Brief The theme for this year's trip is international brand communication and management. During your trip, you will visit a number of different companies; Skoda, the Bohemia Crystal & Glassworks company and the Staropramen Brewery. We will also have discussed some of the issues associated with global branding and considered the challenge that this presents to companies. The purpose of these visits is to enable you to develop your understanding of international marking and brand communication. For your assignment, you are required to: 1. Select one of the companies visited and write a short (approx. 500 words) situation analysis that should describe its business environment(PEST and Porter’s 5 Forces), how it competes, the challenges faced and its future business prospects. This will be worth 25% of the marks. 2. Using appropriate models – such as the ‘brand onion’ and ‘brand triangle’ critically analyse the company’s branding strategy and explain how the brand is managed via the company’s marketing activities (Product, Price, Place and Promotion). This will be worth 50% of the marks. 3. With examples, compare and contrast the way the brand is communicated in an established, mature market with the way it is communicated in an emerging or developing market. You should do this by finding examples of advertisements and other marketing materials and critically analysing the similarities and/or differences. 4. This will be worth 25% of the marks.