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Topic 8: Distribution.

Subject: Marketing and commercialization in international environments

1     CASE STUDY:

In this case, the student will step into the role of the Brand Manager for the home appliance manufacturer Beko. This case will be used to develop the ability to define a product, identify a buyer persona, describe the value proposition, and understand the competitive landscape through price analysis.

2    QUESTIONS

1. Describe the product according to the descriptors indicated.

2. Develop a buyer persona that fits with the product proposal previously analyzed in the previous section.

3. Identify the value proposition with which the brand competes in the market and what competitive advantage it is using.

4. Finally develop a price analysis through the price map tool explained in class, using the  data provided. Once done. Argue where the brand sits and establish a competitive strategy to help the brand increase its market share by at least 3%.

3     EVALUATION CRITERIA FOR THIS EXERCISE

□    This exercise belongs to continuous assessment.

□    This exercise is solved individually and then shared with the study group to exchange ideas and reflections. Finally, these ideas will be shared in class with your companions.

IMPORTANT NOTE: The answers can be subjective, so all contributions and responses must be reasoned and argued.

It is forbidden to "Copy and Paste" from internet pages. Secondary information must indicate the source to be credible.

4    FORMAT AND DELIVERY DATE

□    The maximum number of slides in the Power point for this exercise is 6 (including the formal cover).

□    The deadline for submitting the case is the one indicated on the online campus.

□    You must upload your exercise on campus.