Group Marketing Management Report: McLaren's French Market Entry
VerifiedAdded on 2023/02/03
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AI Summary
This report provides a comprehensive analysis of McLaren's marketing strategy for expanding into the French market with their new product, EcoSpeed. It begins with an introduction highlighting the rationale behind choosing France and then delves into the adaptation and standardization of the marketing mix, encompassing product, price, place, and promotion. The report also examines the Customer-Based Brand Equity (CBBE) model, detailing each step from brand identity to brand resonance. Furthermore, it explores integrated communication mix and methods, including mobile technology and web-based advertising, alongside customer loyalty programs. Finally, the report outlines methods for measuring success, such as sales targets, market share, and profitability, culminating in a conclusion that emphasizes the importance of marketing and promotional activities for McLaren's success in the French market. References are provided to support the analysis.
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