Contents
This paper answers following questions on the case study - - 1) Define the product offered by Godiva. Identify the different levels of the product. Discuss the attempts made by the management to come up with the augmented product.
- 2) Do you think the Godiva brand could be damaged after the introduction of the new product to the lower end of the market? Do you see any risk of cannibalization of this line extension to the existing product line? Why or why not? Discuss.
- 3) Is Godiva gems an international or global product brand? Discuss whether the brand holds global brand characterisitcs.
- 4) What are the possible impacts of the country-of-origin and "packaging" in motivating customers to buy Godiva chocolates?
- 5) Godiva is entering new markets like China and Turkey. What strategy would you offer the company in its global product planning decisions in term of standardization vs adaptation?
Description
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