. “As marketing director of the company “FRESHA”, which is established in Switzerland, you are responsible for the international marketing of a new alcoholic drink (“Iced Limo”) which has the characteristics below. In the home market this alcopop is just going to be launched. Together with the home market Switzerland, “FRESHA” is considering to launch the drink in four other country markets. In the following table you find some information about these countries.” “The alcopop has the following characteristics: Color of the drink: light blue Alcohol level: 7% Packaging: glass bottle Charge: 0.3 liter Target croup: youths (between 18 and 35 years) who life in the city Distribution: mostly in bars and discotheques” SWITZERLAND FRANCE RUSSIA CHINA USA Competitive situation in the market of alcopops difficult medium easy easy difficult Phase in the life cycle in the market of alcopops growth growth intro-duction intro-duction maturity Transport costs for exportation - low high very high high Degree of the dimension “individualism” (Hofstede) high high medium low very high Meaning of the color blue coldness, loyalty annoyance, fear, coldness -- luck annoyance, fear, coldness “ Please discuss for which country markets you would recommend a cross-national standardization strategy and for which countries you would rather choose a differentiated strategy. Please, justify your recommendation with regard to product policy, price policy, communication, and distribution

Social Psychology (10th Edition)

10th Edition

ISBN:9780134641287

Author:Elliot Aronson, Timothy D. Wilson, Robin M. Akert, Samuel R. Sommers

Publisher:Elliot Aronson, Timothy D. Wilson, Robin M. Akert, Samuel R. Sommers

Chapter1: Introducing Social Psychology

Section: Chapter Questions

Problem 1RQ1

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. “As marketing director of the company “FRESHA”, which is established in Switzerland, you are responsible for the international marketing of a new alcoholic drink (“Iced Limo”) which has the characteristics below. In the home market this alcopop is just going to be launched. Together with the home market Switzerland, “FRESHA” is considering to launch the drink in four other country markets. In the following table you find some information about these countries.”

“The alcopop has the following characteristics:

Color of the drink: light blue
Alcohol level: 7%
Packaging: glass bottle
Charge: 0.3 liter
Target croup: youths (between 18 and 35 years) who life in the city
Distribution: mostly in bars and discotheques”

	SWITZERLAND	FRANCE	RUSSIA	CHINA	USA
Competitive situation in the market of alcopops	difficult	medium	easy	easy	difficult
Phase in the life cycle in the market of alcopops	growth	growth	intro-duction	intro-duction	maturity
Transport costs for exportation	-	low	high	very high	high
Degree of the dimension “individualism” (Hofstede)	high	high	medium	low	very high
Meaning of the color blue	coldness, loyalty	annoyance, fear, coldness	--	luck	annoyance, fear, coldness

“ Please discuss for which country markets you would recommend a cross-national standardization strategy and for which countries you would rather choose a differentiated strategy. Please, justify your recommendation with regard to product policy, price policy, communication, and distribution

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