International Business: Competing in the Global Marketplace
12th Edition
ISBN: 9781259929441
Author: Charles W. L. Hill Dr, G. Tomas M. Hult
Publisher: McGraw-Hill Education
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Chapter 18, Problem 1RT
Summary Introduction
To prepare: A short report on the global brands and the reason for their success.
Introduction:
The interchange of goods and services between many countries for the business purpose is known as the international business.
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You are a newly appointed marketing manager of a multinational firm. The firm
has the following market base: consumer market, business market, and
international market. Its business products serve as a raw material for other
businesses and thereby have a wide scope of its business frontier. It has challenges
in segmentation although they produce quality products for various markets. Based
on the above challenges facing the firm, it has also resulted in serious pricing
decision problems, which are seriously affecting the firm’s profitability level.
Meetings has been held both nation and international level to rectify some of these
anomalies in the firm. Now, the head of corporate affairs has become worried of
these pending challenges and has called for presentation from the head of the
marketing.
1. Explain how to segment the following markets and its requirements:
i. Consumer market.
ii.Business market.
iii. International market.
Yuwani’s is an Italian clothing brand. They recently entered in the Pakistani market. They have a wide range of casual and formal apparel for both men and women. They offer trendy colours and the latest Italian fashion that attracts youth, middle aged, and elder customers. They hired you as a marketing specialist for Pakistan. You are required to perform following tasks.
Identify the major competitors for the brand in Pakistan.
Discuss the four key brand strategy options and suggest any two of them for the brand in Pakistan.
As they are new in the Pakistani market, discuss the two pricing strategies and suggest one of them for Yuwani’s.
Chapter 18 Solutions
International Business: Competing in the Global Marketplace
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