Visit the website of lastminute.com (www.LastMinute.com). Map the business model used by this Web brand. Review the strengths and weaknesses of the model, and consider how the brand has been established and how it may be extended.
Answer to relevant QuestionsGo to www.e4m.biz, operated by the U.K.’s Marketing Council. Register at the site and choose the Business-to-Consumer area, and the Brand Consistency option under Strategy Area. Review several of the short cases describing ...Discuss the advantages and limitations of following a branding strategy of using brand names for specific products. How can a company combine the strengths of global brands with the need to adapt to local market requirements in a multinational operation? Consider the differences in retail concentration between the United States and Europe. How do those differences impact on manufacturers’ channel strategies? From the RELATIONSHIP APPLICATION— develop a list of the pricing issues faced by the executives at Novet. What are the arguments that can be made for avoiding the price cutting option?
Post your question