First of all, it should be mentioned that around 50 per cent of Allergan’s Botox sales is used for therapeutic purposes like migraine and depression. When we concentrate on the cosmetic purposes in general (and also include competitor products such as Dysport, Xeomin and other types of fillers), by far the most common procedure done around the world is botulinum toxin injection (Botox), which is done over 3 million times around the world every year (see below). 1. Cultural differences need to be considered when communicating across borders. What characteristics of a country’s culture need to be researched to ensure business success across borders in the case of Allergan’s Botox and breast implants? 2. In which cultures and countries would there be the best and worst chances of selling Allergan’s Botox and breast implants?
> I. Synopsis Netflix is one of the world’s largest internet subscription services for movies and TV shows. Subscribers can instantly watch content streamed to their TVs, computers and mobile devices and receive DVDs delivered to their homes as well. The
> I. Synopsis The name Raleigh (www.raleigh.co.uk) has been synonymous with bikes since the company was founded in a small workshop on Raleigh Street by three men, in 1886. Raleigh sold its Triumph road site to the University of Nottingham in 2000 in a sa
> As English is the world language of business, is it necessary for UK managers to learn a foreign language?
> I. Synopsis Ferrari is among the world’s leading luxury brands focused on the design, engineering, production and sale of the world’s most recognizable luxury performance sports cars. The brand symbolizes luxury, exclusivity, innovation, state-of-the-art
> I. Synopsis Zalando is an online provider of shoes and fashion items. The company offers a variety of products for women, men and children with over 1,500 international brands. It also provides a combination of services including delivery and returns, a
> I. Synopsis The female condom was invented by a Danish physician who obtained a US patent for the product in 1988. The physician subsequently sold certain rights to the female condom to an American company. The first female condom became available in 199
> I. Synopsis SodaStream International Ltd is the leading manufacturer and distributor of home soda maker systems, with products available in 60,000 stores in 45 countries. The firm offers carbonation machines, as well as a line of beverage mixers and syru
> McDonald’s Corporation (McDonald’s) – www.mcdonalds.com – is the world’s largest food service retailing chain. The company is known for its burgers and fries, which it sells through 32,000 fast-food restaurants in over 120 countries. Franchisees operated
> 1. Was it a good idea to shift the Henkel organization from a more product to a more customer-centric approach? 2. What are the challenges of being a customer-driven multinational that serves both B2B and B2C customers? 3. How can Henkel further intensif
> 1. Discuss the two views of organizing Mars’ European activities. 2. Did Mars Inc. do the right thing in your opinion?
> Dunkin’ Brands – www.dunkinbrands.com runs – a chain of quick service restaurant companies. The company is split into three business segments: Dunkin’ Donuts, Baskin- Robbins and Togo’s. Retail outlets are operated in a franchise format either through op
> 1. What cultural barriers would the Japanese managers from Toto meet when negotiating with American managers from building societies about new contracts for toilets in US luxury apartments? 2. Some analysts argue that tackling cultural toilet norms and b
> 1. What are the main reasons for the success of ZamZam Cola in Middle East? 2. How should Ahmad-Haddad Moghaddam prepare his sales force ‘culturally’ for selling ZamZam Cola to European supermarket chains? 3. Do you think Ahmad-Haddad Moghaddam can repea
> Why is political stability so important for international marketers? Find some recent examples from the press to underline your points.
> Until now Jarlsberg’s different agents and partners in the different countries have been responsible for the local ads. Please take a look at the different ads. 1. Explain the different cultural characteristics behind the different ads. 2. Would it be a
> Bayerische Motoren Werke (BMW) – www.bmw.com – is one of the leading manufacturers of premium passenger cars and motorcycles in Europe. It also offers insurance, reinsurance and information technology consulting services. The company primarily operates i
> 1. How is Morgan’s international communication strategy different from mainstream mass-produced cars? 2. How can Morgan use celebrities in the communication strategy? 3. How can Morgan make use of social media? 4. Prepare a global communication plan for
> The Norwegian producer of functionalistic clothes, Helly Hansen (HH), has for generations been connected with wind and waterproof leisure wear, and work clothes for the quality conscious consumer. Now the company (by chance) has become the supplier of st
> DHL International (www.dhl.com) specializes in cross-border express deliveries. DHL is the global market leader in international express, overland transport and airfreight. It is also the world’s number 1 in ocean freight and contract logistics. DHL offe
> 1. How will you characterize Tupperware’s distribution strategy in relation to the theoretical models? 2. What are the advantages and disadvantages of Tupperware’s distribution model? 3. How do you evaluate the future for this distribution model 4. In th
> 1. What could be De Beers’ motives for making this ‘forward integration’ into the retail and consumer market? 2. Is it a wise decision? 3. How should De Beers develop its internet strategy following this ‘forward integration’ strategy? 4. Would it be pos
> 1. If you were a representative of the Vaseline (Unilever) management, how would you justify the price difference? What extra customer value do you create by selling the jelly as Lip Therapy in small tubes? 2. How would you price the Vaseline Intensive c
> Headquartered in Boston, Massachusetts, the Gillette Company (www.gillette.com) is the world leader in male grooming products, including blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female gro
> 1. Describe HD’s general pricing strategy. What does the company’s positioning have to do with its pricing strategy? 2. Should HD alter its price, given strong price pressures from rivals? 3. What should HD do to improve its market share in Europe?
> Why are international marketers interested in the age distribution of the population in a market?
> How can an SME compensate for its lack of resources and expertise in global marketing when trying to enter export markets?
> Burberry has positioned its brand in the minds of consumers to be ‘functional luxury’. Burberry maintains a product line with great width and depth consisting of many products. Their products fall into one of the two main categories: fashion or continuit
> 1. What are the pros and cons of the product diversification strategy that Zippo has been following recently? 2. In a US marketing campaign in the late 1990s Zippo was repositioned as an essential tool for avid outdoorsmen. Individual tin and sleeve pa
> 1. What might have been the reasons that Danish Klassic was not able to meet expectations? Comment on the following: (a) the change of packaging – from glass to plastic brick carton (b) the consumer-oriented advertisement (photo a) – is it targeted at th
> 1. Try to describe the complex decision-making process regarding choice of supplier for installation of new elevators and escalators in a building. 2. What are Kone’s key challenges in establishing long-term relationships with its new global customers?
> 1. As a supplier of the Indego, how should Bosch’s approaches differ in the two types of distribution in Figure 2? Figure 2 looks like this: Figure 2: Two different distribution systems for the Bosch Indego 2. Which of the two distribu
> 1. Explain the role of ARM as a supplier in the ‘chip’ value chain. 2. What are the strengths and the weaknesses of ARM’s business model compared with Intel? 3. In which end-user application market should ARM strengthen its relationships to potential par
> Starbucks Corporation (www.starbucks.com) is named after the first mate in Herman Melville’s Moby Dick. It was founded in 1971 in Seattle. The original name of the company was Starbucks Coffee, Tea and Spices, later changed to Starbucks Coffee Company.
> Until now, SSL has sold their Durex condoms through Okamoto, the largest supplier of condoms in Japan. Overall SSL’s condom brand, Durex, is the world market leader in condoms. 1. What were the main motives for SSL establishing its own distribution chann
> 1. What are the likely main motives for Polo Ralph Lauren to shift the entry mode from licensing to hierarchical mode in South-east Asia? 2. Would you recommend them to take all geographical licenses back in-house, and turn them into hierarchical modes?
> Marriott is a diversified service and hospitality company with operations in five business segments: - Full-Service, which includes following brands: Marriott Hotels & Resorts, The Ritz- Carlton, Renaissance Hotels & Resorts and Bulgari Hotels & Resorts
> Discuss the limitations of per-capita income in evaluating market potential.
> In 1993, the Danish textile firm, Kabooki, was given the rights to use the LEGO brand (licensing-in) in connection with production and sales of children’s clothes. LEGO children’s clothes have the following features: functional, clear and strong colours,
> 1. Do you think that Hello Kitty will continue to rule the world? What are the pros and cons? 2. What are the reasons that Hello Kitty is licensed to so many different product manufacturers? 3. Suggest the future licensing strategy for Hello Kitty.
> Honest Tea is a tea company based in Maryland, USA. Honest Tea was founded in 1998 by Seth Goldman (now President and CEO, or as he calls it, ‘Tea-EO’) and Barry Nalebuff, to sell ‘bottled iced tea that tastes like tea’; a less-sweetened alternative to s
> 1. Which region of the world would you recommend Parle Products to penetrate as its first choice? 2. What kind of export mode would be most relevant for Parle Products? 3. How could Parle Products conduct a systematic screening of potential distributors
> 1. What are the main advantages and disadvantages for Arcus of using export modes, compared to other entry modes, for its Linie Aquavit? 2. What should be Arcus’ main criteria for selecting new distributors or cooperation partners for Linie Aquavit in ne
> Understanding entry modes into the Chinese market China became a member of the WTO on 11 December 2001, and is currently in the process of completing a seven-year transitional period. Overall, the Chinese economy has shown exceptional economic growth ov
> 1. What are the differences between the global strategies of Ansell and the other three competitors? 2. Which entry mode would you recommend for Ansell’s sourcing (purchasing or production) of condoms? 3. What are the pros and cons for Ansell acquiring a
> 1. Which kind of market entry mode would you generally suggest for Jarlsberg: (a) in Scandinavia? (b) in Asia? 2. What are the general motives for choosing a hierarchical mode (own subsidiary) in the United States?
> 1. What are the foundations of Oreo’s global success? 2. What demographic changes and cultural issues might influence the future global market for Oreo? 3. What are the most important screening criteria for Oreo (Mondelēz) in the IMS?
> 1. Discuss the appropriateness of the screening model used in this case. 2. Suggest another screening model that could be relevant for Philips Lighting to use in the Middle East.
> Explain the importance of a common European currency to firms selling goods to the European market.
> 1. What could be the main reasons for Tata Motors entering the global ultra-low-cost car market? 2. What are the competitive advantages that Tata Motors would enjoy with their Nano in emerging markets? 3. Which screening criteria would you suggest for Ta
> The catalogue serves as a pre-shopping advertisement, an in-store sales aid and an interior decorating guide. Many consumers shop with the catalogue in hand. Since the catalogue is such an important marketing tool, it is crucial for it to accurately refl
> 1. Which sociocultural factors influence the sales of tickets for ‘Cirque du Soleil’ shows around the world? 2. What makes the business model of ‘Cirque du Soleil’ globally so successful? 3. What should be the criteria for selection of a theme for Cirque
> Although global business has been growing rapidly in recent decades and globalization seems inevitable, it is not without controversy, and the critics offer a few key arguments. 1. Some people lose while others gain, both in absolute and relative terms.
> 1. Which political and economic factors in the global environment would have the biggest effect on the future global sales of Danfoss Power Solutions’ hydraulic components/systems to: (a) manufacturers of construction and mining equipment (e.g. Caterpill
> The G20 was established in 1999, in the wake of the 1997 Asian Financial Crisis, to bring together major advanced and emerging economies to stabilize the global financial market. 1. What were the key arguments of the anti-globalization groups? 2. How cou
> 1. Which research market research method would you use to estimate the total world market for electric cars? 2. Which research market research method would you use to estimate the total world sales of BMW i3 electric cars?
> LEGO Friends – one of the world’s third largest toy manufacturer is moving into the girls’ domain www.lego.com 1. Emerging markets like China, India and Indonesia offer long-term opportunities for organic growth. However, LEGO still has a small share in
> Teepack Spezialmaschinen GmbH – organizing a global survey of customer satisfaction www.teepack.com 1. How would you forecast worldwide demand for tea bag machines? 2. How can Teepack and Teekanne use their relationship to each other with regard to colle
> Explain why a country’s balance of trade may be of interest to an international marketer.
> Nike sells their products to retail accounts, through NIKE-owned retail stores, and through a mix of independent distributors and licensees, in over 160 countries around the world. Nearly all the production of Nike’s products (especially footwear) is out
> DJI Technology Co. Ltd – a Chinese ‘born global’ is dominating the world market for drones with its Phantom Most growth in the drone industry is on the consumer/commercial side, as the drone market shifts away from the military market. Government regulat
> 1. What were Microsoft’s motives in entering the games console market with Xbox back in 2001? 2. What are the competitive advantages of Microsoft Xbox One and Sony’s PlayStation 4? 3. What are the competitive advantages of the original Wii and the new Wi
> Reebok (www.reebok.com/www.adidas-group.com) specializes in the design, marketing and distribution of sports and fitness products including footwear, apparel and accessories, as well as footwear and apparel for non-athletic use. The strategy is to start
> 1. List the criteria that you should use for choosing new international markets 2. If you were to advise DreamWorks Classics would you recommend them to use the ‘organic’ or ‘born global’ pathway for the internationalization of Postman Pat? 3. What value
> 1. Which of the internationalization models presented in this chapter fits best to the internationalization of Zumba? 2. Why has Zumba’s global business model been so successful?
> TOMS is not a non-profit organization but operates on a One for One mission: For every pair of TOMS Shoes purchased, a pair of new shoes is given to a child in need. At the beginning of 2013, over 10 million pairs of shoes have been given to children in
> 1. What are the main motives for the internationalization of EPE? 2. What can EPE do to maintain a steady income stream from abroad? 3. What are the most obvious assets for further internationalization of EPE?
> 1. In McNeil (2009), Kevin Starace states: ‘Vestergaard is just different from other companies we work with. They think of end users as a consumer rather as a patient or a victim’. What do you think is the meaning behind this statement? 2. Which are the
> I. Synopsis Although Kellogg commands the market leader position globally in breakfast cereals, it faces a new and more formidable international competitor starting 1989. General Mills and the Swiss food titan Nestlé, South Africa, established a joint v
> If you had a contract to conduct marketing research in Saudi Arabia what problems would you expect in obtaining primary data?
> Nivea (www.nivea.com) is a brand owned by Beiersdorf AG (www.beiersdorf.com) whose majority shareholder is Tchibo (owns 30 per cent of the Beiersdorf shares). 2014 key figures: Net sales: …………………………………… €6,285 million EBIT: ………………………………………… €796 million
> I. Synopsis Adidas is one of the largest companies in the sporting goods industry. The company offers a wide range of athletic and sports lifestyle products through three main brands: Adidas, Reebok and TaylorMade. Adidas operates through 170 subsidiari
> 1. What are the main reasons for the recent international marketing success of the Hunter Boots? 2. Recently Hunter has added outerwear (leather footwear and hand-bags) to their international product range. What are the pros and cons of extending the pro
> I. Synopsis Manchester United (abbreviated Man Utd) has developed into one of the most famous and financially successful football clubs in the world, being recognized in virtually every country of the world. Among Man Utd’s objectives is seeking new all
> Green Toys, Inc. – a manufacturer of eco-friendly toys is going international. www.greentoys.com 1. What are the key success factors in the world toy industry? 2. What are Green Toys’ key competitive advantages in the international toy market? 3. Should
> I. Synopsis Inditex is a diversified group of brand concept stores engaged in textile designing, production and distribution of fashion products. The company offers a wide range of apparel and accessories, including footwear, handbags, belts, handkerchi
> Discuss the benefits gained by adopting a matrix organizational structure.
> Identify the major weaknesses inherent in the international division structure.
> What is meant by performance indicators? Why does a firm need them?
> Discuss why firms need global marketing controls.
> Would Tokyo be a good test market for a new brand planned to be marketed worldwide? Why or why not?
> Discuss to what degree the choice of organizational structure is essentially a choice between headquarters centralization and local autonomy.
> Discuss the pros and cons of standardizing the marketing management process. Is a standardized process of more benefit to the company pursuing a national market strategy or a global market strategy?
> What key internal/external factors influence the organizational structure? Can you think of additional factors? Explain.
> Identify appropriate organizational structures for managing international product development. Discuss key features of the structure(s) suggested.
> Why is it so difficult for an international marketer to deal with bribery?
> What are your views on lobbying efforts by foreign firms?
> Compare and contrast the negotiating styles of Europeans and Asians. What are the similarities? What are the differences?
> Should expatriate personnel be used? What are some of the difficulties that they may encounter overseas? What can be done to minimize these problems?
> You are a European preparing to negotiate with a Japanese firm for the first time. How would you prepare for the assignment if it is taking place: (a) in the Japanese headquarters; (b) in one of its European subsidiaries?
> How can a company increase its communication effectiveness through the use of social media?
> Identify and discuss the major considerations in deciding whether research should be centralized or decentralized.
> What is meant by saying that advertising regulations vary around the world?
> Explain how personal selling may differ between the overseas and home markets.
> Identify and discuss problems associated with assessing advertising effectiveness in foreign markets.
> What are the advantages and disadvantages of global online distribution compared to the physical distribution?
> How is retailing know-how transferred internationally?
> Discuss the implications for the international marketer of the trend towards cross border retailing.
> What are the main advantages and disadvantages of following a Multiple Distribution Channel Strategy?
> Do grey marketers serve useful marketing functions for consumers and manufacturers?
> In attempting to optimize global marketing channel performance, which of the following should an international marketer emphasize: training, motivation or compensation? Why?
