Global Marketing Report

Global Marketing Report
A 3,000 words individual report with digital presentation
(I will do digital presentation by myself. You just need to complete the 3,000 words report.)
Requirement
“Write a Report (3000 words) on the observation of a company’s brand design within a global context together with entry into a new market. You must include a business overview and a comprehensive
analysis of the Global Marketing Strategy of the selected company/brand. Your analysis should also discuss the outcomes (success or failure) for the adopted global marketing strategy. The report particulars
must be built on a discussion about the strategic overview of the industry within which the company or the brand operates, global positioning strategies and any key marketing issues that are of particular
importance. In some instances you may find that the company and the brand are intricately interwoven, especially when companies are small. In larger companies brands could be part of a larger portfolio
(theory of standardization and adaptation). You must play particular attention to the design and impact of this within the chosen market.
•    The lecture PPT I uploaded, please read it deeply and carefully because there are some theories and module about global marketing and global strategy, it can be refer in the 3000 words report
and analysis it.
•    Please follow the structure below, write it clear and I will do the digital presentation PPT myself after you send me the completed essay.
How to Structure your assignment
•    Only describe little about competitor, focus on the strategy.
•    Should use theory of standardization & adaptation.
1.    Abstract/Executive summary
– Not including the word count of 3000 words
2.    Industry overview
– Don’t spend too much word
3.    Selected business/brand overview
– Company selection
4.    Literature review of brand design
– Understanding of the consumers in that brand and in that country.
– Connect the practical theories with the practical facts.
5.    New market perceptions of the brand. (Foreign country Vs. Home Country)
– Compare between different countries, like brand in UK. & US.
6.    Global marketing strategy
– Branding and advertising issues pertaining to cultural and visual aspects of the chosen brand.
– How they compete with others?
– Focus on quality or price or medium quality with good price.
7.    Performance /outcomes in the new market
– Don’t leave the question open.
– Do need to conclude
8.    Conclusion & Recommendation
Conclude how this global brand successful with this strategy
9.    References
10.    Appendices (any other supportive material)
Core Reading List
________________________________________
•    Hollenson, S. (2011) Global Marketing, 5th edition, London: Pearson.
•    Keegan, W & Green, M. (2011) Global Marketing, 6th edition, New Jersey: Pearson.
•    Armstrong, G and Kotler, P. (2005) Marketing: an introduction, seventh edition, New Jersey: Person.
Further Reading
•    Kotler, P. Armstrong, G. Wong, V. Saunders,J (2008) Principles of Marketing: Fifth European edition, Harlow: Prentice Hall.
•    Lee, K. (2009) Global Marketing Management, Oxford: Oxford University Press.
•    Kotabe, M & Helson, K. (2007) Global Marketing Management, Hoboken: John Wiley & Sons.
•    De Mooij, M. (ed), (2009) Global Marketing and Advertising: Understanding Cultural Paradoxes. London: Sage.
•    Deresky, H. (2005) International Management: managing across borders and cultures, 5th ed. London: Prentice Hall.
•    Wheeler, A. (2009) Designing Brand Identity, Third Edition, New Jersey: John Wiley & Sons.
•    Stone et al, (2005) Consumer Insight: How to use data and market research to get closer to your customer. London: Kogan Pages.
•    Porter, M.E. (1985) Competitive Advantage, New York: Free Press.
•    Melewar, T.C. (2008) Facet of corporate identity communication and reputation, London: Routledge.
•    Kapferer, J.N. (2010) The New Strategic Brand Management, 4th edition. London: Kogan Page.
•    Elliott, R. and Percy, L. (2007) Strategic Brand Management, New York: Oxford University press.
•    Doyle, P. and Stern, P. (2006) Marketing Management and Strategy, England: Financial Times/Prentice Hall.
•    Ulrich et al, (2008) Product Design and Development, Singapore: McGraw-Hill.
•    Percy & Elliott. (2009) Strategic Advertising management,3rd Edition. New York: Oxford University Press.
•    Pelsmacker, P, Geuens, M. Bergh, J.(2010) Marketing Communication, 4th Edition. Harlow: Prentice Hall.
•    Bamossy, S. Hogg , A. (2010) Consumer Behaviour: A European Perspective, 4th edition, Harlow: FT Prentice Hall.

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