RAMP it up!

BRAND BREAK IN/OUT Assignment 1

 

You describe your brand. Based on secondary information from company website, brochures, POS material, etc. you describe the company’s background history, marketing strategy, marketing mix (product, price, promotion, distribution).

 

Compare the brand’s country-of-origin and the target country – on two levels. On Macro-level: summarize the important aspects of Economy, Social, Political contexts, describe the cultural differences (Hofstede, 2010; World Values Survey). On the industry-level: you analyze the industry in both countries using Porter’s five forces model. Assess what are the power of customers, substitutes, new entrants, and suppliers. Finally, describe what are the brand’s competitors at home and in the new-to-enter market, their marketing strategies and target audiences.