Discussion Question
Assignment 1: Discussion Question
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.
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.
By Saturday, May 10, 2014, submit your response to the appropriate Discussion Area. Use the same Discussion Area to comment on your classmates' submissions and continue the discussion until Wednesday, May 14, 2014.Comment on how your classmates would address differing views.
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