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Report on Successful Market Entry


The same person who did 1292916 need to do this one as he/she already did the previous order to ensure continuity

After submitting your initial marketing report, the company is now convinced that the suggested country’s market is the best market to do business and has commissioned you again to produce a report on their behalf advising them on how they can gain successful entry with the new product/service you suggested in your initial report. Your task now is to write a report by following the following structure:

Introduction (150 words)

Main aim(s) and objectives of the report. Also introduce and orientate the reader as to the content and what the report will cover.

Adaptation and standardisation of marketing mix (700 words)

Explain the general terms of adaptation and standardisation of the marketing mix with examples. Then demonstrate by way of critical analysis whether there is a need for your client to adapt its marketing mix according to customer specifications within different segments of the market or there is a need to offer standardised marketing mix across the different segments within the same market

CBBE Model (Customer-Based Brand Equity model) (450 words)

Explain how your client could build a strong brand by focussing on all the different components of the CBBE Model covering all of the following:

  1. Who are you? Brand Salience (Identity)
  2. What are you? Brand Performance and Brand Imagery (Meaning)
  3. What about you? Consumer reactions (Responses)
  4. What about you and me? Consumer Brand Resonance (Relationships)
Integrated communication mix (IMC) and methods (450 words)

Explain the meaning of IMC and its importance in the launch of the new product. Choose any three marketing communication methods that could be construed as most effective in reaching its target customers

Measurement of success (450 words)

Explain some of the ways of measuring success eg. Sales targets, Market share, profitability, Returns on Investment etc. as well as ways it could improve in the future

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