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Briefly describe the business

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Reference no: EM132860547

Part (1)

Based on the assigned readings, generate an essay as a group.

Introduction: (1 page only)
Briefly describe the business (nature of business, scope of business, core values, geographic spread)

Discussion
You can refer to the company's advertisements, web-site, social-media channels/pages in order to ground your understanding of the company's market approach inside UAE only.
• Describe the business marketing offer [product lines]
• Choose the camel beverage Product lineand define targeted segments (profiled), positioning against main competitors (mapping).
• Describe Pricing, Distribution (direct/indirect) approaches employed and Promotion tools used.
• What proposed extension can be suggested to the beverage line (current menu includes Camel-Chino, latte, tea latte, Camel milk gelato, and yogurt). Consider the line extension strategy. Accordingly, the other marketing mix element (price, place, and promotion) approaches for the proposed extensions as means to grow the business.

Conclusion (1-2 pages max)
Cafe2go is currently operating in Dubai, why, in your opinion, the owner considered going global with the brand instead of expanding into other Emirates? Support your opinion from literature. (feel free to use personal connections to solicit owner perspective)

Part (2) Power point presentation.

Paper: Understanding brands, brandingand brand equity by Kevin Lane Keller

Reference no: EM132860547

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