LCMB7026: International Marketing: Principles and Practices
Your task is to complete and submit the required essay:
Identify a product or brand that you are familiar with which is sold in two different countries. You have a choice between either a high or low involvement product. Looking at each of these countries compare and contrast situational analysis models, the marketing strategies (STP + 7 P’s, market entry methods and directional development strategies) used by the management with reference to the similarities and differences of each country market.
Provide credible recommendations based on both countries. Critically discuss these similarities and differences across as wide a range of variables as possible, present as much data to demonstrate their significance. Then relate the strategies and organisational approaches used to these discussed factors.
To what extent do you agree with the approach being used?
