This report provides a comprehensive analysis of strategic marketing for Ashanti Marketing Solutions Limited, focusing on its planned expansion into the German market. The report begins with an executive summary and an introduction to strategic marketing, emphasizing its role in differentiating businesses and creating customer value. The main body delves into the adaptation and standardization of the marketing mix (product, price, place, and promotion) for the German market, considering factors like pricing strategies post-COVID-19. It then explores the Customer-Based Brand Equity (CBBE) model, detailing brand salience, brand meaning (brand performance and imagery), brand response, and brand resonance, crucial for building a strong brand identity. The report further examines integrated communication mix and methods, including digital marketing, online platform promotion, and sponsorship, to effectively reach and engage customers. The report concludes with a discussion on the measures of success for Ashanti Solutions' marketing efforts, followed by references.
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