1- What are the main target market segments of APHKS customers ? 2- How successful is APHK? What are the key factors for its success , and how are those factors changing? 3- refer to the section titled ” Budget Allocation” in the case. Do you agree with the approach of setting APHKs annual marketing budget on a campaign basis ( A product-based Approach) ? Would you suggest usin a top-down aapproach such as the percentage of sales method or the competitive parity method? How should APHK allocate the budget between traditional and digital media and why? 4- Refer to case exhibits 7 and 8 , and select one stage in the customer decision journey . Describe the digital media most appropriate for that stage, and give examples of how that media could be used in a campaign for ETUDE House . 5- Take the perspective of AP headquarters in Seoul , South korea . what is the relative importance of Hong Kong in the regional startegy , and to what extent should AP strengthen its presence in mainland China relative to its outlets in Hong Kong?
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