Conduct a three-part study to launch your company’s product to an international market. For this you must create a brand and the product you choose must be one from the following list: Chocolate, Fast Food, Cars, Cosmetics, Clothing, Children Toys, or Household Appliances. The choice of product and country should be agreed with the tutor prior to starting the work. To effectively demonstrate a thorough understanding of the differences in consumer behaviour across cultures and the need for a brand to adequately adjust to the same, you may like to consider the brand you have created to already be successful in one country, which will be different from the country you are now planning to launch in. Thus the report would include identifying the differences in consumer behaviour across the two countries and preferences that are likely to vary across cultures as well as how your company intends to the respond to the same..
Part 1: Introduction – product, brand and market (around 1500 words)
This section should first introduce the overall report and then the analysis of:
· Product and brand: product type, level of involvement, brand and brand identity
· Market: country market, reason for the choice of country, competitors, target customers (segmenting, targeting, positioning).
Part 2: The consumer (around 1500 words)
In this section you should provide an in-depth study of the target consumers in this market, including relevant aspects of their consumer behaviour, such as:
· Buying Roles, Decision Making Process, Self-Concept, Motivation, Perception etc. You should make use of at least 5 different consumer behaviour topics.
In addition a proper consideration of the cultural dimensions is a must. This should include:
· Key influences on their behaviour (cultural dimensions, cultural values, reference group etc.).
Part 3: Plan to launch the product (around 1500 words)
Based on your understanding of consumer behaviour in the market, propose a marketing communication plan to launch the product. The recommendations should be closely linked to the consumer behaviour analysis, for the target audience and take care of the cultural differences. The plan should focus on branding, message and tones, choice of media, advertising campaign and other communication tools.
Describe the strategic change context in 2002, at the start of the change process at Faslane. You should apply Balogun and hope Hailey’s change Kaleidoscope and discuss your findings. You should also briefly describe the type of change (use Balogun and hope Hailey’s type of changes model). You may additionally use any other relevant academic reading to develop and support your ideas. 1.1 Balogun and hope Hailey’s change Kaleidoscope. 1.2 The kaleidoscope Change Kaleidoscope 1.3 The contextual features of change in Faslane , (Kaleidoscope Model ) 2. Compare and contrast the internal features of the organizational when it was run by the MOD and Royal Navy (Up to 2001) with when it was run by Babcock Marine (2002-2010). You should apply McKinsey’s Seven S framework (do this twice – once for ‘up to 2001’ and once for 2002-2010) and discuss your findings. What, for example, where the most significant differences? You may additionally use any other relevant academic readings to develop and support your ideas. 2.1 McKinsey’s Seven S framework 2.1.1 Importance of McKinsey’s Seven S structure 2.1.2 McKinsey’s Seven S framework 2.2 Faslane run by the Royal Navy and MOD (up to 2001) 2.3 Falsane run by the Babcock Marine (2002-2010) 3.Critically evaluate the Faslane change using Kotter’s change steps. 4.Would you describe the strategic change process at Faslane as more “intended” or more “emergent”? You should use examples from the case and relevant academic reading to support your answer Conclusions Introduction The main aim of this paper is to focus on the strategic changes at Faslane from different perspectives of the Babcock marines and the Ministry of Defense (MOD). The objective is to understand the change and the studies of strategic leadership. Taking into consideration a number of different theories and models to analyze internal and external influences of the organization. In the year 2002 Faslane which was previously managed jointly by the Ministry of Defense and the Royal Navy decided to partner with Babcock Marine, a private sector company. The main aim of such partnering agreement was for the purpose of reducing cost and improving their services. Babcock Marine was given the responsibility to save the cost as well as to improve their operational effectiveness. They were given a target of £76 million saving within five years. With a significant change Faslane was able to achieve the target and was considered best. Describe the strategic change context in 2002, at the start of the change process at Faslane. You should apply Balogun and hope Hailey’s change Kaleidoscope and discuss your findings. You should also briefly describe the type of change (use Balogun and hope Hailey’s type of changes model). You may additionally use any other relevant academic reading to develop and support your ideas. Balogun and hope Hailey’s change Kaleidoscope Change Kaleidoscope was produced by Hope Hailey & Balogun (2002) to be a method for pulling together and arranging the extensive variety of logical highlights and usage choices that require thought amid change. In this sense Change kaleidoscope is even more a model than a strategy, however it is usable instrument for conceptualizing the way of progress. By its plan, the model speaks to an exhaustive system which manages the greater part of the variables that the creators regarded noteworthy by the writing. The kaleidoscope model was utilized interestingly to reflectively investigate a change project embraced in a first pharmaceutical organization. The kaleidoscope contains an external ring which is concerned with the highlights of the change setting that can either empower or oblige change, and an inward ring that contains the menu of usage choices open to change specialists. Comprehension of the context oriented highlights empowers change specialists to judge the fittingness of any methodology for their specific setting.>