A/ Assignment Recap

• Use the brand in Assignment 2 & introduce it
• Identify its strengths and weaknesses when going globally
• Choose 5 countries that the brand should enter
• Analyze and choose which country is the best
• Provide a brand launch in that country

Here are suggested structure

I/ Introduction

II/ Market Benchmarking & selection

1. Country macro analysis summary
2. Brand vulnerabilities and opportunities

III/ Brand Launch

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

Slide 1: History/Background of the brand (name, establishment, industry, products/ product lines, etc.)

Example:

Phở 10 Lý Quốc Sư in Hanoi, opened in 1987 by Nguyen Thi Lien, is famous for traditional Pho, especially its unique Phở bò sốt vang with a wine sauce. The restaurant is famous for its Phở bò sốt vang, a unique Pho variant with a wine-based sauce.

Slide 2: Introduce brand internationalization strategy, its challenges when going globally