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QUESTION 2 (9 MARKS) Sam's Caf is a multi-national soup, salad and sandwich restaurant chain. It operates across 100 countries, and its major markets include the United States, Germany and Japan. In each country where Sam's Caf operates its outlets, it has a Food & Marketing department. The department is headed by a Vice-President who reports to the Chief Marketing Officer at the headquarters. Sam's Caf believes that there is no such thing as "the American consumer." In every country where it runs its stores, the Food & Marketing departmental managers are given the freedom to modify the menus to appropriately suit local customer preferences. Menu items are also listed in order of local popularity. The department's philosophy of delighting the customer equally translates into banners and menu boards being communicated in the local language. The department tailors its pricing strategy to meet the prevailing local competition. While responding to local market preferences, the department makes sure that the comfortable and welcoming "look and feel" of the stores remains consistent with Sam's Caf's brand image. a. Explain THREE (3) differences between centralization and decentralization. [3 marks] b. Describe the advantages of Sam's Caf's decentralized marketing strategy for: (i) The employees; and (3 marks] (ii) The customers. [1 mark] c. List TWO (2) factors determining the extent of decentralization of Sam's Caf's Food & Marketing department. [2 marks]