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NO Class TODAY: Move to Tuesday, 9/17
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8. Tue 9/17/13 Mid Term Exam in class
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Details are linked from class web site and are also here:
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Key Learning Objectives
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To gain experience in identifying global marketing opportunities
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To become adept at displaying these opportunities in Infographics
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To become adept at using extant tools for personal competitive advantage
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7. Tue 9/10/13: Global Branding
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Read/Skim: R13-Aaker & Joachimsthaler: The Lure of Global Branding
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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?
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Key Learning Objectives
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To underscore the importance of traditional branding principles for building a sustainable global brand
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To explore the changes of strategy as a company moves through the stages in the PLC
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To explore the business strategies for globalization
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To cover various aspects of maketing such as product development, branding, pricing, pormotion and distribution from a global perspective
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To explore strategic alternative to various product/market development strategies.
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9 September - 15 September
Use for all case presentations!!
