International Marketing

  ● Introduction – this section should clearly state the purpose, limitations and scope of the report. ● Target market and competitive analysis – this section should identify ONE target market segment (within the selected foreign country market: USA) and provide adequate justifications for its selection, and analyse the competitive situation facing the Company (Audi) in the selected target market segment. The following issues should be addressed. ● Identify the target market segment and provide appropriate justifications to its selection. Your selected target market segment can be based on a combination of: demographic (e.g. gender, income, education), geographic (e.g. region, city size, climate), psychographic (e.g. lifestyles, personality attributes), behaviour (e.g. price sensitivity, end use, occasion, benefit expectations), benefit (e.g. perceived value on quality, performance, special features) or ethnic (e.g. the needs and preference for specific content exhibited by an ethnic community) variables. ● Analyse the target market segment conditions (e.g. demand and potential, consumer/business buying habits). ● Describe and analyse the key competitors (Honda Civic, Toyota Corolla). ● Compare and contrast the product or service with the key competitors’ product or service (e.g. features, packaging, pricing, promotion and advertising methods) (Audi A1 vs Honda Civic vs Toyota Corolla.