Deck 18: Global Marketing and Business Analytics

Question 1

How does the marketing mix for Domino's Pizza in Japan differ from that in the United States How does that in India differ from the U.S. marketing mix

Answer 1

The company ensures that it adopts localization, by changing its pizza offerings to suit the local taste.
Marketing mix of India differ From US in mentioned context
In India it offers three to four different type of base with a variety of toppings designed to suit the India tastes and preferences. India has a large vegetarian population. Hence more than half the pizzas of offer are vegetarian. The basic taste is spicier than usual.
In addition the prices of the pizza are different in both countries.
The promotional techniques used in India are advertisements and 1 on 1 offer on specific days. This is used in India as the pizza is not viewed as a daily food.
The stores of the company are also at populated places like shopping mall theatres etc. in order to attract more customers.
Marketing mix of japan differ From US in mentioned context
In Japan they offer premium pizzas with topping of foie-gras, beef stew, snow crab and specialty pork. Also since the Japanese consumer values the look of the food as much as the taste, they ensure that all the slices have an equal amount of the toppings. More focus is given to the presentation of pizza.
The prices and promotion techniques are also different as compared to US.

Question 2

You are the marketing manager of a food products company that is considering entering the Indian market. The retail system in India tends to be very fragmented. Also, retailers and wholesalers tend to have long-term ties with Indian food companies, which makes access to distribution channels difficult. What distribution strategy would you advise the company to pursue Why

Answer 2

The firm should sell to either wholesalers or import agents.  Because the retail system in India is very fragmented, it would be very expensive for the firm to make contact with each individual retailer.  As a result, it would be more economical for the firm to sell to wholesalers or import agents.  Import agents may have long-term relationships with wholesalers, retailers, and/or other import agents.  Similarly, wholesalers may have long-standing relationships with retailers and, therefore, be better able to persuade them to carry the firm's product than the firm itself would.

Question 3

What lessons can we draw from the Domino's case study that might be useful for other international businesses selling consumer goods

Answer 3

The lesson that has been learnt from the company experience states that, any international business that is manufacturing locally, either because of circumstances or as a strategic decision, should take the opportunity to customize the product as much as possible in an economic and efficient manner.
This will increase their market share and help them to retain in the business.

Question 4

Price discrimination is indistinguishable from dumping. Discuss the accuracy of this statement.

Question 5

You work for a company that designs and manufactures personal computers. Your company's R D center is in North Dakota. The computers are manufactured under contract in Taiwan. Marketing strategy is delegated to the heads of three regional groups: a North American group (based in Chicago), a European group (based in Paris), and an Asian group (based in Singapore). Each regional group develops the marketing approach within its region. In order of importance, the largest markets for your products are North America, Germany, Great Britain, China, and Australia. Your company is experiencing problems in its product development and commercialization process. Products are late to market, the manufacturing quality is poor, costs are higher than projected, and market acceptance of new products is less than hoped for. What might be the source of these problems How would you fix them

Question 6

Reread the Management Focus on Levi Strauss, and then answer the following questions:
a. What marketing strategy was Levi Strauss using until the early 2000s Why did this strategy appear to work for decades Why was it not working by 2004
b. How would you characterize Levi Strauss's current strategy What elements of the marketing mix are now changed from nation to nation
c. What are the benefits of the company's new marketing strategy Is there a downside
d. What does the Levi Strauss story tell you about the "globalization of markets"

Question 7

Do you think it is wise for Domino's to stick to its traditional "home delivery" business model, even when that is not the norm in a country and when its international rivals have changed their format

Question 8

Imagine you are the marketing manager for a U.S. manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Outline some possible objections to this plan. Your CEO also believes that the pricing decisions in Brazil can be delegated to local managers. Why might she be wrong

Question 9

The consumer purchase of specific brands is an indication of the relationship that develops over time between a company and its customers. Locate and retrieve the most current ranking of global brands. Identify the criteria used. Which countries appear to dominate the top 100 global brands list Why do you think this is the case Prepare a short report identifying the countries that possess global brands and the potential reasons for success. In addition, identify the traits of companies new to the list.

Question 10

What do you think Domino's does from an organizational perspective to make sure that it accommodates local differences in consumer tastes and preferences

Question 11

Within 20 years, we will have seen the emergence of enormous global markets for standardized consumer products. Do you agree with this statement Justify your answer.

Question 12

Part of developing a long-term research and development (R D) strategy is to locate facilities in countries which are widely known to be competitive. Your company seeks to develop R D facilities in Asia to counter recent competitor responses. A publication which evaluates economies based on their competitiveness is the Global Competitiveness Report. Locate this report and develop a presentation for the top management team that presents the benefits and drawbacks for the top 5 Asian economies listed. Justify your conclusions thoroughly.