Imperial Black considered both the diaspora strategy and the natural resources strategy but didn't want to proceed further with either of these strategies owing to certain constraints. It instead decided to acquire a brand in Europe and started exploring the brands present there. After this research, it decided to acquire a local brand called 'Flames'. The product is good and is quite similar to Imperial cigarettes. However, it is not well-known in those markets because of its poor marketing capabilities. Imperial Black knows that it can do wonders with this product if it acquires it, and properly brands and markets it. How should it proceed further with the acquisition?

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Given the scenario where Imperial Black is considering acquiring a local European brand Flames which has a product similar to Imperial cigarettes but suffers from poor marketing exposure there are sev... View the full answer