Name ______________________________________
Please answer all questions
completely and thoughtfully; however, do not write too much!!! You
can answer most of these in one or two paragraphs, or partial bullet point
format. Each part is worth 10 points each. The exam must be handed
in on Tuesday, May 9th, at 6 pm at the latest, or emailed to me as an attachment
before that time. The countries used in question 2 were chosen because
there is much recent information on their trade regulations. Please feel
free to ask me questions if you need clarification. Good luck!
1. Campbell's Soup is launching an existing soup product in Western Europe. Rather than Campbell’s traditional wet soup or dry Ramen noodle varieties, the soup will be an instant powder similar to many other dry “envelope” type soups, resembling the Knorr or Lipton brands.
Web site: http://www.campbellsoup.com
a. Since the product is
a different form, what types of consumer research do you recommend?
b. What changes might
Campbell’s Research and Development team have to make to the product?
How might the product have to be adapted?
c. Considering the nature
of the product, think of the content, label, packaging, recycling and other
characteristics that you may have to alter due to local requirements.
Describe the potential problems you may encounter and how you would locate
appropriate information.
d. Suppose that you have
made a commitment to ensure that Campbell’s does not move towards
the “hollow corporation” status of many U.S. firms. Describe
what this means.
e. Suppose that Campbell’s
is interested in utilizing some of the Erasco Group’s brand names for the
dry soup products. Erasco is based in Germany; you can access the brand
names from the Campbell’s web site. Campbell’s asks your advice on
the design of an advertising campaign that would communicate both brands
to European consumers. Using the communications model, explain how
a fade in-fade out strategy might be used and why it is better than some
of the other brand changeover strategies.
a. What are some of the
market entry methods that ABI should consider. Name three alternatives
and give pros and cons for each.
b. Describe how the Opportunity
Matrix can aid you in making choices among markets to enter.
c. Name three factors
to consider in avoiding price escalation. How would you look for
this information in researching a foreign market?
d. Suppose that ABI decides
to export beer from the US to Latin American markets . What are some
logistical concerns with getting the beer to the country and then distributing
within the country?
e. Suppose you are in charge of taking ABI’s business overseas. You know that there are several important factors to look into for entering any new country. You have learned how to use the tradeport web site. You offer to make a comparative chart of Argentina vs. Venezuela so that your bosses can determine which market to choose. Please fill out the chart below with the ten factors that you judge to be critical in making the decision. I have started you out with a few key points. NOTE: You may make the chart larger to fit the types of information that you have found. Please discuss and make a recommendation of which country you feel is more accessible to a firm like ABI.
Web site address: http://tradeinfo.doc.gov/
| Sample Information | Argentina | Venezuela |
| Free Trade zones, areas | ||
| Documentation | ||
| Markings and labeling | ||
| Tariffs | ||
| Free trade agreements | ||
| Prohibited imports | ||
| Business holidays | ||
End of exam text.