Questions and Answers of Global Marketing

The Finnish company is one of the largest manufacturers of elevators and escalators worldwide, and also provides maintenance services and modernization solutions. In addition, Kone
One of the world’s oldest professions is matchmaking, and given the role of technology in today’s world, it’s no surprise that the industry is booming. With an explosion of new websites and
Spotify (the brandname is a combination of ‘spot’ and ‘identify’) is a digital music-streaming service that was launched in Sweden in 2008. Spotify was founded by Swedish Daniel Ek (see
Chief executive officer of Autoliv Inc., Jan Carlson, is in the middle of a board of directors’ meeting in Stockholm in December 2014, discussing how to further globalize Autoliv. He takes out a
In the spring of 1987, the product manager of Danish Cheese Overseas, KA, was pleased to note that after some decline (e.g. in Iran) feta sales were improving in the Middle East. However, the company
HistoryZippo (www.zippo.com) was founded in Bradford, Pennsylvania, in 1932 when George G. Blaisdell decided to create a lighter that would look good and be easy to use. Blaisdell obtained the
Burberry Group plc (www.burberry.com) is a British luxury fashion house, distributing outerwear, fashion accessories, sunglasses, fragrances and cosmetics.Its distinctive tartan pattern has become
Tequila Avión is a company created in 2009 by Ken Austin and Kenny Dichter aimed at producing, promoting and distributing Avión, a premium tequilathat is produced by fifth generation agave growers
Describe briefly the international PLC (IPLC) theory and its marketing implications.
Identify the major barriers to developing international brands.
Harley-Davidson’s mission statement is: ‘We fulfil dreams through the experience of motorcycling’.History The Harley-Davidson Motorcycle Company (www. harley-davidson.com) was founded in 1903.
In the battle to out-blade the competition, Gillette’s 2005 creation, a five-bladed razor called Fusion, leapfrogged the Schick Quattro by one blade and aimed to provide an even closer shave to the
The Vaseline® journey started in 1859, when a 22-year-old chemist from Brooklyn, New York, named RobertA. Chesebrough, went to Pennsylvania to investigate an oil well. The oil industry was in its
Explain these types of letter of credit: revocable/ irrevocable, confirmed/unconfirmed. Under what sets of circumstances would exporters use the following methods of payment:(a) Revocable letter of
De Beers is a private holding company engaged in the exploration, mining and marketing of diamonds.The company primarily operates in Africa and markets its products across the globe. It is
Company founder Earl Tupper was an early plastics pioneer. The young inventor found work at DuPont in the 1930s without the benefit of a college education.By 1938, Tupper was ready to strike out on
DHL International (www.dhl.com) specializes in cross-border express deliveries. Today it is part of Deutsche Post. DHL is the global market leader in international express, overland transport and air
When would it be feasible and advisable for a global company to centralize the coordination of its foreign market distribution systems? When would decentralization be more appropriate?
On a warm autumn day in 1997, Johnny Austad, President of the Norwegian clothing manufacturer Helly Hansen Co. (HH), arrived at the company’s US subsidiary. Johnny still cannot quite understand the
The once-proud British car industry has all but vanished.However, there is one famous producer left in the UK: the Morgan Motor Company.The company was founded in 1909 by H.F.S. Morgan and was run by
Bayerische Motoren Werke (BMW) (www.bmw.com)is one of the leading manufacturers of premium passenger cars and motorcycles in Europe. Although car buyers are extremely familiar with the BMW brand, the
Swarovski designs, manufactures, and sells jewellery/crystal, genuine gemstones, created stones, and finished products such as accessories and lighting solutions. What started in 1895 as a small
Levi Strauss (www.levistrauss.com) is an iconic American company with a rich history of profitable growth, quality, innovation and corporate citizenship.Their story began in San Francisco, California
Beer is an alcoholic beverage made by brewing and fermenting cereals, especially malted barley, usually with the addition of hops as a flavouring agent and stabilizer. One of the oldest of alcoholic
Identify and discuss problems associated with assessing advertising effectiveness in foreign markets.
Explain how personal selling may differ between the overseas and home markets.
The brand ZamZam Cola is a cola-flavoured soft drink produced in Iran by ZamZam Soft Drink Manufacturing Co.Originally a subsidiary of Pepsi, created in Iran in 1954 as the first Iranian carbonated
An average person visits the toilet 2,500 times per year, about 6–8 times per day. People spend at least three years of their lives using the toilet, and women take three times as long to use the
Dunkin’ Donuts (www.dunkindonuts.com)is a coffee and baked goods chain, selling 5 million doughnuts and 4 million cups of coffee daily. Dunkin’ Donuts sells a variety of doughnuts and bakery
Despite co-founding the successful WeddingChannel.com, Jessica Herrin found herself re-evaluating her personal and entrepreneurial priorities. In 2004, she decided to align the two with the founding
You are a European preparing to negotiate with a Japanese firm for the first time. How would you prepare for the assignment if it is taking place:(a) In the Japanese headquarters;(b) In one of its
Mars Inc. is a diversified multifunctional company whose primary products include foods, petcare, confectionery, electronics and drinks. Owned and controlled by the Mars family, this US giant is one
Henkel is a multinational company headquartered in Düsseldorf, Germany. In 2018, the total turnover was €20 billion. It has about 52,000 employees worldwide and counts among the most
McDonald’s Corporation (www.mcdonalds.com) is the world’s largest food service retailing chain. The company is known for its burgers and fries, but also breakfast.At the end of 2018, McDonald’s
Tencent is a Chinese investment conglomerate founded in 1998. It controls hundreds of subsidiaries, creating a broad portfolio of ownerships and investments across a diverse business, like social
Huawei Technologies Co Ltd (in the following called ‘Huawei’) is the world’s largest telecom equipment maker (in the B2B market) and China’s largest telephone-network equipment maker.Huawei
In other words, what Dr Rausing is saying is that the benefits to the customer and society from packaging should outweigh the resources used and the costs of its manufacture.Most efforts to reduce
Identify appropriate organizational structures for managing international product development.Discuss key features of the structure(s) suggested.
What key internal/external factors influence the organizational structure? Can you think of additional factors? Explain.
Discuss the pros and cons of standardizing the marketing management process. Is a standardized process of more benefit to the company pursuing a national market strategy or a global market strategy?
Discuss to what degree the choice of organizational structure is essentially a choice between headquarters centralization and local autonomy.
Discuss how the international organization of a firm may affect its planning process.
Discuss why firms need global marketing controls.
What is meant by performance indicators? Why does a firm need them?
Performance reviews of subsidiary managers and personnel are required rarely, if at all, by headquarters.Why?
Identify the major weaknesses inherent in the international division structure.
Discuss the benefits gained by adopting a matrix organizational structure.
In 2006, Robert von Goeben, a venture capitalist and an electronic toy designer in San Francisco, contemplated shifting course again. Instead of making more toys that required electricity and
The Hunter boot brand (www.hunter-boot.com) has become a symbol of British country life and celebrity fashion. Hunter boots, designed over 150 years ago, were originally created to deal with
Nivea (www.nivea.com) is Beiersdorf’s (www.beiersdorf.com) largest brand in terms of sales, product and geographical reach. The brand is the market leader in a number of product areas, including
Uber Technologies Inc. (www.uber.com) is an American international transportation network company headquartered in San Francisco, California.The company develops, markets and operates the Uber mobile
Explain how a combination of the product value chain and the service value chain can create further customer value.
Creating products to save people’s lives in the developing world is the mission of a company – Vestergaard-Frandsen (VF) (www.vestergaard-frandsen.com) – based in Lausanne, Switzerland. The
More than 40 years after his death, Elvis Presley has one of the most lucrative entertainment franchises in the world. Despite the sorry state of his affairs in 1977, the Elvis empire has thrived,
TOMS Shoes (www.tomsshoes.com) was founded in 2006 on a simple premise, as stated on their website ‘With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for
Bumble is one of the best examples of how women have become empowered in online dating. Bumble was launched in December of 2014 by founder Whitney Wolfe Herd (hereafter Whitney), who originally had
High levels of air pollution and carbon emissions, as well as a perceived energy shortage, are all cited as reasons why electric vehicles will surely become a major factor in the global auto industry
Reebok (www.reebok.com and www.adidas-group.com) specializes in the design, marketing and distribution of sports and fitness products, including footwear, apparel and accessories, as well as footwear
Explain the main differences between the three theories of internationalization: the Uppsala model, the transaction cost theory and the network model.
William Demant (earlier Oticon) is a leading worldwide manufacturer of hearing aids. The company operates in a global market with subsidiaries in more than 30 countries, has a staff exceeding 12,000
Chinese drone maker DJI Technology Co. Ltd has established a strong early lead in the world commercial market as companies turn to its inexpensive, light-weight flying devices for a host of uses from
Nike (www.nike.com) is the largest seller of athletic footwear and athletic apparel in the world. Nike’s strategy for growth around the globe is to develop greater reach into diverse market
Electrolux was incorporated as Elektromekaniska AB in 1901. In 1919 the ‘founder’ Axel Wenner-Gren merged that company with Swedish AB Lux in 1919 to form Aktiebolaget Electrolux (AB Electrolux
When Nintendo Wii was launched in 2006, very few analysts would have predicted that it would one day be market leader in the games console market against the established PlayStation 3 (PS3) and Xbox
On a lovely spring morning in 2018, while giving his kids some ‘Fitness’ cereals, the CEO of Cereal Partners Worldwide S.A. (CPW), Peter P Homer, thinks about how CPW might expand international
Teepack (www.teepack.com) is a specialized manufacturer of tea bag machines for the world’s bestknown brands of tea and herbs and fruit teas, such as Lipton, Pickwick, Twinings and
LEGO (www.lego.com) is now the second largest toymaker globally after Mattel, with total revenues in 2017 of DKK 35.0 billion (€4.7 billion) and DKK 7.8 billion (€1.1 billion) in net profit. Its
High levels of air pollution and carbon emissions, as well as a perceived energy shortage, are all cited as reasons why electric vehicles will surely become a major factor in the global e-bike
Honda Motor Co. is a Japanese multinational corporation primarily known as a manufacturer of cars and motorcycles. At the same time, it is world famous for its core competency in small engines, which
The Group of Twenty (G-20) finance ministers and central bank governors was established in 1999 to bring together important industrialized and developing economies to discuss key issues in the global
Danfoss Power Solutions (www.powersolutions.danfoss.com) is a comprehensive subsupplier of mobile hydraulic solutions as either components or integrated systems to manufacturers of mobile equipment
Globalization seems inevitable, but it is not without controversy. The debate on globalization will continue as people try to make sure that the benefits of global trade outweigh the costs for all
Cirque du Soleil Inc. (‘Circus of the Sun’; www.cirquedusoleil.com) is a Canadian entertainment company, self-described as a ‘dramatic mix of circus arts and street entertainment’.
IKEA was founded in Älmhult, Sweden, in 1943 by Ingvar Kamprad. The company name is a composite of the first letters in his name, in addition to the first letters of the names of the property and
Allergan plc (Irish-tax registered) is a pharmaceutical company and leading maker of eye care, skin care and aesthetic products, including best-selling pharmaceutical Botox. Originally used to treat
Royal Philips Electronics of the Netherlands is one of the world’s biggest electronics companies, as well as the largest in Europe In 1891, the Dutch mechanical engineer Gerard Philips started the
Until the mid-1990s the famous cookie brand, Oreo, was mainly sold in the domestic US market. By the end of 1990s Oreo had been successfully introduced in Europe and other places.Even if Oreo was
SodaStream (www.sodastream.com) is the world’s leading manufacturer and distributor of sparkling water makers, which enable consumers to easily transform ordinary tap water into sparkling water and
On one of her few days off in autumn 2017, Senior Strategic Advisor Mary Ann Leeper is thinking about the great opportunities for the female condom. The potential market for her company’s product,
Upon the death of his wife in 1944, the founder of Rolex, Hans Wilsdorf established the Hans Wilsdorf Foundation, a private family trust, in which he left all of his Rolex shares, making sure that
Jarlsberg® cheese (www.jarlsberg.com) has been well received in the US. Nearly 60 years after entering the US it is now the imported cheese with the biggest market share of its category
Until May 2017 Ansell Condom brands were marketed globally through the Personal Healthcare division of Australian based Ansell, and their main office in Red Bank, NJ, US. Ansell marketed branded
China became a member of the WTO on 11 December 2001 and, overall, the Chinese economy has shown exceptional economic growth over the last decade, closely associated with China’s increased
Molkerei Alois Müller GmbH & Co. KG or Müller is a multinational producer of dairy products, with headquarters in the German state of Bavaria. Founded as a family dairy farm in 1896 by Ludwig
Lysholm Linie Aquavit is marketed by the Norwegian spirits manufacturer Arcus Group (www.arcus.no).In 2018, it had approximately 2.7 billion Norwegian kroner (NOK) (€212 million) in sales, NOK132
A long time ago, when the British ruled India, a small factory was set up in the suburbs of Mumbai city to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous
Honest Tea (www.honesttea.com) is a beverage company based in Maryland, US, and was founded in 1998 to sell ‘bottled iced tea that tastes like tea’.It is best known for its line of ready-to-drink
When, in 1974, employees at the Japanese design company Sanrio created Hello Kitty (www.sanrio.com/characters/HelloKitty/), the small, rounded cartoon cat with a red bow between her ears and no
The Danish toy manufacturer LEGO is known worldwide for its LEGO bricks. LEGO is a strong and wellknown brand. In the 1990s, LEGO management received (among others) the results of three consumer
Marriott (www.marriott.com) is a worldwide operator and franchisor of 4,100 hotels and related facilities in 80 countries with over 697,000 rooms. Quality and consistent service are Marriott’s main
Polo Ralph Lauren Corporation, founded in 1967 by Ralph Lauren, is a leader in the design, marketing and distribution of premium lifestyle products, including men’s, women’s and children’s
In 2000 Durex condoms went on sale in Japan for the first time after SSL International, the manufacturer and distributor of healthcare products, announced it is to expand its operation in the
Starbucks Corporation (www.starbucks.com) is named after the first mate in Herman Melville’s Moby Dick. It was founded in 1971 in Seattle. The original name of the company was Starbucks Coffee, Tea
Why is acquisition often the preferred way to establish wholly owned operations abroad? What are the limitations of acquisition as an entry method?
ARM Limited (www.arm.com) is the leading provider of embedded microprocessor architecture with commanding market share in everything from mobile devices to sensors. ARM provides leading
Before the traditional lawnmower, people used scythes to cut the grass. In 1827, the English engineer Edwin Beard Budding invented the first lawnmower.Colonel Edwin George manufactured the first
There are several PowerPoint presentations for the Santa Fe Grill Restaurant study on the book’s website at www.mhhe.com/hairessentials3e. The presentations demonstrate how findings of a
Select the Santa Fe Grill data or one of the other databases provided with this text (see Deli Depot, Remington’s, Qualkote, or Digital Recorder Survey on the website), analyze the data using the
Go to the following website: www.microsoft.com/Education/Tutorials.aspx. Complete the Tutorials dialog box by typing in “higher education” in the Grade Level box, “technology” in the Learning
Choose one or two other students from your class and form a team. Identify the different retailers from your community where wireless phones, digital recorders/players, TVs, and other electronics

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