Develop a positioning map for each country by applying

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Reference no: EM133752002

For one tangible product (not a service) of a chosen UK brand, write a 3,000 word report, which evaluates the opportunities available in two new countries. The product should not be currently available in these two new countries (the brand or company should not officially be involved in any activities related to this product in these two countries) but the product must be available in the UK. One of the countries must be a European country (not the UK) and the other, a non-European one.

Your report must be underpinned (and fully referenced) by appropriate theories, theoretical concepts, models and frameworks. Your report must comprise of the following 5 parts. Further guidance on the structure can be found on page 17 and 18.

Part 1: Brief introduction to the chosen UK brand and chosen product. Justification of the decision to internationalise or continue internationalisation.

Part 2: Profile the marketing environments for your chosen product for the two potential countries (one European and one non-European) using STEEPLE.

Part 3: Develop a positioning map for each country by applying competitor and consumer insights. Clearly discuss how you would differentiate yourself from your competition in each country.

Part 4: Critically discuss, justify and evaluate the chosen market entry mode(s) and method(s) for each country.

Part 5: Present and discuss the standardisation versus adaptation strategy for the two countries relating to the 4 Ps; i.e. Product, Price, Place & Promotion (including Packaging if relevant).

Reference no: EM133752002

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