Analyse information about the international marketing positioning

Gather and analyse information about the international marketing positioning of a former or existing employer of yours.
Apply your knowledge of the “Segmentation-Targeting-Positioning” model in international marketing. Explain shortly your connection to the company/institution (employment duration/year/function).

Analyse information about the international marketing positioning

ORGANIZATION: Lowes Home Improvement:
1.    Gather and analyse information about the international marketing positioning of a former or existing employer of yours.
Apply your knowledge of the “Segmentation-Targeting-Positioning” model in international marketing. Explain shortly your connection to the company/institution (employment duration/year/function).

2.    Your analysis will answer following questions*:

Firstly, How is the relevant international market defined and segmented? Who are the target segments?
Secondly, What rational and emotional customer needs have been targeted by the company/institution?
Thirdly, How do the company/institution differentiate its offering compared to key competitors?
Fourthly, Define the current international positioning. What is the USP?
Further, What strengths and weaknesses of the current positioning can you identify?
Additionally, What international marketing challenges does the company/institution encounter?

If the company/institution is targeting only the home market segment / monocultural audience, analyse first the positioning in the home market first (points 1-5). Then, identify challenges the company/institution would encounter when targeting an international Market segment / multicultural audience (point 6)? (Market segment according your justified choice).

3.    Form and scope

1’500 words (excl. graphs, figures, other visualizations, sources etc.)

Provide a list of sources at the end of the document (an appendix with additional figures/date can be also positioned at the end of the document).

The paper conforms to the following rough structure:
Short introduction of your employer (area of activity, industry, size etc.) and your Connection.

Market segmentation and target customers.

Target customer needs.

Differentiation from key competitors (key instruments and activities).

Strategic positioning and USP. Strengths and weaknesses of positioning.

International marketing challenges.

4.    Individuals may design their paper in any way they deem necessary as long as it adheres to the rough structure above. Use of visualizations is possible.

Logically structured, efficient analysis of key findings according to required structure.

Completeness: all points have to be analyse.

Correctness of content and analytical quality.

Design and form: compliance to scope and structure, readability, comprehensibility, quality of visualizations.

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