Question

 

Here's the context in which you should write your final exam. Bronner's Christmas store is one of the largest in America. Bronners currently has one store located in Frankenmuth, Michigan. Bronner's has decided to open up a second store in Heidelberg Germany. Reflecting on each chapter in our textbook, respond to each of the following questions as though you were hired to be a consultant to Bronner's.

 

16. Describe your marketing strategy for the European market.

 

17. What will be your staffing policy in Germany? Should Bronner's do this expansion or not? Why or why not?

 

Answer 1

16)Bronner started expanding in the European market . They distribute their products through retailers that their competitors could not reach thus adopting the same strategy as in US . Social media, word of mouth  is still important market tool .The communication style of Bronner is playful and colorful.Bronners distribution has penetrated into mass retailers.There is multichannel distribution.But European market presented new challenges.European market is made up of smaller markets and there is lot of competition.So building own operations , investing in own people,is important marketing strategy.There are ambassadors , not just sales persons for marketing.  

17)Based on the need of the organization HR managers must choose the right staffing policy approach.Deciding on the most suitable staffing policy will lead to success in international business.. Staffing in international business , expatriate workers are given key positions in overseas operations .Home country workers are in the top positions and local workers are in other positions .Issues on compensation must also be decided by HR managers . Compensation of expatriaite workers and compensation of home workers must be examined and differences in compensation packages have important effects in staffing success.Issues of repatriation must also be addressed by HR managers ie when the worker needs to go back to his home country.   

Yes Bronner should do this expansion for getting the benefits of trade between US and Germany.Germany is the largest trading partner of US. Bronner has opened a second store in Germany and will thus get the benefit of expanding its business in the international market.