CASE QUESTIONS FOR DISCUSSION
1. Why has McDonald’s been successful throughout the years? 2. Does it make sense for McDonald’s to use a standardized (“I’m lovin’ it”) global campaign?
3. Does it make sense for McDonald’s to have set up a Global Marketing Team? Why or why
4. What changes do you recommend to McDonald’s?
The Global Brand Face-Off
1. What is a “global” strategy? What is a “global brand”? 2. What are the pros and cons of going global?
3. Should Espoir take its new branding initiative global? Why or why not?
4. Do you agree with any of the experts’ views? Why or why not?
Beijing Mirror Corporation
1. What are the different modes of market entry? (How can a company enter a new market?)
2. Can Beijing Mirror develop the market by itself? What should Ming Tian do? Why?
3. As Ming Tian, what would you now recommend to your company?
4. What are the key issues in a joint venture negotiation?
5. What do you believe happened (that is, what did they do?)
Haier: Taking a Chinese Company Global
1. Perform a complete SWOT analysis on Haier.
2. Why was Haier so successful in China?
3. In early-2000, Haier opened up a $40 million industrial park and refrigerator factory
near Charlotte in Camden, South Carolina, USA. Why do you think they did this? In
other words, what was their motivation for opening up this huge production plant in a
small southern town in the United States?
4. Was Haier’s decision to globalize into developed markets early on a good strategy?
Why or why not?
5. Can Haier build on its success in niche products to become a dominant global brand
in high-end white goods? Why or why not? Defend your stance.
6. Is Haier’s “three thirds” strategy a viable or wise approach? Why or why not?
Mary Kay Cosmetics: Asian Market Entry 1. What is meant by “direct selling”?
2. Why has MKC not been as successful as Avon in penetrating international markets?
3. What criteria should MKC use to decide how to prioritize foreign market entry opportunities?
4. What are the arguments for and against MKC entering (a) Japan and (b) China?
5. What marketing mix recommendations would you make to Dandurand if she decides to enter
(a) Japan and (b) China?
Singapore Airlines: Customer Service Innovation 1. What is SIA’s competitive advantage(s)?
2. Should SIA install lie-flat seatbeds in Raffles Class?
3. What changes would you make to improve SIA’s competitive position?
4. What else can SIA do to differentiate their product from competitors?
5. What is the long-term prognosis of SIA?
Shanghai Jahwa: The Maxam Brand 1. What is meant by “market positioning” and “market segmentation”?
2. What is the positioning of the Maxam brand? Which segment(s) of the market does it serve?
3. What opportunities exist for the Maxam brand in the current competitive environment?
4. Can Jahwa’s Maxam compete against multinational brands? How?
5. Develop a positioning statement and marketing plan for the Maxam brand.
1. What is the present image of Wal-Mart by residents of Taiwan?
2. What are Wal-Mart’s competitive advantages?
3. How sustainable are those advantages?
4. How transferable are those advantages as Wal-Mart moves into new formats and especially
new markets in Asia?
5. How can Wal-Mart continue its extraordinary growth? What are the limits to that growth?
The Brand in the Hand: Mobile Marketing at Adidas
1. What is adidas’ position in the athletic shoe market? How does the brand seem to be doing in
2. What evidence does adidas have that suggests the importance and potential success of digital
interactive and mobile marketing?
3. What is the Brand in the Hand concept? What does this mean to adidas and its branding
4. What were the objectives of the Missy Elliott (ME) campaign in the United States, and why
did adidas choose to center the campaign based on Elliott? Do you think this campaign can
be successful in the Taiwan and why?
5. How important a role should MMC play in adidas’ overall brand communications strategy?
Is MMC just a novel approach to marketing communications and a marketing fad (is it
merely communicating the same message in a new format?), and to what extent should it play
a part of overall marketing communications strategy at adidas or at other firms competing in
different industries in the future?
The Chinese Fireworks Industry 1. If you were Jerry Yu, would you invest in a Liuyang fireworks factory? Why?
2. Apply Porter’s Five Forces Model; evaluate the attractiveness of the Chinese fireworks
industry. Use the worksheet.
3. Is the fireworks industry a “sunset” industry or and industry still worth being in for the long
4. If you were Jerry Yu, and you decided to make the investment, what would you do to win out
in the competition?
5. If you were asked to provide advice to Liuyang Firecrackers and Fireworks Industry
Department, as Jerry Yu, what would you say?
Shanghai Tang: The First Global Chinese Luxury Brand?
1. Perform a detailed SWOT analysis on Shanghai Tang.
2. How would you characterize Shanghai Tang's brand image and sources of brand equity?
3. What might have accounted for Shanghai Tang's unsatisfactory results in building a global
luxury Chinese brand? What could they or should they have done differently?
4. How has Shanghai Tang positioned itself relative to other luxury brands? How might the
positioning be improved?
5. Do you believe Shanghai Tang can become a legitimate worldwide brand? Why or why
not? If so, what will they have to do to effectively compete worldwide?