Effective marketing involves providing superior value to customers through the creation of a value proposition that matches customer values. Creating an international value proposition is far more complex than creating a local value proposition Using appropriate marketing concepts/models, investigate the perceived customer value of an established global brand of your choice addressing the following areas:

(1) Using suitable models identify the customer perceived value for the customers of your chosen global brand.

(2) Critically evaluate the existing value proposition for the global brand you have chosen. Compare and contrast the value proposition with that of the leading global competitor.

1. Introduction

Provide brief companies introductions for the chosen global brand and the competitor brand

2. Customer Perceived Value of (Your Chosen Global Brand)

Using suitable models identify the customer perceived value for the customers of your chosen global brand.

3. Comparative Critical Evaluation of Existing Value Proposition of (Your Chosen Global Brand) with (Leading Competitor Name)

Critically evaluate the existing value proposition for the global brand you have chosen. Compare and contrast the value proposition with that of the leading global competitor.

4. Conclusion

Summary of key learnings