You are required to critically review an international expansion and marketing strategy for Diageo. This should be a global or international company operating in multiple countries. You are required to review your chosen company’s international strategy from an external perspective. Please note that you are not required to conduct primary research.
You are required to use USA and Australia and compare and contrast their strategy in each market on criteria below. Please include the following in your review:
– Description of company
– Overview of chosen markets
– Description of marketing offering and competition
– PEST factors that may affect company in selected market Entry mode
– Level of standardisation vs adaption
– Recommendations for marketing mix
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