BUS470
Module 4 Assignment 1: Discussion Question
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To extend its international presence, Martinetti International has formed an
expansion strategy focused on acquiring other like enterprises outside the
European region. Martinetti, a subsidiary of a publicly owned parent company, is
based in Rome where it enjoys an established brand name and superb reputation.
As part of Martinetti’s globalization strategy, it has acquired Sand Coast
Resort Group located in the heart of Chinatown, Singapore. Both hotel
enterprises share common business values and excellent reputations, and offer
high-end luxury accommodations for the local businessman and international
traveler. The acquisition offers Martinetti ownership of the Sand Coast brand,
trademarks, and contracts for the 9 Sand Coast hotel holdings. With this
acquisition, Martinetti gains a footprint in Southeast Asia and expands its
holdings 27 percent. Sand Coast has strong brand recognition in the region and
has a portfolio that includes both hospitality services and travel agencies.
Martinetti, a cross-culture organization, is comprised of approximately 65
percent Italian employees with the remaining representing 7 other countries and
languages. San Coast also has a cross-cultural workforce with 88 percent being
Singaporean of Chinese, Malay, and Indian ethnicity. Chinese is the official
language.
As a member of the Martinetti management team, you have been selected to meet
with the Sand Coast Resort leadership team to discuss Martinetti’s approach to
market the acquisition in both countries. Your task is to convince the Sand
Coast team that Martinelli has a sound strategic communications plan. Please
discuss the promotional goals and cultural factors you would discuss with Sand
Coast and what aspects of the recommended promotional strategy you would
address.
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