audience (the vice president of marketing) in mind as you write – it
influences both the content and tone of your memo.
3) The proposal should include an appendix listing of the Web sites you researched
and referenced for this assignment (you should reference at least three sites).
4) Be sure that your proposal is persuasive and action-oriented. This memo is a
sales pitch for your product to your boss within your company – you are trying to
convince the vice president that this idea is a worthwhile project for the
company to invest in and pursue. Be clear about what you are asking of the vice
president (approval of product idea? A supporting vote at the next executive
meeting? Allocation of funds for research or an ad campaign? Marketing
personnel resources?) and get him/her to take the next step to proceed with the
product introduction.
Presentation Guidelines: A printed copy of the presentation and notes (if applicable)
should be turned into the instructor at the beginning of class on April 19, 2016. Please
print at least 3 slides to a page and make sure that pages are stapled together.
Presentations will also begin on April 19th and will go in order according to the sign-up

Presentations should consist of at least 7 slides.
o Mandatory slides:
 Introduction, Product Description, Target Market, Competitive
Market, Product Pricing, Product Distribution, Closing
o Slides that include supplemental information aside from the required
topics are encouraged. Include as much as possible about the product
and the proposal of the product/service.
Make sure that slides are readable and formatting is consistent.
The memo should be printed and submitted at the same time as your
presentation slides.

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