Assignment Task
An Individual project report on a brand of your choice. The brand must only currently be available in a limited amount of countries or a particular region and must have a physical market offering/s. The case study should be between 4000 and 6000 words (with 6000 words being the maximum) and must be completed individually.
The assignments must contain the following components:
Part 1) Brand Analysis
- Brand Introduction
- Brand Portfolio / Availability
- Brand Elements
- Brand Equity (Keller’s CBBE model)
- Brand Mantra
Part 2) International Market Analyses
- SLEPT analyses of 3 culturally distinct markets which the brand could potentially enter
- Competitor analyses for each market
Part 3) Strategy for Market Entry
- Selection and justification of new international market to enter
- Recommended market entry strategy
- Recommendations for standardisation or Adaption (Marketing mix framework)
- Intended Points of Parity (POP) and Points of Differentiation (POD)
