Critical evaluation of international marketing strategies of retail brands Zalando and ASOS in different countries

Task-Individual Essay

Main topic for Assessment-2

  • Title: Critical evaluation of international marketing strategies of retail brands Zalando and ASOS in different countries

 

  • Notes:
  • (1) Students must use the relevant theories learnt in this module so far. (Cultural theory: Hofstede 5 dimensions, Hall and Hall (Aspects of the Dimensions, Standardisation versus Adaptation, etc.)
  • (2) The essay must cover examples of developed and emerging markets
  • (3) Identifying best practice and the key factors that can be learned from both successes and failures of these brands. The following table provides an overview of the assessment requirements.
  • Suggested formatting for the Individual Essay
  • You must use font size 12, Arial and 1.5 line spacing
  • You must use Harvard referencing style
  • You MUST include the cover page as your front page where you need to use sections like Index , Introduction, Main Body, Conclusion and reference list. Introduction, reference list ,chart and diagrams will not be part of your word count. Introduction should not be more than 450 words. (Chart and diagrams should be at the end of the essay, not during.)
  • In index please specify section name and page number relevant to it
  • You should have separate heading for each section pertaining to Zalando and ASOS. (If it’s easier it can be done together)
  • You must include feedback sheet with your online Individual essay submission
    Suggested approach for Assessment-2
  • Please use all relevant theories at each sections
  • Specify Promotion and Physical Distribution for Zalando as well as ASOS in Developed and Emerging markets.
  • You need to develop discussion based on 1 Developed market and 1 emerging markets (Examples for emerging markets include BRICS countries like Brazil, Russia, India, China and South Africa, these are not the only ones, but these are the big emerging markets and they have a growth opportunity. Developed market (countries) include USA, UK, France, North America etc.)
  • Please discuss segmentation, targeting and positioning for both brands in both emerging and developed markets.
  • Please use references from Journal articles, reference books, core text book, newspaper articles. This essay needs at least 4 journal articles as reference! (References should be from the past 5 years, unless it is theory. Theories can be references from any date.)
  • You can also get latest information about both the brands from websites of both the companies
  • Also a comparison of the two brands need to be done (similarly as it is in the example essay)
  • Please read the notes at the bottom! (note section)!