Answer to Question #159375 in Management for ahsan

Question #159375

: A US based multinational company designs and manufactures personal computers and operates in three continents: Asia, Australia and Europe. The computers are manufactured under contract in China. Marketing strategy is delegated to the heads of three regional groups: Asian group (based in Dubai), Australian group (based in Sydney), and a European group (based in London). Each regional group develops the marketing approach within its region. In order of importance, the largest markets for your products are Germany, Great Britain, India and Australia. The 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? (Marks 10 - Word Count 600)

Expert's answer

The source of these problems may be that the features of the particular markets are not fully taken into account and the production place is far from the destination markets.

Solution:Marketing mix

The marketing mix is the set of choices the firm offers to its targeted markets. Many firms vary their marketing mix from country to country, depending on differences in national culture, economic development, product standards, distribution channels, and so on.

A multinational business's marketing function needs to determine when product standardization is appropriate and when it is not, and to adjust the marketing strategy accordingly. Even if product standardization is appropriate, the way in which a product is positioned in a market and the promotions and messages used to sell that product may still have to be customized so that they resonate with local consumers.

If possible market your products in the areas with possible high sales, for instance in this case Germany, Great Britain, India and Australia and learn also why they are leading so the company can strategize for other regions.

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