. “As marketing director of the company “FRESHA”, which is established in Switzerland, you are responsible for the international marketing of a new alcoholic drink (“Iced Limo”) which has the characteristics below. In the home market this alcopop is just going to be launched. Together with the home market Switzerland, “FRESHA” is considering to launch the drink in four other country markets. In the following table you find some information about these countries.” “The alcopop has the following characteristics: Color of the drink: light blue Alcohol level: 7% Packaging: glass bottle Charge: 0.3 liter Target croup: youths (between 18 and 35 years) who life in the city Distribution: mostly in bars and discotheques” SWITZERLAND FRANCE RUSSIA CHINA USA Competitive situation in the market of alcopops difficult medium easy easy difficult Phase in the life cycle in the market of alcopops growth growth intro-duction intro-duction maturity Transport costs for exportation - low high very high high Degree of the dimension “individualism” (Hofstede) high high medium low very high Meaning of the color blue coldness, loyalty annoyance, fear, coldness -- luck annoyance, fear, coldness “ Please discuss for which country markets you would recommend a cross-national standardization strategy and for which countries you would rather choose a differentiated strategy. Please, justify your recommendation with regard to product policy, price policy, communication, and distribution
. “As marketing director of the company “FRESHA”, which is established in Switzerland, you are responsible for the international marketing of a new alcoholic drink (“Iced Limo”) which has the characteristics below. In the home market this alcopop is just going to be launched. Together with the home market Switzerland, “FRESHA” is considering to launch the drink in four other country markets. In the following table you find some information about these countries.”
“The alcopop has the following characteristics:
- Color of the drink: light blue
- Alcohol level: 7%
- Packaging: glass bottle
- Charge: 0.3 liter
- Target croup: youths (between 18 and 35 years) who life in the city
- Distribution: mostly in bars and discotheques”
|
|
SWITZERLAND |
FRANCE |
RUSSIA |
CHINA |
USA |
|
Competitive situation in the market of alcopops |
difficult |
medium |
easy |
easy |
difficult |
|
Phase in the life cycle in the market of alcopops |
growth |
growth |
intro-duction |
intro-duction |
maturity |
|
Transport costs for exportation |
- |
low |
high |
very high |
high |
|
Degree of the dimension “individualism” (Hofstede) |
high |
high |
medium |
low |
very high |
|
Meaning of the color blue |
coldness, loyalty |
annoyance, fear, coldness |
-- |
luck |
annoyance, fear, coldness |
“ Please discuss for which country markets you would recommend a cross-national standardization strategy and for which countries you would rather choose a differentiated strategy. Please, justify your recommendation with regard to product policy, price policy, communication, and distribution
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