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Nmims April 2020 assignments - Suggest the possible brand positioning for their European m

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International Marketing

1. India is trying to promote ‘Make in India’ and has also recently opened up Defense sector. You are a strategy manager at Dassault, one of leading manufacturers of defense equipment. However, your boss wants to set up a new venture in Brazil.
Please justify using Business Environment why you would like to set up in India instead of Brazil. (10 Marks)
2. You are the CEO of a competing brand of Starbucks but claim to offer more value for money. Your products cost less than Starbucks. You have also decided to enter India after seeing success of Starbucks. Evaluate any 3 entry options to enter into India. Which of the market entry options would you finally choose & why? (10 Marks)
3. Lemon Tree operates mid-premium hotels in India and position it for cost conscience corporate travelers. They have decided to enter European market now with 4 properties, two each in Germany & France.
a. Suggest what should be their pricing strategy for the European market. (5 Marks)
b. Suggest the possible brand positioning for their European market. (5 Marks)

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