Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
expand_more
expand_more
format_list_bulleted
Question
Chapter 7, Problem 1VC
Summary Introduction
Case summary:
Company MK is planning to enter into the market of Country I. The Company MK is the largest selling of the skin care and colour cosmetics in the world. The brands of the company are sold in more than 35 markets on 5 continents.
This case mainly states the various aspects of global operations and its entry into Country I. Every individual are asked to do the following questions:
- Define the type of global company
- Demonstrate the global market entry strategy that has to be used by the company to enter into Country I
- Determine whether the Company MK is a global brand
Characters in the case:
- Company MK
- Country I
Introduction:
The exchange of goods, services, and capital across countries is known as global trade. The global trade in many countries represents the importance of the
To determine: Whether the Company MK is an international firm or a transnational firm on the basis of the marketing strategy.
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
The spa industry in Dubai is currently experiencing growth and spas in Dubai are steadily becoming a pertinent cultural force, influencing not only how consumers care for their health, well-being, and appearance, but also how they work, travel, and socialize. As interest in physical wellness increases, spa therapy becomes increasingly popular in Dubai and is highly recommended by many medical specialists. As a result, spas are challenged with increasing competition. At the same time, customers are looking for “new” and “unique” experiences. You have been employed by Anantara Spa in Dubai to devise marketing plan to increase profitability and market share. Conduct a macro scan of the environment and introduce the brand to Dubai, UAE.
A Case Study of
Dunkin’ Brands—Dunkin’ Donuts and Baskin-Robbins: Making Local Global
High-tech and digital news may dominate our attention globally, but no matter where you go, people still need to eat. Food is a key part of many cultures. It is part of the bonds of our childhood, creating warm memories of comfort food or favorite foods that continue to whet our appetites. So it’s no surprise that sugar and sweets are a key part of our food focus, no matter what the culture. Two of the most visible American exports are the twin brands of Dunkin’ Donuts and Baskin-Robbins. Owned today by a consortium of private equity firms known as the Dunkin’ Brands,Dunkin’ Donuts and Baskin-Robbins have been sold globally for more than thirty-five years. Today, the firm has more than 14,800 points of distribution in forty-four countries with $6.9 billion in global sales. After an eleven-year hiatus, Dunkin’ Donuts returned to Russia in 2010 with the opening of twenty new stores. Under a new…
New CEO, Jonathan Akeroyd vision is to broaden the brand’s appeal and is focusing on a long term strategy of growth, doubling the sales of key categories with a modern british luxury positioning of the brand. He is focusing on the BRICS nations( Brazil, Russia, India, China and South Africa ) as there are a number of middle class consumers with a taste for luxury brands.
The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets he has keen interest in .
The Marketing program should focus on the following sections:
A cultural Analysis of Brazil and explain why this choice would have a positive impact on the marketing of this new product for Burberry.
Brief Company profile and assumptions, Marketing Objectives (SMART), Vision/Mission, Selection of the target Market, Global market segmentation, Global…
Chapter 7 Solutions
Marketing
Ch. 7.1 - Prob. 7.1LOCh. 7.1 - Prob. 7.1LRCh. 7.1 - Prob. 7.2LRCh. 7.2 - Prob. 7.2LOCh. 7.2 - Prob. 7.3LRCh. 7.2 - Prob. 7.4LRCh. 7.2 - Prob. 7.5LRCh. 7.3 - Prob. 7.3LOCh. 7.3 - Prob. 1MIAMCh. 7.3 - Prob. 7.6LR
Ch. 7.3 - Prob. 7.7LRCh. 7.4 - Prob. 7.4LOCh. 7.4 - Prob. 7.8LRCh. 7.4 - Prob. 7.9LRCh. 7.5 - Prob. 7.5LOCh. 7.5 - Prob. 7.10LRCh. 7.5 - Prob. 7.11LRCh. 7 - Prob. 1AMKCh. 7 - Prob. 2AMKCh. 7 - Prob. 3AMKCh. 7 - Prob. 4AMKCh. 7 - Prob. 1BYMPCh. 7 - Prob. 2BYMPCh. 7 - Prob. 3BYMPCh. 7 - Prob. 1VCCh. 7 - Prob. 2VCCh. 7 - Prob. 3VC
Knowledge Booster
Similar questions
- As the incoming General Manager for a name property in our destination, you have requested a report from your Hotel Manager/ Resident Manager regarding the following: You are required to: the chosen hotel is Spice island Beach resort located in Grenada 7. Design a comprehensive marketing strategy to assist in making the property morecompetitive in today’s global market .8. Critical assess the procedures/policies that are in place to accommodate persons withdisabilities.arrow_forwardwhat are the advantages and disadvantages faced by Ojay Koolers Limited in Jamaica? how does branding affects Ojay Koolers limited?arrow_forwardFollowing SOSTAC framework, what is the viability of introducing Pret a Manger to Canada? I want to know primarily about what objectives Pret a Manger would have if they choose to expand towards Canada.arrow_forward
- Suppose you work for a firm that is getting ready to introduceits brand of headphones to the Chinese marketplace. With aclassmate, decide which strategies your firm could use mosteffectively for entering this market. Present your ideas eitherin writing or to the class.arrow_forwardAsap thnks in advancearrow_forwardIn 500 words or more Why is it possible for two competitors in the same industry to segment a market differently? Do McDonald's and Burger King pursue the same target market? 1. What are the key differences between the customers McDonald's has identified as possible targets? 2. What are the pros and cons of targeting each group? 3. Does it make more sense to think about targeting the retailers (e.g. Target, Walmart, Gas Station, etc.) or individual consumers? Explain your answer.arrow_forward
- 4 As Chobani seeks to build its brand, it opened a unique retail store in New York City: Chobani SoHo. Why did Chobani do this?arrow_forwardIn a highly competitive marketplace, many organisations have adjusted their focus towards being more customer centric. Provide a conclusive report for Green Threads, a relatively new organisation/ brand in the South African market, on how they can successfully implement the seven pillars of customer centricity. The seven pillars : 1 experience 2 loyalty 3 communication 4 assortment 5 promotion 6 price 7 feedbackarrow_forwardGlow, is the leader in the beauty products around the world. Today, the company has evolved into the world’s largest beauty and cosmetics company, with distribution in 125 countries and 34 global brands. Michael, CEO of Glow has quest to achieve and “meet the needs of only women around the globe and make beauty products available to as many women as possible”. In India, Glow focuses on five areas of beauty expertise: skin care, hair care, makeup, hair colouring, and perfume. Further in India, its brands fall under four different groups: (1) Consumer products (54 percent of sales includes mass marketed brands like Glowine sold at competitive pricing through mass-market retail chains (2) Glow Muxe (27 percent of sales includes prestigious brands like Nuren perfume that are available only in premium stores, department stores or speciality stores). (3) Professional products (14 percent of sales includes brands such as Hedkin designed specially for professional hair salons), and (4)…arrow_forward
- L’Oreal, a world leader in cosmetics plans to launch a cosmetic brand for India. They plan to launch this brand for Indian women who prefer the Indian herbal remedies and beauty products. You have been given the task of developing a brand strategy for their new brand. Detail the branding strategy.arrow_forward“Globalization and Localization.†Please respond to the following: Based on the “Strategic Thinking†article, students will respond to the following: Discuss the influence of globalization and localization when it comes to marketing brands. Would the same success be achieved with a less-visible brand? Explain your rationale from the receiver’s perspective. What steps might you take to achieve the same kind of success with an almost unknown brand?arrow_forwardThe purpose of this miniproject is to gain experience in un- derstanding what it takes to move a product that is success- ful in its home market into a global market in which it will continue to be successful. Assume that you are the director of marketing for a firm that produces its own high-end brands of makeup, skin care, and hair care products for both men and women. The products have been endorsed by a number of male and female musicians who are highly popular with young people. The products are sold only in the company's own retail outlets. 2-31. Describe your local competitive advantage and why you believe this competitive advantage will serve you globally. 2-32. Determine which global market(s) is or are most attrac- tive for your products. Will you target a single country or an economic community? Describe your reasoning. 2-33. Decide which market-entry strategy you will pursue. Again, explain your reasoning. 2-34. Describe your marketing mix strategy: • How might you need to…arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
Recommended textbooks for you
Principles Of MarketingMarketingISBN:9780134492513Author:Kotler, Philip, Armstrong, Gary (gary M.)Publisher:Pearson Higher Education,
MarketingMarketingISBN:9781259924040Author:Roger A. Kerin, Steven W. HartleyPublisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
Marketing: An Introduction (13th Edition)MarketingISBN:9780134149530Author:Gary Armstrong, Philip KotlerPublisher:PEARSON
Contemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning