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Marketing 5th Edition by Roger Kerin,Steven Hartley ,William Rudelius,Erin Steffes
النسخة 5الرقم المعياري الدولي: 978-0078028922Marketing 5th Edition by Roger Kerin,Steven Hartley ,William Rudelius,Erin Steffes
النسخة 5الرقم المعياري الدولي: 978-0078028922 تمرين 2
What are ( a ) the special opportunities and ( b ) potential challenges for 3M in taking its Post-it Flag Highlighter into international markets ( c ) On which countries should 3M focus its marketing efforts
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موثّق
a. Special opportunities.
• Potential to increase sales revenues and profits.
• Potential to reduce manufacturing costs per unit by having larger production runs.
• Potential to continue to achieve strong support from its distributors in other countries through their seeing innovative additions to the 3M product line.
b. Potential challenges.
• Risk that college students in many countries do not use highlighters-especially since they often do not own their textbooks but must check out a textbook from the college library.
• Extra costs because package must have words in local language.
• Significant transportation and physical distribution costs from the manufacturer to distributors in each country.
c. Countries to focus on. 3M should focus on countries with large numbers of college students having some discretionary income who are likely to own their own textbooks. This means mainly Western Europe, Latin America, Australia/New Zealand, and Japan.
• Potential to increase sales revenues and profits.
• Potential to reduce manufacturing costs per unit by having larger production runs.
• Potential to continue to achieve strong support from its distributors in other countries through their seeing innovative additions to the 3M product line.
b. Potential challenges.
• Risk that college students in many countries do not use highlighters-especially since they often do not own their textbooks but must check out a textbook from the college library.
• Extra costs because package must have words in local language.
• Significant transportation and physical distribution costs from the manufacturer to distributors in each country.
c. Countries to focus on. 3M should focus on countries with large numbers of college students having some discretionary income who are likely to own their own textbooks. This means mainly Western Europe, Latin America, Australia/New Zealand, and Japan.
Marketing 5th Edition by Roger Kerin,Steven Hartley ,William Rudelius,Erin Steffes
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