201003 March 2010 | Selling Sedans in Southeast Asia
Passenger automobile manufacturers with high growth potential are increasingly difficult to find around the world. Exceptions are Singapore and Vietnam, both of which have few car owners and optimistic economic growth projections. However, these countries’ stiff government regulations, including high taxes that grossly inflate car prices, have created major challenges for automakers. This paper is a synopsis of research conducted as part of Kellogg’s Global Initiatives in Management program into the impact of Singapore and Vietnam’s regulatory environments on the four key elements of marketing cars: product, price, promotion, and place. |
200804 April 2008 | The Reality of the “China Dream”
If I could sell just one [insert product here] to every person in China . . .”
So begins the “China dream” of many a marketing executive. And there’s good reason to pursue this vision: China’s “consumer class” of 100 million is expected to grow to over 700 million by 2020. So winning in China today is more of a strategic imperative than a distant dream. But in reality only three multinational companies (MNCs) have literally fulfilled the China dream: Coca-Cola, PepsiCo, and Wahaha (Groupe Danone SA). |
200704 April 2007 | Crouching Cartier, Hidden Ferragamo
If the phrase “Chinese retail market” brings to mind plastic toys made for pennies and cut-rate electronics, think again. Long before China’s surge of buying power and openness to Western retail brands and channels since the 1990s, the country was creating high demand for luxury goods, with Shanghai known as the “Paris of the East” in the 1920s. |
200704 April 2007 | Success on the Shelves
Europe’s market for private label goods is the most developed and advanced in the world, with such products representing over 35% of grocery retail sales in countries like the UK and Germany? Not surprisingly, in recent years private label has seen faster growth than manufacturer-branded goods in these nations and others, with retailers’ private label strategies becoming increasingly sophisticated—and profitable. |
200704 April 2007 | Hurray for Bollywood
Releasing over eight hundred movies annually, the Indian film industry (“Bollywood”) is as colorful and dynamic as the products it puts out, with its films popular in India and globally. But individual Bollywood producers and studios often fail to receive their fair shares of revenues from international distribution. This is due largely to unfair distribution deals and the content-owners’ inability to overcome specific challenges related to international markets. Specifically, international distributors wield power over a fragmented producer base, limiting competition and lowering prices, and Bollywood players often lack insights into the distribution process, hampering their ability to negotiate better deals. |
200704 April 2007 | Italian Luxury Goods
Italy is a country with a strong, lengthy history of entrepreneurialism in many areas. In addition to fashion, art, literature, and music, Italians became known over the centuries for a wide range of excellent products—olive oil from Tuscany, cheese from Reggio Emilia, and vinegar from Modena, just to name a few. Entrepreneurs and their resulting family enterprises have stood at the center of the Italian economy, which has greatly influenced Italians’ view of business. |