Global Marketing and Communication
Instructions on Assessment:
The assessment is in two parts:
- Group seminar presentations
- The assignment
Seminar activities
Work in small groups within their seminar and make two assessed presentations on their chosen global brand. Further information on the seminar activities is detailed separately.
Final assignment
Your Marketing Director has been invited to make a presentation to a group of domestic consumer marketers. The conference, ‘Going global, acting local - communicating global brands to global markets' aims to encourage home businesses to take their brands abroad.
The audience will include marketing consultants, company marketing personnel and researchers. She has asked you to carry out some research for her and present her with a report on this topic area, from which she will put together her presentation. This should be clear and concise and identify the main points that she should make. The report should be based on one chosen brand only.
You will need to help her by looking at academic research.
The report should outline your responses to the following issues:
1. Discuss global, local and glocal strategies towards two of the following areas:
- Product
- Price
- Distribution
- Promotion
Use marketing theory when discussing globalization, localization and glocalization within the context of international marketing. Use range of examples to enhance your discussion and academic sources to discuss marketing terminology.
2. Select and discuss the target market (or primary target market if there are more than one target customer) for your chosen global brand. Identify whether the brand is targeted to a global market or whether the target consumer differs from country to country. Use as many appropriate segmentation variables as you can to support your answer. Use relevant marketing theory and terminology to underpin your discussion.
Write in APA format.
Length : 2000 words.