MGT 4027 Global management South University Week 5 Assignment 2 - 18835

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Case Study—Marketing Strategy Outline

 read the case study and prepare a marketing strategy outline.

To extend its international presence, Whipkey International has formed an expansion strategy focused on acquiring other like enterprises outside the European region. Whipkey is a subsidiary of a publicly owned parent company, and is based in Amsterdam, where it enjoys an established brand name and reputation.

As part of its globalization strategy, Whipkey acquired Cloudcall Resorts Incorporated, based in Kyoto, Japan. Both hotel enterprises share common business values and excellent reputation, and they offer luxury accommodations for local professionals and international business travelers.

The acquisition offers Whipkey ownership of the Cloudcall brand, trademarks, and contracts for Cloudcall’s seven hotel holdings. With this acquisition, Whipkey gains a footprint in Japan and expands its holdings by 27%. Cloudcall has strong brand recognition in its nation and a portfolio that includes both travel and hospitality services. Whipkey is a cross-culture organization, comprised of approximately 65% Dutch employees and 35% employees from seven other countries. Cloudcall also has a cross-cultural workforce, with 88% Japanese employees of Japanese, Chinese, and Russian ethnicity, whose official language is Japanese.

As a member of the Whipkey management team, you have been asked to prepare a presentation to the Cloudcall Resorts leadership team on Whipkey's approach to acquisition. With your presentation, convince the Cloudcall team that Whipkey has a sound strategic communications plan.

Prepare your marketing strategy outline, which should address:

  • Issues related to the marketing and promotion of Cloudcall Resorts.
  • The company's promotional goals—what are the specific objectives related to promotion of the acquisition? How will you inform potential customers of new capabilities and offerings resulting from the acquisition?
  • The cultural factors that need to be considered.
  • Recommended promotional strategies.

Include Whipkey's plan to mitigate cultural barriers, country differences, and global advertising issues.



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