A.Critically analyse a new geo-market location for what will be considered to be a growing brand/company/family business/product/service of one’s choice. Students aiming for excellent and exceptional will pursue this first paragraph with. vigour, articulating a chosen company/brand, product/service nomenclature by applying Kotler’s product levels analysis through Company, Brand, Product/Service(examples/halos/heroes) in conjunction with Core, Formal and Augmented (‘CFA’)analysis. Tabulations and narrative are a frequent approach here. Students will apply brand theory, briefly articulating the choice of brand (in business report style third person, as for the whole report), through e.g. Kapfaerer’s Prizm, Onion and/or Ladder theories, or one brand theory application in more detail. When at product/. service levels, the brand choice needs to be articulated by focusing on the example/halo/. heroe products/services, enabled through key terms from e.g. the (I)PLC/BCG PPA/AnsoffGM. These models can be interwoven into critical writing analysis as part of the student’s ‘daily business language’ development – and it’s important areas of focus are applied here, rather than covering every key term of every model.
B. New Market and Critical Market Analysis Focus.
Critically evaluate a new geo-market expansion opportunity away from the domestic home/existing market. This will rationalize one’s new market choice, for a new country, or specifically to a new city-only target abroad, e.g. from the USA to the Netherlands, from Russia to Italy or to Rome, from India to the UK or London, or from Japan to Brazil or Rio,etc. Through detailed and succinct, critical market analysis using historic and recent research, including sources in applying appropriate models, theories and approaches, a highly detailed comparative macro market critical analysis between a host and new market will be achieved. A macro market approach will be minimally enhancing PESTEL from its basic form into an‘ integrated and prioritized’ approach, e.g. applying capon grids. Following that, you’ll create further critically applied comparative micro market analysis, applying a substantive segmentation analysis, targeting and positioning (STP)approach, including fact and value- based thinking to create targeting profiles/personas and maping in positioning in the new expansion country/city.The challenge can also include, for those who wish to explore further and to be rewarded for that, considered consumer journeys, ‘lifestyle data’ and consumer insights, including critically referenced terms derived from behavioural stage and behavioural type analysis, but to achieve critical analysis depth overbreadth. Secondary research reading should be referenced at every opportunity. This critical analysis essentially realizes and identifies a new market-led gap(s) and opportunities. A frame-worked Conclusion is required which should include strategic and tactical Recommendation.
C. Emphasis does not mean exclusion of the terms contained within the above subjects one chooses not to emphasize. Integrating some terms, some concepts, models’elements and subject appropriately within your emphasis subject from the areas one’s choosing not to emphasize, is key to contributing to your linked-up, integrated and critical thinking and writing.
NOTE;
SELECT AN ORGANISATION & PRODUCT DESIGN, LAUNCH IT IN THE INTERNATIONAL MARKET WHERE IT DIDNT EXIST BEFORE I.E IN A NEW GEO MARKET LOCATION. ( DO A PESTEL & SWOT ANALYSIS)
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POTENTIAL MARKET AND ITS BENEFITS
WHAT POTENTIALS CAN YOU SEE IN THIS NEW REGION, WHY?
COMPARE THE NEW LOCATION TO AN EXISTING LOCATION.
