Overview
This assignment requires you to build on your coursework 1 (group presentation) and produce an expanded, in-depth international marketing strategy for Booja-Booja Ice Cream (refer to case Expanding Booja-Booja Ice Cream Internationally available for download on Blackboard Ultra). The focus of the strategy is on developing an internationally-coherent brand positioning concept for Booja-Booja, to enable it to build brand awareness on an international level, and making tactical recommendations for marketing Booja-Booja across its focal markets of interest. For the purpose of this assignment, you should choose one market as follows: any country in Europe (but not the UK or Germany), Asia, Africa, America or Australia and it should be different from the one covered in your group assignment).