Product details

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Case
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Reference no. 594-006-1
Subject category: Marketing
Authors: Jean-Paul Auberger (Cardiff Business School); Robert E Morgan (Cardiff Business School)
Published in: 1994
Length: 12 pages
Data source: Field research

Abstract

This case examines the history; current activities and competition of Rochas (briefly), it then describes product communications, distribution and pricing policy in the context of multiple international markets. Some justification is given for the reasons underlying ''standardisation'' in each of these areas. The teaching objectives are 1) Appreciation of benefits of marketing mix standardisation; 2) Ingredients of international marketing strategy; and 3) Contingency issues in global marketing standardisation.
Size:
Medium, large operator
Other setting(s):
Contemporary (1992-1993)

About

Abstract

This case examines the history; current activities and competition of Rochas (briefly), it then describes product communications, distribution and pricing policy in the context of multiple international markets. Some justification is given for the reasons underlying ''standardisation'' in each of these areas. The teaching objectives are 1) Appreciation of benefits of marketing mix standardisation; 2) Ingredients of international marketing strategy; and 3) Contingency issues in global marketing standardisation.

Settings

Size:
Medium, large operator
Other setting(s):
Contemporary (1992-1993)

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