4.1.2 Assignment 2: 70% Individual 2000 word report on the individual chosen brand to answer the questions in Assignment 2 below.
Note that the brand chosen for assignment 2 must be different from the brand studied in assignment 1.
STEP 1
Choose ONE brand from Interbrand’s Top 100 Global Brands:
http://interbrand.com/best-brands/best-global-brands/2015/ranking/
This must not be the same brand as you choose in Assignment 010 – Individual presentation (Please do not choose Coca Cola)
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:
1. Critically analyze the extent that the chosen global brand’s marketing mix is standardized 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(s). Remember to support your answer. (65 marks)
2. Discuss which Internationalisation Process Theory (IPT) ‘best’ describes the internationalization process that your chosen global brand has undertaken. Again, remember to support your answer. (30 marks)
• A maximum of 5 marks are awarded for presentation – (5 marks)
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