EBK PRINCIPLES OF MARKETING
EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461427
Author: Armstrong
Publisher: YUZU
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Chapter 14, Problem 14.12AC
Summary Introduction

Case summary:

The Company U had a problem in its product campaign in Country T. The campaign was Citra brightening girls search.

The body location of the company is deals with whitening the skin. Whitening skin is popular mainly in Country A because they feel that the white skins are of higher economic scale. This concept was not developed by the marketers; it was in deep with their culture. The Company U made an advertisement showing that two students were asked how outstanding in the uniform. The darker skin did not answer and the whiter skin told the slogan of Company U.

The viewer’s felt it talks about the racial discrimination and later the company pulled the ad. But they did not stop the scholarship competition. This competition offers the $3,200 prize for the one who demonstrates best product efficiency.

The company says that they help and encourage the people to develop self confidence and self-esteem.

Characters in the case:

  • Company U

To discuss: The other various examples of marketers who create controversy by way of promoting the culture based products by others outside the culture.

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Students have asked these similar questions
Suggest, three ways, your company (service and product provider) can attain asustainable competitive advantage in the local market. Give rationales for youranswer.
1. please answe the following. • Explain how e-commerce businesses can effectively utilize email marketing and social media marketing to build customer relationships. Discuss the benefits and challenges of each strategies.   • Compare and contrast the advantages and disadvantages of dropshipping and white labeling as e-commerce business models. Provide examples to support analysis.
Adapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.
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