Roll No.

: IB1816104

Name of Institute : BIIB

Batch : 2018-20

Specialization : IB

Semester : 4th

Subject Name : International Marketing Management

Submitted By : Navdha Goel

Submitted On Date :

Total No. of Pages :

Case Study 1 Can Mac Fight Back? LEAD STORY-DATELINE

Question 1

Standardization

Standardization proponents say there's a union of cultures across the globe with common
environmental and consumer demand. We argue that barriers to trade are falling, and that
technical innovations and businesses are showing a regional focus in their strategy. Creating
one plan for the global market and standardizing the marketing mix components, they claim,
will achieve continuity with consumers and lower costs.

Adaptation

Supporters of the approach to international adaptation stress the importance of customization.

The basic foundation of the adaptation school is that all environmental variables and
restrictions such as language, atmosphere, ethnicity, professions, education, taste, various
rules, cultures and communities must be considered when entering a foreign market..

McDonald’s on the range from standardization to adaptation

One of McDonald's goals is to create a consistent collection of products of the same taste, be
it in Singapore, Spain or South Africa. McDonald’s found that while standardization provides
significant cost savings, being able to adapt to an environment ensures success.

Hence McDonalds specifically followed the idea of "thinking global act local."

For certain communities, the standardization of the McDonald's products has encountered
difficulties. In India for example, the beef was the big issue in the standardized McDonalds
goods. India was a rare example of diversity, as a business. Owing to cultural and religious
restrictions, the original Hamburger items which are sold elsewhere in the other markets are
not sold in India.

As much as McDonald's degree of standardization of its goods is greater, it is also noted that
the need for adjustment of its goods in international markets is not eliminated in terms of
respecting local cultural differences and meeting consumer loyalty and/or expectations.

Conclusion

It is concluded with McDonalds that a systematic strategy is successful in enhancing the

consistent quality of the product and the services offered. It does not suggest, however, that
adaptation must be overlooked, as popular goods must be adapted to fit local culture.
Case 2

Question 1

US baseball market it self as a high paying. They use TV ads for promotion, they also
have cards and other merchandise products related to baseball and are very popular in
states.

But Japanese baseball markets itself as a growing

and expected to pay high returns. They provide

good opportunities for Us ball players. They promote the game by building state of the
art infrastructure facility Like Tokyo Dome where multiple events can be hosted.

Question 2

Aging U.S. baseball player will market

himself to Japanese teams as they are

bigger stronger and faster and hit with

more power and team can also rely on

him and trust him.

He will also make them believe that he

and his family can adjust to company

Culture, Scarce housing & expensive

way of life.

Question 3

Investment will increase in

japanese teams than U.S. teams.

MNC's will shift their focus to

Japan. More players will be

interested to play for Japanese

team. Because of the strong yen,

Japanese clubs can bid more

dollars for better U.S. players

Question 4.

yes, the collaboration has change the market of u.s. baseball players:

the Major league players association reacts to protect the interest of its members by

1. fare pay scale should be there for the members.

2. League facility should be enhanced.

3. retention policy should be there.

4. should consider the personal problems of players.

5. man ceiling should be abolished.

Case 3

Question-2

The difficulty of selling advanced technology coupled with the speed of imitation and the
impact of low wage country competitors led Sony to change its basic corporate strategy

Sony Diversification into the Entertainment industry

Sony’s diversification into the global music industry has dramatically transformed Sony as it
moves to become more a service company. The acquisitions themselves are large totaling
over $5 billion or about half of Sony’s total assets

The major entertainment industry acquisitions made by Sony since 1988 are :-

CBS Records - Sony was able to acquire control of the world’s largest record company. The
Acquisition gave Sony an immediate international presence in the music industry. CBS
Records, Inc. consists of CBS Records (Domestic), CBS Masterworks, CBS Records
International, CBS/Sony, Columbia House, and CBS Music video.

Columbia Pictures - The major attraction of Columbia Pictures was its large library of
movies that continue to earn revenues every time they are shown at cinemas and on video
around the world. Columbia also had a profitable TV production and syndication business.
Thus, the acquisition gave Sony products to sell to owners of TV sets and VCRs in a manner
analogous to providing music on record and tape for owners of CD players and tape
recorders.

Guber-Peters Productions- Sony acquired Hollywood’s most successful film production

company, Guber-Peters (G-P) (formerly Barris Productions). . G-Ps expertise lay in spotting
hot properties, signing them, and then convincing major studios to bankroll the films and
distribute them. G-P had a unique culture-specific talent for working in and with Hollywood,
producing successful films for the huge U.S TV and film audience

Tree International - Sony also acquired, through CBS Records, the ownership of Tree, the
premier country music publishing company. The ownership of rights to several generations of
the country songs guarantees a steady stream of revenue, especially as the catalog becomes a
popular around the world and in Japan through Sony’s music and video production divisions
Sony’s Future

Looking to the future, Sony’s heavy involvement in new hardware technologies such as
advanced high-definition TV, computer workstations, and compact disk interactive
technology will require further research and development; but their acceptance by consumers
will depend equally on the availability of software products that showcase the new hardware
products. Sony’s long-term plans focus more on services and entertainment; paradoxically,
this will help it to become a stronger hardware company and to reduced risk by smooth
fluctuations and providing the stability of recurring earnings from sales of music film and
videotapes.

Question-3
Case 4

Question 1

• Designing global Strategy with reference to Parker’s present market conditions.

• Decentralized marketing strategy

• Retain old successful managers.

Question 2

Keeping only High end products to keep loyalty untouched

• Adopting global marketing strategy with lack of rigidity and required customization

• Continuing with the previous decentralized strategy with gradual expansion

Question 3

Discard

• Rigid centralization

• Faulty technology

• Self-reference criterion of peterson

Keep

• Retain old, experienced management staffs

• Providing more freedom to the country managers, subsidiaries and agencies

• Give due Importance on the R&D Cells

Question 4

This is a crucial decision for an individual as it is hard to choose between experience

and modernization. The best solution to this problem would be to use the experience of
the holdovers and inculcate it into the new teams ideas that would even give an edge to
the competitors
Case 5

Question 1

a.Foreign Uncontrollables
i.Koreans are suspicious of foreign products
1.Cultural
2.Ethnocentrism
ii.Foreigners are not welcome
1.Closed cultural environment
iii.Gov’t implemented business rules
1.Partnering with local with at least 25% stake in the company
iv.Disease, illness, bacteria, health issues
v.Tariffs on capital goods
vi.Bureaucracy inefficiency
vii.Dairy farmers complained against foreign competition
viii.Koreans think the ice cream is too expensive
1.Perception
ix.Inflation in Korea

b.Domestic uncontrollable
i.US trade bill, forces Korea to open markets or face sanctions
ii.US gov’t pressured South Korea to raise value of the Korean currency
1.Can invest more in the value of the dollar
2.Raises cost of investment
3.Can buy less