For this assignment choose a global brand name in a very competitive market. In a well written paper, analyze the brand versus its top three global competitors and discuss how your chosen brand attempts to differentiate its product worldwide. Your paper should present both your chosen brand and the top three global competitors (headquartered outside the U.S.) and a brief analysis of their products.
Then discuss whether your chosen company integrates the differentiation into its marketing communication vehicles. Give examples of these communications and determine whether differentiation is a consistent part of the brand's global message.
Your paper should meet the following requirements:
• Be 3-4 pages in length
• Cite a minimum of two credible sources
Consider the following two statements:
• TV advertising has lost its effectiveness as a marketing communication channel.
• TV advertising is still the most power communication channel for marketers.
In a well written paper, choose one of the above statements with which to agree and make a research-based argument in support of your claim. Your paper should also describe why marketing channel decisions are critical, as well as identify the major channels used for interactive marketing. Explain in detail why these are the major channels for interactive marketing.
Your paper should meet the following requirements:
• Be 3-4 pages in length
• Cite a minimum of two credible sources
Choose a brand that's marketed only in one region of the U.S. Imagine that this brand wants to expand its market and in a well written paper address the following questions. Support your assessment with specific details and outside resources.
• Would this brand be likely to receive immediate acceptance if it is marketed in another region of the U.S.?
• What cultural differences might the company encounter in this new region of the U.S.?
• What changes might need to be made to the brand to support its acceptance in this new market?
• What cultural differences might the company encounter if it expanded its brand into a global market?
• What changes might need to be made to the brand if it were marketed in a global market?
• How might the changes for a U.S. regional market compare to the changes for a global market?
• If you are the strongest brand, why can't you simply say there will be no differentiations among markets?