Both topics are required.for each topic response, incorporat

1. Both topics are required.
For each topic response, incorporate at least two (2) sources (1
internal and 1 external) and interact with at least one (1)
classmate.
TOPIC 1:
Customizing Global Marketing - a matter of degree
Basic marketing principles as we learned in MRKT 310 such as
segmentation, targeting, differentiation, positioning and
marketing mix (product, price, place, and promotion) remain
constants in any marketing situation -- that is why they are
called principles. However, the application of those principles
of marketing can vary from country to country. The more the
product is global on the continuum the more standardized those
marketing strategic decisions become.
Let's take the example of Dove Soap, a product which is
considered a commodity here in the U.S. It is a mass-marketed
product. But, in some underdeveloped countries soap is
considered an expensive luxury and therefore is marketed to
middle income and higher-income consumers. On the other
hand, Camry, a product that is almost 100 years old, is sold in
the US as a soap for beautiful women, but it is sold in some
underdeveloped countries as a product with significant skincare
benefits, similar to expensive moisturizers in the US. So, those
products have different target markets with different value
propositions, different pricing structures, different marketing
communications. Yet, it's the same product.
YOUR TASK:

2. Select a product you buy and use frequently, and make your
best assessment of the product's target market, the way the
manufacturer differentiates it, and how it is positioned in your
home country. Explain how you would target and differently in
an underdeveloped country of your choice. You might want to
look up some of the characteristics of a country for more
information on that country. The link
The World Factbook - The World Factbook (cia.gov)
will take you to the CIA World Factbook, a fertile source of
economic and political information about every country in the
world.
TOPIC 2:
What makes a successful global brand?The global brand
consultancy Interbrand, which publishes the annual Best Global
Brands, highlights ten internal and external factors that lead to
global brand success. Those factors are:
Internal Factors
1. Direction - a clear purpose for the brand with a defined
culture and values, as well a plan to deliver
2. Empathy - the degree to which the brand is in tune with
customers' & stakeholders' needs, beliefs & desires
3. Alignment - the degree to which the whole organization is
pulling in the same direction on strategy
4. Agility - speed to market in the face of opportunity or
challenge
External Factors
Distinctiveness - uniquely ownable assets and experiences,
difficult to replicate, remembered by customers

3. Participation - the degree to which the brand draws in customers
and partners creating a sense of dialogue, involvement,
collaboration
Coherence - the degree to which the customer's interactions
remain authentic to the brand's narrative and feel
Presence - the degree to which the brand feels omnipresent to
relevant audiences in a positive way
Affinity - the degree to which customers feel a positive
connection to the brand based on functional and emotional
benefits
Trust - the extent to which the brand delivers on high customer
expectations and is perceived to act with integrity
Adapted from Best global brands methodology. (2020).
https://interbrand.com/thinking/best-global-brands-2020-
methodology/
Check out the full descriptions for each of these factors at
https://interbrand.com/thinking/best-global-brands-2020-
methodology/
Apply at least two internal factors and two external factors to
the brand for Costa Coffee.
Does Costa Coffee fit the Interbrand definition of a global
brand?

4. Where does it have gaps and what would it need to do to get
there?
Cite the case narrative and any additional research you have
done as your evidence.