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global marketing

Questions and Answers of Global Marketing

6. Project export is oft en characterized by a complex and time-consuming decision-making process. What are the marketing implications of this for the potential subcontractor?
5. How are project exports/turnkey projects diff erent from general subcontracting in the industrial market?
4. Explain the main diff erences between the US and the Japanese subsupplier systems.
3. Explain the shift from seller to buyer initiative in subcontracting.
2. Describe the typology of subcontractors based on the diff erences in the contractor/subcontractor relationship.
1. What are the reasons for the increasing level of outsourcing to international subcontractors?
3. Would you also recommend that Bosch build relationships with the end customer? If yes, which target group should they focus on?
2. Which of the two distribution set-ups should Bosch focus on most?
1. As a supplier of the Indego, how should Bosch’s approaches differ in the two types of distribution in figure 3 .
3. In which end-user application market should ARM strengthen its relationships to potential partners, and how?
2. What are the strengths and the weaknesses of ARM’s business model compared with Intel?
1. Explain the role of ARM as a supplier in the ‘chip’value chain.
6. What are the key problems associated with profi t repatriation from subsidiaries?
5. Why is acquisition oft en the preferred way to establish wholly owned operations abroad?What are the limitations of acquisition as an entry method?
4. What is the idea behind appointing a ‘lead country’ in a region?
1. What could be the main motives for Starbucks in owning most of its coffee houses compared with other entry modes and operation forms?
2. Would you recommend they take all geographical licences back in-house and turn them into hierarchical modes? If not, why?
4. Do you believe that licensing in represents a feasible longterm product development strategy for a company? Discuss in relation to inhouse product development.?
3. Under what circumstances should franchising be considered? How do these circumstances vary from those leading to licensing?
2. Why are strategic alliances used in new product development?
1. Why are joint ventures preferred by host countries as an entry strategy for foreign fi rms?
2. Identify several major categories of segmentation used by Marriott. For each relate specific examples of hotel services tailored to various target markets;www.marriott.com offers a brief
1. What could be the main motives for Marriott in using franchising, compared to other entry modes and operation forms?
3. Suggest a future licensing strategy for Hello Kitty?
2. What are the reasons that Hello Kitty is licensed to so many different product manufacturers?
1. Do you think that Hello Kitty will continue to rule the world? What are the pros and cons?
● There may be constraints on imports into the licensee country (tariff or nontariff barriers).
● If government regulations restrict foreign direct investment or if political risks are high, licensing may be the only realistic entry mode.
● Even if direct royalty income is not high, margins on key components to the licensee(produced by the licensor) can be quite handsome.
● Describe and understand the main intermediate entry modes:– contract manufacturing– licensing– franchising– joint venture/strategic alliances
5. What is the diff erence between direct and indirect exporting?
1. Discuss how its policies regarding social responsibility help Honest Tea in its exporting efforts.
3. Would it be possible to pursue an international branding strategy for Linie Aquavit?
2. What should be Arcus’s main criteria for selecting new distributors or cooperation partners for Linie Aquavit in new markets?
1. What are the main advantages and disadvantages for Arcus of using export modes, compared with other entry modes, for its Linie Aquavit?
● Describe and understand the five main entry modes of indirect exporting:– export buying agent– broker– export management company/export house– trading company– piggyback
2. Do you agree with the view that LSEs use a rational analytical approach (strategy rule) to the entry mode decision, while SMEs use a more pragmatic/opportunistic approach?
2. What are the general motives for choosing a hierarchical mode (own subsidiary) in the US?
1. Which kind of market entry mode would you generally suggest for Jarlsberg:(a) in Scandinavia?(b) in Asia?
2. What would be the main reasons why Müller is using a joint venture solution (intermediate mode)with PepsiCo (Quaker) for the US market?
1. What could be the reason why Müller is using distributors (export mode) in markets outside germany?
3. which of the markets in Tables 4 and 5 would you recommend as future Porsche focus markets?
2. which screening criteria should Porsche use in their IMS?
1. Discuss the current global position of the Porsche brand with the starting point in Figure 2. Should Porsche change its positioning?
1. which of the five international markets (IMS) in Table 3 would you recommend for further market penetration of gerolsteiner’s bottled water product range?
3. what screening criteria would you use if FHC had plans to expand into new developing markets?
2. Explore the factors that infl uence the IMS process.
2. what are the competitive advantages that Tato Motors would enjoy with the Nano in emerging markets?
1. what could be the main reasons for Tata Motors entering the global ultra-low-cost car market?
1. Will they enter markets incrementally (the waterfall approach = trickle-down) or simultaneously (the shower approach)? (See Figure 8.13 .)
8. Compare the role of women in your country with their role in other cultures. How do the diff erent roles aff ect women’s behaviour as consumers and as business people?
3. what should be the criteria for selection of a theme for Cirque du Soleil’s next world tour?
2. what makes the business model of ‘Cirque du Soleil’ globally so successful?
1. which socio-cultural factors influence the sales of tickets for ‘Cirque du Soleil’ shows around the world?
● Explain what the term BRIC stands for, and what the main differences are between the BRIC countries.
4. Generally, what is the difference between marketing research carried out in an international environment and national marketing research?
1. Describe some of the market research methodologies employed by Ziba.
3. LEGo Friends has been introduced as a supplement to the current product range. How would you recommend that LEGo management measure the degree of market success for LEGo Friends?
2. Was it a good idea to launch LEGo Friends?Why/why not?
1. Emerging markets like China, India and Indonesia offer long-term opportunities for organic growth.However, LEGo still has a small share in developing economies. What kind of market data would you
4. In order to achieve better customer feedback, the top management of Teepack is interested in learning how to measure customer satisfaction.Propose a questionnaire design that contains some of the
3. Argue the case for the market analysis method you would choose if you had to evaluate the competitiveness of Teepack Spezialmaschinen on the global tea bag packaging machine market.
2. How can Teepack and Teekanne use their relationship to each other with regard to collecting relevant market research data for both companies?
1. How would you forecast worldwide demand for tea bag machines?
● Understand the growing role of social networks and other online communities (Web 2.0 as sources of information)
● Understand the relevance of the internet as an important data source in global marketing research
4. What kind of market research (primary and/or secondary) would you recommend Embraer to do, in order to use this input for their decision about IMS?
3. Which screening criteria would you recommend Embraer to use in order to find the most attractive markets (countries) for their Business Jets in the International Market Selection (IMS) process?
2. How could Embraer estimate the future total market of business jets (total number of sold business jets per year)?
1. Which demand factors would influence future sales of business jets in general?
2. Evaluate the international competitiveness of CPW compared with the Kellogg Company.
2. What should Adidas do to become No. 1 in the global sportswear industry?
1. Please compare and evaluate Adidas’s and Nike’s global competitiveness and global strategies.
4. how successful do you think zara has been in meeting the ‘risk of cannibalization’ as a consequence of the multi-brand strategy?
2. Please evaluate the competitive strategy of the three world market leaders. Which of the three will be the future winner with regard to global retailing in the fashion world?
4. As the global marketing manager for Coca-Cola, how would you monitor reactions around the world to a major competitor such as Pepsi?
3. How can a country with high labour costs improve its national competitiveness?
2. Identify the major dimensions used to analyse a competitor’s strengths and weaknesses profi le. Do local, regional and global competitors need to be analysed separately?
1. How can analysis of national competitiveness explain the competitive advantage of the single fi rm?
3. Is it realistic that the Microsoft ‘Surface’ in future can turn into the world market leader, and take over iPad’s current leading position?
2. Was it a good idea to launch the Microsoft‘Surface’ tablet PC? What are the pros and cons?
1. In general, what are the competition factors that make Microsoft successful in the global IT/software industry?
4. What do you think Nintendo’s chances are of creating a new ‘blue ocean’ with Wii U?
3. What are the competitive advantages of the original Wii and the new Wii U?
2. What are the competitive advantages of Microsoft’s Xbox Kinect and Sony’s PlayStation 3 Move?
1. What were Microsoft’s motives in entering the games console market with Xbox?
4. Which new factors (that the industry had never offered) should be developed? These covered costminimizing factors such as the availability of room keys via an automated teller. The rooms
3. Which factors should be raised well above the industry standard? As seen in formule 1’s value curve(figure 4.12) the following factors were raised above the relative level of the one- and
2. Which factors should be reduced well below the industry standard? Accor also believed that budget hotels were over-performing along other dimensions. for example, at formule 1 receptionists are on
1. Which of the factors that the budget hotel industry took for granted should be eliminated? The Accor management eliminated such standard hotel features as costly restaurants and appealing lounges.
4. Which factors should be created that the industry has never off ered?
3. Which factors should be raised well above the industry standard?
2. Which of the factors that the industry takes for granted should be eliminated?
1. Which factors should be reduced well below the industry standard?
3. What is meant by the concept of ‘psychological’ or ‘psychic’ distance?
2. Explain the main diff erences between the three theories of internationalization: the Uppsala model, the transaction cost theory and the network model.
1. Explain why internationalization is an ongoing process in constant need of evaluation.
4. Is Reebok able to adopt its US marketing approach (connecting to the youth segment through famous rappers, like 50 Cent) in other international markets?
3. Which of the three internationalization theories is best for explaining whether Reebok follows the establishment of its retailers, e.g. Foot locker, in international markets?
2. What could be the motives behind Adidas’s acquisition of Reebok?

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