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Question Description

Case Study

Read the Chapter Case Study “McDonald- A Global Giant” from Chapter 8 “Global Marketing” Page: – 257 given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:

Case Study

Read the Chapter Case Study entitled “From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?” from Chapter- 11 “Product, Branding and Packaging decisions” Page: – 358 given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:

  1. Visit the company website (https://www.birkenstockusa.com/) and identify and describe the different product lines that it markets. ( Minimum 150 Words)
  2. Review the different product categories in each of the company’s product lines. Which has the greatest depth? Which has the least? (Minimum 150 Words)
  3. How has the company positioned its brand? How does it go about communicating its position? Explain. ( Minimum 250 Words)

Note: Support your Answers with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles.