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 no more than 4000 words 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)
Presentation) Range and quality of sources, use of Harvard style referencing, clarity of writing and presentation, quality of discussion
N.B. This detailed structure has been provided as there are no past examples to show you, as this is a new assessment starting this module delivery.
Remember to integrate the academic models and theories into your projecty by applying them to the brand case. You will need to appropriately reference to these models using Harvard referencing style – in-text and in the final reference list.
You are encouraged to use (appropriately image referenced) images and figures to help you illustrate your case study. These images and figures do not count towards the wordcount, nor do tables, references (in-text and reference list), headings, subheadings or titles.
Submission via Turnitin by 4th May 2021 14:00
Marking criteria:
Brand analysis – 30%
International Market Analyses – 30%
Strategy for Market Entry - 30%
Presentation – 10%
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