Directions

Review the following information about Mary Kay’s global expansion of the brand:

• Read the video case in the textbook on pages 199-202. (Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.)
• 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.

IMPORTANT! Your grade for each weekly thread discussion will be determined by your analytical, integrative, problem-solving and critical thinking skills demonstrated by your posts and by your positive responses to the posts of your classmates.There is no minimum or maximum in terms of the word count; however, the response should explicitly address all required components of this discussion assignment. Your response should integrate external resources, which should be consistent with APA writing style and format (6th edition) and reflect higher level cognitive processing (analysis, synthesis and or evaluation).

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