Assignment Instructions

Select a Multinational Brand:$$Choose a brand that operates in both Nigeria and the UK $($e$.$g$.,$ you might consider brands like Nestle, Coca$-$Cola, Samsung, and MTN Group$).$

VALS Analysis:$$Explore the VALS segmentation for$$Nigeria$$and the$$UK$$using the provided links. Compare and contrast the primary motivations and lifestyle segments in each country.

Brand Awareness$/$Loyalty:$$Investigate the brand's current awareness and loyalty in Nigeria and the UK$.$ Gather data and insights into the market segmentation and customer preferences.

Global Marketing Recommendations:$$Write a two$-$page executive memo to the Director of Marketing of your chosen brand, presenting your findings and recommendations. Include insights from your VALS analysis and data on brand awareness$/$loyalty$.$ Propose tools, tactics, and strategies to understand the mindset of customers better and enhance opportunities for loyalty and retention globally.

Rationale and References:$$Provide a rationale for your recommendations, drawing on best practices in marketing strategy. Support your insights with credible sources. Include a reference list to justify your rationale, use APA$7$ refencing