Brand selection: any kind of international brand

1. Describe the current marketing activities of a focal brand

Provide a brief description of the current marketing activities of a focal brand. You also need to briefly mention who are the target segment of the marketing activities.

2. Identify the intended objectives of the marketing activities

Identify the intended objectives of their marketing activities to the target market, in terms of 'internal' and 'external' factors. Internal factors include consumers' needs, motivation, personality, lifestyles and values. External factors include group influence, social media, income, social class, culture and subcultures. Provide an analysis of how the marketing activities intend to influence consumers in relation to internal and external factors in the focal market/consumption context.

3. Assess the outcomes of the marketing activities on consumer responses

Assess the outcomes of the marketing activities on consumer responses (e.g., associations in memory; perceptions; attitudes; purchase intention; word-of-mouth; satisfaction; loyalty; etc.). Evaluate which specific changes the marketing activities can make in consumers' mind and their behaviours based on the relevant consumer behaviour theories/concepts.