Directions: Initial Post
Review the following information about Mary Kay’s global expansion of the brand:
Background on Mary Kay
Read the video case in the textbook on pages 199-202.
Watch the Mary Kay video at http://bevideos.mhhe.com/business/video_library/007744180x/swf/Clip_11.html (Links to an external site.)Links to an external site.
Explore Mary Kay’s global branding campaign “Discover What You Love”:
http://www.gcimagazine.com/business/marketing/Mary-Kay-Announces-New-Branding-Campaign-Discover-What-You-Love-245578271.html (Links to an external site.)Links to an external site.
Explore Mary Kay’s marketing success over its 50 year history:
“Fifty and Fabulous—Mary Kay Continues to Experience Record-Breaking Growth During Golden Anniversary Year,” Marketwired, July 25, 2013
http://newsroom.marykay.com/en/releases/fifty-and-fabulous-mary-kay-continues-to-experience-record-breaking-growth-during-golden-anniversary-year (Links to an external site.)Links to an external site.
Based on the information provided above as well as internet research, put yourself in the position of a marketing consultant brought in to Mary Kay to formulate a set of well-developed and supported recommendations for expanding the brand into various international markets. You will be presenting your recommendations to the company’s senior leadership team. Your recommendations should be based on a critical evaluation of the effectiveness of its prior marketing strategies. The recommendations should be logically presented, well-supported, and thoroughly vetted.
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