First half of the discussion.
Prior to beginning work on this discussion, review Chapter 10: Brand and Product Decisions in Global Marketing, the article Disneyland Paris: A Case Analysis Demonstrating How Glocalization Works, look through Forbes’ list of The World’s Most Valuable Brands (Links to an external site.), and watch The Billionaire Behind the Space Jump (Links to an external site.) video.
There are a number of factors that can help a company build its product brand. Considerations in building a brand will require an understanding of both product concepts and branding concepts. Both Red Bull and Disney are among the many listed brands you will find in The World’s Most Valuable Brands (Links to an external site.) list.
Part 1:
Identify at least five examples of brand extensions and co-brandings that Disney has implemented besides Disney Parks. Briefly explains each example.
Part 2:
Explain what similarities and differences you see in the product and/or brand between the two countries using Maslow’s hierarchy of needs, cultural perceptions, and strategic alternatives in global marketing.Not all of the companies have a branch in those regions. In that case, discuss the implications of moving to an Asian county and/or a South American country should your mentor marketer decides to expand there using Maslow’s hierarchy of needs, cultural perceptions, and strategic alternatives in global marketing.
Second half of the discussion.
Prior to beginning work on this assignment, read Chapter 11: Pricing Decisions.
Part 1:
Market skimming, market penetration, companion products (captive pricing), and cost-based pricing are some of the pricing strategies marketing managers use when marketing globally.
Explain Incoterms (International Commercial Terms).
oWhy is it important to understand those internationally accepted terms of trade? Provide examples.
Part 2:
The pricing strategy for a product may vary from country to country; a product may be positioned as a low-priced mass-marketed product in one country and a premium-priced niche market in others.
Select two similar brands (that offer at least one line of similar products. For instance Coca-Cola’s diet product, Diet Coke, and Pepsi’s diet product, Diet Pepsi- This is just an example, do not pick these brands!) Then select 2 different countries; preferably a country aligned to the region you are working on from week two, and then a second country. (For instance, Argentina and Germany- This is just an example, get creative!)Compare the various pricing strategies each company uses to compete in each country.
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