A/ Assignment Recap

• Form a team (same for Asm 3) 

• Choose a brand & top countries that are potential for this brand to launch in (01 country/ mem)

• Conduct Macro environment analysis & Competitor analysis

• Conclude the challenges, threats, vulnerabilities when the brand enters this market

• Propose standardizations and adaptations for brand launch

Suggested structure

I/ Introduction

II/ Macro environment analysis

• Economic-Geographic environment

• Social-Cultural environment

• Political-Legal environment

III/ Micro environment analysis: Competitor analysis

IV/ Evaluation

• Core issues

• Standardization suggestions

• Adaptation suggestions

B/ Definition

1. Overall assessment:

• Leverageable strengths: Strengths that can be used in the new country's environment.

• Brand vulnerabilities: Weaknesses that will be exposed to threats in the new country's environment.

2. Opportunity assessment: Market attractiveness for this brand in the new host country.

• Macro environment: Conditions that exist in the economy as a whole, not just a specific sector or region.

• Economic-Geographic environment: climate, natural resources, topography, GDP, inflation, interest rates, exchange rates, personal income, etc.

• Social-Cultural environment: religion, languages, beliefs, customs, habits, demographic trends.

• Political-Legal environment: laws, government agencies, tariffs, taxes, foreign exchange controls, ownership restrictions.

• Micro environment: Directly contacts the company and immediately affects business activities.

3. Core issues:

• Challenges: Inherent market characteristics that make it difficult for brand entry.

• Threats: Possible difficulties the brand may face when entering the market/country.

• Vulnerabilities: Weaknesses exposed to threats in the new environment.

4. Suggestions:

• Standardization: Ensuring consistent products, marketing, and branding across all markets the company expands to.

• Adaptation: Tailoring branding and marketing to local market needs to improve consumer experience and build brand equity in the new market.

C/ Detailed guideline

I/ Introduction

Suggested flow & information to include:

1. Company and some key facts (name, establishment, industry, products/ product lines, etc.)

E.g.: Established in 1892, Coca-Cola is one of the world's largest and most recognized beverage companies with its headquarters in Atlanta, Georgia, USA. The Coca-Cola Company was not founded by a single individual, but its origins can be traced back to a pharmacist named John S. Pemberton.

2. Specific brand of focus (brand's role in the portfolio, growth, positioning, mission or purpose/core values etc.)

• Identify the brand’s role in the portfolio (Flanker brand/ Cash cow brand/ Entry-level brand/ Prestige brand)

• Summarize its growth (preferably in numerical data such as number of stores/ branches, ranking, etc.)

• Mention the positioning, mission, purpose/ core values of the brand for not only introduction but later use in the competitor analysis (Most of this information is often found on the brand’s official website and social accounts).