Dan Case Study 5 Q1.

Explain the appeal of characters like Hello Kitty to younger consumer in both Asia and the Western economies, taking note of cultural and group influences. Hello Kitty is a marketing phenomenon from the Japanese Company Sanrio. The Little white cat with no mouth was initially aimed at young girls but Hello kitty has found a much wider audience. I think Hello Kitty appeal unquestionably both Asia and the Western economies. A Google search for Hello Kitty yields more than 1.5 millions results. Its means Hello kitty popular in all over the world. Although drawing distinction between collectivist cultures like Japan and Asian countries, where group behavior is norm, and individualistic ones like US and western countries, where people tend to do their own things, but people do not relate to brands as person in collectivist cultures. Hello Kitty popularity in terms of a need for social conformance there rather than as a response to an appealing brand personality. With the appeal of cuteness of and Japans design style gaining universal acceptance, the country now challenges the global supremacy of American and European popular culture. The characters have no discernible cultural features meaning that they can cross country and cultural boundaries with limited cultural baggage. Aspects of kawaii culture can be seen in youth in other countries - trends, once picked up by significant reference group members, spread quite quickly, leading to high levels of market penetration.

Case Study 1 Q2.What is the key innovation at Zara? They focus on new innovation in order to stay on the market .Innovation plays a vital role in the development of new business concept, process and products. Some of their key innovations are:

For their first achieve they sell their styled clothes with a medium quality and at a reasonable price. And they renew their collections twice a week with fresh designers. Their garments are fully designed by the group; therefore their products are up to the good quality. They divided the market into different segments. Its allows the firm to better satisfy the needs of its potential customers. Their outlets provided additional services to its customers such as offer music, video images, Video-games, the internet, Magazines and coffee area. This makes them to attract people to their outlets. They focused on high quality brands at a medium price for independent modern urban consumers .Therefore people did not hesitate to buy their products. They are not only focus on the clothing industry they also focus on product mix. They provide different types of products and services in their outlets. Their stores are located in highly residential streets and in shopping centers. Therefore people can easily reach. They took risk when expanding their global market. Even though they made losses they decided to remain in the market to build international market intelligence by interacting with competitors. They formed joint ventures with local companies to expand their market in those countries. Their product strategy is based on one product for one global market. They focus on market needs in designing their products. They get this information from different parties. They use target pricing approach based on market needs assessment instead of using production focus in establishing price. They did not follow the traditional fashion advertising instead they rely on the stores themselves, with state-of art locations. This builds their company image. They embrace market with Just -In-Time processes. It helps quick response to the market demand.

Case Study 10 Q3. Compare and contrast the international expansion of the Big Four: Orlando-Wyndham, Mildara Blass, Southcorp and BRL Hardy. How can you account for the similarities and differences in their internationalization strategies? Australian wine exports are dominated by four companies. These four companies are known as the Big four. Each company has grown in the past five years on the back of the continued success of Australian wine in the major overseas markets. These four companies have similarities and differences in their globalization strategies. Similarities 1. These four companies started their business by exporting.
2. They all mainly focused on the UK wine market because cultural closeness with those

countries. 3. They do not mainly focus on their domestic market. They all Diversifying to new markets. 4. Both Southcorp and BRL Hardy formed joint ventures to build their global brands. Differences.
1. Orlando Wyndham was acquires by a foreign company. 2. Mildara Blass is emphasizing the acquisition of wine clubs as an additional channel

opportunity. 3. Orlando Wyndham has focused on a single brand and make it popular, Jacobs creek
4. Mildara Blass is the only one to have made a significant US acquisition.

5. Mildara Blass expand its international wine operation using a Three channel strategy. 6. Southcorp global strategy mainly focused on four elements.
7. Orlando Wyndham has intensified its distribution efforts in Asia.

Case Study 16 Q4. What should Cereal Farm have done extensively before entering the UK market?

They only used distributors to promote their product in the market .They should have a better promotional campaign to increase awareness of its brand among UK consumers. Because many UK consumers adapted to the weetabix. Therefore weetabix had high loyalty and penetration levels in the UK market.

They should have come up with a different serial product to the UK market. Because both weetabix and Bix-O-Weet belongs to the same flake cereal biscuits category.

Before entering the UK market Cereal Farm should have establish their own retails facilities in UK. Its recommended to open their own retail outlets rather than rely on UK retailers. Because local retailers hesitate to sell newly introduce brands.

Before they entered the UK market they should have a better understand about the UK Cereal market and their major competitors. It is important to identify weak points of the competitors.

They should have a good marketing mix strategy. Because their main competitor only rely with six products. Therefore they have better chance to come up with different type of mix strategies.

Its better if they should have a good distribution plan in UK. Because one approach does not suit for each single market.

They would perform well if they able to formed joint ventures with local companies. Then it is easier to sharing of resources and the leveraging underutilized resources. It will create new market space for the foreign companies like Cereal Farm.

Case Study 12 Q5.Outline and discuss the marketing strategy of MCC for the SMART car. Segmenting

Geographically the car is directed for people who are living in big cities and urban areas. Economically and socially people with high level of income, which implied a high social level too. The car is small therefore they mainly target small families in larger cities. Positioning

MCC wants to position the car as a fun but useful means of transportation in crowded cities. It is a new concept that with innovative and young positioning.The characteristics that differentiate this car from the rest are because it is small, easy to park, offers to you the possibility to use in big cities as motorbikes. Innovative Customers focused more on the environment effect of cars. SMART cars are one of the environment friendly designs. SMART is a good solution for the less air pollution and lower fuel consumption. Throw these they capture their market for specific customers. Price Same European countries have tax system which rises according to the size of the vehicle. SMART cars are substantially cheaper than the owning a larger car. Safety

Mercedes Benz is one of the worlds safeties car manufacturer. SMART cars are also focus on driving comfort, safety and customer choice into one.

Q6.Although airlines such as Ryanair and EasyJet follow a no frills low fare business model, there are wide differences in the price paid by passengers on the same flight. Discuss the challenges facing a low fares airline Service quality expectation of customers.

Customers have a minimum service quality expectation and failure to meet this minimum level will cause substantial dissatisfaction regardless of how cheap the flight was. They will lose some customers over this. Rising fuel cost

The high cost of fuel is perhaps the most obvious issue facing low fares airlines today, with many imposing fuel surcharges on customers. fuel is an especially critical component for low fares carriers.

Political and legal restraints

Full-service airlines benefit from global networks, government policies which favor them and marketing advantages that come with size, especially when negotiating contracts for profitable corporate travel.

Competition with other low fare Airlines and full service Airlines. Increase in unit labor cost-salaries, health benefits and pensions will increase the labor cost of low fares airlines. Therefore it is big challenging task to remain in the same prices. It is necessary to have good management team and staff to reduce the impact of these challenges.