EXAM QUESTIONS “PRINCIPLES OF INTERNATIONAL MARKETING” 2021Use your knowledge from the lecture to write a 10-page report that provides answers to the questions below. Please keep in mind that your recommendations should be based on your knowledge ofinternational marketing models and theories, i.e. the syllabus. Avoid guesswork and hunches. Please note that the exam is based on the questions below, which differ from those listed in the case study. All submissions will be checked electronically for evidence of plagiarism. Make sure to write the number of the question you are responding, before writing the answer. 1.Make a SWOT analysis of the Adidasmarket position. (max 1 pages)
2.Adidas aims to introduce a new high-performance and sustainable sneaker. Conduct an international market selection forthe new Adidas high-performance shoe using the MACS approach. Please select the most attractive country out ofthe countries in Table 5 (max 2 pages)
3.Describe which segmentation strategy you would apply for the new high-performance sneaker, and provide arguments why you suggest this specific segmentation approach. Identify the target segment within the selected country, and describe it shortly. (max ½ pages)
4.The marketing research department of Adidas conducted a Choice-Based-Conjoint study to configure the new product. The considered the following characteristics and attributes:SoleUpperCushioningBrandPriceAttributePartial UtilityAttributePartial UtilityAttributePartial UtilityAttributePartial UtilityAttributePartial UtilityRubber0Leather0 High-performance
2.5Nike345USD4Polyurethane3 Canvas1.8Normal0Adidas265USD2Plastic
2.1Nylon2.2No name095USD0Sustainable plastic
2.8The total utility for the no-choice option was 9.4.1.Which specification generates the highest/lowest overall value? Please use the product features to describe the product concept with the highest and lowest total utility. Please calculate the total utility values of these two concepts, and give a recommendation regarding the product configuration.
4.2.Determine the total utility and calculate the market share for eachof the alternatives Adidas 1, 2 and 3. In the market share calculation,please consider each of the Adidas shoes, the Nike shoesand the no-choice option. What is the best configuration for Adidas?
Adidas 1Adidas 2Adidas 3Nike 1Nike 2BrandAdidasAdidasAdidasNikeNikeSolePolyurethanePlasticSustainable plasticPolyurethanePolyurethaneUpperCanvasNylonNylonNylonNylonsCushioningNormalHigh-performanceHigh-performanceNormalHigh-performancePrice65 956595954.3.Adidas wants to know what is consumers’ willingness to pay for
(a) sustainable plastic instead of plastic and
(b) high-performance versus normal cushioning. Please calculate the willingness to pay for these two scenarios.What is your recommendation based on these calculations?
4.4.According to a price analysis, Adidas found out that if they would increase the price of their shoes from 45 to 65USD (all other parameters kept unchanged),the sales would drop from 250,000 units to 150,000 units. What is the price elasticity of the demand for Adidas shoes?What is your recommendation regarding the price, given these parameters?(max 2pages for allsubquestions)
5.Please compare and evaluate Adidas’s and Nike’scompetitive position in the selected country, and elaborate how Adidas can develop a competitive advantage over Nike in the selected market, and globally(max 1 page)
6.Does Adidas need to adapt its branding, positioning and the marketing mix for the new high-performance shoe, and how? Elaborate a branding strategy and develop a marketing mix plan (4Ps) for the Adidas high-performance sustainable sneaker in the selected market. Please make a rough calculation of the costs related to the adaptations you suggest, and calculate the time needed to cover these costs (max 2.5pages)
7.Adidas intends to use the online channel for the marketing of the new high-performance sneaker in the selected country. (max 1 page)
7.1.For which of the four 4Ps is the online channel inthis case most relevant?Describe how Adidas could use the online channel for the marketing of its new product, and provide arguments for your suggestions.
7.2.Adidas hasestimated a sales reaction function for online mediaas follows: 𝑦=100+.1∗𝐷𝑖𝑠𝑝𝑙𝑎𝑦+.6∗𝑃𝑎𝑖𝑑𝑆𝑒𝑎𝑟𝑐ℎ+.4∗𝑆𝑜𝑐𝑖𝑎𝑙𝑀𝑒𝑑𝑖𝑎+.3∗𝐼𝑛𝑓𝑙𝑢𝑒𝑛𝑐𝑒𝑟Basing on this function, please allocate a media budget of 100,000USD to the four online media, and explain your recommendation.