1) Perform a PESTEL and situational analysis first and then discuss if Italy is indeed an attractive subsequent international destination for VAUDE or not.
2) How would you adapt the marketing mix (price, product, place – but not promotion) for the Italian outdoor market? Please fully justify your answer through the use of relevant and supporting academic theory but also based on the findings of the previous task.
3) Discuss your branding and communication strategy for the Italian market (including SMART objectives). What communication mix are you going to use to achieve those objectives and how are you going to create awareness and forge a strong and positive brand image within a reasonable time frame? Use appropriate branding and communication models and theory to fully develop and support your answer.
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