Reference no: EM132812727

Question 1: Knowledge and Understanding: Explain relevant concept and models supporting the development of international marketing decisions and critically review brand management theory

Question 2: Knowledge and Understanding: Understand and apply the sources of marketing research information to support the international strategy process, and of the various methodologies used in this process

Question 3: Knowledge and Understanding: Critically analyse the international marketing environment and its influence on the marketing operations of the firm

Question 4: Intellectual, practical, affective andtransferrable skills: Understand and be able to apply the principles of international market entry and branding strategies using the various theories of internationalization and brand development respectively

Question 5: Intellectual, practical, affective andtransferrable skills: Critically evaluate issues surrounding the development of international marketing and how to select, implement, analyze and evaluate each element of the mix successfully

Question 6: Intellectual, practical, affective and transferrable skills: Research and write a report of an international marketing opportunity or a case study, with appropriate data gathering and analysis

Recommendation report for Muller:

Propose a new brand extension for the Muller brand.

Your presentation and accompanying report should contain the following elements:

Part 1) The Muller Brand

Introduction to the Muller brand and it's Brand portfolio. Analysis of Muller's brand elements.

Part B) Market Analysis Identification of current trends and upcoming opportunities in the appropriate European markets.

Part C) Recommended Brand Extension

Detailed outline of a new brand extension idea.

Identification of the target consumer, the value provided and justification of why it should be added to Muller's brand portfolio. Use the appropriate marketing mix (4, 7 or 10P) to describe your brand extension, as well as all appropriate brand elements. You are encouraged to create visual accompaniment to aid with your description.

Part D) MiiIler's Brand Equity

Identification of Muller's current brand equity (using Keller's CBBE model). Discussion of how the proposed brand extension will change/enhance the brand's equity.