Question

Q1. if the company uses the local consumer culture positioning, what challenge they are facing and how to overcome it?

Q2. Assume that you are the director of international marketing for a company producing refrigerators. Select one country in Latin America and one in Europe and develop screening criteria to use in evaluating the two countries. Make any additional assumptions that are necessary about your company.

Answer 1

Answer 2:-- International marketing criteria for Colombia:

•Does it produce sufficient potential? Yes because of the hot weather, but take into consideration energy costs are high

•Evaluation of company- very committed to producing refrigerators

•Environment: high energy costs, low-income levels, devalued the currency

•Focus selling to companies, because individuals cannot afford to buy one, only rent it.

International marketing criteria for France:

•Does it produce sufficient potential? Yes, the income level is high enough

•Evaluation of company- yes, committed to going international

•Environment: high water costs, good income levels, appreciated the currency

•Focus on individuals and companies but be aware that individuals usually have small spaces so fridges should be made at a common size