1. Essay Paper (100 marks out of 100) (1500 words)
Your answer should be in the form of an essay. The essay should be well organized, that is, it has an introduction (2.5 marks), body (45 marks) and conclusion (2.5 marks). The introduction should introduce the topic.
In the body paragraphs, the following points should be discussed:
Name the global brand/organization and briefly describe its products, markets and activities. (5 marks)
What does it mean to be a global organization? Why is your chosen organization global? (5 marks)
Discuss the main success factors of the global brand. What is the marketing strategy, competitors and competitive advantage? (10 marks)
Discuss the concept of globalization vs. customization and the measures taken by the global brand to recognize that offerings and communication should be adapted to local preferences and conditions. Support your answer with solid examples. (10 marks)
Discuss the main challenges faced by the global organization in brand building such as positioning, communication, environmental change, product life cycle, brand equity, market share, consumer behavior, etc…(10 marks)
Discuss the organizationâ€s future plans, expansions and diversification. (5 marks)
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