Country-Specific Communications (35% of assignment marks)

Appendix One - Segmentation and Buyer Behaviour

Using no more than one side (page) of the Appendices and a range of segmentation criteria, identify and profile one segment of consumers who Green Chef should target in your chosen country, using appropriate data from Passport and sources of your choice.

Ensure that you show a full understanding of your target customers' interests, values, lifestyles, perceptions and attitudes, and usage of technology. You should seek to provide additional consumer insights over and above your comments in Task Two.

Appendix Two - Cultural insights

This part of the work is asking you to get to grips with cultural specifics and differences that might affect how you communicate with the target audience that you have identified in your specific country, so...

Using no more than one side (page) of the Appendices, what advice has been given by leading academics and other highly authoritative sources, regarding how best to communicate in terms of messages and execution style, in your chosen country?

You must use authoritative sources (for example, Hofstede, Hall, Usunier, de Mooij, articles from WARC or ABI Inform/Proquest) for this section and should aim to provide at least six key insights, citing all sources.

Social Media, Standardisation and Adaptation

Green Chef has a YouTube channelhttps://www.youtube.com/channel/UCNjqUXPzfFU52YnAjuJSZfw

and a presence on social mediahttps://greenchef.knoji.com/questions/green-chef-social-media-pages/

The Marketing Director would like you to give clear advice on how far social media communications such as these, need to be standardised or adapted in your chosen country.

The overall aim is to engage appropriately with the consumers that you have profiled in the Appendices and ensure that any culturally-specific needs and requirements, are taken into account.

Be specific - apart from language, what might need to change and why, both in terms of message and choice of social media channels? What could stay the same?

Within your arguments and defence, you should demonstrate clear linkages to the consumer profile (Appendix One) and the cultural insights you have identified (Appendix Two).

It is fine to use screen shots from Green Chef's YouTube or social media to illustrate your points (these will not be counted in the word count) and to provide other relevant examples of your choice