Individual ASSIGNMENT 011 INSTRUCTIONS

2000 word Report:

 STEP 1

Choose ONE brand from Interbrand’s Top 100 Global Brands: http://www.interbrand.com/en/

 Choose Amazon

You are a senior marketing consultant working for ‘Global Marketing Solutions plc.’ Your chosen global brand has commissioned you to produce a report that answers the following questions:

 

STEP 2

Answer ALL of the following questions:

  • Critically analyse the extent that your chosen global brand’s marketing mix is standardised and/or adapted across international markets. Your brand should be compared across 3 different markets. Conclude by providing a 2-3 paragraph summary that discusses whether you consider this to be an appropriate strategy(s). Remember to support your answer. (65 marks)

 

  • Discuss which Internationalisation Process Theory (IPT) ‘best’ describes the internationalisation process that your chosen global brand has undertaken. Again, remember to support your answer. (30 marks)

 

Wk Lecture
1

 

Introduction to International Marketing
2 Brands: creating and managing Brand Value
3 Customer based brand equity
4

 

International Marketing Environment
5

 

Researching International markets
6

 

Emerging markets and market groups
7

 

International Marketing Strategies, IP theory.
8

 

International Branding Strategies & product decisions
9

 

International Distribution & Logistics
10

 

Ethics and social responsibility in International Marketing
11

 

International Marketing Communications
12

 

Review of the module

 

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