BlaBlaCar in Lithuania

Section 1: Brand’s Strategic Orientation

• 1. Identify the stage of international marketing (5 stage model) at
which your brand currently is.
• Modern marketing
• Stage 4: International Marketing – Fully committed and involved in
international marketing – Planned productions for various foreign markets –
Production of goods in foreign markets as well
• 2. Map the above stage to the strategic orientation of your brand
• III. Regio/Geocentric
•  Idea: The whole world is just one single market.  Approach: Global Marketing
•  Strategy: Uniform marketing for everywhere. 4Ps are standardized for all foreign
markets. Efficiencies of scale are encouraged.
Section 2: Selection of Foreign Market for
Operation
• 1. Improve the product of your brand by applying the 5C model of
clues (add at least 2Cs). Try to be as creative as possible!
• Clue, create an imaginary hero, like Dasha-puteshestvennitsa
• 2. Identify the country (only one) that would be the best market for
the improved version of your product. Pay specific attention to
economic, socio-cultural, political, and legal factors in choosing that
country.
Section 3: Lifestyle of international
Consumers I (Global Micro Trends)
• 1. Develop 3 ideas to improve the success chances of your brand in its
new foreign market by understanding the current and future
microtrends of this market: – Develop 1 idea by doing netnography –
Develop 1 idea by consulting Trend Hunter – Develop 1 idea by
consulting Trends & Technology Timeline
Section 4: Lifestyle of international
Consumers II (Global Macro Trends)
• 1. Using Hofstede’s model, how do you think your brand should adapt
its offer to better satisfy customers’ needs in its new foreign market?
What elements should it change exactly? Please provide 3 detailed
ideas.
Section 5: Brand Extension & Foreign
Market Entry Strategies
• 1. What are the possible ways for your brand to do extensions in its
new foreign market? Provide one clear solution (idea + prototype) for
each of the 4 brand extension strategies.
• 2. What entry strategy would you recommend to your brand for
entering its new foreign market? Why?