Chapter 18, Problem 3CDQ

Summary Introduction

Case summary:

This case talks about the way Company D extended its business internationally and the many steps it took to ensure success in many countries. It started its business in the small City M, but now, in most of the countries, they have their business. For the growth of their business, they depend on global expansion.

The company has 5000 stores around the world since 2010 and is located in 10,000 places around the world. 8,000 stores are operating outside Country U. This company finds a new and easy way to place orders and deliver the services to its customers. They offer different types of toppings to satisfy their customers.

Traditional toppings such as mushrooms and pepperoni are famous in Country U and in other countries, upscale toppings are more popular. In Country J, people demand snow crabs as toppings so Company D made a few changes in its marketing strategy to connect with its customers in a better way. The company with huge experience was not always the 1st to enter the foreign markets. The company did market research and then entered the market if they found that there was a large demand for their product.

Characters in case:

Company D,

City M,

Country U,

Country J.

Introduction:

The interchange of goods and services between many countries for business purposes is known as international business.

To determine: The way Country J differs from the marketing mix of Country U and the way marketing mix differs in Country I.