COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility.
-In the COLA MINI CASE, Fizzy Cola plans to use a(n) ________ marketing strategy to reach customers in the Middle East.

Question

Quizplus · Accepted Answer

Fizzy Cola's strategy to tailor its marketing message to the specific needs and values of the Middle Eastern market, rather than using a one-size-fits-all approach, is indicative of a local marketing strategy. This approach adapts marketing strategies to fit the local culture, laws, and consumer preferences.

COLA MINI CASE: Fizzy Cola Is a Manufacturer of Sodas