You are a brand manager of Shopee. You have been asked to produce a report to discuss the feasibility of your chosen brand to expand outside Asia (e.g. Middle East, Europe, USA) and identify any cultural aspects that should be considered with this decision.

In the report, you need to provide the following information:

1. A brief analysis of the brand you have selected. This will be a summary of your key findings from assignment 1.
2. Compare a similar product/service with your chosen brand in your target country by contrasting recent brand placement, advertising, or any digital/social media brand communication of the two brands.
3. Suggest a brand communication strategy to ensure the brand image/personality of your chosen brand is culturally adapted without losing the core values.

Each question carries equal marks. A thorough analysis of your brand (e.g., what is the unique sales proposition (USP)? the brand’s target audience? How does it position itself relative to competitors?) will help you to answer these questions.

Written Report

The maximum word limit for the report is 2000 words, excluding references. The format is report style with sub-headings. You are expected to draw on relevant materials and use the Harvard referencing style. Assignments should be submitted in times New Roman, Size 12, with either 1.5 or 2.0 line spacing. Use 2.54 cm margins and include page numbers.