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International Business
Case Studies
CASE STUDY (20 Marks)
In 2008, Starbucks announced that they
would be closing 600 US stores. Up to that point, Starbucks stores had added
new offerings, including wifi
and music for sale, but started to lose
its warm "neighborhood store" feeling in favor of a chain store
persona. Harvard Business Review points out that in this situation,
"Starbucks is a mass brand attempting to command a premium price for an experience
that is no longer special." Meaning, in order to keep up, Starbucks would
either have to cut prices, or cut down on stores to restore its brand
exclusivity. HBR's case study shares three problems with the growth of
Starbucks: alienating early adopters, too
broad of an appeal, and superficial
growth through new stores and products. Harvard recommends that Starbucks
should have stayed private, growing at a controlled pace to maintain its status
as a premium brand.
Answer
the following question.
Q1.
Do you agree with Harvard recommendations? Give reasons in support of your
answer.
Q2.
What are the advantages of keeping bonded stores? Explain.
CASE STUDY (20 Marks)
The case presents an overview of
Nokia's entry and expansion strategies in India. In the past more than one
decade, Nokia has emerged as one of the most recognized brands in India,
surpassing some of the Indian business conglomerates in terms of revenues. The
marketing strategies adopted by Nokia in India are very user friendly and the
Nokia brand has become synonymous to mobile phones in the country. While Nokia
considers India as one of the most important markets for its future growth, the
company has been facing stiff competition in the recent years from Korean
players like Samsung and LG. The case highlights Nokia's strategies to compete
with Korean companies and its product expansion plans in the near future.
Answer
the following question.
Q1.
Discuss the expansion strategies adopted by Nokia in India.
Q2.
Debate the Challenges faced by Nokia in the Indian market
CASE STUDY (20 Marks)
EU Trade Commissioner Karel De Gucht,
the Belgian Minister of Foreign Affairs Steven Vanackere representing the
Presidency of the Council of the European Union (EU), and the Korean Minister
for Trade Kim JongHoon today signed a Free Trade Agreement (FTA) between the EU
and South Korea. This FTA is the most ambitious trade agreement ever negotiated
by the EU and the first with an Asian country. Today’s signature signals a
significant step on the road to its implementation and is one of the main
events of the EUKorea Summit taking place in Brussels today. "The
agreement between the EU and South Korea marks a significant achievement in
improving our trade links. It will provide a real boost to jobs and growth in
Europe at this critical time. This wide ranging and innovative deal is a
benchmark for what we want to achieve in other trade agreements", said
Commissioner De Gucht. "Tackling the more difficult nontariff barriers to
international commerce can cut the costs of doing business as much if not more than
getting rid of import duties." The text of the FTA was initialed between
the European Commission and South Korea on 15 October 2009. Since then the text
of the Agreement was translated into Korean and 21 EU languages. All EU Member
States have signed the FTA ahead of today's official signing ceremony. The date
of provisional application will be 1 July 2011, provided that the European
Parliament has given its consent to the FTA and the Regulation of the European
Parliament and of the Council implementing the bilateral safeguard clause of
the EU South Korea FTA is in place. The EU Member States will have to also
ratify
the agreement according to their own
laws and procedures. One study estimates that the deal will create new trade in
goods and services worth €19.1 billion for the EU; another study calculates
that it will more than double the bilateral EU South Korea trade in the next 20
years compared to a scenario without the FTA. The agreement will remove
virtually all import duties between the two
economies as well as many nontariffbarriers. It will relieve EU
exporters of industrial and agricultural goods to South Korea from paying
tariffs. Once the duties are fully eliminated, EU exporters will save € 1.6
billion annually. Half of these savings will be applicable already on the day
of the entry into force of the Agreement. The FTA will also create new market
access in services and investment and will make major advances in areas such as
intellectual property, procurement, competition policy and trade and sustainable
development.
Answer
the following question.
Q1.
What are the objectives and contents of the recent free trade agreement signed
between the European Union and South Korea?
Q2.
What are the economic underlying principles of this agreement?
Q3.
Why has the agreement been questioned both in the EU and South Korea?
Q4.
Why are Japanese businessmen worried about the agreement? Why are Japanese
policymakers trying to sign a similar deal with the EU?
CASE STUDY (20 Marks)
Advertising costs money, which many
businesses find themselves short of these days. But forgoing ad spending in
favor of better profits can be a mistake. Experts say that in a slump, one of
the best things you can do is adopt or increase your advertising strategy to
attract customers. During a recession, this is especially true, as other
businesses may be cutting back on their ad spending, making your voice even
more prominent to customers. After seven years of growth, building from 30 to
300 locations, Firehouse Subs' growth fizzled, and company leaders realized
they had to do something about it. So they returned local advertising fees
collected from franchisees, not to put in their pockets, but to take hold of
their own local marketing. Sales fell even more, revealing that this was not a
good strategy at the time. Instead, Firehouse reclaimed their local marketing
fee, and then gave franchisees the option to take part in a new marketing
campaign, requiring them to pay double for local marketing, but in return,
becoming part of an $8 million advertising campaign poised for success. Experts
commend Firehouse for having the courage to ask franchisees for more money
where it was needed, even when times were tough.
Answer
the following question.
Q1.
Why proper advertising is necessary, during recession period?
Q2.
Give an overview of the case.
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
ARAVIND – 09901366442 – 09902787224
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