為了幫助廣大考生系統(tǒng)的復習商務英語考試課程，全面的了解商務英語考試的相關重點，小編特編輯匯總了商務英語考試的相關輔導資料，希望對您參加商務英語考試有所幫助！This proposal sets out to examine options for the successful globalisation of ourˉBorders brand. The initial marker under consideration is Continental Europe. For the purposes of this proposal, we will be considering three aspect of the brand, namely our logo, the ˉBorders concept and finally, the product itself, ˉBorders wellington boots.

Findings

The following findings summarise our key findings.

It was found that our existing logo, a pair of wellington boots encircled by the word ˉBorders, is visual enough to be used in markets where English is not widely spoken.

Attitudes to outerwear differ throughout Europe and our boots are likely to appeal to different market sectors in different areas. This has serious implications for the benefits we wish to publicise. Although Danish farmers would be willing to purchase such a high quality product, farmers in some countries are unlikely to choose a British brand over a domestic product. However, the very Britishness of the product would appeal to the style-conscious elements of the French and Italian markets, summoning up images of the English upper classes and country houses.

Our current product is multi-purpose and as such would not need adapting to suit different sectors of the European market.

Conclusions

It was agreed that although the present logo and product are suitable for globalisation as they stand, we propose that the Borders concept be adapted for different markets.

Recommendations

We recommend that further studies be carried out into the marketing strategies best suited to different European regions.