Merloni Elettrodomestici is an Italian-based manufacturer of appliances. It also is the company that manufactures Hotpoint appliances. To show its global marketing thrust, the company is changing its name to Indesit, a word that is more easily pronounced outside of Italy, and trying to adapt a more international feel to its products and promotion. The company is implementing a________Strategy.

Question

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Merloni Elettrodomestici is changing its name to Indesit and adapting its products and promotion for a more international appeal, which is a classic example of a repositioning strategy. This involves changing the identity or perception of a brand or company in the market to better suit a broader or different audience.

Merloni Elettrodomestici Is an Italian-Based Manufacturer of Appliances