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international marketing

Questions and Answers of International Marketing

The share of EssilorLuxottica in China and the emerging markets still looks underdeveloped. Propose strategies to expand these profitably without losing the company’s stronghold in Europe and the
Which alternative distribution modes could be evaluated to accelerate international expansion and penetration of markets? Discuss the pros and cons.
Luxottica has mainly internationalised through acquisitions and subsequent extension of retail chains and direct wholesale operations. Do you think this is also an adequate market entry strategy in
Given the various and constantly evolving pressures of the streaming content industry, discuss whether Netflix’s new price point in the United States is high enough to turn a profit in the face of
Discuss the factors that influence Netflix’s international pricing strategies. In your answer, assess the reasons why different subscription prices are charged worldwide.Evaluate alternative
Critically evaluate Netflix’s current pricing policy. In your answer, discuss how Netflix uses its pricing to accomplish its marketing objectives.
How will growing concerns about the caffeine and sugar content of Red Bull pose a threat to the brand going forward? How should Red Bull respond to these concerns?Red Bull is a brand at the mature
Visit the Red Bull website (www.redbull.com). Search for athletes from your own home country who have been sponsored by Red Bull. Why do you think these particular athletes have been chosen to
How is this brand personality communicated?
How would you describe Red Bull’s brand personality?
In which international markets has Lavazza increased its presence most since 2011?What international market entry/development strategies has Lavazza used in these markets for its:core business of
Based on the evidence in the case, which of the three main objectives for entering foreign markets best characterise Lavazza’s approach?
Make recommendations concerning WeRoad’s future.What are the most promising avenues (markets/products)that should enable it to continue its success? Explain why.
Analyse the company’s first move into the international arena. What factors have enabled it to advance from the domestic stage to the international stage? Would you have selected Spain as your
Analyse the profile of the entrepreneurs. How can their personalities and experience influence WeRoad’s development?
Perform an assessment of the company. What are its key strengths and weaknesses?
Which kind of content should they share?
What are the main aims they should fix for their social media marketing strategy?
Given that the USA is their most important target market, in which kind of social media should they invest?
What are the main weaknesses of Farella’s and Puttini’s social media marketing strategy?
To what extent could digital marketing help these two smaller firms to enlarge their markets?
In 2013, Jeff Bezos said: ‘You need to be constantly figuring out who are your new customers and what are you doing to stay forever young.’ In your opinion, to what trends and developments does
Imagine you are a marketing consultant to Amazon in the United Arab Emirates (UAE). Amazon has recently acquired Souq.com and Wing.ae. Which B2C marketing practices and activities would you recommend
The acquisition of other firms has been an important strategy for Amazon when entering new geographical markets. Discuss the advantages and disadvantages of acquisitions as a way of entering new
In many countries, Amazon operates both a website and an Amazon marketplace. In addition, the company strives to build physical distribution facilities. Why do you think Amazon is eager to quickly
During the burst of the ‘dotcom bubble’ in the late 1990s and early new millennium, many Internet companies proved to be unprofitable and eventually failed. In your opinion, why did Amazon
Do you believe that Gillette’s toxic masculinity ad had a role to play in the declining sales and write-down of the brand? What other factors may have had an impact?
How much of a threat are Dollar Shave Club and Harry’s to the Gillette brand? What differential advantage do these new entrants have and how have their differential advantages been communicated?
Gillette has been accused of being ‘woke’ and commercialising a social, political movement for profit.What are the dangers associated with using ‘woke’advertising? Can you highlight other
Having looked at the arguments for and against the campaign in the case study, do you think the brand was right to focus on such a divisive issue in its international advertising campaign? Will its
Why is ‘greenwashing’ seen by many as an unethical business practice? Do you think H&M is guilty of the greenwashing claims levelled against it?
Highlight the environmental and social impacts of fast fashion in general. Can fast fashion ever be sustainable?A lot of focus is on fast fashion companies’ethical and environmental
Highlight the main ethical concerns associated with the fast fashion brand H&M. Visit its website (www.hm.com).What evidence is there that H&M has taken these ethical concerns seriously, and shown
Discuss IKEA’s opportunities to achieve long-term success in the Russian market. What are the main challenges that it faces? How can they be managed?
What do you think that the ownership form means for IKEA’s entry strategy and its long-term activities in the Russian market.
IKEA has a vision of building up a global brand. Can IKEA be regarded as a global brand? How does IKEA’s marketing strategy in Russia influence/contribute to the company’s brand vision?
In what respects do you think that IKEA’s market behaviour in Russia has been different due to the fact that Russia is an emerging market?
Would you consider IKEA to be a market-driving company?
How are these approaches balanced?
To what extent do you think that IKEA’s entry strategy for Russia is based on adaptation and on standardisation?
Can you see any alternative entry strategy that IKEA could have applied when entering the Russian market? What would have been the advantages and disadvantages of these alternative strategies?
Partnerships are important for Tobii. What would be the ideal criteria for Tobii to use when looking for strategic business partners?
What do you think Tobii Tech should do to grow internationally in the coming years? Should it have a focused strategy on, for example, one technology, or should it have a broader strategy and
Do you see any possible disadvantages for Tobii in channelling a lot of resources towards developing business in the US market?
You are CEO of Marimekko. Given the information presented in this case, what strategy would you suggest for Marimmeko to implement in the next five years?
How does Marimekko create an inspiring and equitable workplace for its employees as part of its social responsibility strategy?
Nevertheless, in many countries, there is a public stigma regarding purchasing second-hand clothes. Is there such a stigma in your country or your region? If so – or if not –why do you think this
Marimekko promotes that its products can be sold and used second-hand due to their long life span.
According to Marimekko why are suppliers outside of Europe checked more stringently than suppliers in Europe? How does Marimekko prevent issues in its supply chain?
What are Marimekko’s five areas of interest when it comes to ethical guidelines, and how they are brought into practice? Illustrate your answers using the examples from the case.
years of Blacksocks.com, what would you have done differently and why?
Which key drivers (firm internal and external) do you identify in Blacksocks.com’s approach that enabled successful international expansion from the earliest days?Blacksocks.com quickly entered
from the USA a sound/timely one? Could Stellantis (the FCA-PSA new group name) have reasons and a strategy for a comeback?
Do you consider the decision to withdraw the
sales in the USA?
Do you think the separation of Fiat and Chrysler brands was a sound decision in the US market? Discuss.What could explain the sharp decline in
Do you consider the Fiat launch a failure, a troubled or a successful one? If any, what have been the main mistakes made by the Fiat marketing managers? Consider Fiat objectives, marketing strategy
strategy in the USA using the adaptation/standardisation framework. Would you have adapted product, distribution and promotion to the local context given that FCA aimed to establish a global brand?
Assess the Fiat
What different types of threats or factors, which have not been mentioned in the text, might the company have to face in the future?
What other environmental challenges could the company face in trying to achieve a successful business turnaround?
Based on the information in the text, do you believe this company can survive globally? Justify your answer.
Do you think the implemented reorganisation plans have been effective? Why, or why not?What is your opinion about the sequencing of the business turnaround process (retrenchment and recovery
In some trade journals experts characterise the internationalisation process of Lidl as ‘fast’ and ‘pushing’, whereas the internationalisation of Aldi is described as a ‘slow’ and
In an attempt to change its image as an ‘underclass-discounter’ in the UK and Switzerland, Aldi enlarged its product range and offered a higher level of service to customers. What could be the
While Aldi and Lidl entered some foreign markets via acquisitions(see, for instance, the acquisition of Hofer by Aldi in Austria in 1967), they mostly opt for greenfield investments. Discuss the
What marketing strategy should it pursue?
Which entry mode should the company use?
What are the pros and cons of expanding into these two countries?
The success of A&F is based on the in-store experience provided in its outlets. What are the major risks associated with this choice?
What elements must be taken into consideration when developing the communication policy designed for the European market?
Should the A&F brand stick to its exclusive distribution policy or extend its distribution channels in European countries?
The company has opted for a differentiated pricing policy between the USA and European markets. What are the principal risks associated with this choice?
Is it preferable to standardise or adapt the product policy to the European market?
What would be the most appropriate marketing strategy(segmentation, targeting, positioning) for the A&F brand in Europe?
The company has, in fact, decided to relocate only part of its production activities abroad. What are the reasons behind these choices?
If we look at the company’s global value chain, it is clear that the majority of its activities (research and development, marketing, etc.) are still located in Germany.
What are the main advantages and disadvantages for Audi associated with these two forms of international development?
per cent-owned subsidiaries(with the exception of the joint venture set up in China).
In order to develop its presence in new geographical markets, Audi has chosen to favour export activities and the creation of several
Why is sound negotiation the key to effective relationship marketing? Discuss.
Discuss the stages in cross-cultural negotiations. How can you effectively manage an international negotiation process? Discuss.
Discuss the problems that might be encountered in having an expatriate salesperson supervising foreign salespeople.‘It is costly to maintain an international salesforce.’Comment.
Under what circumstances should expatriate salespeople be utilised?
Why might it be difficult to adhere to set job criteria in selecting foreign personnel? What compensating actions might be necessary?
Define the following: expatriate, third-country national, non-verbal feedback, cultural empathy.
What are the factors that influence the effectiveness of personal selling in international marketing? Explain.
How to handle international sales negotiations
How to identify the factors influencing cross-cultural negotiation
The importance of skill in a foreign language when negotiating internationally
How to handle the problems unique to selecting and training foreign sales staff
The attributes of international sales personnel and how to manage a multicultural salesforce
The nuances of cross-cultural communication and its impact on sales negotiations
The importance of relationships in international selling
Take each of the steps of the communications process and give an example of how cultural differences can affect the final message received.
Discuss the reason for pattern advertising.Will the ability to broadcast advertisements over satellite TV increase or decrease the need for standardisation of advertisements? What are the problems
How can advertisers overcome the problem of low literacy in their markets?
Defend either side of the proposition that advertising can be standardised for all countries.
Outline some of the major challenges confronting an international advertiser.
Compare local domestic, company-owned and multinational advertising agencies. What is potentially the best type of advertising agency an international marketer could employ?

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