Question

1.What marketing issues must HQ decide

Marketing strategy – HQ promotes cross-fertilization among countries

Product positioning – HQ persuasion for standardization

Product characteristics – No initiative

Branding – HQ enforced standardization

Packaging – HQ persuasion for standardization

Distribution – No initiative

Trade promotion – No initiative

Customer promotion – HQ promotes cross-fertilization among countries

Media advertising – HQ promotes cross-fertilization among countries

2.What marketing issues is better if decided locally closed to consumers in market

3.Which should be persuaded by SUB and which by HQ to take either viewpoint strongly into account and which ones are to be negotiated and what local conditions justify negotiations?

Answer 1

1. HQ must decide on the below marketing issues

   1. Trade promotion

   2. Product characteristics

   3. Branding

   4. Distribution

2) To attract consumers locally in the market it is always good to give more importance for Product characteristics and Trade promotion. Consumers will get more attracted when they know the product characteristics and how it is going to help them and also the trade promotion with good offers will certainly help the product to be attracted by the consumers

3) Product characteristics should be persuaded by SUB and Trade promotion should be persuaded by HQ. The trade promotion can be negotiated and local condition does really matter the negotiations. Whenever any trade promotions are conducted, it has to be done in such a way that the promotion matches the local needs and are accepted by the local market. Hence this decision