Hoose ONE brand from Interbrandas Top 100 Global Brands from then Answer ALL of the following questions:

STEP 1
This is an REPORT,Choose ONE brand from Interbrandas Top 100 Global Brands: 25 ?do not choose Disneyyi 0.25 0

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

STEP 2

Answer ALL of the following questions:
1. Critically analyse the extent that your chosen global brandas 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)

2. Discuss which Internationalisation Process Theory (IPT) a?besta describes the internationalisation process that your chosen global brand has undertaken. Again, remember to support your answer. (30 marks)


Marking Criteria for the Report 011 (2000 words)
1. Critically analyse the extent that your chosen brand s marketing mix is standardised and/or adapted across international markets. Conclude by providing a 2-3 paragraph summary that discusses whether you consider this to be an appropriate strategy. Remember to support your answer.
Product  Student analyses standardisation and adaptation in relation to a number of product related issues e.g. branding, design, usage, and positioning ; Price  Evidence of analysis based on standardisation and adaptation in terms of pricing strategy(s) ; Place  Ability to analyse distribution, including channels, POS, and market entry in terms of standardisation and adaptation ; Promotion  Student analyses adaptation and standardisation in relation to advertising; PR and other marketing communications tools.
2-3 paragraph summary that discusses whether their chosen brand has adopted an appropriate strategy(s); Evidence of a range of theories and case studies to support answer
2. Discuss which Internationalisation Process Theory (IPT)  best describes the internationalisation process that your chosen global brand has undertaken. Again, remember to support your answer.

Review of main IP theories, Discussion which  best applies . This may include Born Global, Uppsala, stages etc, analysis of advantages and disadvantages, Answer is well supported
Presentation  Well structured, theory applied to the case, good range of references, Harvard Referencing System is adopted throughout.