You are a marketing specialist reporting directly to the Director of Marketing. One of your top competitors has recently begun stealing market share from your brand. Unless your team comes up with a successful defensive marketing plan, this competitor will overtake your brand’s market position within six months.
For this assignment, you will develop a marketing plan to effectively address the competitive threat. You will choose a real-life company and product, as well as a competitive company and product, to use in the course project assignments.
Module 3 Project Assignment: For this project, create a business report to be shared with your manager that addresses the following:
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- Provide your recommendations for product (features/benefits), price, and distribution strategies.
- Discuss how your brand can differentiate itself by creating customer value throughout the entire customer experience.
- Propose international growth opportunities to grow global market share (based on research on specific international markets) and discuss the key factors your brand must consider before expanding globally.