As Jane Melody’s assistant, you’re researching how to market the Sonic 1000 smart phone product outside the United States within a year. You’ve been asked to answer the following questions about Sonic’s use of global marketing.
• As a start-up company, should Sonic use indirect or direct exporting, licensing, joint ventures, or direct investment to enter the Canadian market next year? To enter other markets? Explain your answers.
• If Sonic starts marketing its smart phone in other countries, which of the international product strategies is most appropriate? Why?
• Although some components are made in Asia, Sonic’s smart phones will be assembled in Mexico through a contractual arrangement with a local factory. How are country-of-origin perceptions likely to affect your marketing recommendations?
Think about how these global marketing issues fit into Sonic’s overall marketing strategy. Now document your ideas in the marketing plan you’ve been writing or using Marketing Plan Pro.