New CEO, Jonathan Akeroyd vision is to broaden the brand’s appeal and is focusing on a long term strategy of growth, doubling the sales of key categories with a modern british luxury positioning of the brand. He is focusing on the BRICS nations( Brazil, Russia, India, China and South Africa ) as there are a number of middle class consumers with a taste for luxury brands.
The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets he has keen interest in .
The Marketing program should focus on the following sections:
A cultural Analysis of Brazil and explain why this choice would have a positive impact on the marketing of this new product for Burberry.
Brief Company profile and assumptions, Marketing Objectives (SMART), Vision/Mission, Selection of the target Market, Global market segmentation, Global Targeting Strategy, Global-positioning and Differentiation strategies in the Brazil market, Competitor Analysis, SWOT Analysis, and Market Entry Mode Strategy and a Proposed Timeline for Implementation
Strategic Plan/ Recommendation: Discuss how you will manipulate the International marketing mix (4 Ps) in successfully launching the brand. For your Communication / promotion program, include the following:
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