Ebook International business (4th edition): Part 2
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Ebook International business (4th edition): Part 2
www.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2 324Place 326Strategic management and marketing strategy 328s ACTIVE LEARNING CASEVolkswagen in the United States 311■ INTERNATIONAL BUSINESS STRATEGYIN ACTIONKola Real Group 318IKEA in international markets 322Objectives of the chapterEvery multinational has a marketing strategy designed to help id Ebook International business (4th edition): Part 2entify opportunities and take advantage of them. This plan of action typically involves consideration of four primary areas: the product or service toEbook International business (4th edition): Part 2
be sold, the way in which the output will be promoted, the pricing of the good or service, and the distribution strategy to be used in getting the ouwww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2or topics: market assessment, product strategy, promotion strategy, price strategy, and place strategy. We will consider such critical market ing areas as product screening, modification of goods and services in order to adapt to local needs, modified product life cycles, advertising, personal selli Ebook International business (4th edition): Part 2ng, and ways in which MNEs tailor-make their distribution systems.The specific objectives of this chapter are to:1Exãmine the process used to conductEbook International business (4th edition): Part 2
an international market assessment of goods and services.2Study the criteria that affect an MNE's decision to alter a good or service in order to adapwww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2ldwide markets.4Review some of the major factors that influence international pricing and distribution strategies.■ REAL CASESCitigroup in China 334Brazilian soap operas: a world market 335www.downloadslide.comMARKETING STRATEGYACTIVE LEARNING CASEVolkswagen in the United StatesDuring the 1960s, Ger Ebook International business (4th edition): Part 2man-based Volkswagen AG (VW for short) held more market share in the United States than all other auto imports combined. In the 1970s, despite grow inEbook International business (4th edition): Part 2
g foreign competition, VW sales readied 300,000 units annually However, the 1980s and early 1990s were not good tor the company: annual sales in the Uwww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2itor in the North Americ an part of the triad. Part of the problem had been that VW's American cars were competing head on with US brands that produced the traditional mid-sized car. VW could produce great cars in this range, but could not achieve the cost advantage of Japanese competitors.In more r Ebook International business (4th edition): Part 2ecent years, however, Vblkswagen has made a stunning cometlack in America. Perhaps its beggest success Story is the Now Beetle, which was introduced iEbook International business (4th edition): Part 2
n March 1998. The car is distinct not only because it appeals to the nostalgia of the Old Beetle, but also because of its slick Eixopean design. Ílie www.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2th American Car of the Year by an independent jury of 48 journalists who cover the auto industry tor da:ly newspapers, magazines, television, radio, and the Internet The award is a comprehensive evalu alien of tile years most outstanding new car fused on consumer appeal, quality, and driving charact Ebook International business (4th edition): Part 2eristics. bach jury member is allowed to allot 25 votes to a small selection of finalist cars. The New Beetle garnered 292 votes, more than double tfiEbook International business (4th edition): Part 2
e second place finisher, the Honda Odyssey, with 142 votes, and well ahead of the third place car. the Chrysler 300M, with 124 votes. Indeed. Volkswagwww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2cent of the passenger car import market Including imports and domestic production. Volkswagen holds about 6.6 percent of the US passenger car market.In its home region of Europe, where VW is the market leader, nearly 20 percent of all new cars sold are from the Volkswagen Group. This region accounts Ebook International business (4th edition): Part 2 for 68 percent of VW's total revenue. North America as a whole accounts for only 20 per cent. Despite its resurgence in the United States, VW is stilEbook International business (4th edition): Part 2
l facing many problems Approximately 20 per cent of VWs shares are held by the government of Lower Saxony, which prevents VW from cutting labor costsSwww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2urope or Portugal, limiting ils ability Io compete on price. This had not been a major problem svhen VW’s reputation tor quality allowed it to charge a premium, but since Mercedes-Benz and BMW started to compete in VW's market segment, the company's edge on quality diminislied.VW'S problems are not Ebook International business (4th edition): Part 2new. A decade earlier the com pany had to reinvent itself to become competitive without reducing its labor costs. At the time, its strategy consistedEbook International business (4th edition): Part 2
of brand acquisition arid manufacturing improvements. In about a decade VW purchased the Skoda. SCAT. Audi. Bendy, Lamborghini, and Bugatti brands ariwww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2e firm makes 54 models in four floor plants, witf> significant savings. Illis means that many of its cars, whether sold under the Skoda, Audi, or VW brand, share many parts. It is each brands reputation and design that now carry the car. Inside the hood, a Skoda is very similar to a VW but the compa Ebook International business (4th edition): Part 2ny has ensured a different market by letting Czech engineers design the Skoda. This brand-based strategy has paid off. increasing VWs market share aroEbook International business (4th edition): Part 2
und the world. Yet, as critics point out, the company's return on capital IS lower than that of its competitors, and Its brands might eventually erodewww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320Pricing Ebook International business (4th edition): Part 2osewww.downloadshde.comChapter 11MARKETING STRATEGYContentsIntroduction 312International market assessment 312Product strategies 315Promotion 320PricingGọi ngay
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