International Marketing Custom Essay

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Choose ONE brand from Interbrand’s Top 100 Global Brands 2011:
http://interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx
Scenario:
You are a senior marketing consultant working for ‘Global Marketing Solutions plc.’ Your chosen global brand has commissioned you to produce a report that answers the following questions:
STEP 2
Answer ALL of the following questions:
1. Critically analyse the extent that your chosen global brand’s marketing mix is standardised and/or adapted across international markets. Conclude by providing a 2-3 paragraph summary that discusses whether you consider this to be an appropriate strategy(s). Remember to support your answer.
2. Discuss which Internationalisation Process Theory (IPT) ‘best’ describes the internationalisation process that your chosen global brand has undertaken. Again, remember to support your answer.
3. Analyse the extent that you believe Country of origin effect (COO) influences consumer perception of your chosen global brand. Justify your answer.

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