Title: Global Marketing Strategy Evaluation
Overview
You work for a U.S. technology company that contracts for manufacture of semiconductors in South Korea. Your company’s headquarters and R&D center is in the state of Washington. Marketing strategy is delegated to the heads of three regional groups:
A North American group (based in New York)
A European group (based in Brussels)
An Asian group (based in Tokyo)
To distinguish your products from some competitors, the company’s packaging is striped in orange and red. Each regional group develops the marketing approach within its region. In order of importance, the largest markets for your products are the U.S., Canada, Mexico, Germany, Great Britain, and Australia. You are considering adding India or Dubai (Middle East) to your target markets. However, your company is experiencing problems in its product development and marketing to companies in these regions. Products are late to market, the manufacturing quality is not up to the highest standards, costs have been increasing above the budgeted projections, and market acceptance of these products is less than hoped for.
Analyze the potential sources of problems faced by the company.
Evaluate the role of product attributes, including packaging, size, weight, and color, and labeling, in international marketing.
Research how a product’s color may be affected when marketing an American product in the Middle East versus in India.
** Please provide plagiarism report.
