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1 What strategic alternative does Autoliv have to strengthen its competitive position outside Europe?
2 Why and how is Electrolux trying to establish a global brand identity?
3 What is the purpose of Electrolux having eight design studios around the world in Europe, North America, Latin America and Asia/Pacific?
4 Please give examples from the video where cultural differences had an effect on the design and product development of adapted Electrolux products.
5 How can the Internet help Electrolux with the global marketing and selling of its products?
1 What are the pros and cons of the product diversification strategy that Zippo has been following recently?
2 On www.sramarketing.com/experience/outdoor/ case_studies/zippo_casestudy.cfm you will find a case story, where Zippo in the late 1990s was repositioned as an essential tool for avid outdoorsmen. However the outdoor market was entirely new to the Zippo salesforce, who were accustomed to calling on tobacconists and convenience stores. How would you use the PLC concept for this case story?
3 What obstacles would Zippo Manufacturing Company face if it repeated the outdoor campaign in other countries?