Global Marketing Task 2 Assessment Brief

Following on the marketing analysis and findings in Task 1, you are required to conduct a marketing strategy report for Caffè Nero in your selected the one most suitable country/market.

The components of the marketing strategy report:

Part One - Market entry strategy:

• Set up the SMART global marketing objectives for the selected top-one country/market (and linked to Task 1 market analysis
  and findings).
• Following your objectives, identify and evaluate the chosen market entry modes/strategies (minimum of 2 modes/strategies should be discussed).
• Then, recommend and justify the most appropriate entry mode.

Part Two - Branding decisions:

• Discuss the branding decision for Caffè Nero in a cross-cultural setting and its positioning in the target market.

Part Three - Marketing mix decisions:

• Present, discuss and justify the marketing mix decisions that would be effective and efficient in reaching your target customer segment(s) and achieving competitive advantage in the target market.

Part Four - Communication strategies:

• Discuss how cultural specifics and differences would influence Caffe Nero to communicate with the target audience in the identified target country/market
• Provide recommendations on how far social media communications need to be standardised/adapted in the target country.