1. Critically analyse and apply information on market structure and segmentation, competitors and buyer behaviour within specific international market scenarios.
2. Examine and discuss the globalisation versus localisation issues related to the marketing mix.
You are the Marketing Manager of “Blue Apron”; they are planning their expansion into Mexico. Their target country is Mexico. You have been tasked to prepare a business report that includes the following:
1. Critical analysis of the macro and micro environment in the meal-kit delivery service with a focus on the Mexican market.
2. Analysis of buyer behaviour and develop a target profile
3. Development of an adapted marketing communication strategy with justification.
4. Discussion, with justification, which other elements of the marketing mix should be adapted or Standardized
for the new market.
