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Summary - Principles Of Marketing
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The principles of marketing start with the product you are selling. This includes all the features of your product, the benefits it offers customers, and why they would want to buy it from you. This document provides an in-depth analysis of the principles of marketing summary.

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  • February 21, 2024
  • 3
  • 2022/2023
  • Summary

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Assessment Task Detail and Instructions:
An Individual project report on a brand of your choice. The brand must only
currently be available in a limited amount of countries or a particular
region and must have a physical market offering/s. The case study should
be between 4000 and 6000 words (with 6000 words being the maximum)
and must be completed individually.
The assignments must contain the following components:
Part 1) Brand Analysis

1. Brand Introduction
2. Brand Portfolio / Availability
3. Brand Elements
4. Brand Equity (Keller's CBBE model)
5. Brand Mantra

Part 2) International Market Analyses

1. SLEPT analyses of 3 culturally distinct markets which the brand could potentially
enter
2. Competitor analyses for each market

Part 3) Strategy for Market Entry

1. Selection and justification of new international market to enter
2. Recommended market entry strategy
3. Recommendations for standardisation or Adaption (Marketing mix framework)
4. Intended Points of Parity (POP) and Points of Differentiation (POD)

Presentation) Range and quality of sources, use of Harvard style referencing, clarity of
writing and presentation, quality of discussion
Remember to integrate the academic models and theories into your projecty by applying them
to the brand case. You will need to appropriately reference to these models using Harvard
referencing style – in-text and in the final reference list.
You are encouraged to use (appropriately image referenced) images and figures to help you
illustrate your case study.
Weighting: 100%
Guidance Resources:
Reading list, which can be found on the canvas site. Also, Study Skills Plus
Assessment Marking Criteria / Scheme:

 Brand analysis – 30%
 International Market Analyses – 30%
 Strategy for Market Entry - 30%

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