Question $1(18$ Marks$)$

Imagine you are a marketing consultant working for a global consumer goods company that is planning to expand its product line into new international markets. Your task is to analyse consumer behaviour in these markets to develop effective marketing strategies. You are specifically focused on entering the emerging market of India, known for its diverse culture and consumer preferences. Your company wants to understand the steps you would undertake to analyse consumer behaviour in this market.

In the context of expanding a global consumer goods company into the emerging market of India, outline the key steps that should be undertaken when analysing consumer behaviour in international markets. Provide a comprehensive explanation of each step and its significance in developing effective marketing strategies for this specific market.

Question $2(12$ Marks$)$

Imagine a multinational technology corporation, TechX, that specializes in developing and marketing a wide range of consumer electronics, software, and cloud services. TechX operates in a highly competitive and dynamic industry, and they have developed a comprehensive strategic framework to navigate these challenges.

Identify and briefly explain three different levels of strategy that TechX employs to maintain its competitive edge. Provide examples or insights where applicable.