INTERNATIONALMARKETING:INDIVIDUALASSIGNMENT(REPORT)

Criticallyanalysetheextentthatyourchosenbrandsmarketingmixisstandardised
and/oradaptedacrossinternationalmarkets.Concludebyprovidinga23paragraph
summary that discusses whether you consider this to be an appropriate strategy.
Remembertosupportyouranswer.
ProductStudentanalysesstandardisationandadaptationinrelationtoanumber
ofproductrelatedissuese.g.branding,design,usage,andpositioning(10);
Price Evidenceofanalysis basedonstandardisationandadaptationintermsof
pricingstrategy(s)(10);
PlaceAbilitytoanalysedistribution,includingchannels,POS,andmarketentryin
termsofstandardisationandadaptation;(10)
Promotion Student analyses adaptation and standardisation in relation to
advertising;PRandothermarketingcommunicationstools.(10)
23paragraphsummarythatdiscusseswhethertheirchosenbrandhasadoptedan
appropriatestrategy(s);(5)
Evidenceofarangeoftheoriesandcasestudiestosupportanswer (5)

2.DiscusswhichInternationalisationProcessTheory(IPT)bestdescribesthe
internationalisationprocessthatyourchosenglobalbrandhasundertaken.Again,
remembertosupportyouranswer.
ReviewofmainIPtheories(5),
Discussionwhichbestapplies.ThismayincludeBornGlobal,Uppsala,stagesetc
(10)
Analysisofadvantagesanddisadvantages,(5)
Answeriswellsupported(5)
3.PresentationWellstructured,theoryappliedtothecase,goodrangeofreferences,
HarvardReferencingSystemisadoptedthroughout.(5)

TOTAL70%>2000WORDS

GroupPresentation

Startingatthebottomlevelofthepyramid,shownhowyourchosenbrandhas
achievedeachofthefollowingsteps:
1.
2.
3.
4.

Whoareyou?BrandSalience(Identity)
Whatareyou?BrandPerformanceandBrandImagery(Meaning)
Whataboutyou?Consumerreactions(Responses)
Whataboutyouandme?ConsumerBrandResonance(Relationships)

Yourtaskistoexplainyourchosenbrandusingthismodel.
RANGEANDUSEOFSECONDARYSOURCES[10]
THEORETICALCONTEXTHOWWELLHAVETHEGROUPAPPLIEDTHEIRANALYSISTO
THEKELLERMODEL?[20]
BRANDCONTEXTHOWWELLHAVETHEGROUPAPPLIEDTHEIRWORKTOTHE
SELECTEDBRAND?[20]
EVALUATION A HIGHER LEVEL STUDENT WILL IDENTIFY LIMITATIONS OF THEIR
DATA,IDENTIFYWHEREASSUMPTIONSARESUBJECTIVE,SAYWHEREDATAISNOT
AVAILABLE,EVALUATETHEIRFINDINGS,CRITIQUETHEMODEL,ETC[10]
QUALITY OF PRESENTATION USE OF THE SLIDES TO ANALYSE THE BRAND,
VARIETY/STYLE,TIMINGS,EVIDENCEOFWORKINGTOGETHERONANALYSIS(BOTH
DEMONSTRATE AWARENESS / UNDERSTANDING OF CONTENTS), STRUCTURE /

ORGANISATION,PERFORMANCEINQ&A[20]
COMMUNICATION OF IDEAS LOGICAL STORYTELLING, GOOD USE OF TEAM
MEMBERS, PROFESSIONALISM, PRESENTATION SKILLS, CLARITY OF
COMMUNICATION, CLEAR IDEAS, BODY LANGUAGE, LEVEL OF ENGAGEMENT /
INTERESTGENERATED[20]