
|
|
|
|
NO Class TODAY: Move to Tuesday, 9/17
-----------------------------------------------------------
8. Tue 9/17/13 Mid Term Exam in class
-
Details are linked from class web site and are also here:
-
Key Learning Objectives
-
To gain experience in identifying global marketing opportunities
-
To become adept at displaying these opportunities in Infographics
-
To become adept at using extant tools for personal competitive advantage
-
7. Tue 9/10/13: Global Branding
.
-
Read/Skim: R13-Aaker & Joachimsthaler: The Lure of Global Branding
-
Team 4: CP Elie Saab: Growth of a Global Luxury Brand presentation
o What is ES's core business? Discuss the "total product view" (i.e core, actual and augmented)
o Complete a SWOT analysis. What is ES's competitive advantage?
o In what stage of the PLC is the company located? How has the company's positioning and differentiation strategy changed over time?
o What is the company's current entry strategy? Is this strategy consistent with the company's vision? List the pros and cons for each entry mode.
o Should ES target a new market? For example, should the company target the emerging "affordable luxury market?" Explan and support your response.
Overall recommendations and marketing mix strategies recommended?
-
Key Learning Objectives
-
To underscore the importance of traditional branding principles for building a sustainable global brand
-
To explore the changes of strategy as a company moves through the stages in the PLC
-
To explore the business strategies for globalization
-
To cover various aspects of maketing such as product development, branding, pricing, pormotion and distribution from a global perspective
-
To explore strategic alternative to various product/market development strategies.
-
9 September - 15 September




Use www.prezi.com for all case presentations!!

