Part 2

Assignment Requirements


Choose the segmentation – demographics, behavioural etc – criteria for the product. You must state why you have chosen these criteria. What was the basis or rationale?
Choose the target segment. Describe the characteristics of your target customers.
the brand is Burberry and the new market is Italy
How will you position your good in the new market. Would you position this in the same way as in the current market or would change positioning strategies? Provide a rationale for your answer.
How will you enter the target market (export, direct investment) etc? Provide a rationale for your answer.


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