Word format, 2000 words each. The essay has to be written in a provided Word template – other formats are not accepted.
In your assignment you’ll have to choose a smaller brand that is mostly present in one country – no big international conglomerates, but small-scale international presence is tolerated (export).
Task Description
The assignment should include the following topics:
1. Introduction of your chosen brand (max 200 words)
o Short history and background
o Why you have chosen this brand? Why is it interesting to you?
2. Description of the product category in that country (max 400 words)
o Consumer behaviour patterns in the country regarding this product category (choice, purchase, usage)
o Trends in the country regarding this product category, comparison to global trends
3. Marketing strategy (min 500 words)
o TARGETING: Who are the (prospective) customers?
o POSITIONING:
§ Competitive environment, other brands, main players
§ Brand position, differentiation from other brands
4. Marketing mix (min 800 words)
o Evaluate the brand in terms of:
§ Product
§ Pricing
§ Place (distribution)
§ Promotion (marketing communication)
5. Recommendations (min 200 words)
o Suggestions to the marketing department of the brand
o Expectations for the future of the brand in the country
Deadline: Please see on the Moodle page of the module.
The assignment will be assessed based on the following criteria (see the grid on Moodle):
• Choice of brand, its relevance for the task (10%)
• Introduction of the product category in that country (20%)
• Analysis of chosen brand (50%)
• Choice of sources, referencing (10%)
• Language and style (10%)