International marketing and/or expansion is a significant challenge for many companies. In a single-spaced 3-page paper, you need to 1) analyze an example of a company whose international marketing has either failed or been more challenging than initially anticipated (describe the company’s initial marketing strategy and the execution of that strategy), and 2) explain what could have been done differently to have a more successful marketing/branding effort. Perhaps also consider other issues related to retailing in international markets, such as motivations, cultural influence on consumer behavior, and entry strategies.
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