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Global Marketing Management 5th Edition Masaaki (Mike) Kotabe, Kristiaan Helsen - Solutions
How should the Nano be positioned?Would you apply the same positioning strategy in, say, India and Germany or would you adjust it? If so, why and how?
What challenges do you envision in launching the Nano?
Does the so-called one lakh (100,000 rupees) car really have potential beyond India? What criteria should Tata Motors use for deciding which countries to enter? Should Tata also launch the Nano in developed countries? Why or why not?
Could the approach Mattel is taking for Barbie work for other brands in China as well? If so, what kind of brands?
Mattel is expanding the Barbie brand beyond young girls to parents and young adults in China, a tactic it has never used in other markets. What is its motivation? Is it a smart move in your judgment? What are some possible risks?
Is Organization 2005 fundamentally right for P&G? Or, should P&G nip Organization 2005 in the bud and if so, why?
What went wrong with Organization 2005? Do you agree with Laffey’s comments of ‘‘too much too fast’’?
How does the sale of PSPs in Europe through gray markets affect the future of the product itself?
How was the sale of PSPs in Europe through gray markets a threat to Sony?
Do you think Sony launched the PSP too early and should instead have waited to launch it in the Triad simultaneously?Why did the company then rush to introduce its product?
What can firms like Sony do to prevent sale of new products in gray markets?
What does the future likely hold for this retail method for drugs in particular?
Will Merck’s recent move prevent further exports by Canadian pharmacies?
Should the U.S. and Canadian governments step in to solve this problem? If so, what can the governments do in this matter?
What else can Merck do to reduce the exports of drugs back into the U.S. by Canadian pharmacies?
Non-tariff barriers to international trade have significant implications, for both exporters and importers. One of the most prevalent non-tariff barriers used is antidumping duties or the threat of initiating antidumping investigations. The use of antidumping duties has recently received some
General trading companies have played and continue to play a leading role in the exports and imports of products from and to Japan. The effectiveness of these companies is evident from the fact that in the recent Fortune 500 list of the world’s largest corporations, 5 of the top 10 corporations
Afriend of yours who owns a small firm manufacturing and selling CD-ROM–based computer games would like to market the company’s products abroad. Your friend seeks information from you on the following:a. Which markets should the firm target (what sources of information to tap)?b. How should it
Describe the various terms of shipment and sale.
What steps should Robert Grosse have taken that could have helped in doing a better job in distributor selection?
What mistakes did Robert Grosse make in selecting a distributor?
Why did Carrefour exit Japan but succeed in China?
Carrefour, being the second largest retailer in the world, what are implications of its pull-out from Japan for other global retailers such as Wal-Mart which is struggling to survive?
Do you think it was the right decision for Carrefour to leave Japan? Could it instead have adopted other strategies that perhaps would have led to a different outcome?
Dell spent a considerable amount of time and money planning in advance in case of a disruption in its supply chain.What should the company do to avoid the additional expenditure in case of future disruptions?
What were the important elements of their contingency plan that made it successful?
Would it be a good strategy for Dell to own some warehouses in case of unforeseen events? How would that affect their business model?
Reduced trade barriers and saturation of domestic markets are two market forces that are encouraging large retail chains to move overseas. Large retail chains in the United States, Japan, and Europe are aggressively making forays into international markets, although there is a significant regional
Some economists have brought attention to the importance of the role of geography in international trade. One example of this is the dramatic rise in trade between the United States and Mexico. This increase is attributed primarily to wage differences between the two countries and the proximity,
What are the drawbacks for multinational firms of BPO through call centers in far-off locations?
What are some of the problems that Progeon’s well-trained staff could still face, given that their clients are from culturally distant countries?
What are the pros and cons of online training versus faceto-face classroom based training?
How is saleforce training in manufacturing firms different from that in service firms?
Should the salesforce of service multinationals have a global service strategy like Hilton’s or should it be more locally oriented to serve the needs of regional customers? Why?
Domino’s Pizza International, the Ann Arbor, Michigan, based pizza chain, is knownworldwide for its delivery service. Its policy of giving away its pizza free if not delivered within half an hourwas a legendary service theme, and it earned thema unique position in the consumer’smind. However,
How can GSK salvage the Ribena brand in New Zealand?
What are the lessons to be drawn from Ribena’s crisis in New Zealand?
How should Coca-Cola proceed? Should the firm scale back its plans for the torch relay? What do you recommend?
Was Coca-Cola right to continue with the sponsorship in spite of all the protests and controversy surrounding the torch relay? Is Coca-Cola correct in asserting that the Olympics is only about sports?
DidP&Ghandle the SK-II case correctly?What would you recommend to P&G China for the marketing of its SK-II product line?
What lessons does P&G’s mishap with SK-II in China inspire for advertisers in China?
Do you believe global advertising campaigns will become more prominent in the future? For which products or services?
How do you assess the campaign (message strategy, slogan, visuals)? Overall, do you judge Nokia’s approach a success or a failure?
What are the risks of such a campaign? Do you think Nokia is on the right track?
What are the benefits of a global advertising campaign such as the Nokia 1,001 reasons described in the case?
Pick a particular global brand. Search for TV commercials of the brand on YouTube.com or the brand’s website in different regions—try to find at least three different spots.What do the commercials have in common? How do they differ? Speculate about the reasons behind the commonalities and
From 2004 to 2006, the beer and stout market in Malaysia saw heavy increases in duties. Carlsberg bore the brunt of these increases, losing market share to GAB. What strategic initiatives would you recommend to Soren Jensen to meet the challenges Carlsberg is facing?
What do you see as the main challenges that Carlsberg is facing in Malaysia?
What measures could Swatch implement to avoid similar predicaments in the future?
Explain why transfer pricing is so complicated especially for a company like Swatch.
Company XYZ sells a body-weight control drug in countries A and B. The demand schedules in the two countries are:CountryA: Sales inA ¼ 100 10 Price inA Country B: Sales in B ¼ 100 6:67 Price in B The marginal costs are 4 in both countries. There are no fixed costs.a. What prices should
What is your prescription to revitalize Mininurse? Should L’Oreal discard the Garnier endorsement? Should the brand be repositioned?
What might have been the drivers behind Mininurse’s market share drop? Was the Mininurse-Garnier co-branding a strategic mistake?
Was the Mininurse acquisition really worth the wait and the effort for L’Oreal?
What are the marketing challenges that Tata will face?How do you think these should be tackled?
What cultural issues do you think will crop up between Tata Motors and the new acquisition? How should Tata cope with these?
Will the acquisition of the Jaguar marque be a smooth ride for Tata? Does the Tata/Jaguar deal make any sense?What are Tata’s underlying motives for the acquisition?
What does Panasonic need to do to make the changeover successful?
Is the overhaul justified? What are the possible risks?
What was the motivation behind the Panasonic brand overhaul?
What strategic options can New Balance pursue to protect itself against episodes such as the one described in the case?
How did New Balance’s problem arise?
Software piracy in China is a huge problem for Microsoft.In 2008 Microsoft went on the offensive by sending a software update that could turn the desktop wallpaper black when a pirated Windows XP operating system was being used (http://www.youtube.com/watch?v=xRsFvmo72_A). Not surprisingly, this
Describe the key success factors behind private labels in Europe.
Some anti-tobacco critics sounded alarm bells about the PMI spin-off fearing that the cigarette maker now has more freedom to pursue sales growth in emerging markets by shielding the company from U.S. legal and regulatory issues.Do you agree with that concern?
Will Nissan’s Infiniti luxury brand be more successful?Why or why not?
Is there still hope for Lexus to recover in Europe? Are the changes announced for 2007 enough or is more drastic action needed?
Why did Lexus fail miserably in Europe?
The Tata Nano car has been labeled the Model T for the 21st century. Selling for $2,500 it claims to be the world’s cheapest car and could democratize car ownership in Indian and other emerging markets by fulfilling the dream of a lot of people in those countries who would like to own a car. Do
In the late 1990s McDonald’s headquarters in Chicago decided to launch a ‘‘diversification’’ strategy to foster new ideas and concepts worldwide. One of the initiatives came from McDonald’s Swiss branch. Urs Hammer, the then head of McDonald’s Switzerland, proposed extending the brand
At a press conference in March 2008, Martin Wiederkorn, Volkswagen’s chief executive, stated that: ‘‘In the coming years, we will make the VW group the world’s most international carmaker. The days of the ‘world car’ are dead and buried.Our customers in China or India expect us, as a
Do you agree/disagree with the following statement recently made by John Dooner, chairman-CEO of McCann-Erickson Worldwide, a global advertising agency (Advertising Age International, September 1996, p. I-21):‘‘The old global view was that a centrally developed brand idea could be made relevant
What lessons are to be drawn from Fonterra’s experience in China?
What other remedies would you prescribe if you were in Tim Fenton’s shoes?
Do you agree with the steps McDonald’s plans to take to expand its business in China (adding drivethroughs, focus on big cities, localize menu)?
What strategic marketing recommendations would you make to BenQ’s going forward?
Where is BenQ vulnerable?
How do you evaluate BenQ’s acquisition deal of the Siemens handset unit? Is it indeed ‘‘too good to be true’’?What are the pros and cons?
Ben Verwaayen, former chief executive of British Telecom(BT), was named as the new CEO of Alcatel-Lucent, the US/French telecommunications equipment group in September 2008. The merger that was completed in December 2006 was supposed to make the transatlantic group a world leader capable to compete
Helmut Maucher, former chairman of Nestle was quoted saying: ‘‘I don’t share the euphoria for alliances and joint ventures. First, very often they’re an excuse, and an easy way out when people should do their own homework. Secondly, all joint ventures create additional difficulties—you
Assignment. Check some recent issues of the Wall Street Journal and/or the Financial Times. Look for articles on crossborder strategic alliances. Pick one or two examples and find out more about the alliances you chose via a search on the Internet. Why were the alliances formed? What do the
What other marketing strategy could P&G have adopted for the Chinese market as an alternative to the tier system one?
What are the drawbacks of P&G’s strategy for the Chinese market?
How does China’s entry into WTO affect multinational firms’ outlook toward China and their future investment in the country?
Evaluate GM’s going eco-friendly in China and discuss the possible global strategy for GM and Ford in an era of oil shortage.
Discuss what is missing in GM’s and Ford’s global strategy.
How would you target/position the Crocs brand in the international market (say Asia)?
One BBDO ad executive claimed that ‘‘Crocs may have been successful, but it has never been a brand. The name itself is well established but the equities are missing.’’ Do you agree?
Sales in the United States are declining.Do you expect that Crocs will also lose momentum in the international markets and why? Is the phenomenon indeed just a fad?
Explain why a ‘‘heinous synthetic shoe’’ (as described in a Slate article) conquered the world?
Around the time that Coach announced its Asia expansion drive the global economy entered into a deep recession.To what extent would the recession affect Coach’s strategy in Asia (primarily Japan and China)?Would Coach need to revisit its plans? If so how?
Reflect on Coach’s targeting strategy.What are the alternatives?Coach decided to focus on the emerging middle class—do you agree?
Will Coach be able to replicate its Japan success story in China? Why was the firm successful in Japan?
Assignment (advanced). Select a particular consumption product (e.g., ice-cream). Try to come up with at least two variables that you believe might be related to the per-capita demand for the chosen product. Collect data on the per-capita consumption levels for your chosen product and the selected
Download the Durex Global Sex Survey (GSS) (http://www.durex.com/cm/gss2005results.asp). The survey was conducted online via the durex.com website. Durex claims that their survey is the largest sexual health research project of its kind in the world. More than 317,000 people took part from 41
Company Euronappy sells disposable diapers in Europe. It would like to expand into the Middle East. After some preliminary market research, four countries put on the short list, namely: Bahrain, Kuwait, Saudi Arabia, and the United Arab Emirates (UAE). Given its limited resources, the company can
Refer to Exhibit 6-9, which presents McDonald’s market potential based on the formula given on page 211.a. Using the same formula, estimate what McDonald’s market potential would be for the following Pacific-Rim countries: India, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, and
What alternative strategies could both firms adopt in foreign markets in which both of them compete?
Since the legal battle between Anheuser Busch and Budvar seems to be never ending, how could the firms possibly settle this matter outside of court?
If you were asked to be the judge in this case, whom would you side with and why?
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