Assignment task:
In Chapter 7, you learned how global marketers use research and insights to segment international markets for optimal response to highly targeted positioning strategies. Read Case 7-1, Segmenting the Chinese Luxury Goods Market, on pages 241-242. Then, complete the following: Identify which segment Lincoln might target and why you chose that segment. For that target segment, select one positioning option from pages 236-237. Identify and justify at least two reasons your selected positioning option will be successful. Identify and describe one challenge Lincoln faces if it commits to your recommended positioning strategy.
Textbook:
Keegan, W. & Green, M. (2020). Global Marketing (10th ed.). Boston, MA: Pearson. ISBN: 978- 0134899756*