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MG624 Strategic Marketing

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Question:

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 group report by answering the following questions:

  1. To what extent should the different elements of the marketing mix be standardised or adapted for your chosen country. Give a full justification for your ideas.

  2. Applying the Customer Based Brand Equity model, critically analyse how your client could build and manage a strong brand in this new market.

  3. Applying the concept of integrated marketing communications (IMC) critically evaluate three effective marketing communication methods your client could incorporate within this market. 

  4. Critically assess how your client could measure its marketing success in this market and how it could improve in the future.
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