International marketing

International marketing
Assignment 2: 70% Individual 2000 word report on the individual chosen brand to answer the
questions in Assignment 2 below. The brand chosen for assignment 2 must be different from the brand
studied in assignment 1.
Instructions

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STEP 1
Choose ONE brand from Interbrand’s Top 100 Global Brands 2012:
http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx
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:
Answer ALL of the following questions:
STEP 2
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.

(65 marks)
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.

(30 marks)
• A maximum of 5 marks are awarded for presentation –

(5 marks)
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